When you’re selling to higher level executives at large companies (the publicly traded, or the very large private firms), keep in mind that their priorities are much different than your own.

For example:

They work hard to not draw attention to themselves. They try to blend in, rather than stand out.

This orients them against any sort of risk, so you must make them feel that it’s very safe to work with you. Your marketing must be comforting.

Many make a lot more money than you, and they will get paid most of that amount whether they succeed in their job or not.

This means, you cannot walk into their office thinking about making the sale, or worse, getting your commission.

You must focus 100 percent on how you will help them. How you will make their lives easier. Why it’s safer to work with you than their current provider.

The best way to do this is show them many people you have helped who are just like them. Show them peers who are thrilled with your work. Tell their stories. Demonstrate how good you are in this way.

In fact, you must do everything you can to present yourself as a peer of theirs.

And that begins between your ears.