For sales professionals selling high-priced products, engaging with a C-level executive may be the most effective strategy for securing deals in a timely manner. C-level managers have control over budgets, make purchasing decisions, and initiate purchases with high annual contract values. Additionally, reaching out to them can result in shorter sales cycles and a faster time to quota.
However, before an executive can be sold to, the salesperson must first sell to them and set an appointment. This process requires a significant investment of time and effort. At SAAS Corner, we have successfully set more than 2,000 appointments with C-level executives since 2023, which attests to the effectiveness of our approach. It was a challenging process.
We achieved this through a process of trial and error, research, and dialogue.
This guide will share our experience in creating thousands of appointments with C-level executives.
You will gain insight into the challenges faced by C-suite executives, learn effective preparation strategies for presenting to them, and discover techniques for capturing an executive's attention.
Who are C-level executives?
C-level executives — or members of the C-suite — are influential and senior managers of an organization. The “C” in C-level means “chief,” and this includes titles like:
CEO: Chief executive officer
CTO: Chief technology officer
CFO: Chief financial officer
CMO: Chief marketing officer
CIO: Chief information officer
CDO: Chief data officer
COO: Chief operations officer
CSO: Chief strategy officer
1. It is advisable to re-introduce yourself to senior executives on occasion, as they may forget about you, your company, and the reasons why they initially engaged with you. This is due to the fact that they have a great deal on their agenda. Instead of taking it personally, provide a brief reminder of who you are, your company, and the purpose of the meeting. This straightforward script is an effective solution:
Dear {{C-suite's name}} "Good morning,
My name is XXX and I am calling from the company of the C-suite member with whom I am meeting. I am calling to discuss the purpose of the meeting.
I would like to take this opportunity to remind you of the company's strategic goals.
Here is an example of how I would phrase this:
Good morning XXX
My name is Bedirhan and I am calling from the company of the C-suite member with whom I am meeting. I am calling to discuss how the company can streamline sales processes and maximize team productivity using your product/service.
2. Give the executive a chance to talk. It doesn't matter if your C-level appointment is virtual or in person, it's important to listen and hear them out. Try not to interrupt them. Interrupting a conversation is rude, especially when the goal is about you, your ideas, and your needs. Allowing the C-suite to speak shows respect and professionalism. Plus, it lets you identify further objections so you can plan a sniper-style response.
3. Speak their language when you're selling to C-suite execs. No cheap talk. The C-suite is smart and knows all the sales tricks, so they don't fall for them. What the C-suite respects is a conversation where you're able to anticipate their needs before they even ask. Also, make sure you're:
Be on time.
Don't try to manipulate them.
Ask questions that only they can answer.
Don't play on their intelligence.
Be yourself.
Be honest.
Let the exec team make a case for your product. This works well in meetings with the C-suite and their managers. If you've built a relationship with these managers, you can ask questions that'll help you make a case for your product.
Let's say you're having a meeting with two marketing managers, a head of marketing, a director, and a C-level executive. You could start with the marketing managers and ask them to share the challenges they mentioned during your conversations.
This way, you build on what each manager says until you get to the director. It's like the C-suite is hearing from several people at once. Once you've done that, the C-suite is listening. Your job at this point is to address any other objections and show them the results they can expect from using your product.
Put together a C-suite outreach plan
Every approach we've outlined works when selling to the C-suite. That said, without a solid outreach plan to find these execs, it'll be tough to put what we've shared into practice.
That's where SAAS Corner can help. Got a small team? Not got a few sales resources? Or are you short on time?
Our team can help you with the heavy lifting of prospecting and setting appointments with your ideal executives. We've done this for more than 40 companies and have lots of studies and references to show for it.
If you're looking to outsource appointment setting for C-level, a proven company like SAAS Corner is your best bet. Get in touch with SAAS Corner today and we'll help you build a pipeline of the right execs for your product.
.png)
Comments