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 often "late in the game" 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. Let's hope you are referring to your client's buying process as opposed to your own sales process. This will help the customer realize that you are focused on his needs and not your own; a perfect way to make a good first impression! You earn trust early on by uncovering and prioritizing your client's specific challenges, goals, objectives, concerns.

 

For example, during your first meeting, you can say something like,"I am here to insure your project's 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 looked for the common threads that resulted in successful projects. We believe there are 'Four Keys To Success' in large B2B deals."

You can then move on to discuss those four keys to success:

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.

 

Why is this important to your sales success?  Sales superstars know that it is important to identify and access the key decision maker early in the customers buying process. A senior executive's involvement in a project also sends a strong signal to all that this project is urgent.  Additionally, large projects will invariably come upon bumps in the road. A senior executive can smooth things out and keep the project on track. Those "bumps" could be anything that could delay or cancel a project.    

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 clients Develop, Document and Drive their buying process.

 

Why is this important to your sales success?  Any project that has a Critical Event Date with key milestones MUST be urgent and therefore more difficult to be a target when the CFO is hunting for project to delay or cancel. The sales superstar gains a tremendous amount of trust by assisting the client with the buying process.  

3. Strong, Compelling, Emotional Business Case

Your client needs to attain visibility to heighten the need for the project. 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.

 

Why is this important to your sales success? Assisting a client with the business case helps you to gain trust.   

 

 

4.  A Change Management & Implementation Plan  

Any senior executive who has sponsored major projects in an organization has seen them explode as a result of a lack of focus on change management. Anytime new technology and processes are introduced to an organization you should expect push back from users. Why? People hate change. A sound change management plan along with a detailed implementation plan is essential for the success of any major project.  

 

Why is this important to your sales success? Assisting with the implementation and change management plan helps you to gain trust. 

 

Robert, these four keys will set both you and your client up for a triumphant outcome.