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Selling at the Executive Level (SellXL®) Workshop – Based on the Book Selling to the C-Suite
The SellXL workshop was created approximately five years ago and seems to be getting increased focus by clients around the world. Clients are finding that the skill of selling at the executive level is essential in these economic times.
Many of the workshop concepts are now contained in the new book, Selling to the C-Suite – which I authored with Nic Read.
Selling at the Executive Level (SellXL) is a one-day, fast-paced interactive workshop that focuses on helping professional salespeople create, maintain and leverage relationships at executive levels in client organizations.
Steps in Establishing a Relationship with a Relevant Executive
The SellXL methodology is basically a five-step process:
- Identify the Relevant Executive™ for the sales opportunity
- Determine how best to approach that executive
- Perform the appropriate research prior to an initial meeting with the executive
- Demonstrate integrity and capability over the long-term, so as to be perceived as a trusted advisor by the executive
- Consistently communicate value to the executive
Learning is supported by a compelling business case about a global manufacturer (JKEA International), how its market positioning is driving new corporate initiatives and the competing agendas behind the scenes. Participants study and review the case study as part of the pre-course assignment and then apply activities against the case study during the workshop.
Study and review of the case study are both instrumental to the success of the workshop. One of the reasons that the workshop is able to be delivered in one day is that all the participants are "on the same page" with respect to their knowledge and understanding of the case. Robust discussions about the case take place throughout the workshop.
An integral part of the workshop's success is the credibility of the facilitator. Each SellXL workshop is delivered by an experienced facilitator with significant business-to-business sales experience. The workshop requires facilitators to apply their expertise throughout the day. Inevitably, sales issues not covered by the workshop content arise and each facilitator must rely on his or her sales or sales management experience to address those key issues. As a result, the workshop is very facilitator dependent and, for that reason, SellXL facilitators are carefully selected, trained and certified to ensure their ability to address questions and problems that arise throughout the day.
The concepts and models used in SellXL are, in part, based on the results of interviews and surveys with CXO-level executives to learn what it takes for salespeople to stand out from a sea of look-alike competitors. The developer of the SellXL workshop has participated in original research over a ten-year period with the assistance of Hewlett-Packard Company, the Kenan Flagler Business School of the University of North Carolina and the Center for Business and Industrial Marketing at Georgia State University.
The research described in the paragraph above is an essential part of the book I co-authored - called Selling to the C-Suite. Salespeople who experience the SellXL workshop will find out what CXO-level executives told us about what professional salespeople had to do to establish long-term relationships with them.
For more information on the SellXL workshop, click on this link:
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Selling to the C-Suite Book - Already in Second Printing!
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Our book - Selling to the C-Suite - which I co-authored with Nic Read and published by McGraw Hill is already in its second printing!
Selling to the C-Suite was written from a combined 60 years of experience selling on corporate frontlines around the world. It is not only a comprehensive report of US-centric executive buying behaviors, but is the only truly global study of its kind for selling around the world.
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Here's what people are saying about Selling to the C-Suite
[Go to www.amazon.com - enter the book title "Selling to the C-Suite" and read more than 20 reviews like the following:]
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.
This book is like a one day MBA in Selling to Executives. A must read for sales professionals - both new and experienced - who want to get better at their craft.
A very practical easy to read roadmap to the top decision makers. [The authors] have consolidated years of research and experience into a compelling case for selling to the top and then strategies on how to get in the door.
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.
It's quite difficult sharing 20+ years of experience with sales reps and educating them on how to call high, and why they will not be successful without calling high. [The authors] have certainly captured the essence of "C" level selling and more importantly how to actually go about doing it.
In today's world of tightened budgets, key purchase decisions are being elevated to the C-Suite. So, the timing of this powerful book is ideal.
This book has invaluable advice for future sales stars in the business-to-business marketplace. Two of the gems it has are (a) advice on accessing the right executive and( b) creating value instead of just describing it.
Sales professionals who align with key executive decision makers, early in the sales process, have a higher win rate and make more money than their peers. [The authors] have meticulously researched and distilled the best practices that distinguish the sales people who can sell at the executive level and are seen as trusted advisors.
