Read the book
Regarded as an instant classic by salespeople, business schools and media worldwide, Selling to the C-Suite® reveals new insights on executive buying behaviour and how to sell the way they want to buy.
With research running over 10 years by SalesLabs, Hewlett-Packard, TMS and select universities, more than 500 c-level executives from 150 companies were asked to demystify why some sellers win big yet others get the ejector seat.
What they reveal is essential reading for every seller.
YEARS OF RESEARCH
Neil Rackham, author of SPIN Selling
Selling to the C-Suite® is the official workshop of the bestselling book. It teaches salespeople, account managers and senior leaders how to engage with executive buyers in a way that establishes credibility, builds enterprise loyalty and wins sales.
Taught as a one-day interactive session, it's taught exclusively by the book's author and researcher,
Nic Read, or seasoned facilitators who have been
hand-picked and certified. You'll learn to:
Understand the executive's industry and key issues
Get noticed on social media as someone worth following
Bypass the gatekeepers and meet with the executive
Establish credibility and value in the first meeting
Develop a trusted advisor relationship
Seed new business opportunities
Module 1: Overview
■ How executives are using the Internet to self medicate on solutions ■ Why the sales game has changed forever
■ The new executive buying process ■ Inter-dependence of account & opportunity management.
Module 2: Research
■ What are the executive’s pressures & drivers? ■ What topics are on their radar? ■ What jargon do they use?
■ Which stakeholder is the “relevant executive” for your opportunity or account? ■ In this module we review how to research, and you’ll build a dossier on your target executive(s) in preparation for making contact.
Module 3: Access
■ When do executives get involved in purchasing? ■ What is the best time to call? ■ Should you contact them directly or through their network? ■ Is their PA friend or foe? ■ In this module you’ll assess the “approach vectors” available to you, and develop introductory statements that command enough interest to get you in the door.
Module 4: Credibility
■ What do executives look for in salespeople? ■ Can “trusted advisor” status be achieved in one meeting? ■ What type of presentation or meeting gets the ejector seat, and what gains return access? ■ In this module you’ll develop a structured plan for an upcoming meeting, so you do your homework, understand their issues, and develop ideas that help you stand out from the crowd as client-centric instead of product-centric.
Module 5: Value & Loyalty
■ How do you keep executives in the loop and get credit for the value you deliver? ■ How can your Track Record help you network across an account to secure extra business? ■ What leverage can you gain by introducing your company's leaders to customer executives? ■ In this module you’ll draft an “executive loyalty plan” to manage your C-Suite relationship and develop a less transactional, more strategic relationship.
Attend the workshop
In our one-day Selling to the C-Suite® masterclass you select live executive relationships to develop at the account or opportunity level, review the concepts, then apply them in real-time. This highly practical, edge-of-your-seat experience is for players not spectators, creates an immediate skills lift, and is praised as "thought-provoking", "motivating" and "career-changing".
This masterclass uses no slides or lectures. Our studies into adult learning prove that having a trainer read slides on a screen is a waste of your time. So we don't do it. Instead we give you four simple videos to watch and some short reading assignments to complete before class starts.
This achieves all the knowledge transfer you need, and allows you to use class-time for anchoring these techniques deep into your 'mental muscle memory' where they become skills for life.
Here are the PrepSteps™ you'll complete before attending Selling to the C-Suite®:
■ Watch knowledge videos for each workshop module (a sample of 4 videos is below)
■ Read select passages from the book Selling to the C-Suite® (sent when you enroll)
■ Select a real executive buyer in an account or prospect to be your focal point in our exercises
Executives in the buying process
Find the relevant executive
Master the business drivers
Understand executive needs
Buzz from workshop delegates
Selling to the C-Suite® earns industry praise
“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.”
- The Professional Society for Sales & Marketing Training (SMT) , North America -
Selling to the C-Suite® helps retain customers
“My company's biggest customer was switching to a competitor when I attended this workshop. What I learned saved the account. We even increased our fees. It's the most practical course I've ever attended.”
- Key Account Manager, Enterprise & Government, Telecommunications company, Australia -
Selling to the C-Suite® gets immediate results
“Some of my salespeople applied what they learned in the morning with executives at lunchtime the same day. It worked exactly the way you showed us. They got through doors that were previously closed and booked meetings the following week!”
- VP, Financial Services company, Asia -
Selling to the C-Suite® drives measurable growth
"Before attending Selling to the C-Suite® we had a CAGR of 9.4%.
Now it's 13.9%. Our account managers went out and created $128Mn (£85 million) in new projects with executives as a result of attending.”
- Strategic Account Leader, Biotech company, Nordic -
Selling to the C-Suite® workshops are provided as bespoke corporate sales solutions, and not as public seminars.
As featured by
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Sales Transformation Consultancy & Keynotes