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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