Selling to executives requires an understanding of their unique set of business values, and the ability to gain access at that level. Our Selling to C-Level and VP-Level Executives program teaches you how to reach, relate to, sell to, and build business relationships with the CEO, CFO, COO, and other senior executives. This program presents proven techniques to get through to executives, engage them using their language, create business cases to justify the investment in your solutions, and build executive relationships you can leverage to orchestrate a bullet-proof sales campaign.

Selling to VP and C-Level executives can be challenging. But for anyone who’s up for the challenge, the rewards can be amazing! Learning to sell higher and wider within accounts will help you:

Learning Objectives

This program creates a path for success in selling to executives and teaches participants how to:

Module Descriptions

Module Descriptions Overview

  1. Engaging Customers at the Executive Level
  2. Speaking the Language of the Senior Executive
  3. Linking Your Solutions to Executive-Level Goals
  4. Earning Access to the Executive Level
  5. Approaching the Executive Level Directly
  6. Conducting Effective Executive-Level Meetings
  7. Obtaining Executive-Level Sponsorship
  8. Understanding Financial Statements
  9. Developing an Executive-Level Business Case
  10. Presenting to the Executive Level
  11. Closing Business at the Executive Level
  12. Managing Accounts at the Executive Level

Engaging Customers at the Executive Level

  • The challenge of selling to the executive level
  • Bottom up vs. top down buying process
  • The role executives play in the buying process
  • When and how executives want to be involved
  • How, when, why to engage an executive

  • Sales Tool: Executive Buying Roles Assessment

Speaking the Language of the Senior Executive

  • Executive-level roles and responsibilities
  • The world of the  CEO/Managing Director
  • The world of the Finance Executive (CFO)
  • The world of the Operations Executive (COO)
  • The world of the IT Executive (CIO)

  • Sales Tool: Executive Language Worksheet

Linking Your Solutions to Executive-Level Goals

  • How executives perceive value and risk
  • Developing your business vocabulary
  • Linking your solutions to executive-level goals
  • Crafting executive-level business solutions
  • Translating value across the enterprise

  • Sales Tool: Business Value Hierarchy Worksheet

Earning Access to the Executive Level

  • Why do we need to access the executive level?
  • Selling your way to the VP and C-Level
  • 6 strategies to access the executive level
  • 6 techniques to get past gatekeepers
  • Becoming worthy of an executive audience

  • Sales Tool: Executive Access Plan

Approaching the Executive Level Directly

  • Approaching the executive directly
  • Executive-level networking and referrals
  • Leveraging peer-to-peer executive introductions
  • Crafting your executive-level approach
  • Diagnostic questioning at the executive level

  • Sales Tool: Executive Approach Plan

Conducting Effective Executive-Level Meetings

  • Preparing for your VP or C-Level meeting
  • Objectives of your first executive-level meeting
  • How to facilitate executive-level conversations
  • Understanding executive-level business goals
  • Delivering “challenging” questions

  • Sales Tool: Executive Meeting Planner

Obtaining Executive-Level Sponsorship

  • Establishing a shared definition of “success”
  • Positioning and proposing your solution
  • Demonstrating the “linkage” between your solutions and  executive-level business goals and initiatives
  • Obtaining executive-level sponsorship

  • Sales Tool: Executive Alignment Worksheet

Understanding Financial Statements

  • Exploring the three major financial statements
  • The Profit and Loss Statement (P&L)
  • The Balance Sheet
  • The Statement of Cash Flows
  • Leveraging financial statements in selling

  • Sales Tool: Financial Statement Analysis Worksheet

Developing an Executive-Level Business Case

  • Demystifying return on investment
  • Ways that return on investment can be calculated
  • Developing return on investment projections
  • Constructing an ROI analysis and business case
  • Leveraging your business case at the executive level

  • Sales Tool: Executive Business Case Template

Presenting to the Executive Level

  • The time and place for an executive presentation
  • The goals of an executive-level presentation
  • The structure of an effective executive presentation
  • Creating alignment and gaining commitment
  • Leveraging the Executive Presentation Template

  • Sales Tool: Executive Presentation Template

Closing Business at the Executive Level

  • Staying engaged at the executive level
  • Keeping the executive involved in the process
  • Developing momentum in the buying process
  • Trouble-shooting the buying process
  • Using the Customer Results Plan

  • Sales Tool: Customer Results Plan Template

Managing Accounts at the Executive Level

  • Fostering executive-level relationships
  • Leveraging your executive management team
  • Adding ongoing value at the executive level
  • Strategic partnering at the executive level
  • Establishing regular executive-level briefings

  • Sales Tool: Executive-Level Briefing Planning

Onsite & Online Workshops

We offer a 3-day onsite training program or you can choose to train through the eWorkshop series. Both methods include 12 modules. You can download the module description PDF below or read about them in the content to the left.

