Capturing the attention of the C-suite has long been a challenge for producers working on mid- to large-size accounts. Senior executives are often protected by gatekeepers, skeptical about taking appointments and overwhelmed with requests for a few minutes of their time. Yet, without access to the right decision-maker, producers find themselves engaged with representatives who don't have the authority to facilitate change or make purchasing decisions.

Overcoming these obstacles requires an understanding of what executive-level decision-makers are seeking. Here are two ways to capture their attention:

1) Leverage shared beliefs. C-suite executives focus on the big, long-term picture and strategic initiatives of the business, leaving day-to-day decisions to middle managers. If an executive is uncertain of the value they will receive from taking a meeting, they will often have a subordinate sit in on their behalf.

Getting pushed downstream to a subordinate when trying to engage with a business owner or a member of the C-suite can be frustrating. It can also elongate the sales process. So, how can producers connect at the C-level?

One way is to develop a series of why statements. A why statement communicates a set of beliefs to a buyer and demonstrates that the seller has a clear understanding of the business challenges and barriers that often prevent companies from achieving their goals and objectives.

This concise statement of belief can be powerful and trigger an emotional response. Nearly two-thirds of consumers around the world will buy or boycott a brand solely because of its position on a social or political issue, according to 2018 Edelman Research Study.

Below is an example of a belief followed by a question that creates a compelling message. In the example, the seller is sharing that there are new legislative requirements and failing to address these requirements could jeopardize the personal and professional assets of the business owner and key employees.

Belief: We believe that newly emerging risks arising out of recent legislation are putting both the personal and professional assets of business owners and key employees at risk.

Question: Would you be curious in exploring if you, your key employees or your business are at risk?

If there is one thing we know about business owners, it's that they want to protect their wealth and the company they've worked to build. By connecting a belief statement with a question and focusing on a timely and relevant topic, a producer can pique the curiosity of the most reluctant members of the C-suite.

2) Understand top-of-mind issues. There has never been more access to insightful surveys and studies that can help producers prepare for productive conversations. However, the challenge most producers have is that they are having the wrong conversation with the right people.

What do I mean? Today, more than ever, C-suite buyers want to know sellers understand the unique challenges they are facing, as well as initiatives they are exploring based on their role in the organization.

C-suite buyers take meetings with producers in the hope of learning what similar businesses are doing and what others in their role are experiencing. Taking a meeting only to have a producer share insights they don't feel are relevant to their role or the initiatives they are focused on can create barriers to establishing rapport and continuing conversations.

So, what matters to members of the C-suite? Here are insights gathered from various sources that outline the top-of-mind issues facing today's business owners and executives:

• CEOs: Cybersecurity, COVID-19 disruptions, rising inflation and labor shortages ranked as the top issues facing CEOs, with labor shortages coming in as the top issue among those surveyed, according to a recent article by Forbes.
• Chief financial officers: The top six issues facing CFOs are inflation, expense reduction, usage-based pricing, staffing shortages, eroding culture and increased expectations, according to CFO Selections.
• Chief human resources officers: Top HR issues include how to embrace diversity, understanding how technology affects employment trends, providing career support and adapting to the changing landscape, according to the HR Digest.

Once producers understand the top-of-mind issues facing their prospects, they are better prepared to share insights their prospects will find relevant. The more insightful and relevant the content, the more likely the prospect is to engage.

To capture the attention of busy executives, producers must shift their focus away from the features and benefits typically pitched and focus on the topics that their prospects are most curious about. 

Susan Toussaint is vice president, Growth Solutions, U.S. with ReSource Pro. For over a decade, Susan has been training, coaching and developing programs to help insurance professionals overcome barriers to organic growth. In 2006, she started Injury Management Partners, and in 2009, she co-founded Oceanus Partners with her partner, Frank Pennachio. Today, she is a full-time trainer and consultant focused on developing products and training that help clients attract, acquire and retain profitable, right-fit business.