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Time is a precious commodity to top officers in businesses The further up the food chain you move in a company, the more time sensitive your prospects and clients will be For this reason, you will also need aptitude in dealing with the chiefs People who are unsuccessful selling to top officers waste time, don t tell the whole story, and communicate poorly Top officers and especially CEOs have learned to make decisions with very little information they want only the key facts Their jobs require them to make lots of decisions in a short amount of time Many of them fear wasting time with someone trying to sell something Investing her time wisely will enable a chief to make steady progress toward company objectives Before you meet with a top officer you must do your homework and know about the company and its problems You should have other insiders on your side, if possible CEOs are particularly suspicious of a professional who only covers the upside and fails to cover the downside In his book, Think and Sell like a CEO, Tony Parinello recommends you use a balanced reward equation to communicate your benefits When
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you say that your service will save $400,000 in taxes, the CEO is thinking, And how much audit risk or extra compliance costs will I have Be like Abraham Lincoln, who always gave both sides of the case in a debate to appear fair and to disarm potential counterarguments Last, communicating with CEOs takes skill You must learn to cover the bullet points succinctly and accurately As you cover the bullet points, use written materials to handle the details
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With the right attitude and aptitude, any professional can sell successfully to top managers, board members, and owners
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92 93 94 95 The One-Firm Concept = Brand Lead with Vision Strategic Alliances: The Whole Is Greater than the Sum of the Parts Succeed by Failing More
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uilding a brand can be a powerful force in your practice if your firm truly operates as one firm Most firms operate as a collection of practitioners sharing overhead Operating together as one firm enables you to create synergy when communicating with clients and prospects
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How can you tell if you are operating as one firm Ask yourself a few questions:
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Is the partner compensation system built on the book of business mentality rather than each partner s total contribution to the firm Does a significant amount of our revenue come from partners introducing other partners services to clients Do we have a system in place that will consistently achieve good service from partner to partner and from office to office
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Even beyond the desire to operate as and present a onefirm image, every professional firm needs to reposition themselves in the minds of the customer
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Branding can be the key to extending your most trusted advisor status to the new service areas you re offering Do your clients think of you first when they need human resource services
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Business advice If you haven t extended your brand in a way that redefines who you are, I guarantee you the answer is no Branding is a method to build a larger and possibly redefined space in the minds of your customers Successful branding connects what clients are passionate about buying with what you are passionate about delivering Branding is not just advertising or promotion Your brand must permeate your entire operation In order for your branding campaign to have impact, your marketing messages should express your firm s culture and values Your messages should be clear and your operations should be consistent and congruous with the message
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