How to Socialize With (and Sell to) a CEO

In yesterday's post "Four Ways to Sell to a CEO," I mentioned that it's often possible to start a sales relationship with a CEO by finding a social venue where the CEO is present.

I've used this method with great success several times in my career. For example, it was once possible to meet every virtually high tech CEO in the Boston area by paying $120 for a ticket to the "Everybody's Business" AIDS charity auction. Once there, it was easy to buttonhole the CEOs because 1) they were all half-drunk and 2) they were complimented that somebody recognized them.

Here's how you pull this tactic off:

Step #1. Have a killer elevator pitch. You must be able to communicate, in a few short sentences, why the CEO would want to schedule a real sales appointment with you. According to the brilliant Barry Rhein, there are two basic formats for elevator pitches: "Here are the three things better than anyone else on the planet" and "We have a proven business model that can greatly increase your success in three areas." Use whichever matches your personal level of cockiness. (I'll probably blog on this subject in the near future.)
Step #2. Find the right venue. This is simply a matter of creativity, research and reasoning. For example, if the CEO lives on a golf course, you can bet that the CEO plays golf there. (How would you know about the golf course? Use Intelius.com to find out the CEOs address, and then do a Google Earth search.) Or dig up info on the CEO's wife; she's the one who's likely to sponsor the charity ball. (How would you know her name? Call the CEO's admin and ask.) It's all a matter of being creative and logical.

Step #3. Dress the part. I fully realize that talking about social class is pretty much a no-no in America's "classless" (yeah, right) society, but if you're going to meet a CEO socially, you must look like somebody who is the CEO's social equal. ALL your semiotics need to be in place. Can't afford a $10,000 Rolex? Go to Tiajuana; buy a fake one. Can't afford an Armani suit? Sell your flat panel TV and buy one. (Luckily, if it's a charity ball, you can rent a tux.) Get your hair styled at the top salon in your city. Details count, big time.

Step #4. Memorize your prospect's face. Unless the venue is a conference where there will be name tags, you'll need to pick your prospect out of the crowd. Go to the corporate website to find a picture of the CEO. CEOs are usually balder than in their corporate mug shots, so Google up some news photos, too. Once you've located your prospect, handle the situation exactly as you would any other networking effort. If there's someone who can introduce you, have them do it. If not, go introduce yourself. Tell the CEO that you recognize him (or her) from photo in the news. It's true, and will be perceived as a compliment.

Step #5. Don't come off like a sales rep. Don't launch into your elevator pitch like a carnival pitchman. As you mingle and discuss the event, you'll naturally be asked what you do for a living. Explain what you do and give your elevator pitch in a completely relaxed and conversational manner. Your confidence, excitement and pride in your firm and its offerings should come through in exactly the way it would if you were describing your job to a friend. If the CEO's interest is piqued, you can casually ask for an appointment and next steps. Easy does it.

Step #6. Use the event to expand your network. Even if you don't get the appointment that you're seeking, CEO-friendly social events are perfect places to meet other potential clients. After all, CEOs tend to hang out with lots of other C-level executives who which might need your services. The main thing is to keep your approach casual, keep everything social, and keep moving through the crowd. Get those business cards or (better yet) some appointments.

If you want to see a good example of selling high through socializing, rent "The Pursuit of Happyness." This movie is unique in popular culture in that it actually has a sales professional as a positive role model. (Unlike the usual fare, where sales pros are either Willie Loman losers or Gordon Gecko jackasses.) More importantly, the true story of the career success of the main character (Will Smith in an Oscar-winning performance) hinges on socializing as a means of developing customer accounts.