Wednesday, October 8, 2008

Reaching the C-suite Executive: Thought Number 2

To stand out when going after the Suits, those illusive C-Level executives, you have to be relevant, engaging and insightful to them in their world not you in your world. Like dressings for success where you dress for the position you want, not the one you have. To market to C-Level you have to engage them at what they need. You have to fully understand the C-level’s roles, responsibilities and concerns. Then sit down and put together a personalized, customized offer that they can not find anywhere else. If you are found lacking in any of these key areas the result may be a one way ticket to the circular file or the trash bin.

If you use a dimension mailer because they are more eye catching might get it open, it might start to generate interest. Generating initial interest is the first step, but then an appropriate call to action needs to be provided, and for the C-level executive making it easy if they wish for tat executive to transfer your information to a lower (maybe) more relevant manager.

Don’t get wrapped up or carried away in the collateral. Although important it is not the most critical component part of a campaign. To have success to a C-level executive, your direct marketing campaign depends on 1st your list (are you hitting the right target); 2nd on the offer (does it answer a need at the C-level; 3rd the timing (C-levels project into the future more than the B-level executives); 4th the creation (don’t be a slock artist, your going after the C-suite, give them a C-suite piece to look at).

One of the key differences between marketing to C-level and the rest of the organization can be summed up in one work, assistants and the use of assistants. Assistants might be the first person to see your efforts at communication. So the savvy direct marketers should find ways to incorporate them in to the whole process. You might go so far as to send out two packets of information. one to the targeted assistant and the other to the C-level executive. If you motivate the all important gate keeper, you might find your chace of penetrating the oak door that much easier.

It is important to keep in mind that the responsibilities of the C-level will change depending on the size of the orginazaton. Don’t assume that a CEO, CFO or COO is gong to be and think the same in a 10 million dollar company cojmpated to a 100 million dollar company. Also in reguards to size, consider that if you go directly to a C-level sute when your offer might be better handled at a managerior or senior level decision maker might tweak some noses which you can not afford to tweak. Again do not underestimate the power of hitting a company at multiple levels. You ant to get in the door and not have it be a revolving door.

Larson note: You want to stand out and not like a sore thumb. In all ways you attack the C-level remember that they are first and foremost people, people with some major problems that they are dealing with. Don’t waist their time with trivia, come with solutions to there problems there real problems and they will get you to the person in their organization involved in solving that problem for them

Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better

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