What is the most effective way to secure a meeting with higher ups in a company?

Good morning Jake.

I'd like to go back and emphasize a point Matt made earlier in this string. In his 4th bullet; "Influence their direct reports", he mentions having them evangelize the idea for you. I wholeheartedly agree. It's critical that you establish brand champions for you early in the pitch phase.

A key point to remember is that you and your product must be equally of interest to the audience. If either one outsells the other, you lose credibility. By building brand champions within the organization, you provide yourself with an inside man (or woman) who can carry the proverbial flame long after you hang up the phone or walk out the front doors of the company. These champions can then continue to sing your praises and help you build credibility (in-house) in your absence while the product (assuming it’s dynamic enough) continues to do its job.

These Champions typically have greater access to C-Levels or the people that work directly with them and may have a much easier time influencing decision makers and the movers and shakers within the workspace. And if by chance you land that meeting with a C-Level, the occasional name drop may also provide you with a little more leverage. It's also a nice way to give props where they are due.

Don't discount the other suggestions posted here as they all provide significant merit to the question. But I believe that building your internal allies is a critical step to landing these types of meetings.

Cheers.

Here are six specific recommendations for selling to C-level buyers:

1. Different needs, pain, objectives
Know that C-level buyers approach their day differently. They sell the same products and services, but think about them in a different way. They’re thinking more about market share and long-term growth than this month’s number. They’re thinking about shareholder value more often than the next trade show. Take the time to acutely understand the C-Suite’s specific needs, and translate those into the benefits and outcomes your product or service provides.

2. Learn to use the gatekeeper or admin as a catalyst
The gatekeeper, if used correctly, isn’t an obstacle or roadblock. He can be a a source of information, a guide to the roadmap of who really does what inside the organization, and a catalyst to getting you access to the decision maker. Always keep in mind that the gatekeeper has objectives as well. Play to those and you’re more likely to get what you need.

3. Learn their work habits
Sunday nights are a great time to send email to senior executives. More often than not, they’re catching up on email after the kids are to bed and before the busy week begins. They’re doing that in part because it’s a relatively quiet time, with little other email coming in (except for yours). Get to know these and other work habits of senior executives, and play them to your advantage.

4. Influence their direct reports
C-level executives are more likely to listen to their direct reports than to you. And if the organization needs what you’re selling to begin with, the direct reports should be evangelizing it for you anyway. Work with the direct reports to come up with a specific game plan, set of messaging and approach to engage the senior executive and get them on board.

5. Learn what the board and/or shareholders care about most
Do some research on board members, and find out what their positions and priorities are for the organization. Read the summary and/or minutes from the last shareholder meeting, to find out what themes and requests were more prevalent. C-level executives, and the CEO in particular, are focused on delighting their customers, but also serving the board and company shareholders. Align our product or service with priorities the board and/or shareholders already have, and you’re much more likely to get their attention and get movement on your deal.

6. Meet them on common ground whenever possible
It’s too easy for senior executives to hide behind their position in the office and in formal work environments. Catch them out of the office, on the trade show floor, on the golf course, or elsewhere and you’re more likely to have a conversation as equals. You’re also more likely to get a little more of their time, and accelerate the trust they have in you beyond a formal working relationship.

Hi Jake! With respect, there are several troubling aspects embedded in your question.

Why would high-level execs want to meet with you for openers? Better to leverage all appropriate communication media to establish credibility, then viability (of your company and product), and then desirability. By seeking a meeting prematurely, you put opportunities at great risk.

Do I understand correctly from your question that your “unique value proposition” is that you help others better communicate their “unique value propositions?” That's not clear. Your “unique value proposition” for a meeting seems to be your new product launch. But such a meeting would be about you, not them.

Who within your prospect organizations would be closest to the adoption and use of your new product? Marketing communications? Sales management? PR? How about “making your case” with them first, so that any subsequent approach to senior management would have context and endorsement?

Net: rethink the strategy before worrying about the mechanics of arranging a meeting.

Hi Jake,

I think the bottom line that everyone here is referring to is relationship. You can't just SECURE a meeting. You've got to develop a relationship with someone. Then maybe you can develop a relationship with a decision maker. If you know where "decision makers" hang out, then be there and form some friendships.

May not be the fastest way but its the most sure way. Put yourself in the shoes of the decision maker. Who would you want to meet with you and what are the reasons you would accept a meeting with them? What would they have to do first to get you to clear some time on your calendar?