Would You Eat a Dog, Horse, Snake, or Scorpion to Close the Deal? September 25, 2009
In a lingering recession, the question is what you wouldn't do for the sake of a little business.
Nicholas Read explores that question in his first book, "Selling to the C-Suite: What Every Executive Wants You to Know About Successfully Selling to the Top."
The book is the result of a 10-year global study to learn how executives get involved in the corporate buying cycle, and what salespeople need to do to become trusted advisors at that level. The ultimate dream goal of every salesperson is getting access to senior client executives, the c-level decision makers responsible for approving the top-dollar deal, Read notes. Selling to the C-Suite, he says, seeks to reveal exactly how to land those career-making sales via advice from CEOs themselves.
Assisted by long-time collaborator Stephen J. Bistritz Ed.D., Read and his team conducted in-depth interviews with executive-level decision makers of more than 500 organizations. These executives share which sales techniques they find most effective, as well as those you should avoid.
Selling to the C-Suite intends to provide guidance to help you:
• Gain access to executives.
• Establish trust and credibility.
• Leverage relationships.
• Create value at the executive level.
• Discover the role executives play in the buying process.
Topics covered include:
• Why sales processes have a 97 percent failure rate.
• Why sales people have been taught the wrong thing for the past 30 years.
• Internet marketing: How it is killing the sales profession.
• How sales is the next value frontier for revenue growth, and needs to 'grow up.'
• Why sales and marketing are 'lost at sea,' and how the economy "is testament to it."
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