What are the biggest mistakes sellers make when calling at the C-Level?

One has to be well prepared for the very opportunity to meet the CXO level people. One has to understand as well as respond in the language (read keywords here) which the CXO would appreciate. Talking about ROI, budgets and investments and TCO would make much sense to CFO. At times they would ask any hardware to be bought at price of steel ... one should know how to handle such queries - nothing related to business and technology. Likewise with other X level executives.

Most of us more often than not make this mistake. In our anxiety or eagerness to promote our product, we tend to rush into talk about the product straightaway, which may back fire at times or may not carry the desired impact.

More appropriate way to start off a sale is to talk about the business of the customer, their plant processes, their raw material, market, etc. and all the time looking for the right opportunity to step in with a solution to their problems, which is most likely to spark interest in the customer and is also most likely to convert into a fruitful sale. 

This is one reason many of the calls fail at the  C- level because sellers fail to gain credibility as they're unable to demonstrate their understanding of the customer's business. Like take an example, they quantify the solution value using metrics meaningful to them, but not the customer. Or they use a project-level metric such as 'reducing scrap' when calling on a CXO versus a corporate-level metric like,  Return on Assets that's on their radar screen. This gives not so good impression for them as both the parties are not in sync and nothing will yield after that session...so it is important to be in sync where the conversation that is happening is getting the the right direction that it needs.

Selling to a C-Level Executive requires a strong communication and presentation where the people expect the confidence level of the sales person on his product.

A very good & valid point raised by Mr. Mohit, which one can learn many thing who sales purposely. Many sellers or executives make big mistake while they selling their product to C-Level Customers. Most of the sellers sales their products or service without knowing customers need. It is initial to know customers need & analysis his/her need then suggest best suitable product to the C-Level customers. 

One just has to listen to the client's needs and perceptions. The salesperson, then takes off from what he has learfnt about the client's personality and his business.

effective & objective controlled

First of all Mohit you have raised a very good point here the Mistakes that one makes during sales at the c-level. I htink Not understanding the metrics is a big problem here other than what you have suggested. It is just that people get only one shot at the executive suite, they should make it count. One should arrive prepared, orient the conversation around the customer's key initiatives and understand the metrics they use to measure business performance. 

Also credible executive engagement demands will be there, so being prepared to nimbly navigate the twists and turns that can unexpectedly arise. An important thing to remember here is, this is the executive's meeting, not yours.