CEO's are only human!

A CEO is just a person.

Too many salespeople treat them as superhuman.

Yes you need to have a razor-sharp reason for calling.

Yes you need to get to the point quicker.

But don't make the mistake of pandering to someone in a top position of authority. This is what everyone else does.

Stand out.

Tell them something interesting about their industry that they don't already know.

Whet their appetite and spike their curiosity.

Get rid of any tacky 'rapport building' small talk - do not mention the weather!

Ask direct, pertinent questions once you've spiked some interest.

Prepare in advance and do not wing it.

You've managed to get them on the phone so don't waste the opportunity.