It's a common situation in B-to-B businesses selling today. You're selling successfully at the operational level of a target organization but are having trouble selling to executives. It's no secret that having relationships in the C-suite can work miracles for your sales efforts. You're closer to the centers of power, and privy to the needs and interests that really drive decisions in the organization. With one sale 'upstairs', you could accomplish what typically takes scores of hard-fought pitches and proposals at the street level.

A proven solution to this ever-present challenge is a strategy that tends to fall outside of conventional sales practice, but it works. I'm talking about the use of customer advisory boards. These high-level advisory board groups serve as a tremendous springboard for opening the doors at the C level and effectively selling to executives.

With such high-profile advisory boards, you are able to build credibility with CXOs and senior management. Rather than hammering away through conventional sales channels, you foster a meaningful dialogue with the executives about what's on their collective minds. Executed properly, this advisory board approach lets you build working relationships rather quickly - and without the sometimes contentious feel of the sales situation. You can place yourself in the middle of the action very quickly.

How do customer advisory boards work?

There are a number of permutations depending on the nature of the industry or products involved. But you essentially bring together 10 or 12 top executives from your customer companies - or even from prospects - to regularly confer and interact on key issues of common interest. It involves some mix of conference calls, ad hoc discussions as well as on-site meetings once or twice a year. It might even include large-scale "Executive Expos' or similar events, where you bring in guest speakers, or have your own customers deliver presentations or demos.

In order to garner participation in your advisory board from your top targets, you must first build an effective C-level story that interests these senior level professionals. A good approach is to focus soundly on the true business value your solutions (products and/or services) will bring to these organizations. Focusing on your offerings themselves will only lead to diminished interest as these executives do not focus at that level. They wrestle everyday with higher-level issues, and work on longer term horizons.

Depending on your particular circumstances, an active and vigorous advisory board can empower a sales organization in several ways, including:

A. Granting better access to your execs and decision-makers. Very simply, they will know whom you are - and will take your calls. B. Casting a wider net in your customer's organization. Referrals from senior executives can open up far more opportunities, and larger ones. C. Gaining insights into real concerns and needs of your customer organizations.

Companies without huge corporate resources commonly work with an outside advisory company that specializes in developing and launching executive advisory board programs. A good specialist is especially valuable in crafting a compelling theme that will attract the best participants, and in keeping the agenda on track for the first face to face meeting (which is essentially make or break time for most advisory boards).