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Selling to the C-Suite: What Every Executive Wants You to Know about Successfully Selling to the Top [Englisch] [Gebundene Ausgabe]

Nicholas A. C. Read , Stephen J. Bistritz , Neil Rackham
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1. September 2009
It's the goal of every salesperson: gettingaccess to senior client executives-theC-Level decision makers responsiblefor approving top-dollar deals. Selling to theC-Suite is the first book that reveals how toland those career-making sales in the wordsof CEOs themselves! With 60 years of combined experience sellingto corporations around the world, NicholasA.C. Read and Stephen J. Bistritz , Ed.D.,conducted in-depth interviews with executive-level decision makers of more than 500organizations. One thing they learned mightsurprise you: leaders at the highest corporatelevels don't avoid sales pitches; in fact, theywelcome them-provided the salespersonapproaches them the right way. Inside thisinvaluable book, CEOs reveal exactly whichsales techniques they find most effective, aswell as those you should avoid. Selling to the C-Suite provides all the insightyou need to: Gain access to executives Establish trust and credibility Leverage relationships Create value at the executive level It also reveals when executives personallyenter the buying process and sheds light onwhat role they play. Selling to the C-Suite provides field-testedtechniques to put you well ahead of thecompetition when it comes to making thosemultimillion-dollar sales you never thoughtpossible.

Wird oft zusammen gekauft

Selling to the C-Suite: What Every Executive Wants You to Know about Successfully Selling to the Top + SNAP Selling: Speed Up Sales and Win More Business with Today's Frazzled Customers
Preis für beide: EUR 32,40

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  • Gebundene Ausgabe: 205 Seiten
  • Verlag: Mcgraw Hill Book Co; Auflage: 1 (1. September 2009)
  • Sprache: Englisch
  • ISBN-10: 0071628916
  • ISBN-13: 978-0071628914
  • Größe und/oder Gewicht: 23,3 x 16 x 2,4 cm
  • Durchschnittliche Kundenbewertung: 3.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)
  • Amazon Bestseller-Rang: Nr. 13.437 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
  • Komplettes Inhaltsverzeichnis ansehen

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CEOs Reveal the Secrets for Selling to the Top

“The business world is drowning in a flood of sales books. The trouble is that most of these books are about how to sell, without a clue about how customers buy. . . . This book is different. It is firmly rooted in how people buy and so it works.”
—NEIL RACKHAM, author of SPIN Selling

“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, Vice President-Americas Sales Readiness, CA, 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

“Nic Read and Dr. Bistritz have done a masterful job summarizing how to approach and sell to executives. If you read this and apply its secrets, you’ll win more, more of the time.”
—MICHAEL GALLAGHER, President, The Stevie Awards for Sales & Customer Service

“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

"We hear a lot about being a Trusted Advisor, but what does that really mean? The authors clearly define that role with the insight, definition and actions required to establish and sustain credible value-based engagements with senior executives. If your success depends on being engaged early in your customer’s decision process and you’re in a market that demands value based differentiation then this is a must read."
—GARY SUMMY, Direct Sales Development, Trane Commercial Systems, and Directors of the Strategic Account Management Association (SAMA)

"Selling to the C-Suite uncovers what were once 'mysterious secrets' of effectively approaching and building long lasting relationships with relevant executives. It is a no-nonsense playbook for a win-win sales approach, credible, applicable and powerful.”
—RAFAELA REYES, Senior Training & Development Manager, Brother International

"As an educator on the college level teaching professional selling, I found this book to be invaluable if you are interested in learning how to sell to the top executives. Not only does it help you understand when to engage the executive, it also tells you how to get access. If that was not enough the book also focuses on how to create value and build credibility with the executives."
—DAN C. WEILBAKER, Ph.D., McKesson Pharmaceutical Group Professor of Sales, Northern Illinois University

"Steve and Nic provide a great history lesson that helps us understand why Marketing and Sales is different in the new millennium and provides the research background to prove their points. If you want to become effective at the C-Suite, this book--its references, models, and tools--[is] incredible."
—JIM GRAHAM, former Chief Learning Officer, R.R. Donnelley

