Executives give high marks to a salesperson's understanding of the customer's business goals, objectives and challenges. Other highly rated factors include responsiveness to the customer's requests and demonstrating a willingness to be held accountable. Executives value decisiveness and confidence in salespeople, someone who speaks with authority, but without arrogance. Executives are impressed by salespeople who express genuine interest in their buying needs, are knowledgeable of their industry, and think strategically. High-ranking executives also prefer salespeople who are responsive, listen more than talk, and do not use hard sell tactics.
Executives are much more likely to remember a sales meeting that went badly than one that went well.
The worst impression a salesperson can leave is wasted time. Other negatives include lack of focus, poor attention to detail, being a know it all, and focusing on the product being sold rather than the customer's need. The ability to establish trust and credibility is a prerequisite for selling to senior executives. In order to gain high level access, salespeople must first understand what motivates senior executives in the purchase decision. An awareness of potential roadblocks enables salespeople to create strategies to overcome them.