How to Sell to Power (C-Suite Sales Must Knows!)

If you really want to succeed in sales, then you’ve got to start selling to individuals at the highest levels of an organization. Yes, I’m talking about the C-suite.

C-suite executives are the key decision-makers. They’re the ones who are willing and able to buy based on value.

However, C-suite sales can be intimidating—even if that’s where the biggest rewards lie in sales.

In this video, I’ll show you how to sell to power so you can master C-suite selling. Check it out:

1. They sit on the toilet every day.

It’s essential to remember that the C-suite is made up of people just like you and me. We often idealize them, but in reality, they’re just normal individuals dealing with everyday issues. They experience family frustrations, relationship strains, and personal challenges. Viewing them as regular people, rather than placing them on a pedestal, is key to feeling comfortable when approaching C-suite sales. Treat C-suite executives as you would any other people, acknowledging that they face similar day-to-day struggles.

2. The C-suite is constantly frustrated.

Contrary to popular belief, C-suite executives encounter frustrations regularly. Whether it’s answering to boards, investors, or private equity firms, they operate under immense pressure. Understanding this allows you to address their challenges effectively. While their concerns may differ from prospects at lower levels, remember that they still grapple with daily frustrations. Understanding this is key to mastering C-suite selling.

3. Speak to their challenges, not the little stuff.

One common mistake when transitioning from lower-management sales to C-suite sales is failing to adjust your approach. The concerns of C-suite executives differ from those at lower levels—plain and simple. For example, if you’re pitching a solution to improve operations to a COO, focus on issues like profitability or continuity of operations, rather than day-to-day operational details. Tailoring your pitch to address the challenges that matter to C-suite executives is crucial for engagement when C-suite selling.

4. Look to get buy-in from down below.

Decision-making in the C-suite often involves obtaining buy-in from individuals at lower levels. While the C-suite holds considerable influence, they rely on input from those below them. Therefore, it’s vital to engage with individuals at various levels within the organization. Ensuring that everyone involved supports your solution increases the likelihood of success in C-suite sales.

5. Lock in next steps, always.

C-suite executives are busy individuals, inundated with demands on their time. When they express interest, it’s crucial to lock in next steps immediately. Failing to do so risks losing their attention. Whether it’s scheduling a follow-up call or setting a timeline for further discussions, ensure that each interaction concludes with clear next steps. This keeps the C-suite sales process moving forward smoothly.

6. Don’t supplicate.

Treating C-suite executives with respect is essential, but it’s equally important not to appear subservient. While they may hold significant authority in their world, they appreciate being treated as equals. Avoid adopting a submissive demeanor, as it can undermine your credibility and weaken your position. Instead, maintain a confident, respectful approach, positioning yourself as a peer throughout the C-suite sales conversation.

7. Build that comfort zone.

Many salespeople struggle with C-suite selling due to discomfort and nerves. However, expanding your comfort zone is key to success in this arena. Challenge yourself to engage with high-level executives, gradually building confidence and familiarity. Pushing beyond your comfort zone not only opens doors to C-suite sales but also unlocks greater earning potential.

So there you have it. Now you know how to sell to power with these 7 must-know keys to C-suite sales. Which of these concepts did you find most useful for mastering C-suite selling? Be sure to share your thoughts in the comments section below to join the conversation.

As always, if you found this helpful, I would be grateful if you’d please share it with someone else or many others. People can get my weekly emails and free eBook, 25 Tips to Crush Your Sales Goal by clicking here. And be sure to check out the Sales Insights Lab Accelerator.