Having a difficult time building exec relationships with your customers?

Instead of another (boring) presentation or QBR, try a conversation.

Here’s what i mean…

We are talking way too much about ourselves - our products and our company.

Execs don’t really want to hear about your product roadmap, features, adoption, utilization metrics…

Those are all a means to the end they seek.

What they care about are outputs. Results.


Instead of utilization metrics, try introducing them to an industry peer to exchange best practices.

Instead of showing them your roadmap, ask them what industry trends are shaping their industry.

Instead of adoption, open a dialog around their annual business plans and goals.

In short, talk less about you and more about their company, industry and goals.

For extra credit, work to understand their personal career goals (yes, even execs have ambitions beyond their current position).

Once you understand them, and have some rapport, then…

…share how your product supports their goals.

…show how your roadmap aligns to industry trends they are seeing.

…give them #customersuccess stories that will resonate.

We’re not entitled to exec sponsor attention just because they are a customer. It takes work.

How do you build exec relationships with your customers?

View Original Discussion and LinkedIn