Selling to Big Companies | Jill Konrath

Summary of: Selling to Big Companies
By: Jill Konrath


In today’s fast-paced business world, selling to big companies can be a daunting task. Jill Konrath’s ‘Selling to Big Companies’ offers valuable insights and practical strategies for salespeople looking to penetrate the world of large corporations. The book touches upon various crucial aspects – from identifying target groups and understanding decision-maker motives, to crafting tailor-made value propositions and employing effective communication techniques. As you navigate through the summary, you’ll be armed with the essential knowledge needed to approach, engage, and pitch to corporate decision-makers, making your sales process not just beneficial for them, but also more streamlined for yourself.

Selling to Corporate Decision-Makers

Selling to corporate decision-makers can be tough because they are busy and insulated from sales pitches. The key to success is demonstrating the immediate value your product or service brings. Additionally, since decision-makers dislike change, it’s important to explain how you can make their processes easier and faster. A solid understanding of how the company makes decisions can give you a great push in the right direction.

Maximize Business Opportunities Through Target Group Specialization

Some salespeople believe that reaching out to as many people as possible can increase sales proposals. However, this is not the case as without a target group, they become a jack of all trades. To become an expert salesperson, you need to narrow your focus and decide on a specialization. Start by analyzing the demographics and psychographics of your existing clients, and which ones are the most profitable. Develop a strong value proposition tailored to each client and communicate the tangible value it can bring to their company. By focusing on a target group and building your expertise, you can make stronger, more nuanced proposals that will delight your clients and increase sales.

Winning Over Corporate Decision-Makers

To get the attention of corporate prospects, research is the most potent weapon you have. The author recommends the use of online resources, customer interviews, and so on to identify potential clients and key challenges they’re facing. Look for major events and indicators such as downsizing or new management to gain insights into the types of challenges the company is facing. Attend trade shows or VIP conferences instead of traditional networking events to talk to target decision-makers. Making strategic alliances with salespeople who work in the same industry can also be beneficial. Armed with this knowledge, you can now learn how to create the perfect sales pitch.

Identifying Decision-Makers and Making Contact

In “The Ultimate Sales Machine,” Chet Holmes highlights the importance of identifying decision-makers and developing a strategy for making contact with them. The first step in this process is defining the type of person who would be most interested in your product or service. From there, you can determine which positions could be responsible for making the decision to purchase or trial what you have to offer.

Unfortunately, the names of decision-makers are often not publicly available, which is where research and networking come in. Look for someone who already sells to the company or has a connection within it. If that’s not possible, calling the company directly and asking for names can be an option, but be prepared to convince them of your credibility and the value you bring.

Holmes stresses the importance of persistence, as it takes an average of seven to ten contact attempts to speak with a decision-maker. A well-crafted campaign “toolkit” is essential, including voicemail and telephone scripts and strong letters that highlight your product’s or service’s value. Be prepared to talk to assistants in a professional manner and offer new information in any follow-up communication.

By following these steps and developing a compelling account entry campaign, you can successfully identify decision-makers and make contact with them, increasing your chances of a successful sale.

Crafting the Perfect Voicemail

Learn the three steps in crafting an appealing voicemail that sparks curiosity, grabs attention, and leaves a confident and peer-to-peer impression on prospective clients.

As the saying goes, first impressions are everything. This is especially true in the world of sales, where leaving a compelling voicemail on a prospective client’s phone can either make or break a potential sale.

But how do you leave an appealing message that will spark a person’s curiosity and prompt them to call you back? It’s as easy as following three simple steps.

Step one: make yourself sound credible. Either reference your referral or highlight why the person should care about what you have to say. For example, if you know that the company’s waste-disposal costs are higher than those of comparable companies, let the person know that their company is wasting money there.

Step two: grab the person’s attention with your value proposition or an insightful idea. Tell them how you can reduce their waste-disposal costs by five percent.

Finally, step three: close confidently. Talk to them like a peer and suggest a follow-up phone call to discuss how your service will reduce their waste costs.

While crafting appealing messages may not come naturally to everyone, it is a skill that can be practiced and improved upon. Develop a tailored script for each client and ask for feedback from colleagues and clients. Practice and perfect your pitch for voicemail with simple but straightforward phrases that work best.

By following these three steps and practicing your message in bullet points, you will be able to leave the best, most natural message for your prospective clients. A message that will prompt them to call you back and potentially lead to a successful sale.

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