5 Critical Tips to Selling to a C-Suite Buyer

Be sure to download Marc's incredible e-book on "25 Tips to Crush Your Sales Goal!" Just go here to get the e-book instantly: www.marcwayshak.com/opt1/
Let me tell you about two salespeople I used to know…
They both sold promotional products-like t-shirts, jackets, hats, and mugs-for the exact same company. They both had access to the exact same suite of products, they both worked the same number of hours, and they had both been working at the company the same amount of time. The only difference? One salesperson sold about $300,000 in product, yielding $40,000 in income. While the other person sold $4 million in product, yielding $500,000 in income.
Both salespeople had the same number of accounts-so what could explain the huge difference in their sales and income?
Well, the salesperson earning $40,000 in income sold to buyers, managers, procurement, and HR. The salesperson earning $500,000 in income wouldn’t waste time on any of those folks. Instead, he spent his time in front of CEOs, CMOs, and senior VPs.
This one single distinction meant a 10 times difference in sales and income! It doesn’t matter what you’re selling: If you aren’t selling exclusively to the high end of an organization, the C-suite, or at least those VP levels, then it’s time to change the way you sell. In this video, I’m going to show you 5 critical tips to selling to a c-suite buyer.
Video Summary
1. See yourself as C-suite.
This is probably the most critical barrier that holds salespeople back from selling at the C-suite level: They simply don't see themselves as worthy of selling in the C-suite. Never talk “up” to someone; be a peer to these people. I don't care what your title is! Always sell at the top as if you belong there. Be willing to step outside of your comfort zone and sell high up that food chain. Remember, selling at the high end of an organization is going to yield so many times more of a return on your time than selling at the bottom end of the organization.
2. Understand that low-level buyers waste your time.
Buyers, procurement, and managers have small fixed budgets. They view everyone as a vendor and as commodities to be priced against one another. In fact, many of those people have actually taken courses on how to work a vendor. They’re bonused based on what they save their organization in spending. And the reality is that they often actually have to get approval to make almost any decision.
The C-suite, on the other hand, is the complete opposite. It's pure green space. If they see value in your offering, they will pay your price because they're bonused for increasing revenues or increasing profits-not how much money they save. They can move money around to pay for anything. Also, they don't need to run decisions by a supervisor. Once you commit to playing in this space, your whole world changes.
3. Help identify top and bottom-line value in your offer.
When I ask most salespeople, "Why you?" they often say things like, "Well, we have the best service, great experience, and fast delivery." You know what? Those are benefits that only a low-level buyer cares about. The CEO, the CMO, the COO, the CFO doesn't care about that. They don't care about service and friendliness and smiley faces. They care about increasing revenues. They care about increasing profits. They care about EBITA. By the way, if you don't know what EBITA is, look it up, because you're going to need to know that in order to sell to the C-suite. Focus your conversation around how your offering can help them improve profits in a big way.
4. Get right to the point.
People at the high end of an organization don't need you to be schmoozy. They're busy. They have a lot going on. Now, I'm not saying that you can't be friendly, but these people often tend to be drivers. They tend to be type A. They don't mess around. Don't be intimidated by them, but rather think like them. Be friendly, but get straight to the point in your conversations. Ask them things like, "What are you looking to accomplish in the next two quarters?" Start to think like these people and they will love you.
5. Present your solution around bottom-line results.
Again, this can't be overstated enough. The C-suite doesn't care about your amazing customer service or your low prices. They only care about increasing profits. If you're more expensive, but you're going to get them a better return on the investment, then you're actually in a really good place. Push yourself to think only about how your offering will help them accomplish that. Every product or service offering can increase profits. You just have to identify how, and drop all the fluff that will appeal to people like procurement and buyers. Consider that a thing of the past.

[@SalesInsightsLab]

Be sure to register for my free training on, "The Formula to Closing More Deals without Price Pushback, 'Think-It-Overs' or Ghosting" salesinsightslab.com/training/

[@brandonkriegerKNSS]

Could you do a video of examples of how you would speak to C-suite buyers through the sales process ie cold calling, prospecting, qualifying, negotiation, and then closing the deal? I would love to see how you would do it?

[@fepp88]

This video is one of the very few that genuinely gives great and useful information

[@hope-in-darkeness]

I love Marc's techniques, they really make a lot of since. I'm a insurance professional and sometimes I find Marc's techniques are challenging in my field. Does anyone else experience the same from the insurance industry? Take this video for example, I agree with what he is saying, although in my industry its mainly about coverage and price with owners and ceos

[@poojithathurumalla3161]

I just love your videos and they are always helpful. Could you please repeat that word. I didn't get that.

[@gwainer411]

EBITDA