Selling to C-Level Executives: What You Should Know

You can't expect a prospective B2B buyer to purchase your B2B company's products or services unless he or she has purchasing authority. Low-level workers typically can't make purchases on behalf of their business. Rather, it's the C-level executives who tend to have purchasing authority. If you're planning to target C-level executives with sales offers, though, there are a few things you should know.

What Is a C-Level Executive?

Also known as a C-suite executive, a C-level executive is a high-level corporate executive. They maintain a high level on the corporate totem pole, so they are typically able to purchase products and services on behalf of their business.

Some of the most common types of C-level executives include the following:

• Chief Executive Officer (CEO)
• Chief Operating Officer (COO)
• Chief Marketing Officer (CMO)
• Chief Financial Officer (CFO)
• Chief Information Officer (CIO)

The Challenge of Selling to C-Level Executives

Many B2B sales reps struggle to sell to C-level executives. One of the biggest challenges is making the initial contact with a C-level executive. Because of their executive leadership position, they are usually busy conducting their own work-related tasks. As a result, they have minimal free time to spend talking and communicating with sales reps. And even if you're able to reach a C-level executive, he or she may reject your offer. You can still target C-level executives, though; you just need to use the right approach in your sales efforts.

Tips on How to Sell to C-Level Executives

If you're planning to sell to C-level executives, you'll need to learn how to get past gatekeepers. Gatekeepers, as discussed previously on our blog, are low-level workers who report to C-level executives and other higher-level workers. They are often responsible for answering the phone and routing calls to the respective decision-maker.

When you encounter a gatekeeper, explain the reason why you are calling. Many gatekeepers will route your call to the C-level executive if you're honest and transparent about your sales efforts. You can also provide the gatekeeper with your name and phone number so that the C-level executive can return your call.

Once you've make contact with a C-level executive, you can pitch your B2B company's product or service. Like with most sales activities, you should focus on the benefits of your B2B company's product or service rather than the features. Benefits convey how the product or service can benefit the C-level executive's business.

Making the Call Meaningful

When you call a C-suite executive, you need to be sure that you are hitting a business need. To know current news or to apply your product or service to a project is the best way to get your call taken. When you subscribe to SalesLeads, you get timely Project Reports. these Project Reports provide a summary of what the company needs. It will also include the contact name, phone number, email address and company address. It'll give you the project contacts as well as C suite executives. All you have to do is take the summary information, know how your product or service can help solve or support their project and give them a call to begin the sales cycle.