CHAPTER 21

Is It Worth It to Even Try to Reach the C-suite?

You want to connect with the C-suite. In fact, it’s one of the biggest reasons you bought this book and have spent time reading each chapter. You’ve finally come to this one, dedicated solely to the C-suite. Without holding back any longer, let me give you the best advice I can. What works for every other type of prospect is not going to work with the C-suite. It’s not that you should ignore all of the other chapters in this book—with a little bit of tweaking, those strategies will be effective with the C-suite and other top-level people. You simply must adjust how you use the techniques to fit the C-level.

John Spence, who has been working with CEOs for the past twenty years, and is ...

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