Dan:
We sell technology services and hardware in the government, healthcare and technology markets.
Our typical deal involves both services and technology, and it is not uncommon for our deals to cost millions of dollars.
I feel we are late in the game sometimes and have to play catch-up. Is there any specific advice you can share to help us establish ourselves early in our sales process?
Robert
Phoenix, AZ
Robert,
Thanks for your great question. The wording of it brings to mind a subtlety. You indicated that you and your company wanted to be positioned early in the sales process. I hope I can convince you that your focus should not be on your sales process but rather on the client's buying process.
Remember that your focus early on is all about your client's company; not your own. Guided by the Trust Triangle™, you and your company are striving to gain trust early on. You earn trust by uncovering and prioritizing your client's specific challenges, goals, objectives, concerns.
Now, on to the specific answer to your question.
I believe there are "Three Keys To Success" in large B2B deals. Beginning with your first meeting, you should be prepared to share your experience with successful projects.
You can introduce the topic by saying something like,
"I am here to insure your project success, not just to reiterate a marketing message. My company and I have studied what it takes to drive a successful venture based upon our experience in this field--not with just our customers, but also those who are not.
We have learned that there are several things essential to this project's success:
- A Passionate CXO or Senior Executive Sponsor
- A Critical Event Date & Key Milestones Tied To a Calendar
- A Strong, Compelling & Emotional Business Case."
Let's uncover why each of these are so strategic to both you and your client.
1. Passionate CXO or Senior Executive Sponsor
Your client needs someone internal to be an enthusiastic advocate. Your client will be needing funding and cooperation in order to drive the project to successful completion.
You, as a sales superstar, need to identify this person and seek access to the senior executive sponsor early in the buying process.
2. Critical Event Date & Key Milestones Tied To A Calendar
Your client needs to separate dreams from goals. He needs an organized approach with dates and milestones, and reasons why objectives must be achieved. He needs to prevent chaos. He will have only dreams without critical dates or milestones.
You, the superstar, want to gain trust by implementing what I call "3-D™". That is, you have to help your client Develop, Document and Drive their buying process.
3. Strong, Compelling, Emotional Business Case
Your client needs to attain visibility to heighten the need for the project. He must be able to obtain the resources necessary for success. He will have to state a compelling business case in order to obtain financial support internally. As a consultant, you want to be able to sell value, handle price pressure, create urgency and prevent project cancellation.
Robert, these three keys will set both you and your client up for a triumphant outcome.
Good Selling!
