“I know all about your company and products…don’t call me like this; I will call you when I need you,” said the CIO before banging down the phone. My call was short lived. There was a lull. I did not know what to do.

I am one of those ‘pesky’ vendors who earn their living by making product sales calls. I have been doing this for over a decade. My bosses suggest that I become a 'trusted advisor' to CIOs. I really want to be a ‘trusted advisor’ but my sales targets do not allow me to think about anything else but sell, sell, and sell. Achieving those targets is my first priority and perhaps the only way to keep myself afloat.

Sad! But this is my story. There may be a few exceptions to this rule but in my career so far as a sales person, I have rarely made a successful entry into a CIO’s office where I am treated like a friend, a partner... an advisor.

Is it so difficult working with CIOs in this day and age? I agree that CIOs don’t have time for my sales pitches and that I should be sensible not to bother them too often. However, I want to find an answer to a very pertinent question: “How do I establish a relationship with you, find out your pain points, the new initiatives and strategies that you are working on without spending time with you? I want to be your ‘trusted advisor’. I know my market well. I can explain my company’s advantages and weaknesses, and most of my competitors, too. I can discuss other services and products from the competitors.

Of course, I will be prejudiced towards my own product and services portfolio, but to establish that trust, I can walk that extra mile".

But if they reach out to me only through an RFP or during those moments when you decide they actually need something, I don’t think I will ever get an opportunity to build a ‘trustworthy’ relationship with the CIOs. We will always be at arm’s length.

I strongly believe we need each other to survive and prosper. If I make mistakes you can tell me upfront. But treat me with respect. Allow me to work with you closely to understand your organizational needs and future strategies so that I can work out suitable solutions and nurture this relationship.

Dear CIO friends – a little one-sided to make the point, but I hope you agree that there is merit to the thought...

Here’s towards more meaningful and balanced relationships!

rahul.mani@9dot9.in