Chapter 18
Selling to the C-Suite
The challenges of selling to the executive level are unique, partly due to the distinct executive role and partly due to the ways you must adjust your thinking and approach. In this chapter, we explore what sets C-level executives apart and how you need to plan and respond accordingly. We focus on the mental preparation required to be effective at this level: managing your motives, your role, and your emotions. The chapter also includes a summary of best practices for making the most of your opportunity to enter the C-suite.
The term C-suite refers to the top levels of an organization—leaders who are generally referred to as CXO, where C stands for “Chief,” X indicates the function (such as Finance or Marketing) and O stands for “Officer.” The stakes are high when you are dealing with the highest level of an organization. Discomfort, anxiety, and the desire to compete and win are all reactions that are easily triggered, and all pose barriers to leading with trust.
There are many ways to build trust with a CXO, some of them unexpected. A CXO is approached by people trying to sell products, services, and ideas all the time. She is rarely approached by people willing to invest the time and effort it takes to understand her world. Consider that a lost sale in the C-suite is not a failure if trust is earned in the process.
Consider that a lost sale in the C-suite is not a failure if trust is earned in the process.
What Sets the C-Suite Apart
