- Go in to test your hypothesis, not to pitch or demo.
- C-levels want the business problem solved and proof you have done it before.
- Book the next step before you leave: sell high, get in low.
You landed the meeting. The fastest way to waste it is to start pitching.
Test the hypothesis, do not demo
Douglas Mancini: go in with your point of view and test it as a hypothesis. Ask for feedback, bring evidence of what similar organisations are achieving, and build rapport by trading information rather than presenting. Do not run a demo. Most C-levels are not interested in demos; they want to understand how you will solve their business problem and where you have done it before. Keep your timing tight so you never get cut off at the end without a next step. Before you leave, agree who you should speak to lower down, and book the next meeting with the executive to report back. That is selling high and getting in low.
Often the real value to the executive is simply validating the problem. Do that well and the relationship is yours.
More in running discovery calls and winning buying-group consensus.
