12 Tips When Selling to the C-Suite: Part 2

Research shows that in closed won deals, CXOs talk 8.5% more. This makes sense. If C-level decision-makers are talking more, that means they are likely more engaged and responsive to the pitch.

This leads us into our next 6 tips for selling to the C-Suite...

Tip #7: Get C-Suite Executives Talking...

So, your objective in a sales meeting where a member of the C-suite is present is to get that executive talking so you can progress the deal to the next stage.

How? With open-ended, engaging questions that keep them talking, like, “What worked best with your previous solutions?” or “If the problem you’re facing was solved immediately, what would be the impact on your business?”

Try to work in at least five open-ended questions that will keep the C-level decision-maker talking for at least 30 seconds at a time. Through this approach, you’ll learn valuable information about the CXO’s objectives and decision criteria, and that will help you tailor the rest of the sales conversation.

Tip #8: ... But Don’t Fail to Engage the Rest of Your Audience.

While you want CXOs to talk more in your sales meeting, research shows that the average talk time for these executives is less than 6 minutes during a 30-minute call. That’s only about 20% of your total meeting time. Sales pros should use only about 40-60% of the talk time on sales calls — or about 18 minutes.

How should you use the remaining 20% or so of meeting time? By allowing others on the buying side to talk. In that six-minute time window (or possibly longer), actively engage with other stakeholders in the buying decision. You can enlist their help in getting the CXO to see the value of what you are selling —and critically, they can do that from their organization’s point of view.

Tip #9: Use Presentation Materials and Time with the CXO Wisely

CXOs, depending on their role, have different objectives when viewing decks and demos, according to research. So, be sure to tailor the presentation to the personas in the room.

Note that:

• CEOs and CFOs are primarily interested in how their teams will save money, be more productive and drive more revenue.

• CTOs, CIOs and CISOs are more focused on reliability, adaptability, security and compliance.

Our analysis of sales meetings also shows that CEOs and CFOs — the economic decision-makers — spend 42% more time than their technical counterparts in the C-suite participating in actual demos rather than viewing presentation decks. CFOs are also the CXOs most interested in viewing demos during sales meetings, compared to CEOs, CTOs, CIOs and CISOs. Also, while CXOs devote about six minutes or less to reviewing the material in decks during a live sales call, they will spend up to 24 minutes viewing a demo.

That’s 4.5X more time. So, know your audience — and use their preferences to your advantage. Consider sending your deck in advance and assume they’ve reviewed it before the call. And don’t be afraid to go off script to respond to what the CXO wants to discuss or see. Know that in many cases, given the data from Chorus.ai’s sales meeting analysis, the CXO will likely request to see your product in action.

Tip #10: Give CXOs the Gift of Time

Here’s another time tip: Just because you’ve booked an hour for a sales meeting where a CXO is in attendance, it doesn’t mean you have to use the whole hour.

C-suite executives get pulled into many business-critical meetings during the course of the day, and that trend has only amplified during the COVID-19 crisis. Unable to travel to meetings, CXOs can fill more meetings into the 12-hour “global day” that most of them keep.

So, make an effort to give C-level decision-makers some time back at the end of the call. They will appreciate this, as it gives them a short time window before their next meeting to grab a cup of coffee, check email, or check in with a loved one.

It also gives all the participants on the buying side a chance to discuss the output of the meeting in real time. When that happens, they will be more likely to remember the key points of your presentation, leave the meeting with positive feelings, and perhaps, move toward a decision.

Tip #11: Never Assume the Meaning of a CXO’s Presence in a Sales Meeting

Research finds that members of the C-suite, especially CTOs, CIOs and CISOs, attend two or more meetings in a single sales cycle about 24% of the time. However, don’t assume that means they are taking the lead on the decision-making for a purchase. They may simply want to be in the loop.

To gauge what the CXO’s role actually is in the buying decision, ask them how informed and involved in the entire process they would like to be. The benefits of getting an answer to this direct question include making the most of the CXO’s time when they are on the call and ensuring that you tailor most of your communication about the value of your product or service to the core decision-makers in the room.

Tip #12: Don’t Neglect Your Champion

While having a CXO engaged in the sales process can be exciting, it can also be distracting. So much so, that you risk neglecting your champion — the person who has a lot to do with getting you in front of a C-level decision-maker in the first place.

Your champion will likely be a central figure throughout the entire sales process. It’s a smart move from the outset to give them guidance on why C-suite involvement can be a good thing for you — and them. Also, it’s never a bad idea to make your champion a hero in the eyes of the C-suite.

Keep them in the loop on all communications you have with the CXO and sing their praises whenever possible. In the selling environment of the new normal, be assured that you and your team will interact with CXOs more often than ever before.

You need to understand their role in the buying process. You must make the most of their time. You must be prepared to engage with them at any time (including when you least expect it). And it would be best if you were ready to present the information that matters to them most.

These 12 tips can help you do all of the above and set you on the path to winning over CXOs in sales meetings — and winning more deals.