Episode #4 Chris Swee
Meet
Chris Swee
Chris Swee is a Business Development Manager focused on Transportation Markets. Chris has 31 years of industrial sales experience with 25 of those years at 3M where he has excelled at SIBG applications at AOEM facilities. Chris has a degree in Metrology and is a Certified Quality Engineer, Certified Quality Technician, and a Certified Mechanical Inspector through ASQ. Fun Fact: Chris and his wife Renee meet when they were 12 but Chris was too shy to ask her out, so he asked his friend to do it for him. Renee answered that Chris would have to ask her out by himself and not though his loser friend.
Our Mission Is To Change The Negative Perception Of Sales People
Our Vision Is A World Where Selling Is A Profession To Be Proud Of
Chris Swee, a Business Development Manager at 3M specializing in transportation markets, joins us to explore the importance of building relationships at multiple levels within an account, particularly at the executive level, and how these connections can significantly impact the speed and success of closing deals.
Chris shares valuable insights into overcoming common hurdles that salespeople face when they want to connect with higher-level executives and offers practical strategies and memorable real-world examples that underscore the benefits of a deeper, more strategic approach to sales.
Outline of This Episode
- [0:00 Building relationships at the executive level is crucial for accelerating revenue and securing business.
- [5:45] C-Suite executives focus on long-term growth; below-the-line targets day-to-day operators.
- [7:52] Level three relationships are deep, trust-based business relationships beyond the transactional.
- [9:34] 5Ps of creating champions supporting you in an account.
- [11:48] The client who grew into a strategic partner after investing in a mutually beneficial relationship.
- [15:43] Executives are human too; engage respectfully and persistently to build successful relationships.
Building Meaningful Relationships with Executives to Elevate Your Sales Game
Building strong relationships with C-suite executives can dramatically speed up the revenue process and create long-lasting partnerships. Engaging with executives transcends mere transactional relationships; it opens doors to strategic decision-making and fosters deeper organizational ties. As Chris Swee, a veteran in industrial sales, highlights, creating connections at the C-suite level can significantly influence who wins the business and for how long.
This level of engagement often leads to discussions about long-term planning, capital investments, and potential collaborative opportunities that wouldn’t surface in lower-level interactions. Neglecting to engage at higher organizational levels comes with its risks. Sales representatives who remain confined to mid-level contacts might miss crucial strategic shifts within the company. They could be blindsided by automation projects or strategic pivots that are decided at the executive level, effectively keeping them out of potential business opportunities.
The Challenges of Reaching the C-Suite
Chris shares that while there’s no silver bullet for relationship-building, staying motivated and resilient is key. Salespeople should consistently push to move beyond their usual contacts by directly asking for introductions to higher-level executives, positioning themselves as providers of significant value. This approach showcases confidence and aligns with the executives’ focus on strategic, long-term benefits.
Salespeople shouldn’t worry that they’re bypassing their current contacts; they should demonstrate the value they can bring to the executives, making their existing contacts look good in the process! This tactic reframes the conversation and facilitates smoother transitions up the corporate ladder.
Understanding Executive Perspectives
Executives operate with a different mindset compared to mid-level managers. They are often risk-averse, focused on sustaining success, and wary of the repercussions of significant failures. By adopting an above-the-line sales approach, sellers can align their strategies with the long-term, strategic vision that executives typically embrace.
Executives have a keen eye on the future trajectory of their businesses, planning years in advance rather than concentrating solely on immediate tasks. Aligning sales pitch to a company’s long-term goals, suggesting ways to derisk potential pitfalls, and highlighting the innovative legacy and credibility of strong brands like 3M are great ways to capture an executive’s interest.
The Power of Level Three Relationship Selling
Level three relationship selling is about transforming basic transactional relationships into profound, trust-filled partnerships. Chris recounts how investing in emotional connections and sharing mutual respect often leads to powerful support systems, not just between businesses but also on a personal level. Such relationships are forged from genuine care and commitment, sometimes turning into lifelong partnerships with mutual benefits.
To cultivate multiple champions within an account, Chris shares his five P’s strategy: Prioritize, Plan, Persist, Provide Value, and Plant Your Flag. Maintaining focus on long-term relationships, conducting thorough research on executives and their companies, consistently pursuing engagement, delivering tangible value, and ensuring that your contributions are recognized are foundational steps in this journey. Ultimately, successful C-suite selling hinges on understanding executive priorities, building strategic, long-term relationships, and approaching potential clients with tailored value-driven proposals. Remembering that executives are humans with goals and challenges, just like anyone else, can demystify the perceived barriers and foster meaningful connectivity.
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Learn More About Chris Swee
Game-Changer Moment: Can you share a time when calling higher into an account unlocked a new opportunity or accelerated a deal?
At Tiffin Motorhomes I was engaged with Leigh Tiffin, President of Tiffin, and during a regular visit Leigh stopped me and asked if we could consolidate masking tapes used in the paint shop down to 1 specific tape instead of the 5-6 different tape models they were using. Working with IATD we got samples of tape in various sizes and proved that the “new” 401+ tape could be used in all of there applications. Leigh immediately switched approximately $500,000 of new tape business to 3M 401+.
Best Practices for Executive Engagement: What are your top three strategies for successfully engaging with senior executives?
Plan to research the account and executive, Persistent on getting to the next level, Plant the Flag of wins and make your account champion look like the hero
Common Pitfalls: What are the biggest mistakes sales reps make when trying to sell at the C-suite level, and how can they avoid them?
Don’t make it about yourself, make it about them and 3M. Ask questions, put the spotlight on them. Have an authentic desire to know them and their company on a personal level.
Essential Executive-Level Questions: What are three critical questions sales reps should ask when engaging with senior decision-makers?
What is your long-term vision for the company, and how do you plan to achieve it? How do you differentiate your company from competitors in the market? How can 3M widen this differentiation? How do you differentiate your company from competitors in the market? What are the biggest challenges the company is currently facing, and how are you addressing them?
Future Trends in Executive Selling: With evolving buyer behaviors and digital transformation, how do you see C-suite selling changing in the future?
Probably an increased emphasis on digital engagement along with even more data-driven decision making. Look for advanced analytics using AI to assist with many C-suite decisions and predictive analytics. Customer-centric products and services will always be top of mind but expect more AI and data driven personalization or tailoring solutions to be considered by the C-suite. Selling to the C-suite will increasingly involve cross-functional teams, including experts from various departments such as marketing, product development, and customer success, to provide comprehensive solutions. Lastly long-term relationship building based on trust and credibility will always be the key factory in C-suite selling.
Connect with Chris Swee
Chris Swee LinkedIn URL – https://www.linkedin.com/in/chris-swee-a6187711/
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