Selling to a CEO is very different from selling to a CFO: One is positive, full of energy, and always looking for new opportunities. Whereas a CFO is paid for anticipating risks, looking for savings and deficiencies in corporate finance. That's why these people are often an obstacle in a sales negotiation.
However, there are ways to persudade CFO´s. Inc.com found 9 tips that can help:
1. Do not use traditional sales tactics
Detailed description of product benefits is the best way to irritate the critical thinking of a CFO. They care about the costs, so stick to the facts.
2. Prepare
Each head of finance sees financial benefits and values differently. Try to find out what the person you are goint to meet cares for.
3. Focus is not saving
Provide figures. Express yourself in a way typical for accountants.
4. Be brief
Provide a perfect summary of the facts. Support it with a detailed financial report, including quantifiable benefits. Add a description of the model on which you based your calculation so that the CFO can properly understand everything.
5. Keep it simple
The financial model that you use should not use information, which is difficult to verify. Use resources that CFOs would know.
6. Be realistic
Any analysis must be presented with documented facts (numbers, hard evidence). You can use a benchmark - a similar type or similar size of company, who are already your customer.
7. Be objective and prove it
The CFO may prefer an independent ROI analysis. If the contract is of a large value, consider such extra costs - they would probably pay off.
8. Offer metrics
The head of finance will want to know how the purchase will gradually be reflected in corporate finance. He or she may also be interested in what you offer, if the effects are not as you describe.
9. Get public support
When the CFO is convinced, ask him to write an email, or have a presentation at the company meeting so that the others within the company know that this person is in agreement with the purchase.
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