CRO Success Blog

CEO Sales Calls Known As Train Wrecks

How risky is it when CEO’s without a sales background want to ‘join the sales team and go slay dragons’ (i.e. attack the market and close new business). CEO’s are obviously focused on revenue today and when they are put in front of a real opportunity, all kinds of things can go wrong. I have had the pleasure of being on such calls…many times.  Here are some of the spontaneous comments CEO’s have contributed in “support” of sales:

• You can have an additional 10% discount if I can leave with an order today.
• We can extend warranty coverage at no charge.
• Call me at home if you need anything special.
• So, what do we have to give you to get the order today?
• You really don’t understand how great our products are.
• No one would buy our old design.
• You need to understand we have a lot of engineering costs to recover.
• Maybe we should just buy your company.
• Our product is patented so you can’t get it anywhere else.
• This was a great call – I got to say everything I planned to say.

The post-call reviews were all about how to protect the remaining opportunity and recover the prospect based on this CEO-level disruption. Sales reps have called this the equivalent of performing a “do-it-yourself heart valve” meaning you never let the CEO operate on your revenue stream unless you are ready to hemorrhage out.

I realize some CEO’s can be a real asset on a sales call, especially those CEO’s with a sales background.  However, the majority of CEO’s come from financial or operational background which brings a level of danger to any prospect call.

The CRO needs to get in front of this potential train wreck and make sure the CEO knows the questions you want him or her to ask at the start of the meeting. The “glad to be here, how can we help you” dialog to get a discussion started is the best. After that, the CEO needs to wait to be called on by the members of the sales team and speak briefly to the topic requested.

I find compliance to be quite easy.  I have always notified CEO’s they will get to walk back to the airport if they misbehave. So far that approach has always worked.