Break in to the C-level and come out smiling

Sep 1, 2010

In our work, we've noticed that more and more decisions now involve the C-level community.  This makes it more important than ever to sell to the C-level, but harder to gain entry.  Frantz Group has spent the last 2.5 years developing a solution that is getting attention and creating qualified appointments, enabling our clients to sell to C-level decision-makers at the companies they deem strategic or of high value.   

One prospect challenged us with a tough test: secure C-level appointments with CFOs at energy companies ranging in size from $300M to $25B.  In 4 months, FG created and executed a C-level program that generated 17 appointments.  As a reward, they gave us another program targeting a different industry.  Now, we have similar programs in development or in-market for 5 other clients.

John Frantz, president of Frantz Group, sums it up this way: "Companies need to skate where the puck is going!  They need to make an investment, whether they build it inside or outsource, and devote marketing program dollars for campaigns that specifically target the C-level in their strategic and highly desirable accounts.  If you don't get to them before your competition, you'll turn into column fodder.  At Frantz Group, our go-forward plans include devoting about 30% of our marketing spending on the C-level, and, I see that increasing for 2011."

At large companies, the C-level is well protected.  It takes many touches to build trust and rapport.  Our proven solution includes a number of marketing tactics, with each touch designed to add value.  The overall goal is build trust and respect. 

Whenever possible, we recommend custom executive video as a core touch.  Through many cycles of continuous improvement, we've learned what it takes to make a successful executive video.  Executive video makes our solution unique - and more valuable - because, prior to meeting with your sales team, the C-level decision maker typically will have seen and accepted your value proposition as laid out in the video.  That's a powerful edge for your team; one that can increase win rate.

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