Everyday you meet someone new, which later on can be your new boss or perhaps your new customer. Upon that first meeting, the person makes snap judgments about you: Are you someone trustworthy? Do you look like someone professional and credible? These judgments are often made at lightning speed, mostly in just a span of seven seconds. In business, first impression is important.

Selling to high-level decision makers is challenging at the best of times. However, it can be easier if you understand a few business principles. C-level decision makers are paid to improve their business results. Regardless of how the media portrays these executives, their primary concern is to improve their business. This includes increasing sales, market share, customer loyalty; reducing costs, errors, or employee turnover; improving productivity, employee engagement, customer service, etc.