To effectively sell to the CIO and their direct reports, so many sales people get tripped up on the basics. Slowing down and failing preparing for important meetings for example is something that I have seen happen again and again. So here are some of the 5 most common sales mistakes to avoid when selling to the CIO or any senior IT stakeholder (and probably anyone else that is important to the sales process):
1. Not knowing the business context and failing to understand the real priorities of the CIO
It is crucial to have a deep understanding of the CIO's role and responsibilities within the organization. This includes understanding their priorities, pain points, and the challenges they face. By understanding their unique needs, you can tailor your approach and offer solutions that directly address their concerns.
2. Over-stressing features and ignoring benefits
When selling to the CIO, it is important to focus on the business value that your product or service can provide, rather than just highlighting its features. CIOs are interested in solutions that can help drive business outcomes and achieve strategic goals. Therefore, it is important to clearly communicate the value and ROI that your offering can deliver.
3. Trying to sell too early without listening and asking questions
Building strong relationships with the CIO and other key stakeholders is crucial for successful sales. Neglecting to invest time and effort into building relationships can hinder your ability to gain their trust and influence their decision-making process. Take the time to understand their needs, actively listen to their concerns, and demonstrate your expertise and credibility.
4. Making a discovery sales call to the CIO
CIOs are focused on driving the organization's strategic goals. Failing to align your offering with their strategic objectives can diminish your chances of success. Take the time to thoroughly research and understand the CIO's strategic goals, and tailor your pitch and value proposition to demonstrate how your solution can directly support those goals.
5. Lack of ongoing support and collaboration
After closing the deal, it is important to continue providing support and collaborating with the CIO and their team. Failing to do so can lead to implementation challenges and hinder the successful adoption of your product or service. Stay engaged, provide regular updates, address any concerns promptly, and ensure a smooth implementation process.
Lets Summarise!
By avoiding these common sales mistakes and following the key strategies mentioned earlier, you can increase your chances of success when selling to the CIO. Remember to prioritise building relationships, understanding their needs, demonstrating value, aligning with their strategic goals, and providing ongoing support and collaboration. CIOs are key decision-makers in organisations and have the authority to sign off on large deals. By successfully selling to the CIO, sales professionals can achieve larger deal sizes and accelerate deals, ultimately leading to better revenue outcomes. Additionally, maintaining a good relationship with the CIO can lead to repeat business and referrals, helping to exceed sales quotas and gain sales traction in the long term.
To avoid these mistakes, salespeople should take the time to understand the CIO's priorities and challenges, listen actively to their concerns, and offer solutions that align with their goals. They should also focus on the benefits of their product or service, rather than just the features, and tailor their approach to the specific needs of the CIO. Additionally, salespeople should avoid making discovery sales calls to the CIO and instead arm their advocates with succinct information necessary to effectively present their product in a short amount of time.
