Meeting with a C-level exec isn’t like meeting with a mid-level manager. C-suite leaders are under constant pressure to deliver. They have packed schedules, and they simply don’t have the bandwidth for small talk. You’ve only got a few moments to prove you’re not just a sales rep but someone who understands what matters to their business.

Bestselling author, speaker and coach Diego Mangabeira believes most reps aren’t prepared for selling to the C-suite. Why? Because they’re overprepared for objections and underprepared for business conversations. How can you make the most of every C-suite meeting? Read on. In this issue of PromoPro Daily, we share Mangabeira’s guidance for preparing for meetings with C-level leaders.

  1. Research the executive’s current context. Go deeper than a quick scan on LinkedIn. Mangabeira recommends reviewing the company’s most recent press releases, leadership transitions and investor updates. Look for any podcast interviews or published articles featuring the executive. Context is the new closing technique, Mangabeira says.

  2. Identify the executive’s personal success metrics. It’s vital to tailor your message around what the executive cares about, not what you want to sell. Mangabeira suggests considering what metrics matter most to the executive that quarter and how your solution can make them look smarter, faster or more future-ready.

  3. Build a strategic agenda but keep it buyer-led. According to Mangabeira, executives hate 2 things: wasted time and vague meetings. That’s why he advises setting a clear, tight agenda before the call. Then, frame it in a way that serves the executive, rather than yourself. He suggests sending an agenda in advance to prime the call, lower resistance and increase show rate.

  4. Pressure-test the value prop before the call. If you skip this step, you could lose the deal. Mangabeira always challenges his own pitch before any C-level meeting. For example, make sure you have a 1-sentence answer if the executive asks, “Why now?” If you can’t answer succinctly, go back and tighten your value proposition.

  5. Rehearse like an operator, not a performer. Rather than memorizing a script, Mangabeira advises practicing your flow. Mentally go through the meeting. Prepare for the most likely objections. Review the agenda and call plan out loud, whether you talk with a co-worker or record yourself and play it back. If the other person isn’t impressed or you don’t like how something sounds, keep working at it. 


You only get 1 shot at a C-level conversation. Make the most of it by arriving with a clear value narrative and a perspective that helps them see something they haven’t considered. Remember: Your goal isn’t to sell right away, but to provide insight and build a reputation as a true promo pro.

Compiled by Audrey Sellers
Source: Diego Mangabeira is an accomplished sales professional who is ranked in the top 1% of LinkedIn’s Social Selling Index in sales and marketing services. He’s a speaker, coach and bestselling author.