When you sell big projects, even the CEO has a purchase limit beyond which he needs to get board approval. Read on to discover three keys to selling to the board of directors.

What are the mission priorities?

The first key is to understand the organization’s mission priorities. The mission is what the company is tasked with accomplishing by the board of directors. Priorities are the order in which tasks are performed; it’s about sequence and timing.

The board of directors pays attention to these elements, focusing on that It will happen, because will be fulfilled and when it will be achieved. They will also discuss potential and actual risks and ways to mitigate or eliminate them. But they will not delve into the methods to accomplish the mission; they do not delve into it as. They hire people to take care of the details and that’s what you’re selling them; how to get the result you want.

You need to know the priorities and concerns of the board members. You can then show how you will contribute to those priorities and address those concerns.

The board makes decisions based on its confidence in the plan, in the people, and in the process. Expect to present evidence that you can deliver in all three of these areas.

What are success metrics?

The second key to selling to the board is understanding how they will measure success. How will they know how to pay executive bonuses?

Success metrics often include revenue, profit, or growth targets. But success criteria can also be market share, access to new markets or competitive success. You will need to identify your criteria and be able to illustrate how you can substantially contribute to those results.

Each board member will have a slightly different view of what constitutes success and what defines risk, so do your homework or be able to quickly adapt to their individual views.

How do you get to the Board of Directors?

The third key is to gain access at the board level. In most cases you won’t get it in person. But his proposals and reports will if the CEO believes in his plan.

Therefore, you must be excellent at creating board-level proposals and writing presentations that others will do on your behalf. They must include all the items listed in this article. Your executive sponsor will help you with other material needed to persuade the board to go your way.

Over time, as your personal brand grows and you establish credibility with the board, you may be invited to present in person. And when he does, he’ll become one of the best sales professionals on the planet.