7 Tips to Engage C-Suite Executives

(This article first appeared on Forbes.com here.)

“I never heard back on that.” “They never took serious action on my recommendation.” “I would like to have a seat at the table when that discussion comes up next time!” All of these are common laments from those who’ve had their day in front of C-suite decision makers—and for some reason left defeated and ultimately disappointed.

After more than thirty years of listening to executives critique briefers, I have a long list of do’s and don’ts for coaching clients as they head into the C-suite—either at their own organization or at a client site. Either their internal recommendation goes into a big black hole never to surface again, or their sales presentation failed to make the cut.

Whether you’re making a formal presentation or simply engaged in conversation, what does it take to gain buy-in at the executive level? Seven tips here:

How to Get C-Suite Buy-In

Talk about Profitability, Not Just Revenue and Growth

Salespeople tend to focus on revenue because that’s typically what generates their commissions and bonuses. Marketing teams and operational support folks focus on growth because that’s easy to measure. But C-suite leaders concern themselves with expenses as well as revenue and growth. That ratio translates to overall profitability—or not.

In fact, increased revenue and growth—with no control on related expenses—can drive an organization into bankruptcy! So if you want to speak the language of executives, talk about profit margins.

Answer the “So What?”

Some professionals are so steeped in their functional roles and jargon that they expect the facts to speak for themselves. They rarely do. Savvy communicators add the “so what” to the conversation. For example: “We’ve had a reject rate of less than 3 percent on this latest model rolling off the assembly line so what that means is we should be able to shave more than $700K off our projected budget for rework.”

Cut the Clutter

Turn topics into takeaways. Cut the verbiage. Simplify the graphs. Executives have many decisions, problems, and projects in their pipeline. They don’t have time to decipher the meaning of a slide deck of charts and graphs with a heavy load of data. So title the slide with the key takeaway, not just the vague topic: What point are you making with the slide?

Likewise with graphics: Don’t dump all the possible data you can display onto one slide. It’s far better to prepare three slides to make your three key points than to make one complex slide that requires several minutes for your executive to digest.

Pay Attention to Timing

Even generals try not to fight on all fronts at once. If you have crises on all fronts of the organization, be selective about timing so that you have the executive’s full attention for your message.

Have Data But Never Depend on It

Executives like to know there are metrics to support what you say or recommend—they just don’t always want to hear them. Taking your C-level officers through all the evidence can try their patience. They’re expecting you to do your job and draw conclusions that spring from that research.

Always have support for your recommendation, but don't expect data alone to make your case.

Perfect the “Big Picture” With Storytelling

Add the human dimension. Given your data, your research, your interviews, and your expertise on the subject, what’s the impact? What’s the story you’re telling? Tell the C-suite officer how this change, policy, budget increase, move, or marketing campaign will affect people—employees, customers, and the general public. What’s the long-term effect or potential opportunity? Give them a visual picture.

Include Next Steps

Never walk away from the conversation or briefing without suggestions for next actions. It’s typically a good idea to provide these next steps on a leave-behind so the C-suite executive can delegate the action after the “go” decision.

With these seven steps to gain buy-in, you’ll dramatically increase your chances that your next briefing or conversation with C-suite decision makers gets attention—the right kind.

Learn more ways to engage with c-suite executives in Communicate Like a Leader: Connecting Strategically to Coach, Inspire and Get Things Done. Download an excerpt by clicking here.

Dianna Booher is the bestselling author of 47 books, published in 60 foreign-language editions. She helps organizations to communicate clearly and leaders to expand their influence by a strong executive presence. She speaks on leadership communication and executive presence. Her latest books include Communicate Like a Leader; What MORE Can I Say?; Creating Personal Presence; and Communicate With Confidence. National media such as Good Morning America, USA Today, The Wall Street Journal, Investor’s Business Daily, Bloomberg, Forbes.com, Fast Company, FOX, CNN, NPR, Success, and Entrepreneur have interviewed her for opinions on critical workplace communication issues.