When reps struggle to call on higher-level executives like CFOs, the root cause is often their self-perception, not a lack of tactical skill. They don't see themselves as someone who belongs in those conversations. Training on tactics will fail until this underlying identity issue is addressed.
Instead of approaching a C-level executive with a defensive mindset of 'not saying something stupid,' adopt a helpful orientation. View them as a person burdened with immense responsibility and focus on how you can alleviate their fears and frustrations. This shifts the dynamic from pitching to problem-solving.
When leaders or reps resist adopting new technologies or processes, it's not simply stubbornness. It is often a deep-seated human survival instinct to seek comfort. The familiar feels safe, while the new and unknown triggers a primal sense of danger, causing them to cling to what they already know.
To break the intimidation barrier with powerful executives, reps should first focus on shared human experiences rather than professional differences like education or title. This mental shift from 'what's different' to 'what's the same' humanizes the interaction and reduces anxiety.
An anecdote about unknowingly assisting basketball star Candace Parker reveals a key truth: our default behavior is to treat people as peers. It's only the awareness of someone's high status that triggers intimidation and forces us into an unnatural, less effective communication style.
Fear of public failure stops professionals from adopting new skills like video outreach. The solution is to practice repeatedly without releasing the content. Only 'ship it' once you can view your own work and feel it's acceptable. This private rehearsal bypasses the shame that can kill momentum.