Episode 57 - Elizabeth Freedman on Selling to the C-Suite

Industrial Growth Institute

Mastering Selling the the C-Suite and Shepherding Decisions - Elizabeth Freedman in Episode 57 of the Industrial Growth Institute Podcast

Summary

Selling to the C-suite has never been easy, and it's rapidly getting much harder. How can teams succeed?

Elizabeth Freedman brings years of personal experience selling to the Csuite 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:

1. Selling to the C-suite
2. 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-in a world of overwhelming information.
• Prioritization and scenario planning.
• The role of committees in decision-making can complicate accountability.
• Creating shared ownership 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."

Check out Elizabeth's E-Suite Leader website.

LinkedIn: Elizabeth Freedman and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript

Chapters

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 Learn more about changing the changing B2B sales environment. #Leadership #SellingToTheCsuite #ComplexSales #SellingToCsuite #HowToSellToExecutives