Heavy Hitter Sales Psychology: How to Penetrate the C-Level Executive Suite and Convince Company Leaders to Buy

by Steve W. Martin

Overview

The biggest challenge facing salespeople today is securing meetings with C-level executives (CEO, CFO, CIO, etc...) and convincing them to buy. Based upon extensive interviews with more than 500 C-level executives, Steve Martin's Heavy Hitter Sales Psychology; will help you understand how C-level executives think, how they communicate, and how to adapt your use of language to match executive decision makers'. Martin provides language-based strategies that enable your message to rise above your competitors' and impactful psychological suggestions that compel executives to take action.

Product Details

ISBN-13:	9780979796135
Publisher:	TILIS Publishing
Publication date:	06/01/2009
Sold by:	Barnes & Noble
Format:	eBook
File size:	1 MB

About the Author

Steve Martin is the founder of the Heavy Hitter sales training program. The Heavy Hitter Sales philosophy has helped over 50,000 salespeople become top revenue producers at companies including ISM, NEC, Allstate Insurance, and McAfee. Martin is the author of Heavy Hitter Selling (Wiley) and Heavy Hitter Sales Wisdom (Wiley). His books have been recommended by the Harvard Business School and Selling Power magazine and have been featured in Forbes and in Sales & Marketing Management magazine.

Table of Contents

Introduction: How to Use This Book
The Foundation of Selling to C-Level Executives
Comprehend: Understanding Sales Linguistics
The Customer's World
How People Receive and Transmit Information
How Are You Wired?
Determining the C-Level
Executive's Word Catalog Language
VAK Keyword Count Patterns
Sayings and Clichés
Speaking Characteristics
Rapport Is Harmonious Communication
Conclusion

Communicate: The Seven Different Languages C-Level Executives Speak
Word Catalog Language
Calibrating Eye Movements to Determine Truthfulness
Internal Dialogue Language
Physical Language
Intersecting Activity Language
Technical Specification Language
Business Operations Language (What Executives Do)
C-Level Language (What Executives Want to Do)
The Lexical Dictionary: Did I Understand You?
Conclusion

Calibrate: Fear and Stress Are at the Heart of the C-Level Sell
When Strangers Meet
Dominant and Submissive Conversations
Fight or Flight
All Buyers Even C-Level Executives)
The Stressed-Out C-Level Executive
What Senior Executives Dread
FEAR and FUD
Conclusion

Penetrating the C-Level Executive Suite
Control: Three Enterprise Sales Cycles and the Fortress
The Concept of the Metaphor
Grand Strategy, Battles, and Battlefield Maneuvers
"Direct" Brute Force versus "Indirect" Psychology
Renewal, Persuasion, and Creation Enterprise Sales Cycles
Charting Your Sales Cycle Position
Battlefield Tactics Based on Position
Should We Pursue the Deal?
Conclusion

Consider: Organizational Buying Psychology and Value
Organizational Buying Types
Types of Product Value
The Bully with theJuice and the Emperor
The Coach
Conclusion

Contact: Strategies to Penetrate the C-Level Executive Suite
Comprehension
The "1, 2, 3, Rest, Repeat" Campaign
Communication Vehicles
Investigative Research
Message Structure
Conclusion

How to Convince Company Leaders to Buy
Calculate: Preparing Yourself for the C-Level Sales Call
Group Decision-Making Roles
C-Level Executive Coping Mechanisms
Questions to Ask Your Coach
Conclusion

Converse: The Successful C-Level Executive Sales Call
The C-Level Executive Model
Applying the C-Level Executive Model
The Five Steps to a Successful C-Level Sales Call
Handling Tough Questions
Congruence
Conclusion

Close: The Conscious and Subconscious C-Level Sell
Who Are You?
Customer Metaphors and the Subconscious Mind
Structuring the C-Level Presentation
The Subconscious Decision Maker
Elevator Pitch: Your Words Are Your Weapons
You Are a Walking, Talking Metaphor
Anchor Yourself to Success
C-Level Executive Meeting Preparation Checklist
What I Have Learned from Five Thousand C-Level Executives

Epilogue: If Sigmund Freud Was Your Sales Manager
Notes
Index
About the Author