How to Sell to the C-Suite with Scott Foernsler

Mark McGraw sits down with Scott Foernsler to discuss what it really takes to sell to the C-suite. They talk about building champions inside a company, how to stand out in sales events, and ways to have real, effective conversations with top execs like CMOs and CEOs. Scott shares stories from the field, lessons on trust, and what most salespeople miss when trying to land big deals.

To find our handout for this episode, click here.

Tune in to hear how to break through the noise, connect with decision-makers, and close deals faster.

• Scott starts by sharing why sales success is never a solo achievement. The right support team—both personal and professional—makes all the difference.
• Mark explains why selling is a team sport—until you miss your number. When things are going well, everyone celebrates the team. But when results dip, it can become about solo performance real quick.
• Scott breaks down what most people get wrong about events. They sit quietly in the back and hope something happens. The real connections come from showing up, asking questions, and putting yourself out there.
• How to stand out at events: Stop asking business questions and instead ask something that makes people smile or think. That spark of authenticity is what gets you remembered.
• Scott shares how a single personal question at an event led to a CEO-level meeting. Asking authentic and relevant questions is how you earn time with high-level decision makers.
• Why trust matters more than charm in enterprise sales. A client once told Scott, “I trust you not to fail me.” That kind of confidence is not built through slick talk—it’s earned through delivering on your promises.
• Scott shares one of his boldest sales questions: “What would get me fired?” It instantly uncovers what the client really values and opens the door to the kind of honesty that moves deals forward.
• Mark explains why brand promises only matter if you deliver. It sounds obvious, but most sellers fall short after closing a deal. Real credibility comes from doing exactly what you said you would.
• Scott breaks down the importance of upfront contracts. When you clearly define what success looks like, you avoid confusion later. 
• Why Scott says clicks are the wrong thing to measure when analyzing ad performance. Impressions don’t mean anything if they don’t convert. 
• How to turn happy clients into your best salespeople. Peer validation carries more weight than any sales deck ever could. When you tell the story of  how you helped them, the deal moves faster.
• Scott shares his referral strategy. He delivers value first—then asks for an intro only when it makes sense. That’s how you build a warm, high-trust referral tree.
• How to stay top of mind without being annoying. Scott calls his contacts once a quarter—or even once a year—to check in. That small gesture keeps relationships strong over time.
• Scott shares why sitting in the back of the room at events is a missed opportunity. If your company is investing in you, act like you belong up front. Visibility leads to connection—and connection leads to deals.
• Why Scott avoids drowning people in product features. Buyers don’t want a list—they want a story. Show them how real problems have been solved, and they’ll pay attention.
• Mark explains why your champion is your best sales asset. When they’re pitching your product in meetings you’re not in, you’ve already won. That kind of advocacy closes deals faster.
• Scott reveals how he uses AI in his sales processes. It won’t replace your skill, but it will save you serious time. What can take five days now takes minutes with AI.
• Mark breaks down what separates great sellers from everyone else. When everybody else is focused on pitching, the best reps walk in with insights, actionable tips, and relatable problem-solving stories. 
• Scott shares why in-person meetings still matter—especially at the C-suite. Nobody spends millions without knowing who they’re buying from. So show up, shake hands, and build trust faster.
• Mark explains why everyone in the room now has influence. The number of people who can say no has doubled. So treat every voice like it matters—because it does.

 

 

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Scott Foernsler on LinkedIn

BuildingYourSalesEngine.com/28

Building Your Sales Engine on Linktree