As we already know, b2b selling is all about selling to C-Suite executives. Selling to C-Level decision makers is often considered as one of the major challenges faced by B2B industry.
Who are C-Level Executives?
C-level executives play a strategic role in a firm; they hold high positions and have a significant impact on company-wide decisions. A C-level executive (also known as a Chief executive) is in a charge of a whole department or business unit, such as Technology, Operations, Marketing, Finance, and Information Technology.
Here’s a list of C-suite titles you’ll likely find in a company:
- Chief Executive Officer (CEO)
- Chief Financial Officer (CFO)
- Chief Information Officer (CIO)
- Chief Technology Officer (CTO)
- Chief Human Resources Officer (CHRO)
- Chief Administrator Officer (CAO)
The needs of C-suite buyers differ significantly from other stakeholders, therefore sellers must tailor their messages according to them. Here are few techniques you should master before selling to c-level executives.
Do Research
Check out C-suite buyers’ LinkedIn profiles, company profiles, and industry type before reaching out to them. It will assist you in customizing your message and establishing a connection with them.
Personalize
Most of the C-level decision makers are likely to respond to personalized emails which are very specific and relevant to their industry or business. Hence make sure to personalize your emails.
Keep it Simple
C-level decision-makers are constantly busy and have limited time. Therefore, keep your message or email simple and appealing enough to provoke a response.
Offer Value
Make sure to highlight the unique value that your product or service offers. Explain how your product or service can be beneficial to their business. Focus on how your solution can help increase their profits.
Be a Trusted Advisor
Gaining trust from these high level prospects is a massive challenge. Hence, provide solutions that can solve C-suite prospects’ problems, increase productivity, save time & money, increase sales & revenue.
Bottom Line
When selling to the C-suite executives, you must elevate your conversation and educate them something about their business that they don’t already know. Create a compelling buying vision, demonstrating how your solution can address their previously unmet needs and, ultimately, how you can assist them in achieving their strategic objectives.