CEOs are honest, even when it hurts. This is one of those rules that you should carry into your day-to-day interactions with everyone. Never, ever lie to a CEO or anyone else (including yourself). If you don't believe in what you're selling enough to tell the truth about it at all times, find something else to sell. CEOs can't afford to tell a lie. Why? Because there are too many ears listening to what they are saying. Stockholders, the media, employees, suppliers, customers, etc. CEOs know, and so should you, that problem accounts (like problem relationships) are those that someone over-promised and under-delivered on. CEOs and those of us who sell to them must be totally ready, willing and able to stand behind every word that we write or that comes out of our mouths. If that means "walking" on a short-term opportunity today, so be it. You can always come back tomorrow. And when you do come back, you will be remembered as a person of integrity.

CEOs touch people in a special way. CEOs who sell have a "signature" that's all their own. They create a look and feel that others associate with them that's as unique as the logo on their products. Consider Nancy Allen, aka the "cookie" lady. One Friday of each month, Nancy delivers homemade (in her kitchen) chocolate chip cookies to her best customers. Why? Because she wants to show her gratitude in a way that's remembered. If you ever want to see grown-ups fighting over a cookie, follow Nancy on her next Friday's run.

Know what you want, and keep it simple and straightforward. CEOs are incredibly simple in their approach. Every single CEO I interviewed was able to quickly and accurately articulate what they want. Can you? Let's do a quick exercise: Write down, in 30 words or less, what you want from the CEO of your largest prospect. For example: "Your opinion on how to use my proven ideas to increase the size of your entry point orders, compress your sales cycle and get add-on business from your existing customers."

Show your feelings. How are you today? Oh, I'm fine. No, actually I just got word that my cholesterol level is dangerously high and I must go on a very restrictive diet. How many times do you tell someone how you really feel? How many times when you take that step are your feelings acknowledged by the other person? CEOs who sell show their own feelings and respond to others' feelings, and they are always in the present moment and time. Most of us think that doing this takes too much time. Actually, you'll save a lot of time if you take the lead from the CEO, and here's why. If you take the time to make every interaction you have with everyone on your way to the CEO's office memorable, your return trip will be much easier. Your calls will be accepted, voice-mail messages returned and ideas entertained. In other words, you'll get top-of-mind. Making yourself and your interactions memorable isn't that hard--all you have to do is show your feelings in a sincere way and acknowledge the feelings of others in a sincere way.