Tactics to Help B-to-B Sales Reps Shine

4. Selling vs. building relationships. Social networking groups are besieged with conversations about selling to the C-suite. Not only is it interesting to discover so many self-proclaimed experts, but more ironic to view the opinions on how to sell to senior executives. Herein is the best advice: Senior executives don't want to be sold anything. They desire healthy conversations that build relationships with trusted peers.