Selling to the C-Suite : What Every Executive Wants You to Know About Successfully Selling to the Top
Selling to the C-Suite : What Every Executive Wants You to Know About Successfully Selling to the Top
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Product Description
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 500 organizations. 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.
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Well done gentlemen! It’s is quite difficult sharing 20+ years of experience with sales reps and educating them on how to call high, and why they will not be successful without calling high. You have certainly captured the essence of “C” level selling and more importantly how to actually go about doing it. Once again, congratulations on getting your real world experience on paper.
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Selling to the C-Suite is not just another “How to” sales book. Its research, logic and applicability are immediate. Nor is it for a niche of a market, rather, it is universal in its approach. Read and Bistritz have taken both common sense and extraordinary innovation, to create a Master Class in providing value, in the business language of the target audience, to those decision makers who simply don’t suffer fools gladly. Becoming a trusted resource to the C-Suite is critical in the economic environment that exists today, and, it lays the foundation for a long term relationship for both the seller and the executive who needs to find credible partners for achieving the client’s future objectives. The above noted research, combined with eminently readable anecdotes, make this one of those rare business books that you will go back to time and time again, to refresh your skill set. If you are looking for insight, reality checks, and immediate ROI on your time, this is the ticket. I just wish I had access to this wisdom 20 years ago, when going through the school of hard knocks at IBM. This is definite gold dust!
Doug Boyle
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This book is like a one day MBA in Selling to Executives. A must read for sales professionals – both new and experienced – who want to get better at their craft.
Thomas C. Martin, President, Strategy 2 Revenue, Inc.
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A very practical easy to read roadmap to the top decision makers. Read and Bistritz have consolidated years of research and experience into a compelling case for selling to the top and then strategies on how to get in the door. They cover the reality of dealing with the customer execution executive level while developing a relationship and the respect of the top executive who is looking for long term solutions. The section covering China is particularly useful in adapting the approach in a different cultural environment.
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Sales professionals who align with key executive decision makers, early in the sales process, have a higher win rate and make more money than their peers. Steve and Nic have meticulously researched and distilled the best practices that distinguish the sales people who can sell at the executive level and are seen as trusted advisors. Credibility is the foundation of being a trusted advisor. Selling to the C-Suite lays out when and how to access Executives, as well as how to establish credibility and value.
Bill Walden
HP Software Sales Ops, Strategy Planning and Programs
Former Sales Effectiveness Director at the TAS Group
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many sales people may have attended lots of trainings or workshop about how to sale to C- level. or heard many times about ‘the trusted advisor’ . I must say that C-Suite is not a book with simple concepts or a workshop summary, it is a very good ‘sales bible’ for both new and very experienced sales professional. it shares lots of real live cases and experience. the book is also very easy to understand and then make it into practice. Sales people who feel not confident to call on C- level, will find answers in this book. The fundamentals to call `HIGH’ and those real example about how to approach, will be very helpful in their real environment. I myself doing lots of sales consulting work in China region, i found this book is also very helpful for people who wants to be working in different culture environment.
Spring Weng
Spring GBC & Associate
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If your personal goal is to be a highly successful B-to-B sales professional then this book is a ‘must read’ for you. I only wish this book had been around when I was selling and managing sales for 35 years at Honeywell and IBM. We were well trained, but truly effective executive selling skills were most often learned on the job. This book cuts to the chase. It provides the understanding, skills, and techniques needed to gain access to, earn credibility with, and provide true value to, the most relevant executive decision maker(s) in your client’s organization.
In my opinion, this is the ‘executive selling bible’. Read, execute, and grow rich.
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Concise and complete directions to help you connect with the best person(s) who have the ability to implement your product or service. I found the Appendix especially useful and alone worth the price of admission.
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In today’s world of tightened budgets, key purchase decisions are being elevated to the C-Suite. So, the timing of this powerful book is ideal. As Neil Rackham points out, this book is based primarily on research of the client’s buying habits at the top. Because of this research, Steve and Nick are giving us the roadmap based on C-Suite input. As the author’s point out, selling to the C-Suite is like mastering golf where practice and skill come together. They give us the course knowledge and the right 14 clubs to play scratch golf, but we must execute with confidence to win the match. When we enter the C-Suite, we must establish and continually earn credibility to become that trusted advisor. For me selling to that level over the past twenty years, I made the decision maker the inside sales champion. They have given all the tools we need but now comes the hard work of success because we don’t get ‘mulligan’s’ at the C-Suite level. This is an excellent book for us to follow in driving results at the top.
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This is the next read in your growth as a super sales person titled listen to the words of the client. The authors did exhaustive interviews with executives as to what they wanted from a vendor, what they got and what was important to them. This should open most of your eyes folks. It is really good material. For example, most executives are closely involved long before the sales person learns about an opportunity, and by then it is likely the worst time to approach the C Suite. The book has terrific ideas for doing the homework that is necessary and how this changes from culture to culture. The sectiopn on China is worth the price of the book. Simple down to earth advice, easy to read but do not whip through this book, it is too valuable a read. Their blog http://www.sellingtothec-suite.com.
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If the rest of the books I look at in 2010 are as good as this I am really looking forward to them