I've found that it's partly about the proposition you take to them and partly about your attitude. Here are 3 tips on how to get into the C-suite:
1) Who cares? - the first thing you need to ask yourself is why they should see you. Most people want to get in at the top because, they reason, that's where the decisions are made. However, they forget that any senior executive worth his or her salt will be a master at delegation. They'll have a team around them to run the business and let them focus on key strategic issues.
Don't focus on your product, focus on the key issue(s) that are absolutely central to the executive right now. Find out what keeps them awake at night.
Unless you nail this part you'll simply get bumped down the chain.
2) Keep it short - the second thing is to keep all communication short. These people are extremely time poor. They get hundreds of requests for their attention every day. If you get your message through to them (either directly or via their PA) they will scan it and make a snap-shot decision on whether they want to see you.
So, keep it short. If it's a phone call (and you actually reach them) get your core proposition of what you can do for them in the first 20 seconds. If it's an email, get it into the first line. Keep everything brief. Aim for a short bites of their time, either to set up a 10 minute call or a 20 minute briefing.
Asking too much too early is a killer.
3) Grow some cohonas - finally, to get in at the top, you really need to have a pair (regardless of what sex you are). Think about this, who are the people who reach to top in most corporates? Are they the subservient types or the natural born leaders? Have you watched the Apprentice; Alan Sugar always likes the most hard-nosed, obnoxious types in the board room.
Btw, this is a different strategy to opening doors lower down the organisation where building longer term relationships often requires a lighter touch.
To get a seat at the big table you need to act like you deserve it.
Your language, approach, everything needs to have a commanding, leadership quality. Be bullish about what you are bringing to them and tell them clearly what you want them to do.
Keep these 3 tips in mind, pick up your skirt and get dialling!
Labels: appointment setting, c-level, cold calling
