Are you engaging the executive sponsor in your largest accounts? My guess is not often enough.
One simple solution is capitalizing on the ‘windows of opportunity’. There are many ‘windows of opportunity’ to engage the C-suite. They include appropriate executive engagement at the beginning of a project, during a project, and at the end of a project.
Executive Engagement Before the Project Starts
For your largest customers, once the selling team’s win celebration is over, the focus on expansion should begin. There is a window of opportunity right after contract signature and implementation where a lot can get accomplished.
Many salespeople miss this brief but crucial opening to the C-suite. Executives are interested in the very beginning stages of a project because they want clarity on how the project will move their company agenda forward. They can also provide valuable input and ensure the correct resources are available.
Executive Engagement During the Project
The next opening is throughout the project. Proactive salespeople can share timely reports on progress with their executive sponsors.
This approach keeps project visibility high and can be an opportunity for professional salespeople to recognize the efforts of the people they’re working with who might be part of the executive’s organization.
Executive Engagement After the Project Ends
The very end stages of the project are typically when the executive sponsor is assessing their return on investment. If you haven’t accessed the executive on the front end, don’t miss the window of opportunity on the back end of the project.
For example, C-Suite executives want to ensure an ROI on any big investment and will be very receptive to meeting you to learn about the outcomes and impact of the project.
Seizing these windows of receptivity with your executive sponsor is key for long-term customer success.