O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 7

How to Create Value for the C-Suite

Executives believe that meetings are a forum for exchanging ideas, and they are prepared to be led by a skilled questioner along a path of discovery in the hope that the salesperson knows what he needs to find out from the executive in order to make appropriate recommendations. Salespeople who ask the right questions to uncover problems impress senior executives.

Salespeople with experience selling to operations and middle management personnel must therefore modify their approach at the executive level. Those who give a boilerplate presentation on why their product is the best are unlikely to make progress. A number of executives told us that they feel that these canned speeches mean, “The salesperson ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required