The Art of the C-Suite: Three Golden Nuggets Every Copier Salesperson Should Know


Because C-suite execs don’t have time for paper jams or misfeeds.

Selling is difficult. There, I said it. Selling copiers is challenging, and for some, no matter which industry, selling to an ‘executive’ or ‘high-level’ decision-maker is daunting. Executives automatically earn respect from their title alone, and when your livelihood depends on finding people to say “yes” to you, it’s easy to fall into a servant-boss relationship.

This is wrong. This mentality isn’t incorrect simply because the person across from you has more letters behind their name or a fancy and cool title. Voluntarily putting yourself into a subservient mindset and model is not attractive to the better, C-suite inhabitants. If the decision-maker is forcing you into a “you better bend over backward for me, no matter what” type of relationship, leave or, at the very least, give it to your manager. Let them take care of it.

“No matter what the issue, the key to making your point is talking about the impact to the company, whether that’s potentially negative (a hit to reputation or profits) or positive (increased efficiency, revenue, or customer satisfaction).”

IVY Exec

What’s the best way to engage a C-Level? Like a colleague, not a boss. In order to attract the best C-Level relationships, here are some essential tips to remember:

  1. Speak Their Language: Focus on ROI and Bottom-Line Impact
    C-suite executives are all about numbers and impact. They’re not interested in the nitty-gritty details of how fast your copier can print or how many paper trays it has. They want to know how it will affect their bottom line. Will it increase efficiency? Will it save costs in the long run? According to Sales Insights Lab, the key is to present your solution around bottom-line results. Tailor your discussion to show how your copier brings tangible ROI through aspects like energy-saving modes or advanced security that protects against data breaches.
  2. Be Direct and Get to the Point
    Time is money, especially for a C-suite executive. Senior executives prefer short, to-the-point communications. Don’t beat around the bush; be direct about your offering and why it matters. Ask pointed questions about how they expect to reach their stated goals and objectives, aligning your relationship as a solution to help achieve those goals.
  3. Build a Peer Relationship: You’re an Advisor, Not Just a Salesperson
    One critical barrier holding salespeople back is the perception that they’re not worthy of selling to C-level executives. Sales Insights Lab emphasizes the importance of seeing yourself as a peer to C-suite buyers. You’re not just selling a product; you’re offering a solution to their problem. Position yourself as someone who knows how technology impacts business—a person with unlimited curiosity and a knack for seeing the big picture. You have valuable insights, not just someone trying to meet a sales quota.

Focus on their language (ROI and impact), be direct, and build a relationship as a trusted advisor. Master these, and you won’t just be selling copiers; you’ll be providing solutions that C-suite executives didn’t know they needed.

More here and here.

Greg Walters, Head Writer