As seasoned sales professionals, we often find ourselves in high-stakes conversations with senior executives, or CxOs. 

The objective of these discussions is to not only demonstrate the value of our offerings but also to build a strong and lasting relationship with our customers. 

These are high-stakes conversations and certainly critical to the advancement of your deal or project.

Very often, sales executives ramble on about their own organization and capabilities or focus on case studies that align with their own objectives and expertise rather than the outcomes their customer seeks to achieve. 

What happens next?

A conversation that is eminently forgettable, unimpressively bland, and without much connection, empathy, or value.

You see, these are not just conversations, but an opportunity to set the context for your customer’s journey into the future.

In this post, we will explore the three essential steps that will help you make every CXO conversation distinct, differentiated, and memorable. 

These are also a few of the foundational concepts we work on with our clients such as Microsoft, SAP, EY etc.

You can see the full list here. 

Just as a master chef elevates a simple dish into a culinary masterpiece, the techniques outlined in this post will elevate your CXO conversations and set you apart from the competition.

1. Emotional Quotient

The foundation for any effective and impactful conversation with a CxO is emotional intelligence or EQ. In a sales setting, it can make all the difference to establishing trust and credibility with potential clients. 

The practice of EQ involves the intentional establishment of a deep connection with the person you are speaking with, by creating a container of safety, demonstrating empathy, and ensuring that your customer feels elevated in your presence. 

By approaching each conversation with high EQ, you are setting the tone for a positive, productive dialogue that will leave a lasting impression. 

When the CxO feels that you genuinely care about their success, they will be more likely to open up and share their beliefs, observations and aspirations. This creates a safe and non-judgmental space where both parties can collaborate, and find mutually beneficial solutions.

Questions to Ponder: 

• Does your customer feel elevated in your presence?
• Does your customer invite other senior stakeholders to your next meeting, because they feel understood in your presence? 

2. Intelligence Quotient

In today’s fast-paced business environment, it is essential to offer value beyond just product or service offerings. CxOs are inundated with information and proposals from numerous vendors, and it can be challenging to stand out in a crowded marketplace.

By highlighting the unique value that you bring to the table, you differentiate yourself and set the stage for a more meaningful and impactful conversation.

Imagine a chef who has honed their craft for years, experimenting with different ingredients and techniques to create exquisite dishes. The chef’s IQ is their ability to combine these elements to create a meal that not only tastes great but also offers a unique and memorable dining experience. 

In a similar vein, by leveraging your IQ in a CxO conversation, you are showcasing the unique and valuable contribution that you can make to the customer’s business. This shows up as specific insights that you proactively bring to the table that helps your customers achieve more for their business.

Show them how you could drive measurable and monetizable business results, and connect the dots from your capabilities to the customer’s outcomes.

Questions to ponder:

• How has our customer calculated how we show up on their business results?
• In your conversation, how many times did your customer say “Wow, I did not know that”

3. Story Quotient

The art of storytelling allows you to paint a picture of the future and create a journey that the CxO will not only understand but will also remember. 

By sharing stories that are relevant and meaningful, you engage the customer at an emotional level and bring your value proposition to light through the appropriate use of metaphors and similes 

For example, instead of simply talking about your product or service, tell them a story about the possibilities that have been made available to similar customers to solve a specific business challenge by personalizing the delivery.

Stories have the power to transport the listener, providing them with a  vivid and immersive experience that can bring even the most complex concepts to life. They allow you to create a shared vision of the future and help the customer see the potential impact of your offerings. 

Think of SQ as a tool in your storytelling toolkit, much like a brush or canvas to a painter.

Questions to Ponder:

• How many “A-Ha” “moments of insight” did you create in your customer conversation today?
• Did your customer say “I wish my salespeople can sell like you”

In conclusion, successful CXO conversations require a good combination of Emotional Quotient, Intelligence Quotient, and Story Quotient. 

By incorporating these three critical components of Empathy, Value, and Story into your conversations, you can create a meaningful, differentiated, and memorable experience for your customer. 

This will help them invest to establish a mutually beneficial relationship and you would have earned the right to position yourself for long-term success in a highly competitive market place. 

Next Step

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