60-SECOND BOOK BRIEFS
BY STEPHEN BISTRITZ & NICHOLAS READ
Selling to the C-Suite
AccordingtoStephenBistritzandNicholasRead,herearethemainsalesdriversthatC-Levelexecutiveslikelyhaveontheirmind:
Selling to ye olde
Chief Executives
FinancialDrivers:Ifyoursolutionpositivelyaffectsfinancialorindustrydrivers,youwillgettheexecutive’sattention.
OperationalDrivers:Lookathowyoucanhelpexecutivesdoabetterjobofmaking,quality-controlling,selling,anddeliveringtheirbusinessplan.
SupplierDrivers:Howcanyourproductorservicehelptheexecutivebecomeabettersupplier,orbettermanagetheirownsuppliers?
BusinessPartnerDrivers:Howcanyoubecomeabusinesspartnerthatprovidessolutionsthroughaccesstoyournetworkofpeople,partners,andaffiliateswhocanaddvalue.
CustomerDrivers:Howcanyouhelpthemmaintainandgrowtheirexistingcustomerbase?
CompetitorDrivers:Howcanyoushareideasandhelpthemseehowothercompaniesaresolvingthesamecompetitordriverstheyface.
RegulatoryDrivers:Companiesmustoperateundernewregulationsdesignedtomaintainstabilityinfinancialmarketsthatarealreadyunderpressure,andtoprotectshareholderinterestsbyrestoringinvestorconfidence.Canyouhelp?
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