In Module 2, participants learn about the significance of achieving direct or indirect access to executives and the need to create a specific plan to contact the relevant executive. 

This module also reviews roadblocks that may be put in place by executives in client organizations to avoid meeting with salespeople and what the salesperson can do to address specific roadblocks.  

Understanding why roadblocks exist are reviewed, along with two key questions that salespeople have to address before considering circumventing a roadblock.  Those questions are:

  • What are the risks associated with attempting to gain access to the relevant executive by circumventing the roadblock?
  • What are the risks (both short- and long-term) of not getting to the relevant executive at this point in the sales campaign?

Participants learn that they need to demonstrate both capability at the business level and integrity at the personal level to operate in the client’s value zone and become perceived as a trusted advisor to the executive.

Three levels of learning are reviewed; namely, the client’s industry, the client’s company and the client executive. Participants learn that, by doing their homework on the client in that manner, they will have gained a thorough understanding of the client’s business environment.  

Participants are then introduced to the comprehensive Guide to Client Discovery, (a module handout) which helps salespeople navigate through the client research process in an efficient fashion. 

Participants also learn the steps involved in planning and executing an initial face-to-face call on a client executive, as well as expected outcomes of that first call, again using the JKEA case study. 

Learning Objectives
  • Explore the best approach to use to make an initial call on the relevant executive
  • Recognize the potential roadblocks that may inhibit access to the relevant executive and how to circumvent them
  • Discover how to establish credibility at the executive level
  • Discuss the steps required to become perceived as a trusted advisorto the executive
Last updated/reviewed: March 26, 2024
Course Complexity: Intermediate
  • Selling to C-Suite Executives; Module 1
  • Have the JKEA Internationalcase study available
  • Have the worksheet booklet entitled Managing the Executive Relationshipavailable 
Education Provider Information
Company: Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
Contact: For more information regarding this course, including complaint and cancellation policies, please contact our offices at (408) 400- 3993 or send an e-mail to .
Instructor for this course
Course Syllabus
  Introduction to Selling to C-Suite Executives Module 2: Gaining Access and Establishing Credibility4:41
  Preparing Your Approach2:35
  Activity: Prepare Your Telephone Approach3:31
  Activity Debrief5:01
  Activity: Resolve Your Approach of Contacting the Relevant Executive2:19
  Components of Credibility6:47
  Learning About Your Clients2:41
  Making the Initial Face-to-Face Call on the Executive4:41
  Activity: Develop the Framework for the First Face-to-Face Call on Benjamin Wu at JKEA International4:38
  Selling to C-Suite Executives Module 2: Gaining Access and Establishing Credibility Full Video36:53
  Slides: Selling to C-Suite Executives Module 2PDF
  Selling to C-Suite Executives Module 2 Glossary/IndexPDF
  Guide to Client DiscoveryPDF
  Sell2CS - Tools for Managing the Executive Relationship for IllumeoPDF
  JKEA International Case Study for IllumeoPDF