Selling to big organizations is a big deal. A single big client can scale your revenue by 1,000% and give you the validation you need to scale growth. Just imagine if GTB or MTN becomes your regular client. Every salesperson or business owner wants this, right? So let me show you how to sell to them, starting with the things you should NEVER do. When you sell to big organizations, here are five things you should never do.
- Never take the gatekeeper for granted: the gatekeeper is the man who gives you access to the buyer. He could be a secretary, a gateman, or some low-level officer; they can make or mar your effort. If you do not have a friend in that organization, befriend them. They will often offer valuable information that can help you close the sale. Just press them a bit and they spill, especially if you are nice in cash and kind.
- Never use a single channel: in structured organizations, one person never makes a buying decision. When you sell to one person, you stand two risks: one is the waste of time, as you’d have to speak multiple times to different people, and the other is the risk of being undermined by a single person with a vested interest. When I get into an organization, I make certain I’m talking to at least two people. Here’s a caveat: do this as openly as possible. Copy the two in emails. Give them the same info, etc
- Never include price early in the process: no one buys what they do not need all because it is cheap. People even buy things that they really need in spite that they agree that they are “expensive.” The operational word here is NEED. Need is established when people have been properly sold. Need is established when people are eager to move forward with you. Until you get there, avoid the price discussion.
- Never go unprepared: This looks pretty obvious, but very few salespeople appear prepared before they take on a sales presentation. It is often obvious that they do so most time with residual knowledge. When preparing for the sale, arm yourself with knowledge of their business. Their sector and competitor information, 5-10 ideas in their favor, specific ways in which their business can be improved by you, etc.
- Stop selling to introducers: Many sellers can’t differentiate between buyers and introducers. You may need as many as three introducers to reach the eventual buyer, but don’t attempt to sell to them. They will be greatly disinterested, even in the best-crafted presentation. Don’t sell to them. Show the result you’d like to help the buyer get and ask them to refer you. Just the result; no need for the how.