Download - How to Build Intimacy With The C-Suite
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Many marketers often aim at targeting the C-suite.
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However, most fail because they don’t understand what
makes these senior decision makers tick.
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At a C-Suite level, these executives don’t want to be
friends with you.
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You need to build a certain
type of with them.
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To help you understand this, let’s dive into the five key
stages to human relationships.
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Once you get this, you’ll be able to build a connection with
CEOs, CIOs and the like far quicker and more
successfully.
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Most of us try not to seek out conversations with strangers.
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We tend to “Withdraw” from interactions where avoidable.
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However, in business we’re often thrown directly into them. So we immediately
jump to…
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Because communicating and networking with people is a natural part of business,
we usually move straight to this stage.
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We follow a set pattern, such as
shaking hands and building rapport.
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We follow a “Ritual”. From here we develop these
relationships into…
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Here we would begin asking questions related to where
we live, what we do, our hobbies etc.
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It’s a great way to find commonalities and
build bridges.
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It’s a method of building further rapport and
connecting at a higher level...
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Once we’ve built the bridges during the “Past Times”
stage, we start exploring boundaries.
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We joke with one another and try to figure each other out on a slightly more personal level.
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Once we’ve built solid rapport, these four stages are fairly simple to grasp.
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It’s this next & final stagethat remains most elusive to
many marketers…
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This is where we share more important and personal
information.
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In your own friendship circle, you likely have hundreds of friends...
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…50 of which you would probably be excited about
going to dinner with…
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But only a handful you would turn to in times of crisis!
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In business, it’s the same.
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A C-Suite Executive is not interested in:
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A C-Suite Executive is not interested in:
Having coffee with you [overcoming Withdrawal]
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A C-Suite Executive is not interested in:
Having coffee with you [overcoming Withdrawal]
How friendly you are [Ritual]
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A C-Suite Executive is not interested in:
Having coffee with you [overcoming Withdrawal]
How friendly you are [Ritual]
How much you have in common [Past Times]
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A C-Suite Executive is not interested in:
Having coffee with you [overcoming Withdrawal]
How friendly you are [Ritual]
How much you have in common [Past Times]
Nor how much you get on [Gaming]
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They want to know what
you can bring to the table.
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This doesn’t mean your product or even generic benefits…
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This doesn’t mean your product or even generic benefits…
Rather, the things that impacts them personally.
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Which is what is
all about!
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Feel free to invite them out on a social basis. They might
agree to join you.
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But there needs to be
back in the boardroom for business to be done.
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What to bear in mind:
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What to bear in mind:
Be surprising
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What to bear in mind:
Be surprising
Challenge what they already know
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What to bear in mind:
Be surprising
Challenge what they already know
Come from a credible point of view
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What to bear in mind:
Be surprising
Challenge what they already know
Come from a credible point of view
Be relevant
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So, what can you do to build
with the C-Suite?
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Firstly, articulate it to the C-Suite.
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You can do this by communicating opinion
changing points of view and issues that hit them in the gut.
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Secondly, establish .
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Without it, your opinion is unlikely to be heard.
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It answers the question “Why should I listen to you?”
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It answers the question “Why should I listen to you?”
Which can come in the form of social proof or endorsements.
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To recap:
Challenge an opinion and hit issues hard.
Build credibility.