TOP DOWN SELLING: MASTERING A PARADIGM SHIFT IN THE DIGITAL AGE

In today’s era of remote work and pervasive social media, effective communication with real humans can sometimes feel like a lost art. Many sales professionals find themselves relying on emails and text messages, only to be left frustrated when responses are not forthcoming. Little do they realize that the key to successful selling lies in adopting a top down approach.

In my experience having trained thousands of sales and marketing professionals, it is apparent to me that a common pitfall is contacting entry-level and non-decision makers. This practice not only limits the chances of making a meaningful connection but also sets the stage for missed opportunities. Relying solely on digital communication channels without engaging with the right customer can spell peril for any sales strategy. 

The most accomplished salespeople in the world swear by the top down selling methodology. This approach involves reaching out to the top decision makers, such as the Chief Revenue Officer (CRO), Chief Financial Officer (CFO), Chief Executive Officer (CEO), or President of the company. By targeting these key individuals, sales professionals can ensure that their message reaches those with the authority to make impactful decisions. Even if the top executives are not the right contact, they can often direct you to the person who holds the decision-making power. 

Top-level executives are oftentimes Type A personalities who are more likely to respond to phone calls, emails, and texts. While the timing may be unconventional, such as a response at 11pm, these decision-makers are actively engaged in communication.

Interestingly, after conversing with numerous sales professionals, a recurring theme emerges: the time invested in connecting with non-decision makers or entry-level employees is comparable to the effort required to reach the C-Suite. This realization underscores the efficiency of a top down approach. 

In a world inundated with digital communication, mastering the art of top down selling emerges as a powerful paradigm shift. By targeting decision-makers at the highest echelons of an organization, sales professionals can unlock a wealth of opportunities and pave the way for sustained success. 

For those eager to delve deeper into the art of top down selling, a highly recommended read is Anthony Perinello’s “Selling to VITO.” While I don’t personally know Anthony, his book has served as a valuable resource for many sales professionals and startup companies, providing a solid foundation for implementing successful top-down selling strategies. 

If you want to develop confidence and master the art of top-down selling, read the book and reach out to schedule a call to see if our effective sales training is a good fit for you. 

By: Rick Leslie – Sales Coach/Trainer, Consultant, Entrepreneur – A dynamic professional with 20+ years of experience leading sales operations, revenue growth, marketing, and customer success initiatives. Rick’s strategic growth plans, tactics and metrics align with recruiting, managing, training, and developing sales talent that delivers exponential revenue growth and profitability. 

Connect with Rick on LinkedIn  https://www.linkedin.com/in/rickleslie/