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Sales teams who are involved in high value investment sales or of products classed as capital goods from plant machinery to software have long believed in targeting their efforts at the executives of a target company, the Board who have now been classed the 'C' level.

It is seen that these individuals sway decisions - indeed direct them so strongly that without targeting these contacts from the outset they are simply wasting their time. This has resulted in a focus and somewhat conflict between sales and marketing - the latter generating enquiries from a number of differing business levels only to find that the sales person ignores their contacts and relationships in favour of a contact with a 'C' level engagement.

This focus will not change, especially as more and more businesses are with drawing purchasing power back to a select few who have a broader understanding the business circumstances and less inclined to become 'enthusiastic' towards an investment unlike an operational executive who sees the benefit personally.

The 'C' level are not easily swayed...

Marketing must therefore begin the process of re-tasking itself. Much of their efforts in the past of brand, mass marketing and slogans are wasted upon the 'C' level. They are not easily swayed into buying behaviour by an advert. They will rarely respond to a direct mail piece even if the proposition is direct and of high value. Telemarketing is blocked by careful misdirection or the enthusiastic efforts of administration. In short, traditional methods are far from effective.

New Methods

During this workshop new methods of targeting the 'C' level are explored. The language that should be adopted. The propositions that will interest and the value that they are looking for to meet business, political and personal goals.

Attendees will explore the value of cognitive profiling - understanding the real motives of the 'C' level at an individual and decision making group landscape.

Introduction to intelligent lead development and marketing tactics

Using this business intelligence, including traditional forms of intelligence such as business performance and stock market announcements, attendees will be introduced to intelligent lead development and marketing tactics. Highly focused these strategies may even be applied to specific companies - their contacts seen as an internal market - and forming the basis of key account planning and sales cycle marketing approaches.

Workshop StagesWorkshop DetailsBook Online Now

For our research purposes, please indicate in the panel above your rating of importance or concern within your business for each stage in data quality and data planning; 1 being low, 5 being of high importance or critical to your business.

Workshop Stages Rating
Determine the value of your business, the brand, the product and the service layer.
1 2 3 4 5
Isolate the differential in the brand and what "value" is attached to this differential
1 2 3 4 5
Reflect against competition value statements and create competition killer arguments
1 2 3 4 5
Summarise key issues and pains of your target industry to create issue based value
1 2 3 4 5
Consider cognitive profiling of the decision making unit at "C" level, who are the members, what organogram will they affect. What is important to these members (reflecting against the issues and pains)
1 2 3 4 5
Consider the political landscape of a decision
1 2 3 4 5
Document real value of your business to the "C" level using cognitive profiling and understand of business goals.
1 2 3 4 5
Document the selling approach (sales cycle stages) and efforts to create supporting "tactical" engagement propositions during each stage of the process against the cognitive profile.
1 2 3 4 5
Map out the decision making unit and assess key account penetration
1 2 3 4 5
Create intelligent lead generation programmes based upon the cognitive profile. Create intelligent lead generation programmes based upon the cognitive profile.
1 2 3 4 5

About the Workshop Co-ordinator

Our Education and course calendar will be delivered by an Anderson Baillie consultant.

Anderson Baillie consultants are acknowledged as leading authorities in technology and business-to-business sales and marketing; and have worked with many complex product and service scenarios, for both growing companies and large multi national organisations.

Case Studies
Lanner Case Study - The Value of Knowing – Branding - Click here to read this case study
Anderson Baillie were approached to reposition the Lanner Group identity, establishing the Lanner name and giving stronger definition to its services and range of products.
Bespak Case Study - Bespak - Making more of your contacts - Click here to read this case study
Anderson Baillie Business Growth working with IAS/Bespak