Selling to CEO's

Based upon my personal experience as a CEO and coaching and advising them over the years, I've concluded that there are a few important interests nearly all share in common from a business perspective:

• CASH


• TIME


• VISION

When selling to CEO's, if they can't quickly relate us and what we represent to these interests, we'll be done in short order; they typically have very short attention spans. This is especially germaine when dealing with CEO's of smaller businesses.

Consequently, the impact of a strong positioning statement that encapsulates these interests is paramount. Without it, there's a tendency to ramble and present too soon, which will result in a quick "thanks, but no thanks" decision. My experience has further taught me that, once we're out, CEO's will rarely let us back in . . . they're quickly on to all the other stuff they deal with daily that impact CASH, they're TIME and VISION for the business.