Executive Selling Framework

EXECUTIVE ENGAGEMENT STRATEGY

Executive Access Path

EXECUTIVE ACCESS STRATEGY

DIRECT ACCESS:
☐ Executive referral from champion
☐ Board/investor introduction
☐ Industry event networking
☐ Executive-to-executive outreach

INDIRECT ACCESS:
☐ Build champion first
☐ Create executive summary
☐ Request "blessing" meeting
☐ Leverage business results

ACCESS PREPARATION:
Research depth: 3+ hours minimum
Company context: _____________
Industry context: _____________
Executive background: _____________
Personal interests: _____________

Executive Persona Map

Executive	Primary Concern	Language	Metric Focus
CEO	Growth, strategy	Vision, market	Revenue, market share
CFO	ROI, risk	Numbers, efficiency	TCO, payback, ROI
CTO	Innovation, scale	Technology, architecture	Reliability, speed
COO	Efficiency, execution	Process, operations	Productivity, cost
CMO	Brand, demand	Customer, growth	Pipeline, CAC, brand
CRO	Revenue, sales	Revenue, performance	ARR, win rate, velocity

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BUSINESS CONVERSATION FRAMEWORK

Executive Meeting Structure

EXECUTIVE MEETING FLOW (30 min)

OPENING (3 min):
☐ Thank for time
☐ Confirm agenda
☐ State objective clearly

BUSINESS CONTEXT (7 min):
☐ Share industry insight
☐ Reference similar companies
☐ Connect to their priorities

STRATEGIC VALUE (10 min):
☐ Business outcomes focus
☐ Quantified impact
☐ Competitive advantage

VALIDATION (5 min):
☐ Customer proof points
☐ Relevant case studies
☐ Third-party validation

COMMITMENT (5 min):
☐ Specific next step
☐ Resource commitment
☐ Timeline alignment

Executive Conversation Starters

OPENING STATEMENTS

INSIGHT-LED:
"I've been studying trends in [industry] and
noticed something that might affect your
[strategic priority]..."

PEER-REFERENCED:
"In conversations with other [title]s in
[industry], I'm hearing a lot about [challenge].
How are you thinking about this?"

DATA-LED:
"Recent research shows that companies in
[industry] are seeing [trend]. Given your
focus on [priority], I thought this might
be relevant..."

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EXECUTIVE COMMUNICATION STYLE

Do's and Don'ts

DO	DON'T
Lead with business outcomes	Lead with features
Be direct and concise	Meander or ramble
Use their language	Use jargon
Bring insights	Ask basic questions
Respect time (end early)	Run over time
Confirm next steps	Leave open-ended

Executive Email Template

EXECUTIVE EMAIL FORMAT

Subject: [Specific outcome] for [Company]

[Name],

[One sentence connecting to their priority]

[Two sentences on relevant insight/data]

[One sentence on what similar companies achieved]

Worth a 15-minute conversation?

[Signature]

TOTAL LENGTH: Under 100 words

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MEETING PREPARATION

Executive Meeting Prep Checklist

PRE-MEETING PREPARATION

RESEARCH (2+ hours):
☐ Annual report/earnings call
☐ LinkedIn profile
☐ Recent interviews/articles
☐ Board composition
☐ Strategic initiatives
☐ Competitive landscape

MATERIALS:
☐ 3-slide max overview
☐ ROI summary (1 page)
☐ Relevant case study
☐ One key insight

INTERNAL PREP:
☐ Champion briefing
☐ Account team alignment
☐ Internal exec sponsor briefed
☐ Demo environment ready (backup)

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