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Strategies & Tactics for Selling to C-Level Executives

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Strategies & Tactics for Selling to C-Level Executives

December 28, 2022
December 30, 2022
The Professional Place: 12B Olumoroti Street Gbagada Phase 11, By Gbagada Expressway Gbagada, Lagos Nigeria.   View map
+234 815 042 5712, +2347034854045



Individuals in C-Level positions have their own unique style of processing information and making buying decisions.  Compared to the V-Suite, this upper echelon of executives has broader visions, sharper focus, are less accessible, and have less time to spend in sales conversations.


Your sales approach and communication style must mirror these attributes to win business through selling to executives and to be seen as a long-term trusted advisor.

In this course, McTimothy Associates’ Selling to Executives & C-Suite Training module helps sales professionals build relationships with and sell more effectively to senior decision makers.  We train participants to think more analytically about the characteristics of senior executives, then work to align their own communication and sales styles accordingly.  As a key tool, participants learn a six-phase process for orchestrating the executive meeting or presentation and practice applying the process in scenarios geared towards the opportunity of selling to the C-Suite.


Course Objectives

  • Build sales effectiveness by applying a six-phase process to winning business at the highest levels in an organization
  • Increase your credibility, influence, and need-based communication skills with senior executives
  • Increase effectiveness of presentation materials by better understanding how economic buyers prefer to receive information
  • Leverage the skills used at selling in the C-Suite to conduct more effective internal meetings with senior management in your own organization

Target Audience

Training module content is highly customized to any level, from newer to experienced salespeople and their managers.

Delivery Options

Class room training delivery consisting of lectures and roleplay. It is also available as an add-on module to all core training programs or sales retreats.


 Course outlines


1.      Engaging Customers at the Executive Level

  • Why do we need to access the executivelevel?
  • The challenge of selling to the executivelevel
  • The role executives play in the buyingprocess
  • The “bottom up” vs. “top down” buyingprocess
  • How, when, and why to engage at the executive levelSales Tool: Executive Buying Roles Assessment


2.     Speaking the Language of the Senior Executive

  • Understanding the world of the senior-levelexecutive
  • Executive-level roles and responsibilities
  • Linking your solutions to executive-levelgoals
  • Developing your business acumen andvocabulary
  • Becoming conversant in the language of business
  • Sales Tool: Executive LanguageWorksheet


3.     Linking Your Solutions to Executive-Level Goals

  • The three key objectives of every for-profit company
  • How executives develop objectives andinitiatives
  • Tying your solutions to executive-levelinitiatives
  • Crafting executive-level businesssolutions
  • Translating value across theenterprise

Sales Tool: Business Value Hierarchy Worksheet


4.      Preparing to Engage at the Executive Level

  • Understanding your customer’sbusiness
  • Conducting meaningful companyresearch
  • Compiling useful executiveresearch
  • Establishing your executive-level accountstrategy
  • Defining your executive valuehypothesis

Sales Tool: Executive Value Hypothesis Worksheet


5.      Earning Access to the Executive Level

  • 6 major strategies to access the executivelevel
  • Understanding and leveraginggatekeepers
  • Leveraging your own executivemanagement team
  • Executive-level networking andreferrals
  • Leveraging peer-to-peer executive introductionsSales Tool: Executive Access Plan


6.   Approaching the Executive Level Directly

  • Establishing an executive approachprocess
  • Defining specific executive approachplans
  • Using a multi-pronged approachpattern
  • Earning the initial executive-levelconversation
  • Turning executive conversations into opportunities
  • Sales Tool: Executive Level ApproachPlan

7.      Conducting Effective Executive-Level Meetings

  • Preparing for your VP or C-Levelmeeting
  • Objectives of your first executive-levelmeeting
  • Facilitating executive-levelconversations
  • Crafting effective diagnosticquestions
  • Diagnostic questioning at the executive level

8.        Obtaining Executive-Level Sponsorship

  • Establishing a shared definition of“success”
  • Positioning and proposing yoursolution
  • Demonstrating the “linkage” between your solutions and executive-level business goals andinitiatives
  • Obtaining executive-level sponsorship


9.      Reading and Leveraging Financial Statements

  • Understanding business performancemetrics
  • The Profit and Loss Statement(P&L)
  • The BalanceSheet
  • The Statement of CashFlows
  • How to leverage financial statements in sellingSales Tool: Financial Statement Analysis Worksheet

10.    Developing an Executive-Level Business Case

  • Demystifying return on investment
  • Ways that return on investment can becalculated
  • Developing return on investmentprojections
  • Constructing an ROI analysis and businesscase
  • Leveraging your business case at the executive levelSales Tool: Executive Business Case Template


11.      Presenting to the Executive Level

  • Thetime and place for an executive presentation
  • The goals of an executive-level presentation
  • The structure of an effective executivepresentation
  • Creating alignment and gainingcommitment
  • Leveraging the Executive Presentation TemplateSales Tool: Executive Presentation Template


12.    Closing Business at the Executive Level

  • Staying engaged at the executivelevel
  • Keepingthe executive involved in the process
  • Developingmomentum in the buying process
  • Trouble-shooting the buyingprocess
  • Using the Customer Results Plan at the executive level


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