Team-building activity. C-suite engagement matters for B2B companies

Tips For Growing and Solidifying Your C-Suite Relationships

C-suite executives are hard to access. It, therefore, becomes challenging to consistently fill your sales pipelines with prospects that represent real revenue growth opportunities. When you finally land a meeting, you get limited time to discuss the pitch. If you’re looking to sell a high-value product, engaging with C-suite executives requires a unique approach. 

Overall, building, managing, and expanding senior executive relationships can be difficult. This blog covers proven tips for cultivating business relationships to grow your business.

How to build relationships with C-suite executives

Use networking

Tap into your network of colleagues, partners, and suppliers to broaden your leads pipeline. Give them a credible reason for introducing you to higher-level people in your preferred companies. LinkedIn is a great place to identify companies and executives to connect with. Scan member directories of networks you’re already part of. Join relevant groups and communities and share opinions on trending posts to forge connections with C-suites. 

Tap account-based marketing (ABM)

It makes more sense to actively target high-value business opportunities versus your current approach of reaching out to every possible prospect. Ensure targeted persona-based messaging to drive awareness and purchase interest from these prospects in collaboration with the marketing team. Try different engagement methods—email, direct phone calls, or webinars—and see which one helps you get maximum success. 

How to manage the C-suite engagement

Establish relevance as a thought leader

When it comes to tactics capable of moving executives, your industry insights and grasp of business fundamentals make the most difference. Eighty-eight percent of decision-makers agree that thought leadership is effective at enhancing perceptions of an organization. To demonstrate this, present your opinions, research, and personal anecdotes in content forms, including e-books, and white papers. Participate in industrial webinars and speaking engagements. 

Overall, position yourself as a peer rather than a potential supplier or contractor. This way your C-suite sees you as a partner and integral to their business. Have direct positioning statements answering the following aspects: 

  • What pain point points do you see in the industry? 
  • Is there any data behind the same? 
  • What’s the value you offer? 
  • What’s been the results so far for those who do business with you? 

Communication is key

The middle of your C-suite relationship is as important as the beginning. Continue to solidify your relationship with strong communication—call them, send personal emails or hold zoom roundtables. Don’t stop at just selling the solution. Be consistent in your conversations. Ask them meaningful questions: 

  • Is the product meeting anticipations? 
  • Are the financial returns so far in line with the expectations? 
  • Are there any alternatives you want to consider?

Show them you’re a team player in leading the high-level project with them, that you’re consistently helping them solve pain points and achieve their goals. Keep bringing the “next big thing” ideas for executives that will further propel their business growth engine. All this while, adapt communication styles to the context and the personalities of individual executives.

How to expand the relationship

Achieve measurable results

Conduct business review meetings to showcase your achievements and extend the relationship further. Discuss the outcomes they’re achieving with the current solution. Prove the returns achieved during the solution’s implementation. Establish that the value-driven solution has been a smart business decision for them. All of this will boost their confidence to invest further in your solution.

Ask for referrals and references to build your network

Once you develop a secured relationship with executives based on trust, their referrals can open doors to new opportunities. Develop a high-touch process of personalized communications and gifting to cultivate the conditions that promote greater engagement, retention, renewals, and referrals.

Why partner with Linked Strategies

If you’re unable to open doors to the best prospect companies and face a hard time getting through to key decision-makers, we’ve got you covered. Linked Strategies works with you to define the right executives in the targeted list of companies, using the most accurate data sources available on the market. We run targeted email marketing campaigns that get attention and responses from typically hard-to-reach executives. 

We also ensure consistent generation of client referrals for new business. Overall, our unique approach results in a consistent flow of inbound high-quality leads.

Contact us today and we’ll work with you to find, nurture, and set appointments with the right executive prospects.