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10 Things You Must Know About C-Level Decision Makers By Kelley Robertson


Selling to C-level decision makers is challenging even at the best of times. You can facilitate the process and increase your sales with these individuals, however, if you understand a few business principles. Here’s a look at 10 things you must know if you want to have any chance of selling to them.

1. C-level decision makers are paid to improve their business results. Regardless of how the media portrays these executives, their primary concern is to improve their business. This includes increasing sales, market share, customer loyalty; reducing costs, errors, or employee turnover; and improving productivity, employee engagement, and customer service.

How does your service or solution address one of those issues?

2. C-level decision makers deal with changing priorities. Improving customer engagement may be a top priority today, but tomorrow that executive may be faced with cutting $250,000 in expenses. That means they sometimes go cold after expressing initial interest in your solution.

Do you have a strategy in place to keep your solution current?

3. C-level decision makers are extremely busy. The average executive arrives early in the morning and stays late into the evening. They get dozens of calls every day, receive too many emails, and attend too many meetings. That means that you need to maximize every minute you have when you connect with them. This applies to telephone conversations and face-to-face meetings.

Do you know EXACTLY what to say when you connect with these individuals?

4. C-level decision makers rely on others. Contrary to popular belief, these high-ranking big-wigs seldom make decisions on their own. They often defer to people on their team and ask for feedback from peers and/or subordinates. That means you need to involve these people in your conversations and include them in the decision making process.

Do you have the ability to finesse this?

5. C-level decision makers don’t like to make mistakes. A major mistake can affect an executive’s reputation in their company. This affects the decision making process, which means you need to uncover their risk factor during your conversations.

How will you reduce your prospect’s risk factor?

6. C-level decision makers have big egos. Most executives have a healthy ego, which is one of the things that helped them achieve their status in the company. That means you need to be extremely confident in your abilities when selling to them. Don’t back down when they challenge you. In fact, doing so could cost you the business because C-level execs want to deal with people who believe in what they do.

Are you confident enough to deal directly with C-level executives?

7. C-level decision makers spend the bulk of their day in meetings. The next time you’re in the office, watch an executive. Chances are you will see them dashing from meeting to meeting. Your prospects are in the same position. They aren’t sitting at their desk waiting for you to call them.

Are you persistent in your efforts to connect with these individuals?

8. C-level decision makers have at least 40 hours of work on their desk at any given time. Several executives I know have expressed these sentiments, “I will never get caught up” or “Just when I think I can’t get busier, I do” or “I never call a salesperson back because I already have too much on my plate.” You need to give these individual’s an extremely good reason to meet with you or take your call.

Is your approach effective?

9. C-level decision makers receive upwards of 150 emails every day. Many salespeople use email as their major form of correspondence, which can be ineffective because most C-level decision makers simply don’t have time to respond to every email. A managing director once told me that he prefers telephone correspondence because he can’t get to every email even when he wants to.

Do you use a variety of strategies to connect with C-level decision makers?

10. C-level decision makers think big picture. Stop focusing on your service or your company and start looking at the big picture of your prospect’s business. Most C-level execs don’t get bogged down in the little details of their business—they pay others to take care of the details. I once met with the president of a $125 million company and made the mistake of asking her questions about front-line execution instead of top-level strategic issues.

Can you see and discuss the big picture?

Think about your responses to each question, adapt your approach accordingly, and you will begin to see an increase in your sales.
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Kelley Robertson, sales trainer & author of The Secrets of Power Selling helps sales professionals close more sales with less effort. Kelley conducts workshops and speaks regularly at sales meetings and conferences. Visit him at www.Fearless-Selling.ca. Contact him at 905-633-7750 or Kelley@Fearless-Selling.ca

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