The Influencers

C-level executives (Chief Executive Officer, Chief Operations Officer, Chief Financial Officer, etc.) are called the influencers for good reason.

They’re at the top of the food chain and are always interested in everything that is going on in their company, especially in what the competition is up to.

Unlike accountants and lawyers – who only think in numbers or in words – top executives think in concepts.

They also have the will and the determination to put ideas it into action. They deal in futures. These are the ones who bring about a sea change (substantial transformation) for the better in any business they work with.
Further, they didn’t get that position by sitting around waiting for the phone to ring. They are actively involved all the time and they prioritize their time and attention carefully so as not to waste this valuable resource.

That’s how they became known as “The influencers.

So, if you want to make an impression, you have to get in the right frame of mind to talk to them. This means take off your shoes and imagine what it’s like to walk a mile in theirs.

Look at what he or she has to contend with from their viewpoint. Imagine what it would be like if you were approached by someone you didn’t know, eating up your time trying to sell you something you probably aren’t interested in. What would be your reaction? You’d be resistive just like they are.

So what would get their attention? You have to surprise them.

Give them something they didn’t expect; a new look at the market, a fresh idea for marketing, something they haven’t thought of yet.

Just like you, they will always be interested in something that will help them solve their problems – and their problems concern things like: what the competition is up to; increasing profits and market share: new product developments, cutting costs, and did I mention . . . the competition!

Also like anyone else, they respond to a good story. Make it real, interesting and relevant – and remember to keep it brief and simple, with a heavy dose of humanity.

The “hot tip” here is that the element of surprise is what will get their attention. Then follow up with something that will ignite their imagination. This will hit them where they live.

And after all, as these are the people who can say, “Yes” when others can only say “No” – they can make things a lot easier for you.

Just remember that you have to step into their shoes to see things as they do.

If you can, you’ll get their attention. If you can’t, you’ll get the door.

Don’t underestimate the power of this seemingly simple concept.

daniel w. jacobs
© 2002-2030, all rights reserved


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