'Chances of ringing up when I need your services are minuscule, so play the long game': XChange Best of Breed

CIO Steven Capper and Charity IT Leaders trustee Matt Jago discuss pitching to tech leaders at XChange Best of Breed 2023

Doing your homework, networking and playing the long game were highlighted as some of the best techniques to successfully pitch to chief information officers (CIOs) in the IT channel during a panel at CRN's XChange Best of Breed event.

CIOs get overwhelmed daily with calls and emails from companies trying to pitch and sell their software and technology.

This panel explored the dos and don'ts while selling to CIOs.

Panellist Steven Capper, CIO at SNC Lavalin Group shared his top-line advice, saying: "For me, I like it when people actually understand our business and absolutely understand the challenges we've got.

"We've got projects that run for a really long time and several things come into play. So understand our business, our needs, don't just throw solutions.

"For me, that's the only way to get through."

Matt Jago, chair of trustees at Charity IT leaders, was also on the panel and commented: "I think it's the same for me in a way.

"There's the thing with a lot of projects started and last over five or ten years - the chances of you ringing up at the point that I need your services are just minuscule, so you've got to play the long game.

"And, in fact, I recently awarded a supplier a tender and I first spoke to them it was six years ago at an event very similar to this.

"They seemed like they knew what they were doing at the time and when it came to the point where I actually needed that product, they were on my list."

Know your audience

Capper and Jago stressed the importance of understanding the business you are contacting and making sure you have enough background information before you make a pitch.

Knowing the countries a business operates in was at the top of their lists.

"I think also size as well because I sit on the board of a not-for-profit and they have a big event in Las Vegas every year.

"And I often got approached with a sales pitch but then when I actually mentioned the size of the company their answer was: ‘oh, we don't look after businesses your size', so we need people to do their research before they actually approach us."

When asked about methods of contact, Capper and Jago agreed that developing a relationship with a CIO over time is the best way to up the chances of a pitch getting through.

"It's networking at a lot of events that CIOs get invited to," Capper said.

"I could probably never work again and just attend events. But building those networks and getting to know people that makes for the best contacts.

"Most of our vendors have come through friends of friends or people we have work with in the past and other companies. It is a tough area to break into."