Start Calling On Your Customers/Prospects' TOP: Part I
Posted by Jim Kasper on Mon, Feb 08, 2010 @ 03:38 PM
TOP is Different Than "C" Level
Before we begin exploring the "best practices" of calling on TOP (The Opportunity Producer), let's take a moment and differentiate between the well known concept of "C" level versus TOP selling. "C" level within your customers' organizations refers to the "chief" level of executive management. Examples are CEO (Chief Executive Officer), CFO (Chief Financial Officer), CIO (Chief Information Officer), CTO (Chief Technical Officer or Chief Training Officer), and CSO (Chief Sales Officer or Chief Science Officer).
Many TOPs in our day-to-day selling lives are lower on the organization chart that the "C" level. TOP is the highest person you can reach within a division, unit, department, or branch of a customer or prospect. TOP is the one who can make or break an opportunity for you. In other words, depending on the size of the customer/prospect, TOP may or may not be a "C" level person. Many times, the actual decision-maker may report to TOP. One thing is for sure: TOP is the "ultimate decision influencer."
Why Call On TOP?
1. TOP is more ROI sensitive than price conscious
2. TOP is the ultimate advocate for your product and services within the account/prospect
3. Leveraging TOP's influence will shorten your sales cycle - TOP can "short circuit" the standard decision-making process
4. TOP is a great ally when problems arise
TOPs Concerns Are Strategic
Many reps don't call on TOP because they feel uncomfortable discussing strategic issues and concerns relating to TOP's organization. Most of this reluctance is caused by lack of:
1. Experience calling on TOP
2. Understanding the "big" picture
3. Preparation
The Two Primary Reasons TOP Won't See You
1. You haven't provided a significant benefit to TOP
2. You have not validated your competency or knowledge about their business
What TOP Wants YOU to Know Before You Make Contact
- Industry conditions and developments (TOP's competitors; current events and their affect on TOP's organization; uncontrollables - new government laws; etc.)
- TOP's company's recent developments (new products/services; acquisitions; new locations; new personnel; etc.)
- TOP's personal background
10 Things TOP Expects From YOU
1. Be prepared - planning and preparation are the answers to all of the above points
2. Show that you are a "solution provider," not a product/service pusher
3. Be direct and to the point
4. Take copious notes - just that one activity illustrates interest and customer vigilance
5. Follow-up - keep TOP "in the loop"
6. Focus on TOP's bottom line
7. Produce results
8. Stay out of TOP's organization's corporate politics
9. Make TOP more efficient/effective
10. Make TOP look good
Next week, we will explore the preparation process for calling on TOP. This will include due diligence, best questions to ask, what objections and questions to expect at this level, and how to leverage TOP's position throughout his organization to shorten your sales cycle.