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Should You Sell to C-Suite Executives? w/ Bridget Gleason [Episode 165]

My regular guest on Front Line Friday is Bridget Gleason, VP of Corporate Sales for SumoLogic.

Should you sell to top level executives? This is what Bridget and I discuss on today’s show. Always targeting a top c-suite executive may not be the best approach. In fact, you could end up shooting yourself in the foot instead.

Bullet Points

  • Should you sell to C-suite executives?
  • How to find the right decision maker for your product.
  • The differences between strategic and tactical products and services.
  • Sales reps who feel entitled.

Should you sell to a C-suite executive?

People are often told that they should sell high, that they should pitch to the top level executives of a company and ignore everyone else, but sometimes that approach can backfire on you. You want to pitch to someone who can make the decision to bring you on as their client, but that decision maker isn’t always a c-suite executive.

Why talk to a c-suite when a regional manager can get you to the same place? Remember, c-suite executives are often busy, which is why they delegate responsibilities to others and that often includes the decision to bring on a new provider. When a provider is pushing too hard to reach a c-suite person or knocking on the wrong door, it can irritate management and you’re at risk of losing the deal.

If you are aware that a c-suite will at least look over your proposal, then do cater a part of the proposal to that person. However, the main decision maker is who you want to impress at the end of the day and that may not always be the top dog of the corporation.

Learn More About Bridget Gleason:

My first job in sales?

Selling and networking products and desktop computers for Xerox.

My most powerful sales tool?

LinkedIn Navigator.

One book every salesperson should read?

Winner’s Dream by Bill McDermott.

Music that psyches me up before an important sales call?

I tend to go quiet and focus and role play the call instead of listening to music.