In Periods of Uncertainty, B2B Sales Reps Must Excel at Selling to the C-Suite
Elizabeth Freedman has a helping gene. She spent her career - from the Peace Corps through launching her own consulting firm recently - helping others.
Her superpower is helping executives navigate the complex world in which they operate, set strategy, allocate resources and cultivate talent. So she has deep insight into how executives are making decisions in this era of overwhelming information overload and non-stop "black swan" events.
In order to put herself in the c-suite working with senior executives, she has to sell them first. And she's as exceptional at those complex sales as at advising them.
And for companies that sell complex B2B solutions like capital equipment or enterprise platforms, Elizabeth has important lessons for you and your industrial sales team.
Tune in for lots of insights from Elizabeth - and don't lose sight of why it's particularly important today amidst exceptional uncertainty. Your team probably sells to the people who receive the memos on spending freezes and project holds. You can either lick your wounds and hope, or you can take charge by selling to the people who decide and write those memos!
Connect with Elizabeth for helpful insights on trends in executive decision-making and how to sell to the C-suite.
Check out Elizabeth's E-Suite Leader website | |
How to Reach the C-Suite and Help Executives Make Decisions - Elizabeth Freedman on Industrial Growth Institute Episode 57
Episode Recap
Summary
Elizabeth Freedman brings years of personal experience selling to the C-suite to the Industrial Growth Institute podcast as she and Ed Marsh discuss the intricacies of executive performance and leadership.
The conversation focuses on Elizabeth's expertise in:
- Selling to the C-suite
- Understanding and coaching executives on making decisions in a stressful world
These are both critical for B2B sales reps to master if they're going to consistently excel at selling complex B2B solutions to industrial manufacturing business leaders. After discussing her career focus of helping others - from time in the Peace Corp through her consulting work, Elizabeth kicks the conversation off with a personal anecdote of her early struggles selling to the csuite, and shares her journey from struggling to communicate with executives to founding eSuite Leader, a firm dedicated to empowering leaders. They explore the value of coaching, the relevance of liberal arts education, and the challenges of bridging generational gaps in communication.
The conversation delves into:
- the evolving decision-making processes of executives
- the immense and preoccupying pressures they face
- the role of committees in decision-making
- changes in accountability in organizations
- the keys to successful selling to the C-suite
- the critical importance of understanding executive decision-making.
They discuss strategies for prospecting, managing stress, the significance of personal branding in professional settings, and even the relevance of liberal arts education. The dialogue emphasizes the need for clear communication and the ability to simplify complex ideas for executive audiences, while also addressing the challenges faced by sales professionals in navigating relationships across different organizational levels.
Takeaways
- The importance of actionable insights for executives.
- Her journey of helping others is rooted in personal experiences of struggle.
- Coaching and consulting must be linked to tangible business results.
- Liberal arts education provides critical thinking skills but must connect to practical applications.
- Bridging generational communication gaps.
- Executive decision-making in a world of overwhelming information.
- Prioritization and scenario planning. -
- nership and accountability is a persistent challenge.
- The key to success in selling to the C-suite is to genuinely care about clients' needs.
- Referral strategies are crucial for prospecting to executives.
- Understanding what matters to clients is essential for effective communication.
- Sales professionals must adapt their language to different audiences.
- Simplifying complex ideas is vital when communicating with the C-suite.
- Managing stress effectively is important in high-stakes environments.
- Personal branding can enhance professional relationships and opportunities.
- Seizing opportunities during periods of turmoil requires a proactive mindset.
Takeaway Quotes from Elizabeth Freedman
- "We have to care about what they care about."
- "We must be able to speak in their language."
- "Meet people where they are."
Outline
00:00 Introduction to Executive Performance and Leadership
02:40 The Journey of Helping Others
07:39 Understanding the Value of Coaching and Consulting
09:09 The Debate on Liberal Arts Education
12:52 Bridging Generational Gaps in Communication
17:55 Launching eSuite Leader: A New Venture
22:23 Understanding Executive Decision-Making
23:48 Evolving Decision-Making Processes
32:10 The Role of Committees in Decision-Making
37:01 Decline in Accountability
39:44 Keys to Success in Selling to the C-Suite
43:21 Prospecting Strategies for Executives
46:23 Bridging Conversations Across Levels
49:20 Simplifying Complex Ideas for the C-Suite
52:49 Common Reasons for Losing Deals
54:01 Managing Stress in High-Stakes Environments
01:01:30 Seizing Opportunities in Turmoil
01:03:08 Resources for Selling to Executives
01:05:47 Changing Dynamics in Executive Decision-Making
Understanding Massive Changes in Industrial Sales & Marketing
The world is changing. Fast.
Industrial executives need to understand how buyer behaviors and market expectations are shaping the environment into which their teams must marketing and sell. As uncertainty grows and companies pause investments, sales reps must be able to reach the C-Suite.
