Selling to the C-Suite? Speak Like a Peer to Book More Meetings and Close More Deals

By Johnny-Lee Reinoso

Want to hear an uncomfortable truth about selling into the C-suite?

Executives don’t stay on the line because you have a title. They stay on the line because you sound like you belong.

You don’t need a corner office, a seven-figure W-2, or “Chief” in front of your name to speak like a peer to the C-suite. But you do need to change how you show up—fast.

Because the moment an executive senses you’re talking up to them instead of beside them, the power dynamic is set. Once that happens, you’re no longer a trusted advisor. You’re just another sales rep. And, welcome to the dial tone…

So today we’re going to fix that. Let’s jump in.

Why Most Salespeople Instantly Lose Status with Executives

Most reps don’t lose executive attention because they’re unprepared. They lose it because they telegraph low status without even realizing it.

It shows up as:

• Over-politeness

• Nervous speed

• Over-explaining

• Asking permission to lead

• Sounding grateful instead of grounded

Executives live in a world of pressure, ambiguity, and constant decision-making. They don’t want to manage you on top of everything else. They want someone who can hold frame, bring clarity, and reduce their cognitive load.

Peers don’t ask for permission to add value. They assume relevance—and then speak with confidence and authority.

Peer Language Is Not Arrogant—It’s Anchored

There’s a myth that speaking like a peer means being aggressive or cocky. That’s wrong.

True peer-level communication is calm, measured, and intentional. Think about how executives speak to each other:

• They’re concise

• They’re direct

• They don’t fill silence

• They don’t rush to justify themselves

• They state opinions, not disclaimers

Your job isn’t to impress the C-suite; rather, your job is to steady the room.

How to Speak Like a Peer (Even If You’re Not One Yet)

1. Slow Down, Immediately

Believe it or not, speed is the enemy of authority.

When you speak quickly, you sound anxious. When you slow down, you sound certain.

Executives associate calm with competence. They’re used to people rushing because they’re nervous. So the person who isn’t rushing instantly stands out.

Pause before answering. Let silence breathe. Don’t rush to prove your value—it weakens it.

2. Stop Asking Permission to Lead the Conversation

Low-status reps ask questions like:

• “Is it okay if I ask you a few questions?”

• “Does that make sense?”

• “Would it be alright if we talked about…?”

Peers don’t ask for permission to be useful. Instead, they lead with clarity and get right into being useful:

• “Here’s what I want to focus on today.”

• “Let’s get aligned on what actually matters here.”

• “There are two issues I see—tell me which one resonates.”

This isn’t pushy. It’s professional.

And trust me on this… Executives appreciate someone who can set direction.

3. Bring Perspective, Not Just Questions

Good sales reps ask questions. But great advisors bring insight.

Executives don’t need another discovery call that feels like a checklist. They want someone who understands the terrain and can name patterns they’re already sensing but haven’t articulated yet.

That sounds like:

• “What we’re seeing across the market is…”

• “Where this usually breaks down is…”

• “Most teams at your stage struggle with X before they realize it.”

Insight earns attention faster than rapport ever will.

4. Speak in Outcomes, Not Activity

Remember this: Low-status language focuses on effort, whereas high-status language focuses on outcomes.

So instead of this:

• “We help teams optimize workflows…”

Say this:

• “This removes friction from decision-making.”

Instead of this:

• “Our platform has a lot of features…”

Say this:

• “This reduces risk and speeds alignment.”

Executives think in leverage, not labor. And you have to match that mindset.

5. Drop the Need to Be Liked

This one is critical. If you need the executive to like you, you will unconsciously give away power. You’ll soften your language, over-qualify your points, and you’ll retreat at the first sign of resistance.

Peers don’t chase approval. They prioritize usefulness!

Ironically, when you stop trying to be liked, you become more respected. Welcome to the business world and the big leagues of the C-suite.

The Real Shift: From “Selling” to Standing Beside

Speaking like a peer isn’t about pretending to be something you’re not.

It’s about standing beside the executive, not beneath them.

You’re not there to pitch… You’re not there to impress… You’re not there to ask for permission to exist…

You’re there to help them think clearly about an important decision.

When you adopt that posture—mentally and verbally—everything changes:

• Objections soften

• Conversations deepen

• Price becomes secondary

• Trust accelerates

Because at the C-suite level, people aren’t buying products. They’re choosing who they trust to walk through complexity with them.

The minute you start showing up and speaking like a peer—you’ll be treated like one.

You’ve got this.