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Selling to the C-Suite - Free Offer
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The book I co-authored - Selling to the C-Suite - is now available from major on-line booksellers and in book stores around the world. You can order the book from any of these on-line booksellers:
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I am absolutely convinced that you will receive real value from the book Selling to the C-Suite. If you purchase the book, just tell me and I'll send you a free copy of the PDF for my Guide to Internet Resources - that helps salespeople research their clients at three levels of learning - the client's industry, the client's company and the client executive. That document is offered for sale from this website for $19.00 and I'll send it to you at no charge.
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Content from my Guide to Internet Resources is actually referenced in the book, but you will receive the full version of the PDF of that document if you purchase the book.
You don't have to send me any receipts or even a Proof of Purchase. I'll take your word that you've purchased it. In addition to the free gift, I'll add you to my SellXL Newsletter mailing - which will provide you with even more value!
Click the link below to begin the process:
I certify that I have either ordered or acquired Selling to the C-Suite.
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Target the Right Executive for Your Next Sale
By Stephen J. Bistritz, Ed.D. - Co-Author of Selling to the C-Suite
When navigating any complex client organization you can usually identify multiple executives who exert power and influence over buying decisions. However, for each sales opportunity there is typically one executive who is most relevant to your success.
Identifying that relevant executive may be the best use of your time in your next sales campaign. Who is the relevant executive? The relevant executive could be defined as: the executive who stands to gain or lose the most as a result of the application or project associated with your sales opportunity.
Why is it so critical to identify the relevant executive? Because that executive can often exert his informal influence to either proactively make a buying decision or usurp a buying decision made in the formal decision-making process. Salespeople are usually very tuned to the formal decision-making process — it's the one that is described in the RFP or articulated by those who actively participate in the formal decision-making process. But in nearly every sales opportunity there is an informal decision-making process in play. Successful salespeople understand that the informal process always trumps the formal process.
But how do you identify the person with the most informal power as it relates to your sales opportunity? To begin, you should constantly be aware of what's happening in the organization. Observe how major buying decisions are made, who wins when re-organizations take place, and which executives receive the special assignments that are meaningful and significant. In addition, look for who's connected to each other within the organization. Notice which executives are tapped to lead new projects of high importance. Discuss these events with your supporters or mentors in the client organization — and then triangulate your information to develop your conclusions.
Then, if you can align with the relevant executive for your sales opportunity and spend some quality time with that person — you will significantly reduce the time you spend trying to close the deal.
Your most important objective is to get this relevant executive selling for you. Salespeople often talk about their coaches in client organizations and their value when buying decisions are about to happen. I view the role of a coach as someone who is on the sidelines cheering you on, and perhaps even being very open about their support for you, your company, and your solutions — when you are in their presence. What I like to cultivate is someone in the organization who not only openly supports you in your presence — but someone who sells in your absence — especially when you are in the middle of a sales campaign. After your presentation is over and you've left the building, this is the person who will stand up and openly support you and your solution. If you can turn the relevant executive into this person, the results can be very powerful.
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About Steve Bistritz
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Steve Bistritz is founder and president of SellXL.com, an Atlanta-based sales training and consulting company that helps professional salespeople do a better job of creating, maintaining and leveraging relationships with senior-level client executives.
Steve also has a powerful opportunity management workshop offering that has been described as "the next generation in opportunity management".
Steve is available as a speaker for sales meetings and client conferences around the globe. He speaks on a variety of topics including the following:
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- Selling to the C-Suite
- Establishing Credibility with Client Executives and Becoming a Trusted Advisor
- Cultivating Client Loyalty
- Effectively Assessing Sales Opportunities
Steve co-authored the best-selling book Selling to the C-Suite that was published by McGraw Hill in 2010. According to Neil Rackham: "This is one of the few books that demonstrates an understanding of selling in a global environment. This book is timely and essential reading."
Click here to see video clips of Steve delivering his presentation on Selling at the Executive Level.
You can contact Steve by calling him in Atlanta (eastern time zone in the US) at (404) 256-1801 or sending him an email using steveb@sellxl.com
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