In Complex B2B Sales we are required to work with multiple levels of client decision makers. In many cases we are not aligning our conversations correctly to the clients positional requirements.
When we are engaging corporate executives we need to discuss their vision, market position, products/services and their competitive advantage. How we are going to help them make or save money. Conversations with operational or business unit leaders should discuss ways to improve strategy productivity and overall operational effectiveness. Technical/ end users want to learn more about functionality, usability, reliability and feasibility. Procurement wants to discuss specifications and price concessions/reduction.
In today’s environment we have to be able to teach our clients how to improve their position from wherever they sit on their organizational chart or within the decision making process.
Try using the above graphic for guiding you in preparing for your next client meeting.
Best of Luck