Overcoming the Fear of Selling to Executives

You are not alone.

To some degree, most salespeople are afraid of performing at the executive level. You may feel intimidated at the thought of answering questions effectively when drilled on the specifics of your offering. You may feel out of your league position-wise. And ultimately, you recognize that if you fail, your chances of a second chance are next to nil. The stakes are high.

How can you overcome these fears and present with confidence and likely success? According to executive selling training experts, the answer is simple…thorough preparation. Executives want to know that you understand their business issues.

Use all the technological tools at hand (web sites, LinkedIn, etc.) and then good, old-fashioned networking. Learn what you can about their industry. Learn what you can about their organization. And learn what you can about the individuals you will meet. Know their roles, their connections, their biases, and their communication style.

The better prepared you are, the more confident you will appear and the more successful at executive selling. 

How Successful Sales Reps to Get Executives to Really Listen

Once you gain that long-awaited appointment at the C-level, how can you get executives to really respect you and pay attention to the solution you offer?

Executive selling may be the most challenging…but it can also be the most rewarding because, at this level, decisions can come fast and fully funded. The hurdle you must leap in order to be successful at selling to executives is to earn their credibility and trust.

Unlike working at lower levels in an organization, the goal of executive selling training should not be to build a personal relationship that might end in friendship. Rather, with executives, the goal should be to build a relationship which combines personal and business trust. Executives want to believe that you will deliver on your commitments and in your capability to solve their most pressing business problems.

Be open and honest about any issues you can foresee. Because there are always risks, executives want the complete picture…not the sugar-coated version.

To be seen as a trusted advisor who brings value to the organization, be the expert who understands the business problem and addresses all their concerns.

What You Need to Get Higher

Many salespeople mistakenly believe that what they need to call higher in a client organization is a personal relationship with the executives. Our experience in executive selling training brings us to a different conclusion. What you really need to call higher is a deep understanding of what executives care about and how they approach making company decisions.

Executives want to know how your product/service can help them solve their most pressing business problems. They want you to understand their issues and their industry. They don’t buy because they like you (though that can’t hurt). They buy because you have something to offer that they need and trust.

You can earn their respect by sharing your insight as an outside expert. If each time you meet you bring something of value, they will welcome you again and again. But be sure there is a balance. You don’t want to give of your expertise without gaining something in return…either closing a deal or an introduction to someone else on your “need to meet” list.

This is the way to build a professional relationship with executives.