"To not adopt these concepts puts you at risk to being left out in the lobby, while your competitor is in the client’s boardroom."
—MICHAEL BOLAND, coauthor of Get-Real Selling

"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, Managing Director, SAS Institute Australia & New Zealand

"This is a very practical approach to calling on executives. The authors tell us why it is important and how to do it. 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."
—RENIE MCCLAY, former president of the Professional Society for Sales and Marketing Training (SMT)

“Great information on a critical topic for all salespeople. The sale to an executive is made during the questioning process, not in your product presentation. You can’t sell anything to an executive until you have first sold yourself.”
—DUANE SPARKS, author of Action Selling and Chairman of The Sales Board

Über den Autor und weitere Mitwirkende

Nicholas A.C. Read is president of SalesLabs,which helps companies drive predictable andrepeatable revenue growth through the applicationof improved process, measurement, andskills. In 2005, he was awarded Winner of theBest Sales Trainer category in the InternationalBusiness Awards, an annual awards showthat has been dubbed "the business world'sown Oscars" by the New York Post. He splitshis time between North America, Asia, andEurope.For more information, go Stephen J. Bistritz, Ed.D., has more thanfour decades of high-technology sales, salesmanagement, and training management experiencedealing with companies rangingfrom start-ups to global leaders. He is currentlypresident of his own sales training andconsulting firm based in Atlanta, Georgia.For more information, go

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Die hilfreichsten Kundenrezensionen
3.0 von 5 Sternen Hatte mir mehr erwartet vom Buch! 17. Februar 2012
Format:Gebundene Ausgabe
Man findet viel zu wenig neue, nützliche Erkenntnisse in diesem Buch.
Man könnte den Inhalt des ganzen Buches ohne Probleme auf 60-70 Seiten zusammenfassen ohne auch nur einen Hauch weniger Inhalt zu haben.
Viel zu viel uninteressantes Füllwerk um die eigentlich wertvollen Inhalte herum.
Würde ich das Buch nochmal kaufen? Nein.
Habe ich es bereut das Buch gelesen zu haben? Nein, dafür sind doch einige sehr interessante Aspekte im Buch zu finden.
Ich empfehle stattdessen oder auch zusätzlich zu diesem Buch das zweite Buch von Jim Holden The Selling Fox: A Field Guide for Dynamic Sales Performance.
War diese Rezension für Sie hilfreich?
Die hilfreichsten Kundenrezensionen auf (beta) 4.6 von 5 Sternen  53 Rezensionen
15 von 16 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen "Calling High" turned into a workable concept 13. Juli 2010
Von Christian Maurer - Veröffentlicht auf
Format:Gebundene Ausgabe
In tough times, spending limits are always curtailed with the effect that more decisions are made or need approval by someone in the C-Suite. The age old recommendation of "calling high" is therefore of high actuality. Yet many sales people struggle to get access to the senior executives and even more so to hold meaningful conversations at this level. In today's economic environment this capability gap can become career threatening.

« Selling to the C-Suite » by Nicholas A.C. Read and Stephen J. Bistritz offers very practical advise how to close this gap. It is not one of those thousands of books flooding the business book market written in the style of "This is what I did, I was successful, there is no reason it should not work for you." Instead, "Selling to the C-Suite" is packed with research based concepts that have successfully been applied by thousands of practitioners. Instead of looking what people did who were successful to sell to the C-suite, the research focused on how senior executives want to buy.

With the concept of the relevant executive, the authors help salespeople to understand exactly what "calling high" means for a particular client. This relevant executive cannot be identified by just looking at an organization chart. The relevant executive is not only defined by his/her high rank but also by his/her high influence. The book gives good clues how to determine this influence.

The authors are also helping us to understand , based on their research, when senior executive are involved in a buying decision. It is not when they actually sign the contract. They are involved early when a problem surfaces where "work-arounds" do no longer contain the consequences caused by the problem and a project needs to be defined for finding a new way of how to address this problem. Usually when the vision is clear how the problem can be solved by buying something, the selection of the vendor offering suitable solutions is delegated. The executive's interest in the project increases again once the solution is in place. At this point in time they want to know what value the solution actually delivers to their business.

