EYE TO EYE

When I first started selling, I was intimidated by the C-suite.

I put them on a pedestal.

So I’d show up from a one-down position.
Cautious, careful not to say the wrong thing.

But then I realized: the C-suite is made up of people.
They watch Netflix.
They laugh at dumb jokes.
They worry about the same things we all do.

And because they’re in their own orbit, they don’t always have visibility into every opportunity or blind spot across the organization.

That’s where my job came in.
To approach them as an equal.
Not one up. Not one down.

Here’s what approaching the C-suite like an equal sounds like:

“I read a stat online that around 37% of SaaS apps end up underutilized or unused. Totally normal with fast growth, different teams grab tools, and not all of them stick long term. I’d imagine you already have a way of catching unused or redundant tools before they pile up.”

Then shut your mouth.

The psychology?

Normalization. You frame the problem as universal: “Happens with fast growth…” This lowers defensiveness because it’s not about their failure, it’s about how the system works for everyone.

Assumes competence. “I’d imagine you already have a way…” protects their status. You’re not implying they’ve dropped the ball. You’re signaling respect.

Invites correction or confirmation. If they do have a system, they’ll explain it. If they don’t, they’ll often admit it. Either way, you get useful intel without pushback.

Silence. The final move stop talking. Elicitation works because the brain hates open loops. People feel a natural pull to close them, which means they start talking.

Not one up.
Not one down.
Just eye to eye.