If you're involved in large, complex B2B sales, you will often need to get the approval of senior-level decision makers at some point within the sales process. There are many salespeople who agree that it can be far easier to "speak the language" of the CEO who is focused on future possibilities, than it is to sell to a CFO...
I can vividly remember the time when I was accompanying a seasoned sales professional who was visiting one of his best customers. The salesperson was used to doing business with a few primary contacts, whom he had developed strong relationships with. However the company was experiencing significant operational challenges, and senior management was now getting involved in purchasing decisions. Before the visit, I...