Q&A: How Do You Sell Technology at the ‘C’ Level?
Q&A’s are excerpts of questions I have answered as part of Sales Laundry or other forums that I am apart of. If there is a relevant sales message for the masses I post it here to share, gather feedback and discuss.
Q: How do you sell technology at the C-level?
A: Selling technology to C-level executives is about understanding their business and, in particular, the specific problems they are facing well enough to be able to translate your technology into a compelling business case for the executive that they can readily understand and get behind.
Anything less or more complicated that leaves an executive feeling you are talking about things they don’t care about or are out of their area of expertise will earn you a one way ticket out or down the organization to make your case to a perceived subject matter expert.
If you don’t have that understanding about a company then you typically have to wade into lower levels of the organization to figure out what their specific problems are and how your brand of technology can address those issues and work your way up.
No one cares about the technology itself except for the gadget geeks and the guys that have to implement and support it for the most part.
The solution is what is being sold. The solution presented in company specific line of business terms is what is being sold at C-level.
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