In any industry, selling to a C-level executive buyer is often a cause for celebration. Senior executive customers tend to have larger budgets, are less price sensitive and more focused on value. But closing the sale is no time to relax. That’s when the real work — the real opportunity — begins. C-level buyers are often highly ambitious, eager to learn, enjoy the spotlight, and have wide-ranging peer networks, all of which can open far more business for you. A C-level buyer can be highly lucrative — but a C-level advocate can be many times more so.