Nicholas A C Read - Selling to the C-Suite, Second Edition: What Every Executive Wants You to Know about Successfully Selling to the Top: What Every Executive Wants You to Know about Successfully Selling to the Top

WHAT PEOPLE ARE SAYING ABOUT

Selling to the C-Suite

The business world is drowning in a flood of sales books. The trouble is that most of these books are about how to sell, without a clue about how customers buy, and so they do more harm than good. This book is different. It is firmly rooted in how people buy, and so it works. And an added bonus that particularly appeals to me: the book is based on research, which makes it rare and welcome.

Neil Rackham, author of SPIN Selling and seminal thinker on sales effectiveness

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. It is a must read for anyone who interacts with top executives.

Dan C. Weilbaker, PhD, Professor Emeritus of Sales, Northern Illinois University

This book is like a one-day MBA in Selling to Executives. A must read for sales professionalsboth new and experiencedwho want to get better at their craft.

Tom Martin, President, Strategy 2 Revenue, and former President of North America, Miller Heiman, Inc.

Sales professionals who align with key executive decision makers early in the sales process have a higher win rate and make more money than their peers. Steve and Nic have meticulously researched and distilled the best practices that distinguish the salespeople who can sell at the executive level and are seen as Trusted Advisors. Credibility is the foundation of being a Trusted Advisor. Selling to the C-Suite lays out when and how to access executives, as well as how to establish credibility and value.

Bill Walden, Worldwide Sales Operations, HP Software

If Sun Tzu lived today, he would write this book. Chinese executives seek relationships to help their personal agenda and reduce their risk. Selling to the C-Suite is full of sage advice from two master practitioners on how to become a relationship master, but most importantly, it is based on the executives view. We were honored to partner in China on the research project, and this book brings those secrets to life in exciting ways.

Anne An Director Marketing, Tsinghua SEM, and former manager of the Hewlett-Packard Business School, Beijing, China

A straightforward, pragmatic approach on how to gain and retain access to the executive level. 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, Global Head of Sales Enablement Delivery, Ericsson

Too many salespeople have no idea if theyre winning or losing, and its usually because theyre 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, Genesys Australia & New Zealand

I finished this book in one sitting; it is easy to read, and I was very impressed. It holds practical advice on how to get to the decision makers in the context of sales, but also applies in many other situations where the objective is influence. Having learned these lessons the hard way while transforming a Chinese state-owned enterprise into a globally competitive business, I wish this book had been available when I first started!

Geoff Watson, former General Manager, Alcoa Bohai Aluminum Industries, China

Nic Read and Dr. Bistritz show us how to reach out to executives using ideas from those executives. Its proven, and it works.

Andy Sim, Head of Networking Business, Asia Pacific Japan, Dell EMC

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 customers decision process and youre in a market that demands value-based differentiation, then this is a must read.

Gary Summy, President, Move the Needle, LLC and Former Director of the Strategic Account Management Association (SAMA)

Nothing on your shelf right now will tell you more about why salespeople fail to engage with CXOs, or what they need to do to earn the role of Trusted Advisor. Supported by revealing research and cutting insights, Read and Bistritz take you on a journey to discover why salespeople fail to engage with CXOs, and provide practical advice on what they need to do to earn their way in.

Hugh Macfarlane, author of The Leaky Funnel and Founder & CEO of Align.me

This book offers something for every salesperson no matter how long theyve been selling. For the new entrant to the profession, it offers proven tips for getting to the executive suite. For the seasoned salesperson, it provides time-honored techniques for staying there!

Karen Jackson, former Director of Business Development, Americas, Computer Sciences Corporation (CSC)

To not adopt these concepts puts you at risk of being left out in the lobby, while your competitor is in the clients boardroom.

Michael Boland, coauthor of Get-Real Selling

Finally, a book on selling to executives that isnt built on yesterdays traditional sales thinking! Anyone whos serious about the business of sellingas it exists todayneeds to read this book.

Jerry Stapleton, President, Stapleton Resources, and author of From Vendor to Business Resource

This book clearly explains the nature of different relationships within an organization and is a great guide to navigating your way through them to increase your prospect of making a sale. In my experience, the depth and breadth of your relationship as a Trusted Advisor best ensures your selling success. I also particularly liked the comment that marketing executives need to understand that marketing should be about making money.

Alan Isaac, Chairman, KPMG New Zealand (retired)

Most of whats out there from the experts on selling to executives is as dated as the cassette tapes we heard their message on the first time! Selling to the C-Suite offers a fresh, Internet-age view on why selling at the top matters so much in todays global B2B sales environment. The authors shed new light on the realities that make selling to executives harder to do today than ever before, and offer street-level coaching on how to secure ongoing executive access to drive unrivaled leverage!

Tim Caito, Managing Director, Customer Strategy and Success, Force Management

This book is absolutely on the button in terms of relevance to any sales organization, as it dispels so many myths and reinvigorates a sales teams attention to the real art of selling. Sales staff at all levels should keep this by their bed or on their desk, and refer to it daily!

Andrew Moon, Executive Director, Movers & Shakers Network

The book puts into words what successful sales reps practicemostly unaware of doing so. As a salesman and trainer, I love how it is able to generate a