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SELLING TO THE C-SUITELearn how to get a "yes" from decision makers
RYAN LONGFIELDRob Perrilleon
2
Training for my 1st
marathon!
RobPerrilleon
Co-author, “The Expansion Sale” SVP, Delivery
at CVI
3
Loves vintage Air Jordans
RyanLongfield
Spent 9 years at LinkedIn Gong’s Chief
Revenue Officer
Table of Contents
The Biggest Mistake
Three advanced sales tips that’ll persuade DMs to say “yes”
Giveaway details
Dog ate your homework?
Big mistake is doing too much discovery
Biggest Mistake
6
Gong Labs C-suite dataAsking Too Many Questions Decreases Your Win Rate
7
Gong Labs C-suite dataAverage Customer Response Length to Questions
Ask your champion for discovery time
What to do instead:
How to get “Yes”Sellers need to understand the role of the CXO
1
Sellers often misunderstand the role of the CXO
Mistake
“I only do what I cannot delegate”
Follow the RAPID Framework
● Recommender● Approver● Performer● Input● Decision maker
What to do**MOST sellers DON’T do this!!
“Because I can make the decision doesn’t mean I will.”
Map out the decision making process.Option 1: Who is really making the decision?
CXO: “If this, then I’m much deeper involved, and assess how it aligns with what I’m working not now.”
Option 2: Is the recommender fully bought in?
● CXO: “Am I checking the box? If this, then I’m spot checking and just giving some quick oversight.”
What to do
Higher isn’t always betterGreat leaders delegate more than then decide
Negative outcome?
● adds unnecessary complexity to sales cycle
● offend the true DM
● you look junior
2
Navigate and win influence accordingly
What to do
Understand the difference between Role vs. Title
Earn their openness to your influence Need to deliver...
Why am I joining this call? Why do I specifically do I need to be here?
● Capturing attention in the first 3 minutes
● You need to prove this is worth their time
3
Shows how solution solves problem in new, different, better way
Unique ProductValue Prop
Seller demonstrates understanding of customer challenges, shares Quantified Results / ROI
Known Business Initiative + ROI
Introduce new need exec hasn’t considered
ProvocativeIndustry Insight
Seller offers benchmark comparison to similar companies
CompetitiveBenchmark
Executive Access Test Conditions
How Credible is Proposed Vendor?
5.4
5.6
5.8
6
6.2
5.2
Unique Product Value Proposition
Known Business Initiative + ROI
Provocative Industry Insight
Competitive Benchmark Offer
9.1%
How Confident Company can Help?
5.2
5.4
5.6
5.8
6
5
Unique Product Value Proposition
Known Business Initiative + ROI
Provocative Industry Insight
Competitive Benchmark Offer
9.5%
How Likely to Take Meeting?
5.6
5.8
6
6.2
6.4
5.4
Unique Product Value Proposition
Known Business Initiative + ROI
Provocative Industry Insight
Competitive Benchmark Offer
10.4%
How Likely to Decline Meeting?
4.6
4.8
5
5.2
5.4
4.4
Unique Product Value Proposition
Known Business Initiative + ROI
Provocative Industry Insight
Competitive Benchmark Offer
12%
Shows how solution solves problem in new, different, better way
Unique ProductValue Prop
Seller demonstrates understanding of customer challenges, shares Quantified Results / ROI
Known Business Initiative + ROI
Introduce new need exec hasn’t considered
ProvocativeIndustry Insight
Seller offers benchmark comparison to similar companies
CompetitiveBenchmark
Executive Access Test Conditions
So there’s a code switch that needs to happen. *It’s not just speaking their language
What to do
Tip: If sales rep can’t, bring someone who can.
Recap
Higher isn’t always better
Map our decision making process
Earn their openness to your influence
24
Giveaway
We’re picking two attendees to win a 1:1
with one of the speakers!
25
Follow Gong on LinkedIn for access to our newest sales assets
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