In an age where LinkedIn messages flood inboxes and gatekeepers are more vigilant than ever, many sales professionals have abandoned the strategy of calling senior executives first. They've been told it's too risky, too presumptuous, or simply a waste of time.
But here's the truth: aiming high still works. In fact, in 2025, it works better than ever.
The "go high, then go wide" strategy where you start by calling the CEO or another C-suite executive before working your way down remains one of the most effective ways to open doors, build credibility, and accelerate your sales cycle.
Let me show you why this approach still wins, and how to execute it properly in today's B2B landscape.
Case Study: Navigating the CEO Gauntlet
Recently, I cold-called a CEO of a mid-sized tech company. I wasn't expecting to have a 15-minute conversation with him but I did.
During the call, I pitched our SDR training program in a direct, no-fluff way. The CEO listened, asked a few sharp questions, and then said something that changed the trajectory of the entire deal:
"This isn't my area I don't handle training decisions. But I think you should speak to Sarah, our Head of Sales Enablement. I'll introduce you."
Within 24 hours, I had a warm introduction to Sarah. When I called her, the first thing she said was: "Michael mentioned you. He said you had some interesting ideas about cold calling training. Tell me more."
That single introduction from the CEO did three critical things:
- Cut through the noise: Sarah wasn't screening me as "just another vendor." I was already pre-qualified by her CEO.
- Established instant credibility: I wasn't an interruption I was a priority.
- Shortened the sales cycle: We moved from intro call to proposal in less than a week.
This is the power of the "passed down" introduction. And it only works when you aim high first.
The Power of the 'Passed Down' Introduction
When a CEO, CFO, or VP passes you down to someone else in their organization, you're not arriving as a cold caller. You're arriving as a referred expert.
The person receiving the referral knows:
- Their boss took your call seriously
- You're credible enough to be worth their time
- They need to give you a fair hearing (or risk looking dismissive to leadership)
This dynamic completely changes the conversation. You're no longer fighting for attention. You're being invited to present your solution.
And here's the kicker: even if the executive doesn't pass you down, you've still gained valuable intelligence about who the real decision-maker is. You can use that information to refine your approach and target the right person with precision.
Why This Strategy Is More Critical Than Ever in 2025
If you think calling CEOs is outdated, you're missing the bigger picture. In 2025, the "aim high" strategy is more effective not less. Here's why:
1. Cut Through the Noise
Inboxes are overflowing. LinkedIn is saturated. Middle managers are drowning in outreach messages from SDRs using templated scripts. But CEOs? They're still reachable by phone.
Senior executives don't have the same volume of cold calls as their mid-level teams. They're more likely to pick up the phone, especially if you call outside standard business hours (early morning or late afternoon).
2. Instant Credibility and Authority
When you successfully engage a CEO, you position yourself as someone who operates at their level. You're not just another vendor you're a strategic partner with ideas worth discussing at the executive level.
This perception carries weight as you move down the organization. Teams respect vendors who have already earned the attention of their leadership.
3. Efficiency in the Sales Cycle
Starting high means you can quickly identify the real decision-maker, understand the org structure, and get warm introductions all in one call. Compare that to spending weeks trying to qualify leads at the middle management level, only to discover they can't actually make purchasing decisions.
4. Strategic Alignment
CEOs and senior executives think strategically. When you can frame your solution in terms of business outcomes revenue growth, efficiency, competitive advantage they get it immediately. Mid-level managers often focus on tactical concerns (features, pricing, implementation), which can slow down the sales process.
Starting at the top ensures your conversation is about impact, not just product specs.
Mastering the 'Aim High' Approach: How to Do It Right
Calling a CEO isn't the same as calling a mid-level manager. You need to be prepared, direct, and respectful of their time. Here's how to execute this strategy effectively:
1. Do Your Homework
Before you dial, research the company. Understand their business model, recent news, challenges, and strategic priorities. CEOs will immediately recognize if you've done your research or if you're winging it.
Look for triggers like:
- Recent funding rounds or acquisitions
- Public statements about growth goals
- Job postings indicating expansion (e.g., hiring multiple SDRs)
- LinkedIn posts from the CEO about sales or team challenges
2. Be Direct and Concise
CEOs don't have time for long-winded pitches. Get to the point in the first 15 seconds:
"Hi Michael, this is Lee Marshall from The Sales Guy. I work with B2B teams who are scaling their SDR function but struggling with cold calling confidence. I noticed you're hiring several SDRs I'm calling to see if improving their phone performance is a priority for you this quarter."
Notice how this opening:
- States who you are and what you do
- Identifies a specific pain point
- References company-specific context (hiring SDRs)
- Asks a qualifying question (is this a priority?)
3. Respect Their Time
If the CEO says they're not the right person, don't push. Instead, pivot:
"Totally understand. Who on your team handles sales training or enablement? Would you mind if I mentioned your name when I reach out?"
This accomplishes two things:
- You get the right contact name
- You get permission to use the CEO's name as a referral
4. Focus on Strategic Impact
When talking to executives, always frame your solution in terms of business outcomes, not features. Instead of saying "We provide cold calling training," say:
"We help B2B teams book 30% more qualified meetings in 90 days by fixing the psychology and process around cold calling."
Executives care about results, ROI, and speed to value. Speak their language.
5. Prepare Your 'Passed Down' Script
When the executive refers you to someone else, have a follow-up script ready:
"Hi Sarah, I just spoke with Michael about improving cold calling performance for your SDR team. He suggested I reach out to you directly. Do you have 10 minutes this week to discuss how we've helped similar teams book 30% more meetings?"
This reinforces the referral and positions you as someone worth engaging with immediately.
The Takeaway: Aim High, Then Go Wide
The "aim high" strategy isn't about arrogance or presumption. It's about efficiency, credibility, and strategic positioning.
When you successfully engage a CEO or senior executive even if they pass you down you gain:
- Warm introductions to the right decision-makers
- Instant credibility that sets you apart from competitors
- Faster sales cycles and higher close rates
- Strategic alignment with business outcomes
In 2025, while everyone else is sending LinkedIn messages to mid-level managers, you can cut through the noise by picking up the phone and calling the top.
So next time you're prospecting, don't default to the "safe" route. Aim high first. You might be surprised by how often it pays off.
And if you need help training your team to execute high-level conversations with confidence, our SDR training program covers exactly that from pre-call research to objection handling at every level of the organization.
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