Buyers in the c-suite didn’t get to their positions by making ill-informed decisions. If you want to impress the guy who sits behind the giant custom-made desk, you’ll need to bring more than your winning smile to the meeting. Selling to a c-level executive can be stressful, but Marc Wayshak tells you how to make the job easier in his post on the SalesForce blog.

Your prospect is unquestionably an expert in his field. He works in the industry. He may have a college degree in the topic. What he might not know about is how your product can help him solve a problem he’s facing.

Every business in every industry has problems. Start out your meeting by mentioning information you read on an industry problem. If the prospect acknowledges he’s got the same problem, you’ve established yourself as knowledgeable, and therefore worthy of his attention.

Once you get the prospect talking, keep him talking by asking follow-up questions. If he’s struggling with ways to get his finished product out of the warehouse more quickly, ask him how he tracks his inventory. When he mentions shortcomings with his inventory-tracking process, you can suggest that newer products are helping manufacturers with these same problems. Ask if he’s taken the time to explore alternate solutions. To build trust, explain the best features of these new solutions, including of course, your product.

As you steer the conversation down the path that leads the prospect to consider your product, be mindful of your voice. Mirror the way the prospect speaks. If he speaks slowly and pauses frequently, you’ll want to do the same. Avoid rushing out your words to fill a blank space in the conversation. Doing so, makes you look nervous and inexperienced which is not the impression you want to make on the c-suite buyer.

It’s easy to be intimidated by the c-suite prospect. If you feel overwhelmed, slow down the conversation, take a few deeps breaths, and remember that you are the expert in how your product solves customer problems.