Selling To Big Companies – Book Review
By: Jill Konrath
Assess the Desire to Sell to Big Companies:
While landing a big client can be lucrative, it comes with challenges such as potential slow payments and the need to constantly keep large clients satisfied. Evaluating the pros and cons is crucial.
Break Large Companies into Manageable Parts:
Large corporations consist of smaller business units, each operating independently. Focusing on a specific functional area within a company makes the entry more manageable. Identifying decision-makers and understanding departmental needs become easier.
Implement the “Land-and-Expand” Strategy:
Rather than aiming for large projects upfront, adopt a strategy of starting with a smaller engagement and expanding over time. Doing an excellent job on the initial project can lead to long-term relationships and opportunities for growth.
Identify a Specific Business Problem:
Focus on solving a specific business problem for the client, demonstrating expertise in that area. Avoid overwhelming the client with a broad range of services initially, and gradually introduce additional capabilities after successful projects.
Request Referrals for Expansion:
After completing successful projects, leverage those achievements to ask for referrals within the organization. Seek specific introductions to other business units or individuals who could benefit from your products or services.
Conclusion:
The process of selling to large companies involves careful consideration of the benefits and drawbacks, breaking down the organization into manageable parts, implementing a strategic “land-and-expand” approach, and consistently seeking referrals for expansion. By following these steps, businesses can build relationships and secure contracts with major clients.
