Marketing

How to Target the C-suite Customer Persona

Targeting C-suite decision-makers requires a specific and targeted marketing strategy. This consumer persona needs to be engaged in conversation and involved in a particular way so that your messaging reaches them and is highly effective . Here are some ways to reach your ideal C-suite customer persona effectively.

Cut the Clutter

Anyone targeting C-suite decision-makers needs to cut the clutter and think of creative and simple ways to get to them. This can be done by simplifying any graphs and using a key takeaways format as they are easier to understand. Pick out the most relevant data and ask yourself what is the main concept you would like to communicate with each slide? This will help you ensure that everything that you are communicating is effective and precise and gets your point across. 

Another thing to consider is the breakdown of information. Make sure your slides do not bombard your audience with too much information in a complicated way. Break down the details over a couple of slides so that they can digest all the relevant data in a proper manner without being overwhelmed. 

Focus on Profitability over Revenue and Growth

It is important to understand what your ideal customer persona uses to measure success in order to make your communication more effective. While most salespeople focus on revenue, marketing teams focus on growth; C-suite leaders, on the other hand, focus on costs as well as growth and revenue. These variables are essential for them to understand the profitability of the decision. 

To leave a greater impact on C-suite executives, you need to highlight the profit margins and give them actual data to support your claims. Including such relevant data in your presentation will definitely be an advantage and help to drive up sales. 

State a Fact and Explain the ‘So What?’

Many professionals state facts with the expectation that they will speak for themselves. But this might not be effective as sometimes they may fail to create a connection with what the outcome could be. In order to make your pitch effective, your presentation needs to state facts and display statistics along with offering an explanation on how these factors will affect the business. Highlighting relevant outcomes gives the executive a clear picture that can help change their mind in your favour. 

Have Your Data on Hand, But Don’t Depend only on it.

Having data to back your claims is essential to prove a point, especially to C-suite executives, but they might not always want to hear it. Bombarding them with too much evidence and walking them through all the available research can test their patience. It might be wiser to use that data to draw your conclusions and highlight only the absolutely essential data. This way, the executive is not overwhelmed with too much data, and you can supplement your point of view with essential data where necessary.

The Right Timing is Essential

While pitching to the executive, make sure you pay attention to the timing. Having an idea of what is going on in the organisation might help you pick a suitable time. Choosing the right time is essential so that you can have the full attention of the executive. If the company is going through a crisis of some kind, there may be a disconnect, and your messaging might not get through effectively. 

Use Effective Storytelling Skills to Showcase the Big Picture

While creating your presentation, ask yourself: what is the big picture you are selling? This will help you select the right research and data that helps you paint this big picture in front of your ideal client. Highlight to the executive how this particular change will affect people at every level in their organisation and how it will make their life easier. Tell them about the long-term effects and potential opportunities this change will bring to the organisation and paint a picture with your words. 

Include a Practical Call to Action

At the end of your presentation or conversation, make sure to include practical steps to show them how to take things forward. It might be a good idea to leave them with some sort of brochure or flyer with step-by-step instructions to walk them through the process in case they do decide to buy from you. 

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