Two female C-suite executives seated in an office looking at a laptop screen.

Proven Ways to Activate and Grow C-suite Relationships

Connecting with C-suite executives is a challenge many sales reps and marketers face today. It’s a regular part of the sales process, especially when your business is just connecting with the C-suite’s firm. 

Therefore, learning how to activate relationships with these high-level executives should be a critical part of your engagement strategies. You’re just one of many people looking to partner with them, so you must know how to make your initial point of communication stand out and hold their attention. 

If you want to learn how to activate and grow C-level relationships, let’s explore some proven techniques for building a connection and landing a deal with the coveted C-suite. 

Why are C-suite executives difficult to close?

Closing a deal with C-suite executives is daunting for many salespeople. These individuals are often very busy with meetings, business trips, and other important business operations, so getting their attention is hard. When you’re fortunate enough to book an appointment or communicate with them, making that time count is essential. 

Since you’ll probably have only a few minutes of their time to sell your deal, come in armed with a stellar pitch that’ll ensure they’re interested in doing business with you or arrange a second meeting. C-suite executives also tend to have the final say in many purchase decisions, especially in complex sales cycles, so they need to have 100 percent confidence in your offer, which requires a ton of convincing. 

Understand new trends among C-suite

These days, it’s not enough to connect with just one person in a company, no matter how high-ranking they are. This is because more than one person handles critical purchasing decisions, ranging from senior leadership in other departments to other key organizational stakeholders. Companies are now looking for products and services that perfectly align with their business goals, so you’ll want to show them how valuable your offer is across the board. 

Before going in, research the company’s differing needs as much as possible. Look at what’s important to various C-level executives, such as the CMO and CFO, and tailor your talking points toward that. Your pitch should appeal to the organization’s many relevant needs, never neglecting one for the other. 

Building business relationships

Below are some ways to build better relationships with C-suite executives.

Position the value proposition of your solution

It goes without saying that one of the easiest ways to build business relationships is by emphasizing your value proposition. Clearly explain the benefits of your offer and how partnering with you is the best choice for the company based on their pain points or goals. Remember to highlight what makes you different from competitors and appeal to the C-suite decision-makers drivers.

Build credibility with data 

Using data to solidify your points can show business executives how valuable your offer is. It’s one thing to tell them how your product works and how it can benefit them, and another to show them. Provide insights, such as projected ROI, similar results from companies you’ve worked with, and trends and predictions from your industry.

Engage with the entire team of the buying committee

As we mentioned earlier, there’s often more than one individual involved in the buying process. In most significant purchase cycles, you’ll have more than a few mid to high-level executives to impress. While cultivating relationships, aim to connect with other influential people in the company, such as gatekeepers. They’re usually a trusted resource for executives and can help push your business to the forefront of the C-suite executive’s mind.  Connect with your executive sponsor, the one on the team who is the most interested in your product or service and find out who the “eel in the deal” might be, the one that will need the most convincing to move things forward in your favor.  This was you can include information that would be relevant to them to inspire a full buy in with the executive team.  

Share your success stories and case studies

Case studies are a great way to show how your business succeeds at what it does. In addition to case studies, sharing testimonials and feedback from other users of your product or services can build trust with your new contacts. They provide social proof of the quality of your offer and are used in many engagement strategies. Your case studies should highlight the customer’s pain point, how your offer helped them, and results like ROI and improved business performance. 

Ensure personalization

Whether in an individual or corporate setting, today’s customer values personalization. No one wants to feel like they’re being sold the same gimmick as everyone else, and a generalized marketing strategy can backfire and result in lost business. While sending communications materials, tailor its content to suit the specific needs and challenges of the receiver.  This helps them to see that you are considering their unique goals and needs in order to maximize the prospects success.  

Growing and maintaining C-suite relationships requires expertise and engagement strategies many businesses don’t have. Working with Linked Strategies ensures you have the right tools and guidance to maintain a positive relationship with top-ranking executives. Contact us today to get started.