Reach more executives with this one simple trick
Hint: Think in Millions
Sales Rocket Fuel Email Mini-Course: Day 2/5
Guest post by Chris Bogdan
Want to reach more executives?
Delegating is one of the most important skills for executives. They simply can’t do all the work themselves.
Whether it's a problem or an opportunity, when an email comes across their desk, the executive makes a snap judgment as to whether it's worth their time to address it personally.
Most AEs overload emails to executives with features & benefits. This is a hard pass for most executives.
If you want to get more executives attention, here's a rule of thumb:
If your solution doesn’t solve a 6-7-8 figure problem, you’ll likely get pushed down to the person you sound like or you’ll be ignored.
Elite sellers approach executives with outcomes & impact, ideally quantified.
As an example, PepsiCo had over 60 Controllers / CFOs years ago (yep), and their CFOs would only review deals over $1M.
Why You Get Delegated Down
In my 17 years of experience of experience, I've found that executives primarily focus on two simple metrics:
Top Line: Revenue growth
Bottom Line: Cost reduction
…and how your product or solution connects with that impact and their priorities.
If the problem you're bringing to them sounds small in any of these areas, they delegate it or ignore it.
If it’s strategic, and large enough, they are paid to own those decisions.
Let's take a look at an example that I've seen many times with my clients:
"Our solution can save 2 hours per AE (or insert persona here) per month."
Despite including a number, this statement doesn't quantify the value to the executive. It's going to get you delegated down.
With some reframing, it can be made more impactful:
Quantify Time Takeout
“There's a potential $640K in time savings based on salary alone for (Company X) by saving your 80 AEs 2 hours per month."
Quantify Potential Revenue Impact
"There's a potential $3,328,000 in revenue growth by saving your 80 AEs 2 hours per month (if your team can replace non-revenue generating tasks & be selling at the average rate of their quota with that time)."
The executive will see the value differently and want to know more – even though on your side you're kind of saying the same thing.
The takeaway? Translate time (or impact) into money for their company.
The Executive Email Framework
The key lesson from the above example is this:
Lead with business impact, ideally in millions once you’ve done discovery (not your features).
This simple rule is one of the key principles of the email framework I developed after years of learning from what worked and what didn't.
The framework helped me land meetings with Fortune 500 executives at companies like PepsiCo, AXA, and others.
Ready for 15 hours of my best tips?
If you want to learn how to create quality, customized outreach quickly, join the:
Sales Rocket Fuel - Live workshops - on Fridays starting Friday, February 14th.
You'll learn:
All 5 components of the Executive Email Framework
How to research executive priorities in <10 minutes
A battle-tested calculator to quantify financial impact for B2B Software / SaaS companies
Quality AI prompts to scale personalized outreach (one AVP said it takes him 5 mins vs 20 for a quality executive emails with these prompts & setting more exec meetings).
...and so much more throughout the entire sales cycle.
What’s the results have AEs & BDRs have seen with outbound from this program?
One BDR/MDR Team went from 557 —> 765 Opportunities / Mo with, saving their company $792K vs salary on my training.
Alumni have gotten to Mark Cuban, CEOs of multi-billion dollar companies and reaching more execs in a single email with this program.
Get more details and reserve your spot today
Excited to see you soon!
Chris Bogdan
CEO - Sales Rocket Fuel
P.S. What questions do you have? Hit me back at chris@salesrocketfuel.com