Selling to the C-level’s “Suite Spot”

By: Brooke M. Dukes

Selling to corporate C-level executives requires a strategic and targeted approach, as these high-level decision-makers are often time-constrained and focused on achieving specific business outcomes. Personalizing your pitch by quickly identifying which emotional need your leader is primarily driven by will boost your probability of closing a successful sale. 

There are four categories of executives as it relates to meeting their emotional needs:

The Connection Seeker

The Connection Seeker will want to know about you personally before they learn about you professionally because their main goal is to connect with others and add value. They are externally focused and most interested in how they can help their employees, their company, and their community. 

Sales Slip: Skipping straight to strategy

With the Connection Seeker, the worst thing you can do is start talking shop too soon. Spend some time building rapport before diving into the details of the deal. Come to the meeting with confidence and charisma and look for some commonalities that will make them like, trust, and respect you.

 The Self-esteem Seeker

Although the Self-esteem Seeker may mask their apprehension with an overly confident ego, beneath the surface, what they really want is to emerge as the hero. Their motivation to act is primarily driven by how others make them feel.

Sales Slip: Keeping the credit

While the Self-esteem Seeker will look to you to provide a rock solid solution, make no mistake that they will need to be perceived as the champion. Skip any small talk that doesn’t directly contribute to helping them win. Identify their biggest challenges, then determine how you can help them shine.

The Growth Seeker

The Growth-seeking executive enjoys a good challenge and appreciates a proactively well thought-out plan. Like the Connection-Seeker, the Growth-Seeker is externally focused and cares most about finding solutions where everyone has an opportunity to win.

Sales Slip: Dodging the details

You’ll gain extra kudos by coming to the conversation fully prepared, so do your homework before making the call. Get clear on the desired outcomes and be sure they add value to everyone involved.

The Significance Seeker

The Significance Seeker differs from the Self-esteem Seeker in that they don’t need your respect; they demand it. Confident, strong, driven, and focused mostly on themselves, they will only give you the time of day if they know you can help them reach their goals and you’re willing to take an inferior posture along the way. 

Sales Slip: Overlooking their accomplishments

The Significance Seeker never tires of hearing how awesome they are, but they’re intelligent enough to know when you’re sincere and when you’re just blowing smoke. You’ll gain more traction in your meeting by making your agenda their agenda, so do your research and remember to compliment their accomplishments every chance you can get. 

Developing the ability to pinpoint and pivot to the emotional needs of your C-level executive clients and prospects will help you better address their business challenges, contribute to their individual and organization’s success, and build stronger, longer-lasting relationships while showcasing your expertise.

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