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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 is an accomplished marketer and businesswoman. Her background includes senior roles at British Gas, Epson and Fujitsu. As managing director of ITSMA (Information Technology Services Marketing Association) in Europe, Bev headed the company's learning and advisory activities in the region, and personally supported companies like Accenture, BT, CSC, Hewlett-Packard, IBM, Microsoft, Orange and Xerox. Today, as Senior Vice President, Bev Burgess leads ITSMA's Global ABM Council, and delivers consulting and training to companies around the world which are designing, developing and implementing ABM programmes. Bev is a Chartered Marketer and a Fellow of the Chartered Institute of Marketing, and has served as an international trustee.

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