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Selling to the C-Suite:  What Every Executive Wants You to Know About Successfully Selling to the Top by [Bistritz, Dr. Stephen J., Nicholas A.C. Read]
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Selling to the C-Suite: What Every Executive Wants You to Know About Successfully Selling to the Top Kindle Edition

4.7 out of 5 stars 10 customer reviews

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From the Back Cover

CEOs Reveal the Secrets forSelling to the Top

“The business world is drowning in a flood of sales books. The trouble is that mostof these books are about how to sell, without a clue about how customers buy. . . .This book is different. It is firmly rooted in how people buy and so it works.”
―NEIL RACKHAM, author of SPIN Selling

“Those new to executive sales will find a game plan they can use immediately.Veterans who regularly call on executives will use this book to sharpen their game.”
―CHIP BRUBAKER, Vice President-Americas Sales Readiness, CA, Inc.

“If you’ve always wondered how the other sales guy got to the CEO and youdidn’t, start reading this book and earn serious commissions!”
―LINDSAY LYON, CEO, Mobilarm, and former GMCommercial Sales for Hewlett-Packard Australia

“Nic Read and Dr. Bistritz have done a masterful job summarizing how toapproach and sell to executives. If you read this and apply its secrets, you’llwin more, more of the time.”
―MICHAEL GALLAGHER, President, The Stevie Awardsfor Sales & Customer Service

“Practical advice on how to get to the decision-makers in the context of sales . . .Having learned these lessons the hard way while transforming a Chinesestate-owned enterprise into a globally competitive business, I wish this bookhad been available when I first started!”
―GEOFF WATSON, former Vice President, Alcoa China

"We hear a lot about being a Trusted Advisor, but what does that really mean? The authors clearly define that role with the insight, definition and actions required to establish and sustain credible value-based engagements with senior executives. If your success depends on being engaged early in your customer’s decision process and you’re in a market that demands value based differentiation then this is a must read."
―GARY SUMMY, Direct Sales Development, Trane Commercial Systems, and Directors of the Strategic Account Management Association (SAMA)

"Selling to the C-Suite uncovers what were once 'mysterious secrets' of effectively approaching and building long lasting relationships with relevant executives. It is a no-nonsense playbook for a win-win sales approach, credible, applicable and powerful.”
―RAFAELA REYES, Senior Training & Development Manager, Brother International

"As an educator on the college level teaching professional selling, I found this book to be invaluable if you are interested in learning how to sell to the top executives. Not only does it help you understand when to engage the executive, it also tells you how to get access. If that was not enough the book also focuses on how to create value and build credibility with the executives."
―DAN C. WEILBAKER, Ph.D., McKesson Pharmaceutical Group Professor of Sales, Northern Illinois University

"Steve and Nic provide a great history lesson that helps us understand why Marketing and Sales is different in the new millennium and provides the research background to prove their points. If you want to become effective at the C-Suite, this book--its references, models, and tools--[is] incredible."
―JIM GRAHAM, former Chief Learning Officer, R.R. Donnelley

"To not adopt these concepts puts you at risk to being left out in the lobby, while your competitor is in the client’s boardroom."
―MICHAEL BOLAND, coauthor of Get-Real Selling

"Too many salespeople have no idea if they're winning or losing, and it's usually because they're meeting the wrong people and asking the wrong questions too low down the food chain. As a result, their sales forecasts are no better than a lottery. This book pulls no punches in showing why sales and marketing fails to connect to executives, and what to do about it."
―GORDON CLUBB, Managing Director, SAS Institute Australia & New Zealand

"This is a very practical approach to calling on executives. The authors tell us why it is important and how to do it. Getting access to the executive level is one battle, but knowing what to talk to them about when you get there is another. . . . Every organization calling on Fortune 1000 companies needs this information."
―RENIE MCCLAY, former president of the Professional Society for Sales and Marketing Training (SMT)

“Great information on a critical topic for all salespeople. The sale to an executive is made during the questioning process, not in your product presentation. You can’t sell anything to an executive until you have first sold yourself.”
―DUANE SPARKS, author of Action Selling and Chairman of The Sales Board

About the Author

Nicholas A.C. Read is president of SalesLabs,which helps companies drive predictable andrepeatable revenue growth through the applicationof improved process, measurement, andskills. In 2005, he was awarded Winner of theBest Sales Trainer category in the InternationalBusiness Awards, an annual awards showthat has been dubbed “the business world’sown Oscars” by the New York Post. He splitshis time between North America, Asia, andEurope.For more information, go towww.saleslabs.com.
Stephen J. Bistritz, Ed.D., has more thanfour decades of high-technology sales, salesmanagement, and training management experiencedealing with companies rangingfrom start-ups to global leaders. He is currentlypresident of his own sales training andconsulting firm based in Atlanta, Georgia.For more information, go towww.sellxl.com.

