How do you teach people to speak to business owners?

Not only sales people, but they are definitely involved. Most sales reps and others do not spend much time speaking directly to business owners. More important, if they are speaking with business owners (C-Level People) if they are doing a poor job, many of these clevel people will not tell them. They will nod and smile and then never attend another meeting again.

I get that experience through HTG and other sources. Now the trick is moving that knowledge on. Your thoughts would be appreciated!