I call it Hero Marketing. When you’re trying to sell to an executive, you have to realize one major thing. That executive makes his/her purchasing decisions on whether or not they’re going to get fired or not. It’s true. Ever hear the old line “Nobody ever got fired for hiring IBM?”. It’s true.
To make sales as a marketer in this arena you have to make your prospect feel like they are going to be hero. That’s the only way you’re going to ensure you get the business, especially if you’re a smaller or up and coming brand in your industry.