Transitioning from traditional sales to enterprise sales can be a major shift, as SBI Executive Consultant, Sarah Bedwell, knows all too well. On our latest episode of The Sales Readiness Podcast, hosted by Ray Makela, SBI’s Managing Director, Sarah shared her firsthand experiences and insights on selling to the C-suite, a process that requires a different mindset, a tailored approach, and an unwavering focus on delivering value.
Why Selling to the C-Suite Matters
For many sellers, gaining access to executives can feel like an uphill battle. It’s not uncommon to ask yourself, what am I going to say when I get there? And how do I even gain access in the first place? Despite the challenges, Sarah outlines exactly why sellers should aim for executive-level meetings.
In most cases, the individual’s that sellers build relationships with are not the final decision-makers. Instead, they act as intermediaries with limited influence over key outcomes. Executives hold the authority to make decisions and control budgets, making them the most critical stakeholders in any deal.
“Why rob the bank? Because that’s where the money is!” Sarah explains, emphasizing that C-suite conversations not only drive deals forward but can also uncover additional opportunities that lower-level conversations might miss.
How is Selling to Executives Different
When engaging with the C-suite, the conversation shits from features and functions to broader business outcomes and long-term visions. Sarah highlights the importance of framing discussions around key growth drivers like top-line revenue and immediate actions that lead to sustainable success.
The goal is to help executives connect the dots between their company’s needs, the growth outcomes they seek, and the advantage your offering provides. Sellers must identify how they can advance the organizations agenda, not just solve a single problem. Focus on addressing strategic goals beyond the immediate horizon.
When to Approach the C-Suite
Timing is everything when it comes to meeting with executives. It is typically advised to approach executives both early in the sales process and again toward the end. However, Sarah stressed that these meetings should only happen if the seller is ready to deliver value.
Don’t try to meet with an executive unless you can solve their problems or teach them something important. If they find the meeting unimportant, you may not get another chance. Preparation is key. Building relationships with the executive’s team can offer valuable insights into their priorities and pain points. Laying this groundwork ensures that when the meeting does happen, it’s purposeful and impactful.
If your team is struggling, our engaging workshop equips sales teams with exactly what they need to sell to the executive & C-suite
Common Pitfalls to Avoid
One of the fastest ways to frustrate an executive is to waste their time. According to Sarah, sales reps often miss the mark in two areas:
- Asking endless questions before providing insight. Chances are, most of these questions should’ve been answered before meeting with an executive. Instead, demonstrate how your solution addresses specific challenges.
- Focusing on product features rather than business outcome. Put simply, at an executive level the feature of your product does not matter in the grand scheme. An executive is primarily interested in hearing how the seller will help them achieve meaningful results.
To maximize an executive’s time, sales teams must be prepared to deliver value minute by minute. Ray emphasizes the importance of arming yourself with a deep understanding of the business and its context.
Using RAMP When Meeting with Key Executives
Sarah and Ray discussed the RAMP framework as a structured approach to executive engagement.
- Research: Dive deep into the internal and external environment the business is operating in. Study quarterly and annual reports to identify key priorities and validate your insights before presenting them.
- Access: Build relationships within the organization to uncover the executive’s goals and preferences.
- Meet: Be concise and focused during the meeting. Use your research to establish credibility and provide examples of how you’ve helped similar organizations.
- Propose: Tie your proposal to the executive’s key objectives and desired outcomes.
A Final Piece of Advice
Sarah leaves us with a final piece of advice. Ask yourself, “As a result of this meeting, the executive will__?”
Securing a meeting with a key executive requires significant effort, so it’s essential to make it count. Asking yourself this question clarifies the purpose of the conversation and ensures the meeting is productive. Ultimately, selling to the C-suite is about aligning with their strategic vision, solving meaningful problems, and delivering measurable value.
Listen to the full episode of The Sales Readiness Podcast.
