Winning the Challenger Sale #12 Engaging C-Level Buyers with Jen Allen & Mike Randazzo
Mar 1, 2022
Discover the intricacies of engaging C-level buyers in today’s complex landscape. The discussion highlights the shift from traditional solo decision-makers to a more collaborative approach, emphasizing the importance of mobilizers. It also addresses the evolving dynamics of decision-making post-pandemic, where employee well-being plays a crucial role. Embracing a human-centered leadership style is pivotal for sales professionals. Learn how sellers can adapt their strategies to navigate various purchase cultures and effectively connect with high-level executives.
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C-Level Buying Complexity
- Selling to C-level executives alone is less effective due to increased risk aversion and buying complexity.
- Even when a C-level exec agrees, they usually seek consensus from other stakeholders before purchase.
Prepare and Listen to Engage
- Do thorough research before engaging C-level buyers to develop a strong insight-based hypothesis.
- Focus on listening more than talking in initial calls to discover decision styles and priorities.
Pizza Analogy for Buying Consensus
- Ordering a pizza with everyone agreeing resembles buying decisions with multiple stakeholders.
- Everyone settling for just cheese illustrates the minimal-risk choice due to conflicting preferences.
