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Selling to the C-Suite, Second Edition: What Every Executive Wants You to Know About Successfully Selling to the Top, 2nd Edition by Stephen J. Bistritz, Nicholas A.C. Read

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Chapter 2

Marketing to the C-Suite

In the previous chapter, we established that, as salespeople strive to retain profitable customers and win new ones, they need to gain access to and establish credibility with senior executives. These stakeholders are often among the first to see that an opportunity exists to improve their operation through the purchase of external goods and services. In small- and medium-size companies, this same person may stay on as project leader or serve on the evaluation committee. But in large enterprises, the executive may see their job as complete when they’ve handed over the task of selecting a supplier to the purchasing officer. After that happens, the ability of a salesperson to connect with the executive who ...

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