 Download the PDF Full Course Description

Onsite & Online Workshops

We offer a 3-day onsite training program or you can choose to train through the eWorkshop series. Both methods include 12 modules. You can download the module description PDF below or read about them in the module descriptions below.

 Download the PDF Full Course Description

Module Descriptions

Module Descriptions Overview

  1. Engaging Customers at the Executive Level
  2. Speaking the Language of the Senior Executive
  3. Linking Your Solutions to Executive-Level Goals
  4. Earning Access to the Executive Level
  5. Approaching the Executive Level Directly
  6. Conducting Effective Executive-Level Meetings
  7. Obtaining Executive-Level Sponsorship
  8. Understanding Financial Statements
  9. Developing an Executive-Level Business Case
  10. Presenting to the Executive Level
  11. Closing Business at the Executive Level
  12. Managing Accounts at the Executive Level

Engaging Customers at the Executive Level

  • The challenge of selling to the executive level
  • Bottom up vs. top down buying process
  • The role executives play in the buying process
  • When and how executives want to be involved
  • How, when, why to engage an executive

  • Sales Tool: Executive Buying Roles Assessment

Speaking the Language of the Senior Executive

  • Executive-level roles and responsibilities
  • The world of the  CEO/Managing Director
  • The world of the Finance Executive (CFO)
  • The world of the Operations Executive (COO)
  • The world of the IT Executive (CIO)

  • Sales Tool: Executive Language Worksheet

Linking Your Solutions to Executive-Level Goals

  • How executives perceive value and risk
  • Developing your business vocabulary
  • Linking your solutions to executive-level goals
  • Crafting executive-level business solutions
  • Translating value across the enterprise

  • Sales Tool: Business Value Hierarchy Worksheet

Earning Access to the Executive Level

  • Why do we need to access the executive level?
  • Selling your way to the VP and C-Level
  • 6 strategies to access the executive level
  • 6 techniques to get past gatekeepers
  • Becoming worthy of an executive audience

  • Sales Tool: Executive Access Plan

Approaching the Executive Level Directly

  • Approaching the executive directly
  • Executive-level networking and referrals
  • Leveraging peer-to-peer executive introductions
  • Crafting your executive-level approach
  • Diagnostic questioning at the executive level

  • Sales Tool: Executive Approach Plan

Conducting Effective Executive-Level Meetings

  • Preparing for your VP or C-Level meeting
  • Objectives of your first executive-level meeting
  • How to facilitate executive-level conversations
  • Understanding executive-level business goals
  • Delivering “challenging” questions

  • Sales Tool: Executive Meeting Planner

Obtaining Executive-Level Sponsorship

  • Establishing a shared definition of “success”
  • Positioning and proposing your solution
  • Demonstrating the “linkage” between your solutions and  executive-level business goals and initiatives
  • Obtaining executive-level sponsorship

  • Sales Tool: Executive Alignment Worksheet

Understanding Financial Statements

  • Exploring the three major financial statements
  • The Profit and Loss Statement (P&L)
  • The Balance Sheet
  • The Statement of Cash Flows
  • Leveraging financial statements in selling

  • Sales Tool: Financial Statement Analysis Worksheet

Developing an Executive-Level Business Case

  • Demystifying return on investment
  • Ways that return on investment can be calculated
  • Developing return on investment projections
  • Constructing an ROI analysis and business case
  • Leveraging your business case at the executive level

  • Sales Tool: Executive Business Case Template

Presenting to the Executive Level

  • The time and place for an executive presentation
  • The goals of an executive-level presentation
  • The structure of an effective executive presentation
  • Creating alignment and gaining commitment
  • Leveraging the Executive Presentation Template

  • Sales Tool: Executive Presentation Template

Closing Business at the Executive Level

  • Staying engaged at the executive level
  • Keeping the executive involved in the process
  • Developing momentum in the buying process
  • Trouble-shooting the buying process
  • Using the Customer Results Plan

  • Sales Tool: Customer Results Plan Template

Managing Accounts at the Executive Level

  • Fostering executive-level relationships
  • Leveraging your executive management team
  • Adding ongoing value at the executive level
  • Strategic partnering at the executive level
  • Establishing regular executive-level briefings

  • Sales Tool: Executive-Level Briefing Planning

Delivery Options

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