The Executive Yes!
What It Really Takes to Win Decisions at the Top
Most deals do not fail because the solution is wrong.
They fail because the decision never fully forms.
What looks like hesitation is often something else entirely. Unresolved risk. Competing priorities. A lack of internal clarity. Or a decision that never truly rose to the level where a yes could be owned.
This is the part of enterprise selling that rarely gets named.
By the time you are presenting to senior leadership, the executive is no longer evaluating features, value propositions, or even ROI in the way most sellers expect. They are weighing exposure. They are thinking about what this decision commits them to, what it displaces, and how it will hold up when questioned later by a board, peers, or investors.
That is why deals stall after good meetings.
Everyone leaves aligned.
Everyone agrees it makes sense.
And still nothing moves.
At the executive level, agreement is not the same thing as a decision.
Over the last three decades, I have watched this play out thousands of times, first as a seller, then as an advisor working directly with CEOs, CFOs, COOs, and executive teams. I saw capable professionals do everything right according to traditional sales advice and still lose momentum the moment the conversation moved upward.
The pattern was consistent.
People were selling into the C suite without understanding how executives actually decide.
Executives do not say yes because they are persuaded.
They say yes when the decision feels defensible, coherent, and safe to stand behind.
That distinction changes everything.
Once you see it, you stop trying to push deals forward and start shaping the conditions under which a decision can happen. You stop chasing alignment and start creating clarity. You stop positioning yourself as a vendor and begin showing up as someone who understands what is truly at stake.
That shift is what I call The Executive Yes.
And it is the reason I wrote this book.
Announcing The Executive Yes
I am excited to officially share my new book, The Executive Yes: The Art and Science of Closing Transformational Deals at the Top.
This book is for CEO’s, sales professionals, founders, and advisors who already know their work creates value, but are frustrated by long sales cycles, stalled decisions, and polite executive interest that never turns into a real commitment.
It is not a book of tactics or scripts.
It is a system for understanding executive decision making from the inside out.
Inside, I break down how executives evaluate risk, how decisions actually move through large organizations, why consensus does not travel upward, and what separates conversations that feel productive from those that quietly die.
If you sell complex, high value work into enterprise environments and want to stop chasing decisions that never materialize, this book was written for you.
The executive yes is not about pressure.
It is about clarity, judgment, and relevance.
And once you understand how it works, you stop waiting for decisions and start shaping them.
Order The Executive YES Book