Based on the responses of more than 500 executives, this guide provides information on which sales techniques work best on company leaders, and explains how to gain access to CEOs, cultivate their trust, and close the sale. 20,000 first printing.
It’s the goal of every salesperson: gettingaccess to senior client executives—theC-Level decision makers responsiblefor approving top-dollar deals. Selling to theC-Suite is the first book that reveals how toland those career-making sales in the wordsof CEOs themselves!
With 60 years of combined experience sellingto corporations around the world, NicholasA.C. Read and Stephen J. Bistritz , Ed.D.,conducted in-depth interviews with executive-level decision makers of more than 500organizations. One thing they learned mightsurprise you: leaders at the highest corporatelevels don’t avoid sales pitches; in fact, theywelcome them—provided the salespersonapproaches them the right way. Inside thisinvaluable book, CEOs reveal exactly whichsales techniques they find most effective, aswell as those you should avoid.
Selling to the C-Suite provides all the insightyou need to:
- Gain access to executives
- Establish trust and credibility
- Leverage relationships
- Create value at the executive level
It also reveals when executives personallyenter the buying process and sheds light onwhat role they play.
Selling to the C-Suite provides field-testedtechniques to put you well ahead of thecompetition when it comes to making thosemultimillion-dollar sales you never thoughtpossible.
| Foreword |
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xvii | |
| Preface |
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xxi | |
| Acknowledgments |
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xxix | |
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When do Executives Get Involved In The Decision Process? |
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1 | (24) |
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A Brave New World For Sales And Marketing |
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25 | (22) |
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Understanding What Executives Want |
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47 | (22) |
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How To Gain Access To The Executive Level |
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69 | (32) |
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How To Establish Credibility At The Executive Level |
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101 | (22) |
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How To Create Value At The Executive Level |
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123 | (18) |
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Cultivating Loyalty At The C-Suite |
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141 | (16) |
| Afterword |
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157 | (8) |
| Appendix 1 Guide To Customer Research |
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165 | (8) |
| Appendix 2 Tools For Building The Executive Relationship |
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173 | (12) |
| Notes |
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185 | (2) |
| Recommended Associations |
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187 | (4) |
| Recommended Reading |
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191 | (6) |
| Index |
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197 | |
Nicholas A.C. Read is president of SalesLabs, which helps companies drive predictable and repeatable revenue growth through the application of improved process, measurement, and skills. In 2005, he was awarded Winner of the Best Sales Trainer category in the International Business Awards, an annual awards show that has been dubbed the business worlds own Oscars by the New York Post. He splits his time between North America, Asia, and Europe. For more information, go to www.saleslabs.com. Stephen J. Bistritz, Ed.D., has more than four decades of high-technology sales, sales management, and training management experience dealing with companies ranging from start-ups to global leaders. He is currently president of his own sales training and consulting firm based in Atlanta, Georgia. For more information, go to www.sellxl.com.
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