Cindy: great post! You're right--calling high in the organization doesn't always mean the CEO (or CXO). In selling into large organizations, I've made assumptions about senior executives that have proven false. Namely, that they're influential within their organizations (sometimes they're not); that they're the decision maker for a given project (not!); and that they're "in the loop" for the purchasing process (not always!). Social networking tools enable salespeople to more reliably understand how patterns of influence work and most important, how value is transferred within and between organizations.
For further background, here's an article I wrote on the topic,
Is 'Call on the CXO' a Winning Strategy for Salespeople? http://www.customerthink.com/article/is_call_on_cxo_winning_strategy_for_salespeople
Cindy,
Great Post.
This is an age old question.
Calling high is the best option, provided you have enough information to understand the problems faced and goals of the CXO.
If you can't provide a relevant value position, specific to issues they care about--do NOT call high.
Yes, there are standard problem-based approaches in some industries: Technology Product companies want to decrease time to market..etc.. Problem is you're taking a chance that they care about a particular issue, without knowing for sure what their real issues are.
Without real data on the account and contact, you risk broaching a topic that they have just found a solution to or have dropped to the bottom of their priority list because of other fires they need to fight.
Calling high and not being relevant and useful is the fastest way to lose an opportunity.
Do Account research, watch for triggers that create a need for you solution, and create a contact strategy based on it.
In summary, you should only call high if you can make an impact and solve a problem they care about.
If you don't have the account background, it's fine to call technical team members and ask for opinions about approaches and technology solutions. They will be happy to talk to you and--as long as you are not selling--and will provide great background. Use the information they provide to create a plan of attack for the C-Suite.
As a side benefit, these folks won't block you and often become advocates.
pat
Mindset and posture may also matter. Some salespeople don't identify with the "C" suite and on the flip side, some only identify with top executives. People tend to sell to and buy from people like themselves.
When cold calling we always start at the CEO/ COO. Understand that we are not trying to sell to the C-level, but what helps is when the CEO/COO or their executive admin refers us to someone else down the chain. Then using powerful words like, "Your CEO's (their name) office asked me to contact you..." The power of the referral always works. Would you take a call and listen to someone if they were referred from your CEO's office?
Everyone has great answers to my question. I agree with everyone and especially Jeff, Calling into the CEO/COO not trying to sell to them has been very successful for me over the years. The power of the referral does work. Knowing your value prop, how to position and using social networking are the key to good salesmenship.