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  • Writer's pictureAcumen Learning

Speaking to the C-Suite

How to Sell to the Executives


As sellers, we're always trying to make it to the C-suite of the organization. This is where the key decision-makers are and this is where you can get right to the real problems and solutions.


How are salespeople perceived by executives?

Studies have shown that 78% of reps don't know how to help the C-suite. At least that’s how the C-suite perceives sellers. However, we believe they are capable if they do it the right way. We are here to give you three things that will help you in your preparation for your next C-suite meeting.




Here’s the transcript of the video:


“As sellers, we're always trying to make it to the C-suite of the organization. At the c-suite level the problems that we're trying to solve and working on are much bigger. The solutions needed to solve those problems are much bigger. And you're actually talking to the right people that can make the big decision. The problem is, as sales reps we have a bad track record with the c-suite. In fact, studies have shown that 78% of reps don't know how to help or at least that's the perception of a c-suite buyer. Let me give you three things that will help in preparation for your next C-suite meeting.


First is just coming with the context and understanding that a CEO and the C-suite is tasked with coming up with and implementing their strategy. And strategy always always always turns financial. This is the way that they're measuring whether their strategy is successful or not. So, business metrics — how much you're growing, how much money you're making. These are the things that they're tracking and measuring their strategy. And it's also what they're held accountable for by shareholders. And by the owners of the company. So, strategy always turns financial and you as a seller need to understand what those financial metrics are and how the CEO and the C-suite are measuring that strategy. So, know those metrics or ask what those metrics are.


Second suggestion — come with relevant examples to share. A CEO doesn't care about how great your product is and they don't care about what you've accomplished. They do care about what you've accomplished in the scenario that they're in. So come with something that's distinct, hopefully, something that no other sales reps are sharing or can share, and something that's relatable to what they're faced with.


The third suggestion — don't fake anything. If you don't have a good relevant example don't try to make one up. They're going to see right through you. Just come with the intent to be as relevant as possible and as helpful as possible and you're going to do fine. Again, lead with knowing and understand how they're measuring their strategy, and come with a relevant example. Don't fake it. You're going to do great. Wishing you the best of luck!”


How business acumen can help you sell:

Having business acumen can be extremely beneficial for success in sales because it allows an individual to understand the broader context in which a sale is taking place. For example, if a salesperson has a strong understanding of a company's financial position, they can better anticipate an executive's budget constraints and tailor their sales pitch accordingly. Additionally, having business acumen can help a salesperson better understand the value proposition of their product or service, and communicate that value to potential customers in a more compelling way. Overall, having a strong understanding of business concepts and principles can give a salesperson a significant advantage when it comes to closing deals and achieving success in their role.



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