Cs (CEOs, COOs, CIOs, etc.) speak their own language. They are focused on strategy, team-building, market share, growth, margins, competition and capital allocation. Before you meet, do your research on their company and have a point of view about how your offering can impact one or more of these areas in a measurable way.
Keep in mind that emotions, backed up by facts, drive buying decisions. Risk (i.e. fear) and ego are some of the most common and powerful emotions we see. Prepare insights as early as possible to show your C-level buyer how your offering will reduce risk and make them stand-out in the industry. Back them up with hard numbers and you will be on your way to closing more deals.