It's that Time of Year Again
Why is it that about this time every year, the topic of going broad and deep in a current account lights up? It seems that right about now, sales organizations figure out that their product can be sold to multiple departments, CXO levels, names, titles and divisions. Better than finding new logos the story goes.
Let's get this right. You are doing well at an account. They like you and are getting a great return on their investment. You now are having trouble finding more people to sell to. Additionally, you are having problems getting past gatekeepers to people you have already proven your solution is a worthwhile discussion. Is that about it?
A few tips here may help.
1. Have your champion introduce you to their boss
By asking Russian, ValueStar questions, this may be a great way to find out how they are making money with your solution, and who they can see it also helping in tier organization.
2. Do a joint email introduction
Again, call you champion and ask if they would send an email to another person in the organization you feel could really use what you are selling, and introduce you, as well as copy you on the email.
To: Mary (the other person you are trying to get to)
CC: John (That's you)
From: Bob (Your champion)
Just a quick introduction to John I thought would be in order. John is with xxx company, and they have really helped us save time and lower our costs during this past year. John was talking to me about some other stuff they do, and I thought of you. Give John a few minutes and he may be of some value to you and what you are trying to do.
John/Mary, I leave it up to you two.
Have your champion send these out. They will love the exposure it gets them too.
3. Ask for a referral
It surprises me how many sales people do not want to ask for a referral.
"John, is there anyone or any other departments that you think could benefit from what we are doing here?"
"Helen, we just worked with another company kind of like yours who had a problem in xxxxxxx (Sales, Marketing, Production. Engineering, Training...). Who in your company is in charge of this department?"
4. Ask the big question
"George, where does your company see its biggest risks for the rest of the year? Where is the upside for you folks?"
It's all about risk, right?
Have a great time. Go broad and deep with authority. You can make these people successful, they just don't know you yet. Leverage your strengths and ask for some help. A thank you note is all it will cost you.