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Executive Engagement Strategies

How to Have Conversations and Develop Relationships that Build B2B Business

Win the attention of high-level decision makers in large corporations; spark their interest and earn their trust to achieve long-term, sustainable mutual value.
EAN: 9781789661927
Edition: 1
Published:
Format: 234x157
264 pages

About the book

Win the attention of high-level decision makers in large corporations; spark their interest and earn their trust to achieve long-term, sustainable mutual value.

When it comes to buying and selling complex, high value products and services, people buy from people. Big businesses and public sector organizations rely on solutions to keep their essential services running - things like payroll, IT, property maintenance and communications technology. For the companies that provide those services, winning the business can mean huge, multi-year, multi-million contracts. Executive Engagement Strategies is a comprehensive guide to engaging with the senior professionals making the buying decisions - to win sustainable, long-lasting business. It provides an easy-to-follow guide that will help professionals interact at each step of the B2B buying process using a combination of people, messages and communication channels.

Highly practical, Executive Engagement Strategies provides a clear, step-by-step process to capture the attention of busy c-suite executives, and keep them engaged and motivated throughout the lengthy buying process. Filled with global case studies and examples, it will help readers know what to say, and when and how to say it, to build trust and win the business. With key takeaways at the end of each chapter and clearly actionable guidelines and instructions, it is the only resource you'll need to build truly customer-centric engagement with core decision makers.

About the authors

Bev Burgess

Bev Burgess, based in East Sussex, UK, is Senior Vice President at ITSMA, leading its Global Account-Based Marketing Practice and delivering consultancy and training on the design, development, and implementation of ABM programmes. The first to codify this new B2B marketing strategy in 2003, she has personally helped companies around the world to accelerate account growth using ABM techniques.

More about Bev Burgess

Bev Burgess has the rare talent of being able to unravel complex topics and spell out a practical way forward. This book is about how to build relationships with the most senior prospects. She writes brilliantly and with great clarity, and has filled a major gap in our knowledge.

Malcolm McDonald, Emeritus Professor, Cranfield University School of Management