As professional salespeople, we need to earn the respect of C-level buyers. . All C-level executives have had experiences with salespeople through personal purchases of say, automobiles, houses, insurance etc. Based on these experiences, they have group us all together into the same category. If we are selling to the CIO, WELL that poses an additional complexity. You see, CIO's come from a technical background, where the past 25 years of their life has been based on scientific notation and a logical structured thought process. We need to understand how they think and make decisions by Getting into the head of the EIEIO. Sales Podcast.