Selling to Executive Buyers: Leading with Value
Salespeople sometimes struggle to create predictable and replicable deal advancement with executive buyers. This program changes that. Selling to Executive Buyers: Leading with Value is a 1-day open-enrollment program that equips sales professionals with the frameworks, language, and live-deal practice needed to lead high-stakes executive conversations—and win. Participants from across industries join a shared learning environment where they apply proven methodology to their own real accounts.
Program Details
Program Dates
October 7, 2026
Registration Deadline
September 23, 2026
To request additional program information, please fill out our interest form.
Delivery Method
1 full day, on campus
Cost
$700 if you register by August 26, 2026
$950 if you register between August 27-September 23, 2026
Promotions and Available Discounts
- Discounts are available for Ohio State University employees, OSUWMC employees, Veterans, employees from non-profit organizations, and organizations who send 3 or more employees. For more information about discounts, please contact Alison Cherubini-Hillyer at cherubini-hillyer.1@osu.edu.
Prospective Participant Profile
This program is designed for sales professionals who need to lead confident, value-driven conversations with executive buyers and advance strategic opportunities.
Typical participants include:
- Sales professionals from across industries who want a shared learning environment and peer network
- Sellers pursuing executive-level meetings who want practical frameworks, language, and roleplay practice
- Revenue team members who want to apply proven methodology to their own real accounts
- Account executives and business development professionals
Participants will learn how to:
- Lead high-stakes executive conversations by leading with value
- Use executive-ready language and messaging to drive predictable and replicable deal advancement
- Use effective questioning strategies to uncover executive priorities, constraints and decision criteria
- Qualify opportunities using proven frameworks and a practical scorecard
- Build a complete Pre-Call Planner for a target executive account
- Practice executive conversations through structured roleplay and feedback
Organizations benefit when sales teams consistently create value in executive conversations and advance complex opportunities with stronger qualification and messaging.
Outcomes may include:
- Improved executive access and more predictable, replicable deal advancement
- Stronger qualification discipline and deal inspection
- More consistent, value-based messaging across the team
- Better near-term deal execution through live-deal assets created in the program
Program Components
High-Level Program Topics Include:
- Curated methodology grounded in research-backed, proven frameworks and practical strategies, centered around a concept we call The Executive Buying Formula, and applied directly to your deals
- Effective questioning strategies to uncover executive priorities, constraints and decision criteria
- Practitioner-led instruction from leaders who have carried quota and closed enterprise deals
- Cross-industry peer learning and perspective-building
- Live deal application: every module applied to a real account in your pipeline
- Learn-Pair-Share model: theory, live asset creation and roleplay in every session
- Pre-Call Planner & Playbook: leave with tools ready for your next executive meeting
Program Objectives
At the conclusion of the program, you will be able to:
- Identify and prepare for a target executive account and meeting
- Apply curated sales frameworks to your live deals
- Use effective questioning strategies to uncover executive priorities and decision criteria
- Create executive-messaging that leads with value
- Complete a Pre-Call Planner and qualification scorecard you can use immediately in your organization
- Enter executive conversations with confidence
Program Faculty
Mike Isler
Mike Isler brings 25+ years of enterprise sales leadership to this program. As former CRO at Visa and Global VP at VMware/Dell Technologies, he has led global sales transformations and built high-performing commercial teams. He has implemented value-based selling methodology at scale, influencing over $750M in TCV. Now a board director, advisor, and Fisher College faculty member, Mike pioneered the Strategic Sales Initiative at Fisher - bringing practitioner rigor and real-world credibility to every classroom session.