The Key to the C-Suite

What You Need to Know to Sell Successfully to Top Executives

The Key to the C-Suite

Author: Michael J. Nick
Pub Date: June 2011
Print Edition: $18.95
Print ISBN: 9780814438947
Format: Paper or Softback
e-Book ISBN: 9780814417317

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Table of Contents


Foreword by Jill Konrath, xi

Acknowledgments, xiii

Introduction, 1

C H A P T E R 1

The C-Suite Effect, 3

Major C-Suite Metrics

The Value of Metrics in Selling to the C-Suite


C H A P T E R 2

Building Your Value Inventory, 11

The Uses of a Value Inventory

Creating a Value Inventory Matrix

C-Suite Impact


C H A P T E R 3

Identifying Your Prospect’s Threshold for Pain, 29

Using Your Value Inventory to Create Discovery Questions

Creating Your Pain-Discovery Questions

Determining the Prospect’s Threshold for Pain

Estimating Your Value to the Prospect


C H A P T E R 4

Determining Your Value to the C-Suite, 45

How Strategic Buying Decisions Are Made

Identifying Your Impact

Using Financial Reports

Financial Reports and the C-Suite

Researching Your Prospect’s Financial Information

The Financial Manager’s Responsibilities in an Organization


C H A P T E R 5

Collecting Information During Your Sales Process, 61

The Stages of the Sales Process

1. Qualify

2. Discovery

3. Present Solution

4. Due Diligence

5. Close


C H A P T E R 6

Creating a Financial Dashboard, 85

Building a Comprehensive Financial Dashboard

Dashboard Components


C H A P T E R 7

Presenting Your C-Suite Findings, 111

Objectivity of Interpretation

Credibility of the Data Collected



Educational Content

Both Value and Costs Presented

Creative Output

C-Suite Effect


C H A P T E R 8

Building Your Business Case, 135

Business Case Summary Results

C-Suite Effect

Expected Value Delivered Each Year (Impact)

Current Cost and Extrapolated Cost over a

Three- to Seven-Year Period

Estimated ROI, NPV, IRR, and Payback Period

Cost of Decision Delay and Cost of No Decision

Cash Flow Analysis and Impact

Contents ix

American Management Association •

Comparison of Financial Metrics to Industry Norms

Investment Breakdown


C H A P T E R 9

What They Don’t Teach You in Sales Training, 155

Sales Professionals . . . Do We Really Need Them?

Get Buy-In from All the Key Players—Not Just the Executives

What Do I Do When I Am in a Sales Slump?

Nobody Cares About Your Product, Service, or Solution

It’s Possible to Enter the Buyer’s Journey Earlier

You Cannot Teach Rapport

Buyers Are Liars, But Then Again, Liars Are Buyers, Too

How Do You Get to the Meeting at the Level That Counts?

Learn from the Best

Learn How to Think Like a Champion

Call Higher or Die Slowly

It’s Not About You

Target Marketing Is a Necessity for Sales!

You Have Two Ears and One Mouth . . . Use Them in That



C H A P T E R 1 0

Assembling the Pieces, 175

Roadmap to the C-Suite

Index, 179

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