Selling to the C-Suite: Communicate and Articulate Your Potential Value

I recently presented a sales training web workshop entitled, Engaging the C-Suite Executive, which has generated a great deal of interest. One of the participants, Eric Schroeder, Senior VP of AON Corporation, asked the following sales question:

What’s the most effective method or strategy to encourage the C-suite executive to open up at the beginning of the sales call — so I can communicate and articulate my potential value?”

Opening the Sales Call with the C-Suite Executive

During the opening phase of the executive sales call — to make a more meaningful impression, and to establish your potential value — try these sales strategies:

  • Introduce third-party information from an industry trade publication that you know would be of value to him. Even if he’s familiar with the information or article, it doesn’t matter. What’s important is that it allows you to leverage that information to have an educated conversation.
  • Share quotes from a respected opinion leader in their industry. Whether they agree or disagree, C-suites like to keep up with what other leading folks are doing in their industry. The fact that you quoted this leader adds value — establishing that you’re up-to-date with what’s going on and you’ve earned the right to engage in meaningful dialogue.
  • Mention another customer you’re working with and the challenges they are facing — challenges similar to those of the C-suite executive. You will send the message that you understand what he is facing and are in tune with his issues and his problems — and that you have the experience to resolve them. The result — you will establish instant credibility as to who you are and the value you can deliver.

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).