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:

After his participation in our recent sales training webinar, geared toward the biotech and medical device industries, called Engaging the C-Suite Executive, participant Jack Dacat of Osteotech asked me:

“What is the best question or topic to get a physician C-suite executive to open up? Do most complex executive selling situations require 5 to 6 touch points?”

Yes, they do! One great touch point is to leverage the physician C-suite executive’s assistant, or an insider, such as a valued and successful staff member who has the physician C-suite executive’s ear. Appeal to their emotions by bringing up frustrations you know they must be experiencing. Consider the following over a course of multiple touch point meetings:

After taking part in our recent sales training webinar, Engaging the C-Suite Executive, participant Michele Anderson of Safemark Systems asked me this question:

“How do you handle a C-suite executive when they think they should be talking with other C-Suite executives at your company, and therefore view you as a low-level employee?”

Turn this into an opportunity, Michele. I think it’s great if a C-suite executive wants to meet the C-suite exec from your company. Make it happen!

YOU must be the one to have the initial meeting

Tell the C-suite executive that YOU are meeting with her first, because you value her time and want to best understand her company’s current…

I recently presented a sales training webinar entitled Engaging the C-Suite Executive, which generated a ton of interest.

One of my sales coaching clients, Homero Herrera, President of Latin American Cargo recently began cultivating a new prospect. Homero reached out to me:

“I get the feeling my prospect is interested, but we haven't made any progress to date. He has been receptive throughout all our communications. Finally we have scheduled a telephone appointment for tomorrow afternoon. How would you approach this conversation? Any questions that come to mind?”

In these situations, your first impulse might be to ask, “How can I help you?” or “What can my company do for you?” But that isn’t always the best place to start, because the prospect often doesn't know! You’ll come across like an uncertain customer wandering into a store, with a supercilious clerk coming up to you with a haughty “How can I help you?” If you ask a sophisticated C-level executive this question, you risk shutting down the conversation altogether; the C-level executive will show you the exit or quickly dismiss you over the phone.