- Don’t be intimidated. The C-suite is people. They watch Netflix. They go to the supermarket. They like to laugh. So do you. So does everyone.
- Poke the bear. When you reach out to the C-suite (or anyone), they’re secretly asking themselves, “What do you know that I don’t know?” To get and keep their attention, you need to be the bearer of bad news. What do you know that they don’t know that can hurt them?
- Be a matchmaker. I once learned that a CEO’s daughter was looking to start a career as a graphic artist. I introduced her to a few of my contacts. When you put other people’s interests before yours, they want more of you. The opposite is also true.
- Let go of assuming. Sure, you have a theory as to how you can help, but it’s a theory. When you’re arrogant, you’re off-putting.
- Downshift. The sales cycle is a straight line. You’re paid to get people from point A to point B as fast as possible. However, buyers don’t buy that way. The buying journey is more like a zig-zag line. Be patient. Water the flowers and provide sunlight. You can’t make flowers grow fast because it’s the end of the quarter.
- Treat “gatekeepers” like kings/queens. Many execs spend more time with their admins than with their families. Focus on little things. For example, anytime a “gatekeeper” provided me with information, I’d send them a handwritten thank you card. Gratitude forges a solid emotional connection between two people.
- You’re the prize. Money is a commodity. Companies can always make more. What you sell isn’t. Approach the C-suite with equal business stature.
- Learn how to speak C. Triathletes have their lingo. So does the C-suite. When you talk C, you’re an insider. Read/listen to trade info. Mention something you read and pass the potato back by saying, “How does that compare to your experience?” Example “Josh, many triathletes I work with say they’re spending 20+ hours a week training for an Ironman. I call the divorce by triathlon :-). If you don’t mind me asking, how are you striking the right balance between training, family, and work?”
- Compliment. Everyone likes a genuine compliment. Don’toverdo it. “John, as someone with a long and successful career selling, I’m curious, what’s your take on . . . “
- Follow up on unanswered emails.
- Detach from the outcome. When you’re attached to the outcome, you get too excited. You send five emails In 5 days. When people feel the push, they pull away.