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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: May 6, 2022


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

Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
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 .
Course Syllabus
  4:41Introduction to Selling to C-Suite Executives Module 2: Gaining Access and Establishing Credibility
  2:35Preparing Your Approach
  3:31Activity: Prepare Your Telephone Approach
  5:01Activity Debrief
  2:19Activity: Resolve Your Approach of Contacting the Relevant Executive
  6:47Components of Credibility
  2:41Learning About Your Clients
  4:41Making the Initial Face-to-Face Call on the Executive
  4:38Activity: Develop the Framework for the First Face-to-Face Call on Benjamin Wu at JKEA International
  36:53Selling to C-Suite Executives Module 2: Gaining Access and Establishing Credibility Full Video
  PDFSlides: Selling to C-Suite Executives Module 2
  PDFSelling to C-Suite Executives Module 2 Glossary/Index
  PDFGuide to Client Discovery
  PDFSell2CS - Tools for Managing the Executive Relationship for Illumeo
  PDFJKEA International Case Study for Illumeo