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"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, former Managing Director, SAS Institute SE Asia-Pacific

 “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, VP Americas, Sales Readiness, Computer Associates, Inc.

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

 "This book clearly explains the nature of different relationships within an organisation 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."
ALAN ISAAC, Chairman, KPMG New Zealand (retired)

“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 Chinese state-owned enterprise into a globally competitive business, I wish this book had been available when I first started!”
GEOFF WATSON, former Vice President, Alcoa China

If your job involves selling to senior executives, you should attend Selling to the C-Suite™, a workshop based on the international best-selling book.

• What conversations do executive buyers reward?
• How do you become a ‘trusted advisor’?

Selling to the C-Suite gained international acclaim through Forbes magazine, SellingPower, USA Today, FOX, ABC and media around the world because it’s the only program in its class to be based on empirical research into how executives really buy. 

Background to the Workshop
Over a period of 10 years, analysts at SalesLabs in Europe, Ernst & Young in Australia, Hewlett Packard in Asia and two leading US business schools interviewed C-level buyers in more than 500 companies, during both boom and bust economic cycles. These executives revealed how to get past gatekeepers, gain access, have provocative conversations, and build the kind of relationship that leads to big sales and long term loyalty.

Workshop Overview
During the workshop you’ll be able to work live on a meaningful prospect or client, using our proven tools and techniques to move forward with your chosen opportunity.

Understanding the C Suite
Learn how to interpret and be conversant in ‘what keeps them up at night’.

Gaining Access
‘Old school’ tactics don’t work today. Hear what buyers say are the right approaches to get you in the door and into their head.

Creating Value
Earning 'trusted advisor' status is critical. This module shows how, and what to do between meetings to join the executive inner circle.

Building Loyalty
How do you build a ‘relationship wall’ too high for competitors to climb? Learn the behaviours and habits that drive longevity, trust and long term revenue growth. 

Who Participates?
This highly effective one-day workshop is designed specifically for Consultants, Business Executives and Sales Professionals who need to sell to and work with clients at the executive level.

Where your target account is engaged by an account team (eg partner, pre-sales etc) we recommend the senior members of the account team attend to work on the opportunity together.

About the author
The workshop was written by Nic Read, Founder and President of SalesLabs.

Nic launched sales consulting firm SalesLabs to help Eastern European companies integrate with Western business practices.

He followed the wave of globalization to Asia where he partnered with Hewlett Packard and other companies in China and Singapore to develop new approaches for winning complex sales that could be easily adopted across mature and emerging teams. The result was the award-winning Target Opportunity Planning™ and related sales training workshops.

He has since consulted on sales and management in more than 40 countries to companies that include Alcatel, KPMG, Telstra, Ericsson, Cisco Systems, Schlumberger, IBM, Microsoft, Symantec and EMC, including a period serving as Executive Director in the Ernst & Young Revenue Growth practice.

Nic returned to the full-time presidency of SalesLabs in 2008.


Description: Selling to the C Suite Book

#1 in the sales category on Amazon, Barnes & Noble and Borders book stores. Still in the Top 10 a year after release.

The book’s included in your workshop fee.

Click for book overview and foreword

Public workshop dates and location details 
To enquire about attending future public workshops, or running the workshop in-house, please contact us.

T +61 (0) 2 9983 0712

Directional offers a suite of services to help participants apply the learning from this workshop to their role. For example, we help sales professionals and bid managers on pursuit strategy, bid strategy, building the value strategy and business case. Please contact us for more information.

Directional Pty Ltd T +61 (0) 2 9983 0712 F +61 (0) 2 8901 3297 E info@directional.biz