CEOs Fix Problems and Hate “Solutions”

CEOs have problems—sometimes they know the problem and other times things are fuzzy. Either way, they want to fix the problem.

So what happens? Salespeople come along pushing a briefcase full of "Solutions."

"All you have to do is buy my solution, blah, blah, blah."

It's not working and we all need a better way. 

It never fails. Your company has a new innovation and it's time to take it to the market. So what happens, somebody suggest you need to do a marketing campaign to generate demand.

Next, comes the educational PDF, the follow-up emails, and the sales scripts. 

No. Stop It!

C-level executives have problems, and don't have time for "education."

OBJECTION: Yea, but we worked really hard to create valuable content to help our prospects.

I'm sure you mean well, and want to help. I also know that you'll never get executives to connect up the dots and figure out how your "solution" would help. They just don't have time.

OBJECTION: If we could only get their attention, our product would really help.

Perhaps, but you can't get an executives attention by blasting information. They'll just ignore you. They have to. They're too busy.

OBJECTION: OK, we'll start with discovery. That way, we can find out their problems and show them how our product will solve the problem.

Nobody has the time or patience for your discovery fishing expedition. 

OBJECTION: Alright, then. What should we do? 

You may not like it, but you've got to do more work. Take on the burden of understanding the prospect's business and their likely problems. Then, lead with the problem, be a fixer, and actually fix the problem.

OBJECTION: Assuming we're able to research their problem. Then, we sell them our solution to fix the problem. Right?

No. No. No. Sorry. It's not about you and your "solution." Fixers provide Operational Leadership. They take on Responsibility and even Financial Accountability. It's not about what you want to sell. Your product can be part of the fix, but ultimately it's all about fixing the business problem. 

Do this, CEOs and other C-level executives will love you and welcome engaging with you.

If you want to continue this conversation, book a time on my calendar, https://calendly.com/clarkebishop.