Product details

  • Format: Kindle Edition
  • File Size: 3876 KB
  • Print Length: 240 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: McGraw-Hill Education; 1 edition (25 Sept. 2009)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B002N2JLLW
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Enabled
  • Average Customer Review: 4.7 out of 5 stars 10 customer reviews
  • Amazon Bestsellers Rank: #331,213 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Top Customer Reviews

Format: Hardcover Verified Purchase
Excellent book based on empirical evidence and not on personal stories. The books opens with an overview of how sales have changed since the beginning of last century, identifies the pitfalls of current sales methodologies and offers a step by step guide on how to add value to the execs. This section is not boring, on the contrary sets the foundation for the rest of the book.

Some of the info is pretty straightforward (like doing your homework about the industry, target client, exec himself/herself), other info is interesting (the 8 drivers and how to get under the executive's radar and help him/her in those areas). I really liked the authors' perspective on how to get access to executives + the action oriented plan.

There is an appendix with some practical tools like resources that can be used to carry out researches (mostly US focused) and how to build a relationship with the executive.
Excellent read and highly recommended if you are a consultant or a sales person. It is not the usual blah blah I am a sales god book with the re-tweaked old tricks. I like it provides useful how to tips and has solid evidence to back up the authors' methodology.
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Format: Hardcover
Although Nicholas A.C. Read and Stephen J. Bistritz claim that the approaches they recommend are "simple," that is certainly not the word I would use to describe the execution of any of them, nor would Read and Bistritz. As I began to read their book, I was reminded of the fact that, years ago, Ram Charan wrote a book (What the CEO Wants You to Know: How Your Company Really Works) in which he explains what a CEO wants everyone to know about the company she or he heads. Charan agrees with Read and Bistritz that CEOs and other C-level executives tend to have a mindset, values, perspectives, and expectations that help to explain why they occupy positions of significant authority as well as responsibility.

Hence the importance of understanding what Read and Bistritz focus on: "identifying the relevant executive, enlisting the support of gatekeepers, getting past the roadblocks, creating interest when landing the first meeting, and continuing to add value" so that credibility as a business resource - what Read and Bistritz characterize as a "Trusted Advisor" - makes it possible to continue to add value. To gain and then sustain the trust of a C-level executive, it is necessary to speak on the executive's terms, discuss the same metrics, and add value to the thought process. In other words, think and behave as a valuable (perhaps even indispensable) consultant rather than as a peddler.

Readers will appreciate the inclusion of brief summary that reiterates 2-3 key "messages" at the conclusion of a chapter. Read and Bistritz are also to be commended on modular analyses of key initiatives and/or considerations.
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Format: Kindle Edition Verified Purchase
Having sold in different industries,different cultures and at different levels this book reminded me of understanding how it is to be in the buyers's shoes and what makes selling to CxO so unique. This book sits between "High Level" and "Tactical" when it comes to recommendations, ie the recommendations and techniques are easy to translate into your own relevant market. I have enjoyed reading it and have taken notes to remind me of key points. This is NOT a "Just do this" book, i like it for the reflection time it spurred and for some new ideas it created.
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Format: Hardcover Verified Purchase
Read & Bistritz make a very nice case on how to scan for C-level business, target the right executive, aim for the business and get into the action to initiate, meet, make a lasting impression and get the sale done.

Trying to understand the executive brain the following 5 questions were asked by the authors from C-suite leaders over a 10 year period:
- When do executives get involved in the buying process for major decisions?
- How do salespeople gain access to executives?
- How can salespeople establish credibility with executives?
- How can salespeople create value at the executive level?
- Is executive buying behavior consistent across cultures?

The answers to these questions are systemically covered by the authors (see content list) such it makes an easy and fast read with tons of information such you can apply it straight away. This is a highly practical book, clearly written and with a nice summary after each chapter.

It covers many angles such as:
- How do executives screen and test sales people? (hardcover page 90-92)
- How to make an impression on an executive? (page 112-120): Demonstrated accountability, understood my business goals, listened before prescribing a solution, knowledge of industry/company, ability to solve problems, communicated value.
- Structuring meetings with the executive (page 124-129)
- Value proposition (page 129-138)
....and much more.

It also includes some nice surprise topics like "Understanding the mindset of Chinese executives" (hardcover page 86-89).

The authors do lean though towards other works like "The Trusted Advisor" (David Maister, Charles Green and Robert Galford) or "The Loyalty Effect" (Frederick F. Reichheld) and that shows or gets mentioned.
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