SALES PITCHT


Best-selling author and founder of SalesLabs Inc, Nicholas Read believes the ability to sell to top-level executives is vital for the success of all businesses, particularly in times of economic downturn, he tells Kieran O’Daly


he fact that top-level executives tend to get more involved in the buying process when money gets tight has serious implications for sales profes- sionals everywhere. Getting access to and then selling successfully to those top level, or C-suite, executives who can sign off on major deals is unlikely to be achieved by a chance phone call on a wet Tuesday afternoon, but rather requires sig- nificant research and groundwork beforehand.


“The days of the cold call are well and truly over,” says Nicholas


Read, author of Selling to the C-Suite (McGraw Hill 2010). “Sales staff who cold call top-level executives hoping to make a sale or even just set up a meeting have about a 4pc chance of success on either score.”


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‘The days of the cold call are well and truly over. Sales staff who cold call top-level executives hoping to make a sale or even just set up a meeting have about a 4pc chance of success on either score


Volume 4 Issue 3 2010 Marketing Age 47 ’


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