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High-Profit Selling: Win the Sale Without Compromising on Price by Mark Hunter

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CHAPTER 10Selling to the C-Suite

HIGH-PROFIT SELLING means finding ways to increase the profit potential of each customer or prospect. One surefire way to sell at a higher level of profit is by selling to those who bring a distinctive view to prices and margins. These people tend to occupy the C-suite and carry titles like CEO, COO, president, and vice president. They are the leaders of the company—the ones who look at things strategically first and tactically second. When customers view things strategically, they are much more concerned about the end result and the big picture of what the end result can create.

Understanding how C-suite occupants think is the first step in developing a strategy to sell to them. The problem many salespeople have ...

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