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Selling to the C-Suite, Second Edition
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Table of Contents

Foreword

Preface


Acknowledgments


Chapter 1: When Do Executives Get Involved in the Decision Process?


Chapter 2: Marketing to the C-Suite


Chapter 3: Understanding What Executives Want


Chapter 4: How to Find the Relevant Executive


Chapter 5: How to Gain Access to the C-Suite


Chapter 6: How to Establish Credibility with the C-Suite


Chapter 7: How to Create Value for the C-Suite


Chapter 8: Cultivating Loyalty at the C-Suite


Afterword


Appendix A: Guide to Client Discovery


Appendix B: Tools for Building the Executive Relationship


Recommended Reading


Recommended Associations and Organizations


Notes


Index

About the Author

Nicholas A. C. Read is chairman of the sales coaching firm SalesLabs (saleslabs.com), which helps companies drive revenue growth through the application of improved process, measurement, and skills. He shares his time between North America, Asia, and Europe.


Stephen J. Bistritz, Ed.D., is president of Learning Solutions International (sellxl.com). He has more than four decades of high-technology sales, sales management, and training management experience, dealing with companies ranging from startups to global leaders.

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