This module begins with an overview of why salespeople need to call at the executive level and the difference between the immediate sale of products and/or services and the need to build lasting relationships with client executives.  Participants develop an understanding of the challenges that salespeople encounter when attempting to call on senior executives in client organization and how to mitigate those challenges.

They are then introduced to the JKEA International Case Study – which is a pre-requisite for Module 1 and the case study is used in all three modules of the course.  The case study was written around a sales opportunity at a fictitious company (JKEA International) and was developed in such a fashion that professional salespeople, regardless of industry orientation or the types of products or services they sell, could relate to it.  The case study highlights why salespeople need to target the right executive in each of their sales opportunities, so as to shorten their sales cycle.

Participants develop an understanding of the key concept of the relevant executive for the sales opportunity, using the JKEA case as a basis for that understanding.  They are then able to transfer that thought process to their active sales opportunities.