Until next time…

Johnny-Lee Reinoso

For more hard-hitting b2b sales tips, follow Johnny-Lee on Instagram and YouTubeBy Johnny-Lee Reinoso

Want to hear an uncomfortable truth about selling into the C-suite?

Executives don’t stay on the line because you have a title. They stay on the line because you sound like you belong.

You don’t need a corner office, a seven-figure W-2, or “Chief” in front of your name to speak like a peer to the C-suite. But you do need to change how you show up—fast.

Because the moment an executive senses you’re talking up to them instead of beside them, the power dynamic is set. Once that happens, you’re no longer a trusted advisor. You’re just another sales rep. And, welcome to the dial tone…

So today we’re going to fix that. Let’s jump in.

Why Most Salespeople Instantly Lose Status with Executives

Most reps don’t lose executive attention because they’re unprepared. They lose it because they telegraph low status without even realizing it.

It shows up as:

• Over-politeness

• Nervous speed

• Over-explaining

• Asking permission to lead

• Sounding grateful instead of grounded

Executives live in a world of pressure, ambiguity, and constant decision-making. They don’t want to manage you on top of everything else. They want someone who can hold frame, bring clarity, and reduce their cognitive load.

Peers don’t ask for permission to add value. They assume relevance—and then speak with confidence and authority.

Peer Language Is Not Arrogant—It’s Anchored

There’s a myth that speaking like a peer means being aggressive or cocky. That’s wrong.

True peer-level communication is calm, measured, and intentional. Think about how executives speak to each other:

• They’re concise

• They’re direct

• They don’t fill silence

• They don’t rush to justify themselves

• They state opinions, not disclaimers

Your job isn’t to impress the C-suite; rather, your job is to steady the room.

How to Speak Like a Peer (Even If You’re Not One Yet)

1. Slow Down, Immediately

Believe it or not, speed is the enemy of authority.

When you speak quickly, you sound anxious. When you slow down, you sound certain.

Executives associate calm with competence. They’re used to people rushing because they’re nervous. So the person who isn’t rushing instantly stands out.

Pause before answering. Let silence breathe. Don’t rush to prove your value—it weakens it.

2. Stop Asking Permission to Lead the Conversation

Low-status reps ask questions like:

• “Is it okay if I ask you a few questions?”

• “Does that make sense?”

• “Would it be alright if we talked about…?”

Peers don’t ask for permission to be useful. Instead, they lead with clarity and get right into being useful:

• “Here’s what I want to focus on today.”

• “Let’s get aligned on what actually matters here.”

• “There are two issues I see—tell me which one resonates.”

This isn’t pushy. It’s professional.

And trust me on this… Executives appreciate someone who can set direction.

3. Bring Perspective, Not Just Questions

Good sales reps ask questions. But great advisors bring insight.

Executives don’t need another discovery call that feels like a checklist. They want someone who understands the terrain and can name patterns they’re already sensing but haven’t articulated yet.

That sounds like:

• “What we’re seeing across the market is…”

• “Where this usually breaks down is…”

• “Most teams at your stage struggle with X before they realize it.”

Insight earns attention faster than rapport ever will.

4. Speak in Outcomes, Not Activity

Remember this: Low-status language focuses on effort, whereas high-status language focuses on outcomes.

So instead of this:

• “We help teams optimize workflows…”

Say this:

• “This removes friction from decision-making.”

Instead of this:

• “Our platform has a lot of features…”

Say this:

• “This reduces risk and speeds alignment.”

Executives think in leverage, not labor. And you have to match that mindset.

5. Drop the Need to Be Liked

This one is critical. If you need the executive to like you, you will unconsciously give away power. You’ll soften your language, over-qualify your points, and you’ll retreat at the first sign of resistance.

Peers don’t chase approval. They prioritize usefulness!

Ironically, when you stop trying to be liked, you become more respected. Welcome to the business world and the big leagues of the C-suite.

The Real Shift: From “Selling” to Standing Beside

Speaking like a peer isn’t about pretending to be something you’re not.

It’s about standing beside the executive, not beneath them.

You’re not there to pitch… You’re not there to impress… You’re not there to ask for permission to exist…

You’re there to help them think clearly about an important decision.

When you adopt that posture—mentally and verbally—everything changes:

• Objections soften

• Conversations deepen

• Price becomes secondary

• Trust accelerates

Because at the C-suite level, people aren’t buying products. They’re choosing who they trust to walk through complexity with them.

The minute you start showing up and speaking like a peer—you’ll be treated like one.

You’ve got this.

Until next time…

Johnny-Lee Reinoso

For more hard-hitting b2b sales tips, follow Johnny-Lee on Instagram and YouTubeBy Johnny-Lee Reinoso