19 Jul Best Practices For Restructuring C-Suite Engagement Strategies
Creating an opening for your business to build a relationship with another company requires engagement strategies that are often lengthy and complex. Going in with the goal of having a c-suite executive as your primary contact can be intimidating but not impossible. These are often busy individuals whose time is precious. Therefore, knowing exactly what to say is crucial to getting them interested in your company.
What is C-suite engagement?
C-suite engagement involves the strategies a business employs to gain the attention and interest of high-ranking executives. C-suite executives are often in charge of essential strategies and purchase decisions. Establishing contact and engaging with them can determine whether or not your company gets that contract or makes a sale.
Importance of partner engagement (or C-suite engagement)
Partner engagement helps companies push their offer to the people who matter the most. There is only so much your sales professionals can do to sell to executives. They’ll usually go for low-hanging fruit and target more prospects who may be suitable for low-value deals. Business executives may need to step in from time to time.
When a company’s partner is involved in the sales process, the capability to land high-value opportunities is significantly increased. It often involves unconventional forms of making contact, but no one understands a business’s value proposition better than its partners, so who better pitch it? Meet with key decision-makers and show them exactly how your offer can benefit their business and solve their challenges. It increases your chances of being selected significantly.
Top 5 engagement strategies
Research the business
Ensure you learn as much as possible about each business you’re approaching. Learn their pain points and structure what you have to say to provide solutions. Knowing industry trends, what the company does, and delivering relevant content builds trust and shows genuine interest on your part. Having information on things like their competitors, new regulations, growth opportunities, and other relevant happenings in their landscape is helpful.
It gives valuable information for crafting the perfect pitch that convinces them to convert. It’ll also help you prepare relevant talking points for your meeting. A good source of information is the company’s website, annual reports, social media pages, press releases, and news updates.
Be succinct
C-suite executives are often busy, and their time is valuable. They won’t always have time to consume lengthy content, so optimize your messaging to suit their free time. Your content should be to the point and easy to digest while sharing valuable information. Use an appropriate layout that presents information in bite-sized blocks.
Using bullet points, visuals, figures, and statistics is an appealing way to pass information that presents facts and catches their attention quickly. Avoid excessive talk about your product and focus on how your offer can help actualize their goals. Each piece of content you share with them should highlight how you provide value instead of why your offer is so great.
Befriend gatekeepers
High-level executives are often hard to reach directly. Short of walking up to them and speaking face to face, any communication with them will usually pass through someone else first. People like managers and assistants typically screen their emails and calls.
Having gatekeepers on your side can be a game-changer so build a relationship and include them in your marketing process. This’ll help them know exactly what your offer is and if it’s relevant to their business. Try not to see them as a “gate” blocking your goals but as a resource that can help push your brand. If your content gets a positive reception from a gatekeeper, you can be sure you have one foot in the door.
Personalize your messaging
Communicating with C-suite executives using generic communication materials will often backfire. Make the most of your opportunity to reach these top decision-makers by coming armed with personalized engagement strategies. There are multiple sources of insights into their company and personal interests, so ensure your message is directly tailored to them.
Draw information from the earlier research to learn the company’s priorities and use those insights in creating your campaigns. Do this at every stage of the sales process and develop a strategy that personalizes everything from webinars to newsletter content. Seeing that you recognize their challenges and are offering a tangible solution builds trust and helps them see your business’s value.
Always follow up
After meeting or engaging with your targeted C-suite executive or even anyone else at the company, it’s essential to follow up. Touching base after engaging can determine whether you get that contract or a second meeting. It could be as simple as sending a thank-you note, email, or a message with additional relevant information.
Endeavor to complete your follow-up activities quickly, within a forty-eight-hour window. This’ll ensure the engagement is still fresh in their minds, and they remember who you are. It makes people feel appreciated and goes a long way in showing interest in the company.
Linked strategies have years of experience engaging with C-suite executives. We can help you develop a winning strategy for partner engagement to help you move your prospects seamlessly through your pipeline. Contact us today to get started.