Easy Basics For Beginners To Master

When a salesperson sends a message to a lower-level prospect, they can afford to try a stronger ask at first and then tweak it or scale back as necessary. But when you’re pitching to a CEO, you really only have one shot to engage them. Bungle the ask and you might miss the runway entirely.


With this in mind, salespeople must be deliberate and thoughtful in how they approach CEOs if they hope to receive any kind of response. Here are nine tips for how to contact executives. They’ll ensure your pitch lands smoothly and maximize your chances of getting a reply.

How to Get a CEO’s Attention

CEOs are extremely busy, so in my outreach, I’m not going request a meeting or a conference call. Deploying an overly strong ask in the initial email or call will pretty much guarantee never getting a call back. And at this stage, a response is all I’m after — not a signed contract.

CEOs aren’t usually willing or able to give of their limited time. So instead of trying to think of the magical sentence or statistic that will prompt the executive to drop everything and meet with you, I encourage salespeople to consider what CEOs are willing and able to give.

In general, CEOs are friendly and outgoing since Wuhan Mobile Phone Number they’re constantly representing their companies to a variety of audiences. They’re extremely savvy when it comes to social dynamics and credibility.

Take this information and play in their wheelhouse. Rather than a meeting or call request, soften and socialize your close by asking the CEO for a referral or a connection to more information. Not only do these asks require significantly less time and attention, CEOs actually like giving references and information.

For example, an email using this approach might read something like this: “I want to make sure I don’t sound foolish when I call your organization about X issue. Where/from whom can I get the best information on this topic?”

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1. Use a gentle ask

Instead of coming to the CEO as a credible sales rep, you’re now approaching them as a curious student, and you’ll likely find that they’re much more willing to engage on this level. And once they start to engage, you can ramp up the relationship bit by bit.

Another benefit of making it ridiculously easy for the CEO to respond to your message: Getting any sort of response automatically boosts your credibility with others in the organization.

Maybe you’re trying to book a meeting with the VP of HR. You think it’s more likely they’ll agree to your call when you say “Well, I got in touch with your CEO last week, and she said X … “? Instant credibility earned.

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