Sales teams who are involved in high value investment sales or of products classed as capital goods from plant machinery to software have long believed in targeting their efforts at the executives of a target company, the Board who have now been classed the 'C' level.

It is seen that these individuals sway decisions - indeed direct them so strongly that without targeting these contacts from the outset they are simply wasting their time. This has resulted in a focus and somewhat conflict between sales and marketing - the latter generating enquiries from a number of differing business levels only to find that the sales person ignores their contacts and relationships in favour of a contact with a 'C' level engagement.

This focus will not change, especially as more and more businesses are with drawing purchasing power back to a select few who have a broader understanding the business circumstances and less inclined to become 'enthusiastic' towards an investment unlike an operational executive who sees the benefit personally.

The 'C' level are not easily swayed...

Marketing must therefore begin the process of re-tasking itself. Much of their efforts in the past of brand, mass marketing and slogans are wasted upon the 'C' level. They are not easily swayed into buying behaviour by an advert. They will rarely respond to a direct mail piece even if the proposition is direct and of high value. Telemarketing is blocked by careful misdirection or the enthusiastic efforts of administration. In short, traditional methods are far from effective.

New Methods

During this workshop new methods of targeting the 'C' level are explored. The language that should be adopted. The propositions that will interest and the value that they are looking for to meet business, political and personal goals.

Attendees will explore the value of cognitive profiling - understanding the real motives of the 'C' level at an individual and decision making group landscape.

Introduction to intelligent lead development and marketing tactics

Using this business intelligence, including traditional forms of intelligence such as business performance and stock market announcements, attendees will be introduced to intelligent lead development and marketing tactics. Highly focused these strategies may even be applied to specific companies - their contacts seen as an internal market - and forming the basis of key account planning and sales cycle marketing approaches.