90. Why Your Pitch Fails in the C-Suite - And Why Outcome-Based Selling Works

When you walk into the C-suite, everything about selling changes. This episode unpacks why traditional pitching falls flat - and why outcome-based selling is the strategy that separates trusted partners from everyone else. In this conversation, Harry Kendlbacher sits down with Ed See, Chief Growth Officer at Zeta Global, to break down the mindset shift sellers must make when engaging senior decision makers. From consultative selling, sales curiosity, and the courage to drop your own agenda, to the rising role of AI in sales and navigating enterprise buying groups - this episode gives you a complete framework for modern executive selling. 🔗 Explore more insights: https://www.globalperformancegroup.com You’ll learn: – What really causes pitches to fail in the C-suite – How outcome-based selling reframes every executive conversation – Why curiosity beats any pitch deck – How to use AI in B2B sales without losing the human edge – What senior leaders expect from top-performing sellers ⏱ Timestamps 00:00 – Why your C-suite pitch fails: the real reason features don’t land 02:40 – The shift from advising to doing: Ed’s enterprise sales strategy 06:20 – From provider to partner: the power of consultative selling 11:15 – Curiosity vs. interrogation: what real sales curiosity looks like 17:00 – AI in sales: how top sellers use AI in B2B sales prep 20:34 – Leadership insights: the future of outcome-based selling 💡 Key Takeaways - Executive selling isn’t about product - it’s about advancing the executive’s agenda, not yours. - Curiosity, when informed and intentional, is a seller’s most differentiating skill. - Outcome-based selling outperforms features every single time at senior levels. - AI gives sellers reach and intelligence, but it will never replace presence, courage, and judgment. - The C-suite no longer buys alone - success requires orchestrating the entire enterprise buying group. 👤 About the Guest Ed See is the Chief Growth Officer at Zeta Global, bringing decades of experience from McKinsey and Deloitte. Known for transforming how organizations build enterprise pipelines and engage senior decision makers, Ed helps teams shift from pitching products to delivering profitable customer outcomes. Connect with Ed on LinkedIn: https://www.linkedin.com/in/ed-see-496857/ If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at: https://www.globalperformancegroup.com

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