Our Approach

Even the best marketers and salespeople often find it challenging to engage executives. 

By specializing in executive engagement, Truman Company has developed a unique understanding of how executives think and work.  

Our approach is based a few core principles that we have found to be effective in engaging executives.

  1. Respect Their Time
    Executives' scarcest resource is not money.  It's time.  To get them to spend their money, you first have to persuade them to spend their time.  
  2. Help Them Get Smarter
    Executives get to the top by always learning.  It's less important how smart you are.  It's more important how smart they are because of you.
  3. Be Real
    Executives know that things don't always work out.  Nothing is perfect.  You gain more trust by telling the truth, warts and all.
  4. Have a Conversation
    Executives spend lots of time listening to presentations.  What they really appreciate is a good conversation.   Have something to talk about.
  5. Connect Them With Peers
    Executives are always interested in what others are doing.  Find other customers who have similar challenges or opportunities.  Sometimes matchmakers are as valuable as vendors.
  6. Ask Their Advice
    Executives are in the job of improving business.  Obviously theirs, and potentially yours.  Don't just ask for feedback on your product, ask for advice on how to improve your business.
  7. Stay Out of the Weeds
    Executives are strategic thinkers.  They want to know the details are handled, but don't want to get lost in the weeds.  Keep focused on the big picture.
  8. Help Them Sell
    Executives decide how to spend their money, but they never act alone. A major decision requires signoff from others. Help them sell too.

How do we put these principles into practice?  Learn more about our programs ...