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Win New Clients: C-Level Entry

Written by: Catherine McQuaid

Article Overview: The job of the Alpha animal is to keep out intruders. Nevertheless, it is crucial that you win the attention of the C-level executive if you are to become a preferred vendor because: Even though C-level executives seldom make a decision on their own, they have authority for resource allocation

Win New Clients: C-Level Entry

2. C-Level Entry


The job of the Alpha animal is to keep out intruders.

Nevertheless, it is crucial that you win the attention of the C-level executive if you are to become a preferred vendor because:

Even though C-level executives seldom make a decision on their own, they have authority for resource allocation

The C-level executive who sees merit in your offering will often be willing to refer you to their direct report(s) who are responsible for finding solutions.

Being referred is exactly where you want to be: you now have a champion. However, you will still need to pass scrutiny with all others involved in the decision.

The C-level executive has discretionary budget for critical initiatives. Aiming your offering at these initiatives gives you a leg up.

Discretionary budgets across several lines of business may be pooled for a pilot project: a great enterprise-wide entree




CM Associates’ outreach campaigns are conducted via phone and email. Thus, small and mid-sized firms can extend their geographic reach without the cost of travel and in-person meetings.

Another secret to engaging C-level executives involves using a permission-based approach to book initial conversations.



Enroll the assistant who manages the calendars rather than trying to barge in at that very moment

Equip the assistant by sending materials BEFORE asking for an appointment

Advance materials pre-empt all the usual objections for keeping the door closed

A digital “story” answers in advance the questions one is usually asked:

“Who are you?”
“Do you have any credibility in our industry?”
“Do I know any of your clients?”
“Have you helped them solve a business problem I am worrying about?”


Proceeding with permission means each step in the process is agreed to before asking for an appointment.

When an email address is provided by the assistant, this is an agreement to consider your advance materials.

After reviewing advance materials, the executive either agrees to a 45-minute phone appointment, or sends you to their direct report(s)

Great! The C-level executive’s direct report is now a “warm” entry point.

There is also a strong possibility that the business problem your offer targets is something this executive has been tasked with.




ASK US: “What percentage of the time does a C-level executive agree to a phone appointment?”

cmassociates@sympatico.ca

ASK US: “What percentage of the time does a C-level executive refer you to their direct report?”

cmassociates@sympatico.ca

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