Tonight I went to a clients Christmas drinks, always good to meet clients in a social environment. They had also invited partners and clients, so it was like LinkedIn in real life.
One of the people I talked to was a CIO and I asked him about the current state of sales and marketing. His view was that things were pretty poor, but the good news being that the bar was pretty low, so to stand out you didn’t need to be a genius. Which is good for me!
Next question was how much inbound did he get? He said it was a full time job batting it away, calls, emails and Linkedin.
So what was the approach that would get him to respond? His answer does not surprise me, to the lazy sellers, sorry but this is one account you won’t sell to.
First and for most you need to spell his name right. Second you is looking for relevance to him in terms of business issues, industry and his back ground. His view was an approach should be well researched.
The next thing surprised me. When I asked him what was the first thing that went through his mind when he looked at a Linkedin profile, following an approach. It wasn’t that you are an expert, or being from a number one supplier or many of the measures that your marketing team might use but this.
He wants to feel that he likes you.
Now this doesn’t mean he is looking for “yes men” but he did want to feel with any supplier would get on with other people in the team.
The CIO then went onto to explain “The No Asshole Rule” which if you want more information is detailed here https://en.wikipedia.org/wiki/The_No_Asshole_Rule and he applies this, just by looking at your LI profile.
We then talked about IT suppliers and how does he decide if they are “tactical supplier” or “strategic suppliers” and he said that it tends to happen through natural selection. In other words, tactical suppliers are treated tactically and strategic suppliers will be treated strategically. As simple as that.
If you don’t want to look an asshole as you say in America or look an arsehole as we say in the United Kingdom, you should give us a call.
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