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Gaining Executive Access

Rob PerrilleonSVP, Delivery Services

Executive Acce

ss

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Direct Access Study

Executive Access Test Conditions

Common approach for 20+ Years

Seller demonstrates understanding of

customer challenges

Shares Quantified Results / ROI

Known Business Initiative + ROI

ProvocativeIndustry Insight

Tested and proven by CVI and others

Introduce new need exec hasn’t considered

Based on experience with other clients

CompetitiveBenchmark

Approach getting a lot of buzz

Seller offers benchmark

comparison to similar companies

Unique ProductValue Prop

Proven model for product

differentiation

Shows how solution solves problem in new,

different, better way

“Power Position” taught for 20 years,

but not as exec access approach

Research Simulation Scenario• You are a senior exec (President / COO type)• Leading initiative to improve customer churn &

customer sat• You haven’t decided on specific course of action• Outside vendors start soliciting you• You get an email from a vendor

– Heard of vendor, no strong opinion– Don’t know vendor rep

Executive Access Test Conditions

Common approach for 20+ Years

Seller demonstrates understanding of

customer challenges

Shares Quantified Results / ROI

Known Business Initiative + ROI

ProvocativeIndustry Insight

Tested and proven by CVI and others

Introduce new need exec hasn’t considered

Based on experience with other clients

CompetitiveBenchmark

Approach getting a lot of buzz

Seller offers benchmark

comparison to similar companies

Unique ProductValue Prop

Proven model for product

differentiation

Shows how solution solves problem in new,

different, better way

“Power Position” taught for 20 years,

but not as exec access approach

Status

Quo

BiasPreference

Stability

Anticipated Regret /Blame

Cost of Action/ Change

Selection Difficulty

YourSolution

Status Quo Bias

Executive Access Test ConditionsProvocative

Industry Insight

Tested and proven by CVI and others

Introduce new need exec hasn’t considered

Based on experience with other clients

CompetitiveBenchmark

Approach getting a lot of buzz

Seller offers benchmark

comparison to similar companies

Unique ProductValue Prop

Proven model for product

differentiation

Shows how solution solves problem in new,

different, better way

“Power Position” taught for 20 years,

but not as exec access approach

7%

How Likely to Take Meeting? How Likely to Decline Meeting?

Executive Access Test ConditionsProvocative

Industry Insight

Tested and proven by CVI and others

Introduce new need exec hasn’t considered

Based on experience with other clients

CompetitiveBenchmark

Approach getting a lot of buzz

Seller offers benchmark

comparison to similar companies

Unique ProductValue Prop

Proven model for product

differentiation

Shows how solution solves problem in new,

different, better way

“Power Position” taught for 20 years,

but not as exec access approach

Executive Access Test ConditionsProvocative

Industry Insight

Tested and proven by CVI and others

Introduce new need exec hasn’t considered

Based on experience with other clients

CompetitiveBenchmark

Approach getting a lot of buzz

Seller offers benchmark

comparison to similar companies

Unconsidered Need

Flawed Current Approach

Improved New Way

Business Impact

De-Stabilize Preferences

Cost of sticking with status quo

Solution response

Customer story with contrast and

quantifiable results

Business Issue

Why Now Study

Industry trend aligned with

strategic initiative

Why Now? Why Change? Why Now?

Executive Access Test ConditionsProvocative

Industry Insight

Tested and proven by CVI and others

Introduce new need exec hasn’t considered

Based on experience with other clients

CompetitiveBenchmark

Approach getting a lot of buzz

Seller offers benchmark

comparison to similar companies

Executive Access Test ConditionsProvocative

Industry Insight

Tested and proven by CVI and others

Introduce new need exec hasn’t considered

Based on experience with other clients

Unconsidered Need

Flawed Current Approach

Improved New Way

Business Impact

De-Stabilize Preferences

Cost of sticking with status quo

Solution response

Customer story with contrast and

quantifiable results

Business Issue

Using ROI the Right Way

Industry trend aligned with

strategic initiative

Why Change? Why Now?

System #2 (Slow)Rational, LogicalDesigned for AnalysisJustifies Decisions

System #1 (Fast)Emotional, IntuitiveDesigned for SurvivalMakes Decision for Change

Language

conversation.com

Sponsored Meeting Study

Research Simulation Scenario

• You are a senior exec (President / COO type)• Leading initiative to improve customer churn &

customer sat• You haven’t decided on specific course of action• A Direct Report requests a meeting with vendor

– You’ve heard of vendor, no strong opinion– Don’t know vendor rep

Executive Access Test Conditions

Common approach for 20+ Years

Seller demonstrates understanding of

customer challenges

Shares Quantified Results / ROI

Known Business Initiative + ROI

ProvocativeIndustry Insight

Tested and proven by CVI and others

Introduce new need exec hasn’t considered

Based on experience with other clients

CompetitiveBenchmark

Approach getting a lot of buzz

Seller offers benchmark

comparison to similar companies

Unique ProductValue Prop

Proven model for product

differentiation

Shows how solution solves problem in new,

different, better way

“Power Position” taught for 20 years,

but not as exec access approach

How Interested in Meeting? How Likely to Take Meeting?

Product Hero Known BusinessInitiative

Industry Insight CompetitiveBenchmark

Unique Product Value Proposition

Known Business Initiative + ROI

Provocative Industry Insight

Competitive Benchmark Offer

Product Hero Known BusinessInitiative

Industry Insight CompetitiveBenchmark

Known Business Initiative + ROI

Provocative Industry Insight

Competitive Benchmark Offer

Known Business Initiative + ROI

Unique Product Value Proposition

Executive Access Test ConditionsKnown Business Initiative + ROI

ProvocativeIndustry Insight

CompetitiveBenchmark

Unique ProductValue Prop

Trust in direct report seems to transcend messaging approach*

Suggests execs accept meeting based on relationship with that person, not what they say*

* Within reason

Takeaways• Executives are human

– Need their preferences destabilized– “Tell me something I don’t know”

• Use ROI the right way– To justify a decision, not to gain attention

• The message matters less with a sponsor