10 Secrets in Successfully Pitching to Executives

Over the years we have pitched to a few companies (100’s!) and in making some classic mistakes when we started out we learned some invaluable lessons. Sales pro’s want to “shoot high”, but often they’re confused about what to do or say when they finally get that elusive meeting with a company big wig. It’s not all that complicated, if you follow the these ten easy rules:

RULE #1: Do your homework. Prior to the meeting, research their “business agenda” and try to ascertain his or her “personal agenda” as well. You’ll want to address both during your first meeting.
RULE #2: Don’t assume the context. While the meeting is a huge deal to you, it’s probably not for the exec. Don’t assume he knows why you’re there. Introduce yourself, explain the meeting’s purpose and what the mutual successful outcome might look for both of you.
RULE #3: Get to business. Executives are busy folk. Don’t try to schmooze or talk about random stuff unless they initiate the conversation.
RULE #4: Prove your value. Within the first few minutes, demonstrate you have done your homework and understand the company, its challenges and its place in the industry.
RULE #5: Focus on business issues. Make the conversation about how you can help the exec achieve the two agendas (see Rule #1). Do not attempt to wow an exec with “bells and whistles.” They never work.
RULE #6: Ask intelligent questions. If you frame everything according to the drivers that affect the business and the metrics that the leader uses to evaluate activities you will get their attention.
RULE #7: Listen more than you talk. Hear what the executive has to say about the situation before proposing any steps of your own. Also, execs like the sound of their own voices.
RULE #8: Propose creative approaches. Bring value to the conversation by introducing creative and unique business perspectives and concepts.
RULE #9: Propose a next step. Involve the executive directly in planning the next subsequent action and plan to commit to the follow up.
RULE #10: Deepen the relationship. Suggest that next time you could bring an expert along to move the conversation to the next level.