RAIN Group Sales Blog

Selling to senior executives demands more than a strong solution and value proposition. It requires a deep understanding of senior executives, business strategy, risk mitigation, industry trends, and much more—along with the ability to communicate effectively at the highest level. With 85% of sales leaders reporting challenges in dealing with multiple decision-makers, mastering executive sales has become crucial. Yet, executive-level buyers find only 20% of salespeople meet their expectations and create value.

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Most sellers want to have better meetings with senior executives but don’t know how to do so. They want to get away from surface-level pitches and have actual conversations. They envision meetings that build deeper relationships and uncover more ways they can help their clients. Speaking to senior executives can be intimidating. Many sellers, when asked what’s holding them back from talking with the C-suite, say things like, "I don't feel comfortable," "I have nothing to offer to them," or "I'm not at their level."

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Sometimes, talking to the C-suite is easy. Conversation flows. You find common areas personally and professionally. Ideas bounce back and forth. Before you know it, work is underway. But sometimes, it isn’t easy—even if you’ve been following the tips for selling to the C-suite. Maybe the executive is all business, guarded, and hesitant to share. When faced with a skeptical executive, you might be tempted to give up and invest your time and effort elsewhere. In some cases, moving on may be the right answer. But often, building a close, trusting relationship with a skeptical executive can be a catalyst to your success.

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"It's impossible to get serious face time with senior executives." “Even getting 15 minutes with a senior executive can take 15 months.” I hear things like this all the time from professionals, sellers, and other business leaders who want to get more time with decision makers, but haven’t yet cracked the code.

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