Understanding what motivates senior executives requires a keen understanding of their company’s key business issues, including the business drivers that are creating the need for change and the initiatives the company has put in place to address those drivers. These issues may have a different impact on each senior executive in the client organization—mostly depending on the executive’s specific function and role. In some cases, this information is easy to obtain (by reading the President’s Letter in a recent annual report, for example), but in other cases, it may require a substantial amount of digging.
In any case, executives expect salespeople to be prepared and have a basic knowledge of the ...
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