Should you always try to reach the CEO? Will building relationships with managers win you business? The 1.5-minute video below shows you the three criteria that determine your target.
(Plus there’s a worksheet you can download using the button below the video.)
Text and images are © 2023 David A. Fields, all rights reserved.
Thanks for the insight. This is a big improvement over my gut feel.
When I learned the tools for government contracting I learned the importance of the “end user”. Sometimes the secret is in their ability to communicate the sense of urgency and value up the ladder. No one communicates pain like the person who has to get the job done. I have found that helping them t develop selling skills makes as big a difference as having the skills myself.
That’s a fascinating insight, Charles. No one EXPERIENCES the pain like the person who has to get the job done… but as to whether they articulate the pain well, that’s another question. I’ve found that the most compelling approach is to speak directly to the decision maker about the problem in stark terms, backed up by the voice of those experiencing the impact.