Calling to executives early, requires a higher proficiency of selling. Indicators are given helping an individual to check his/her actual level of sales proficiency and throughout the book practical advice can be found what it takes to close the gap.

Preparation is key in selling to the C-Suite. There is a chapter in the book helping to gain an understanding what executives want. In an appendix of the book, there is a very practical guide to customer research how to find clues of what a particular executive wants specifically.

How to gain access and how to establish credibility with executives are other important topics. It also has been said many times, that sellers today are no longer "messengers of value" they have to be "providers of value". How this can be achieved is also very clearly explained? The explanation that value is to be articulated differently depending on the status of the customer project is particularly insightful. It is recommended to use a Value Hypothesis to articulate the problem, a Value Proposition to help with the buying decision and a Value Message, to confirm the value that has been delivered through the solution. However the structure recommended for the Value Proposition seems to be a bit to rigid. I doubt that the template where just some blanks are to be filled in is still effective today.

Knowing when executives are involved in a project is also a key concept how to cultivate loyalty.

To help the reader to transition from knowing to doing, there is an appendix with worksheets providing a tool box how to apply the concepts in daily practice.

This description of the content does not represent the flow of the chapters in the book. Not mentioned yet is Chapter 2 of the book.

This is one of the most concise discussions on B2B Marketing, how it differs from B2C Marketing and how the Internet has changed the role of selling I have ever seen. This chapter alone is an alternative reason for buying the book. Understanding its contents is not only relevant for people wanting to sell to the C-Suite. It is essential for anyone who seeks to have a lasting career in direct sales.

For people wanting to sell to the C-Suite this book is a must read anyhow.
8 von 8 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Applied 'Selling High' - practical strategies... 29. August 2010
Von Keith Morris - Veröffentlicht auf
Format:Gebundene Ausgabe|Verifizierter Kauf
I experienced a huge number of 'ahaa' type moments when I read this book.

I like many things about this work by Read and Bistritz, but one of the best things is that it is based on evidence and not just the sometimes unique, and often dated, sales experiences of individual Salespeople that you find in other books.

For example, tracking through the section on When Do Individuals Get Involved in the Decision Process?, based on my personal experience of large, long cycle service selling this is 100% spot on. I'm glad to see that the book doesn't offer some cheap trick as a solution to winning over C-Suite Executives, but rather focuses on the way that we can develop value, thereby making ourselves, as Salespeople, true 'Trusted Advisors'.

This is an excellent book that I would recommend to anyone who wants to rise above the pack, and who wants to go beyond the level of commodity selling.
5 von 5 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen The Key to Selling Success: Filling a Vacuum for C-Level Executives...and Others 4. Juli 2011
Von Thomas M. Loarie - Veröffentlicht auf
Format:Gebundene Ausgabe
My good friend, Greg Van Ess, introduced me to "Selling to the C-Suite" to get my take, as a CEO, on the research and suggested approach to selling to C-level executives outlined by authors Nicholas Read and Stephen Bistriz. I gave Greg an interim assessment when I was only about one-third into the book - "this book is `spot on' regarding selling into the C-suite" but, Greg, this book's audience extends far beyond the author's target audience."

I have now finished the book and will be more specific, "Selling to the C-Suite" is a invaluable guide for salespeople...and for ALL executives, managers, and professionals "selling" up, down, and across organizations, and for job-seekers trying to land a new position.

Extensive research, statistics, case studies and anecdotes (FranklinCovey) show TRUST is a driving force in today's global economy. Read and Bistriz reinforce and tailor this for those selling into the C-suite with their independent, groundbreaking research conducted over ten years with C-suite leaders from 500 diverse companies and government bodies. A successful C-level relationship - open to products, services or ideas - is built around trust.

"Selling to the C-Suite" is organized around key research questions poised by the authors (think broadly by substituting employee, manager, job seeker, etc for salespeople and you will see what I gleaned about application):
* When do executives get involved in the buying process for major decisions?
* How do salespeople gain access to executives?
* How can salespeople establish credibility with executives?
* How can salespeople create value at the executive level?
* Is executive buying behavior consistent across cultures?

