An executive referral means that you receive an introduction to a target executive buyer. An introduction is very different than just “getting a name” from a friend or colleague.
Remember, when you contact someone who doesn't know you, and doesn't expect your call, you are making a cold call from their perspective. This does not work with executive buyers.
Here's a more effective executive selling scenario:
- Introduction: You receive a personal introduction from a common connection.
- Willingness: The executive you want to meet takes the time to talk to you based upon the recommendation of your common connection.
- Get the Meeting: You arrange a meeting where you can identify their most pressing needs, link your solution(s) to their challenges, and articulate your value in a way that makes sense to them.