The Key to the C-Suite

FOREWORD

What does it take to capture and keep the attention of today’s crazy-busy executives? Perhaps you’re still under the illusion that they’re interested in your products, services, or solutions.

If so, you’re in for a rude awakening. In fact, your offering is so irrelevant that even talking about it in early meetings with C-level executives is a serious breach of etiquette. The result? You immediately lose credibility, and they see you as one more lightweight, self-serving salesperson. Potential opportunities come to a screeching halt.

I’ve seen this happen repeatedly. Most salespeople simply don’t know what it takes to engage senior executives in a peer-to-peer conversation. They lack the business acumen and customer insight to understand ...