The Audible-Ready Sales Podcast Selling to the CFO
Nov 28, 2023
Brian Walsh, sales effectiveness and revenue strategy expert who coaches sellers on engaging finance leaders. He breaks down why CFOs now shape deals and what they prioritize. Short, direct proposals that answer timing, payback, and confidence are key. Learn how to equip internal champions, map decision teams, and present multiple options so finance can decide quickly.
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CFOs Filter Proposals By Revenue Cost Or Risk
- CFOs prioritize overall financial health and will filter proposals by revenue, cost, or strategic business risk.
- If your proposal doesn't attach to revenue, cost, or risk, it likely lands in the wrong pile or gets little attention.
Always Answer The Three CFO Questions Up Front
- Help the CFO quickly answer three questions: why do this now, how long to achieve outcomes, and how sure are you of success.
- Deliver clear payback timing and evidence of confidence so finance can decide without extra hunting missions.
Prepare Materials That Stand Alone For The CFO
- Expect limited CFO access and prepare materials that let their team or document alone communicate your case.
- If a paper in front of a CFO can’t make the investment case itself, the deal will stall or die.