Key take-aways include 1) get involved with the decision process early when executives are actively involved, 2) target the relevant executive (not always obvious), 3) be prepared and understand the problems and opportunities the company is focused on, 4) use each and every opportunity to establish oneself as a knowledgeable, value-added `trusted advisor,' and always exhibit integrity through words and action.

CEOs are faced with a series of problems/opportunities to be solved/exploited ranging from product/service issues, financing, functional, to board, regulatory, and, just plain old human interactions. As I have told others, it is hard to relax. Once you have solved one problem or seized an opportunity, ten more show up. I have likened this to the time I climbed Mt. Lassen in northern California. Once on top, I saw many more mountains - each taller - to climb. There is little time to bask in success.

Those who understand this perspective readily understand a C-level executive's need to have `trusted advisors." Often, there is little time to deliberate on key decisions and the need for people you can trust - inside and out the organization - is paramount to finding a course of action. This is the pot of gold - the opportunity to assert oneself and establish credibility and competence.

"Nature is fascinated by talent, but it pays off on character" - John Gardner.
4 von 4 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Great Data & Great Insight from the Top 29. Juli 2010
Von Victor Antonio, Sales Influence - Veröffentlicht auf
Format:Gebundene Ausgabe
Let me start out this book review by simply saying that if your job consists of selling to or establishing meaningful relationships with senior executives in large companies, then you NEED and MUST read this book. Not doing so is only cheating yourself and the company you represent.

Here's a quick scan of the answers you'll find in the book :

*When do executives get involved in the buying process for major decisions?
*How do salespeople gain access to executives?
*How can salespeople establish credibility with executives?
*How can salespeople create value at the executive level?

Bistritz and Read (Authors) have done a wonderful job in not only qualifying how to sell into the `c-suite', they move beyond the anecdotal and into the empirical by sharing with us the reader how they arrived at their conclusions. The book is based on actual interviews, over 500, done with senior executives.

I had several `holy bucket' moments as I read through the book. Here are just a few:

1) Knowing when and why a senior executive gets involved in the decision making process and also the reasoning behind it. We've all heard the cliche, "By the time most salespeople get involved in a sale, it's too late." This book explains why that's so and how you can avoid the `late to the party' effect.

2) Understanding what executives want from a salesperson and in what order (i.e., priority). This was quite insightful and quite surprising. Here's a tease: it's not product knowledge or knowledge about your competition that ranks high with executives.

3) What do salespeople have to do in the Internet Age to remain relevant to senior executives? The authors explain what has changed in the mind of the consumer and how our clients perceive salespeople in today's info-glut environment.

4) Does cold calling or writing a letter to the CEO really work? Find out five ways to get into the c-suite and which are the top 3 most effective ways to connect with a senior level executive.

Bistritz and Read write in a very simple yet eloquent style. Neil Rackham provides a candid foreword for the book which in it of itself makes for good reading.

I've rarely been taken in by a book that constantly made me stop in order reflect on what was being said. Add to that the fact that the book is literally peppered with actual quotes from senior level executives that gives us the reader a heighten sense of what's important to executives. Isn't that what selling is?

I could go on but I'll simply end this review by saying that this is by far the best book I've read on how to establish effective and fruitful C-Level relationships.

Victor Antonio, Sales Influence
6 von 7 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Selling To The C-Suite 19. Februar 2010
Von A. B. Goodnough - Veröffentlicht auf
Format:Gebundene Ausgabe|Verifizierter Kauf
This book is a great review for seasoned sells professionals and an must read for those sales people who are just getting started.

The authors have done their homework on this and show how important it is for sales professionals to do their homework prior to attempting to meet with a C-Level Executive. They emphasize that you really only get one shot at this meeting and if you blow it, all is lost.

They provide a step-by-step process as a guideline to getting in the door and staying there.

I thorougly enjoyed the book and recommend it to those sales people who want to shorten the sales cycle by getting to the right person first.
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