Selling to the C-Suite, Second Edition: What Every Executive Wants You to Know About Successfully Selling to the Top, 2nd Edition

Appendix A

Guide to Client Discovery

LEARNING ABOUT YOUR CLIENTS

There are three levels of research involved in learning about your client: research on the industry, the company, and the client executives themselves (see Figure A1.1). Knowing about your client at these three levels will help you formulate your thinking about a key call on a client executive, as well as developing an incisive, meaningful, and compelling value proposition.

Figure A1.1 Three Levels of Client Research

The overall objective in researching a prospect or client, however, is to appear confident and credible, as well as concise as you approach the executive, especially ...