In your pursuit of bigger and better deals, you may need to win the approval of executive buyers. It’s not easy gaining access to the C-suite, and you may feel intimidated if you don’t share many similarities with these buyers. However, you can set yourself up for the best sales calls by learning to think like C-suite executives.

Julie Thomas, president and CEO of ValueSelling Associates, says you can do this by building your business acumen. This means knowing your potential buyer’s business terminology and how their company operates. Business acumen requires a combination of judgment, experience and knowledge.

If you want to feel more comfortable with C-level executives, read on. We share Thomas’ tips for thinking like an executive in this issue of Promotional Consultant Today.

Investigate. As a sales professional, you may not have an extensive business background. If you don’t, Thomas recommends learning the fundamentals of finance and accounting. You can take a course through a sales training company or through a college or university. When you have a better understanding of financial and accounting terms, you’ll be better equipped to understand annual reports or earnings calls, says Thomas. And, you’ll be better able to see opportunities to improve your prospects’ business performance.

Prepare. Before you go into a sales call with an executive, it’s important to understand their world. Thomas says you should know what’s going on in their industry, how they make money and who they serve. This sounds simple, but there are complexities, she adds. You can make sure you have a thorough understanding by exploring the company’s website. Specifically look for the “About Us” page and any press releases. Thomas says it’s also important to review the company’s social channels, including executives’ personal LinkedIn pages.

Predict. Once you have investigated and prepared, you’re ready to predict the business issues and problems that may create a need for your solution. This is how you create opportunities, says Thomas. To think like an executive, look at your research and draw conclusions to determine whether a business could use your products or services. Remember that C-level executives expect salespeople to demonstrate that the salesperson knows them as an individual, knows their organization and can relate to their specific business issues and challenges, Thomas adds.

If you have put in the work and secured a meeting within the C-suite, you can maximize the opportunity by remembering the points above. Take time to expand your personal knowledge. This may mean reading business books or completing a college course. While you may know sales inside and out, you should also be able to measure a business using financial and accounting terms.

When you want to think like an executive, immerse yourself in their business. Read the CEO’s letter. Look for trade magazines in the prospect’s industry. Really get to know what’s going on in their business and the larger market.

And finally, to think like an executive, you must create opportunities. Use the data and insights you have gleaned in your research to present thoughtful solutions. Selling to C-level executives doesn’t have to be intimidating—it just requires a deliberate approach.

Source: Julie Thomas is president and CEO of ValueSelling Associates. She is also a noted speaker, author and consultant.

Compiled by Audrey Sellers