Discover How To Win C-Suite Clients Without Selling

(3 minute read)

First of all, congratulations!

You’ve managed to land a meeting with a CEO. This is your chance to make an impression and set your business up for success in the years to come. A good outcome could lead to a healthy six-figure revenue stream over the coming years.

…Are you getting butterflies yet?

These keys will help put you on the path to success in your CEO meeting.

Key #1 – Adopt the Right Mindset

Everything is about mindset.  A simple statement to make.  But so true.

Will you walk into the meeting feeling like an imposter, not worthy of sitting to have a peer-to-peer conversation?  Then you will come across as an imposter.

Or will you walk in with the presence and gravitas that assures the CEO they are talking to the right person?

The choice is yours.

Key #2 – Plan, Plan, and Plan Some More

Treat this meeting like any other business endeavour. Without a plan of action, you’re doomed to fail in business. The same goes for your meeting.

The important thing here is to think about what success looks like – both for you and your potential client. What outcomes do you want to achieve from the meeting and how do you want the CEO to remember you?  Find the answers to these questions and use them to build your plan.

Struggling to do that?

The Trusted Advisor Project’s Meeting Advantage TM module will help you along.

Key #3 – Warm the CEO Up in Advance

What do they know about you?  What do they know about your unique IP and how your compelling evidence on how you can help them successfully execute their strategy.

They need to feel that they know you before they meet you.

However, you can’t assume that the executive will go out of their way to learn about you before the meeting. That means it’s up to you to warm them up.

Send them any relevant articles your published ahead of time.

This gives them a chance to learn about and warm to you in advance. This means less time focused on introducing yourself and more time spent on demonstrating your value.

Key #4 – Think About How You Want Them to Remember You

Once upon a time, I had a meeting a client, the CEO of a large company. I turned up a little early and I happened to see three smart-looking business-people leave the office.

Who were they I wondered?

The time for my meeting rolls around and I shake hands with the CEO. I spy a big report from a global consulting firm on his desk and put two and two together. Catching my glance, the CEO told me something that I didn’t expect to hear…

“The three people who just left are three of the dullest people that I’ve met in my 30 years of doing business.”

On that day I learned an important lesson:

The emotions that you project in a meeting are the same emotions that an executive will use to describe your business.

If you come across as dull, so will your business. But if you come across as energetic, passionate, and engaging, the sky’s the limit for your business.

Key #5 – Pay Attention to Body Language

Understanding body language is so important when it comes to reading people and getting your message. You will learn as much, if not more about what the CEO thinks and wants to say from their non-verbal communication then from what they say.

Pay attention to the body language that you see and adapt accordingly.

But what if it’s a virtual meeting?

The tone of voice can reveal just as much as the body. In fact, this is something that I cover in my Non-Verbal GuideTM module. One of my clients even told me that information contained in this module alone helped them land a multimillion-dollar deal.

Key #6 – Listen Actively

You want the CEO to see that you’re listening. That’s where the “active” part of active listening comes in.

Simple actions, such as leaning forward when somebody talks and making eye contact with them, show that you’re paying attention. The same goes for your ability to build on any points that they make or refer back to those points later on in the meeting.

Key #7 – Be A Storyteller

The problem is most consultants walk into meetings with new potential clients and bombard them with facts, figures, processes and a whole mountain of logic.

The result big yawns!

Stories on the other hand bring you logic to life, engage on an emotional level and ensure you are remembered for the right reasons.

The popularity and effectiveness of storytelling was demonstrated by my second book and one of my INSEAD Knowledge articles.

Think how you can use effective storytelling to bring you, your business and your messages to life.  A topic we explore in The Trusted Advisor Storyteller TM module.

Are You Ready for Your C-Suite Meeting?

Apply each of these keys before your next big meeting and you’re more likely to achieve a successful outcome.


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