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When They Say "The CEO Will Never Approve This"
The Authority Mirage
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When prospects hide behind their CEO's imaginary objections, weak salespeople accept defeat and ask for introductions to the top. Massive mistake. What you're witnessing isn't executive resistance it's middle management self-protection. They're not channeling their CEO's concerns; they're projecting their own fears onto the highest authority they can imagine.
Here's the brutal truth: prospects who invoke their CEO's disapproval are usually the ones most afraid of executive scrutiny. They're creating an invisible barrier to avoid personal accountability for either making or avoiding the decision. The CEO isn't the problem their confidence in defending their recommendation is the problem.
The amateur move is asking to present to the CEO or trying to guess what executives care about. The professional move is recognizing this objection as a confession of inadequate internal positioning. They haven't built a compelling business case that they're confident presenting upward. Your job isn't to bypass them it's to arm them with CEO-level ammunition.
The confidence builder: "CEOs love initiatives that drive measurable results. What specific outcomes would make your CEO see this as a strategic win rather than just another expense? Let's build that case together." This transforms them from a gatekeeper into your internal champion with executive-caliber arguments.
Your Action Blueprint
Convert CEO deflection into executive advocacy:
Assume CEO alignment - Position executives as naturally supportive of profitable initiatives
Build the business case together - Help them develop arguments that resonate at the C-suite level
Create executive presentation materials - Provide tools that make them look strategic and prepared
Focus on business impact metrics - Emphasize outcomes that matter to corporate leadership
Establish success measurement criteria - Give them ways to prove ROI that executives will respect
When prospects invoke their CEO's disapproval, they're really asking you to help them build confidence in their recommendation.
