Tossing some ideas around this week with fellow sales executives it amazed me how little people do to ensure they get the business in this world. You pitched, you promoted, you got them to agree they need a solution, and now they have to tender this out. We all know that clients shop around, or in the case of Government sales "perform due diligence" . How then to do we ensure that the competition doesn't get the business after you've done all the work?
Here's a few ideas... a) Own the statement of work. If you and the client have written the statement of work you have the best opportunity to ensure that a requirement, or lack of a requirement is featured prominently to make it a stumbling block for the competion. For example - CRM database must have been load tested with IT approval on existing infrastructure. Imagine the competition trying to get that done? b) Gain executive sponsorship of your project - by forcing your contacts to seek approval from senior executives you are alerting senior people to your product, and forcing them to make a mental decision prior to it being released for bid. You may get to know these senior people in the process. c) Help get your contact person promoted - This may seem like a gamble but if you help draft a success document with them to be released post project announcing its success, you will ensure your contact is seen in a positive light, and helps the decision maker envision the benefits prior to project completion. d) Call in a favor from a complementary vendor - there's nothing like asking the advice of people that have gone before you, imagine they tell you that their project was stalled on an unforeseen issue? Plan to avoid it and head it off. You'll likely need to return the favor at another account but other vendors can find out what the client really feels about you, and that can be golden.
Wednesday, April 28, 2010
Wednesday, April 7, 2010
Trade-show Selling - how can I talk to all these people?
After a short hiatus I thought is was about time to write again. Having been to a recent trade show it dawned on me the science of selling at a trade show. Preparation is key for any show, and hopefully if your marketing department has gone to "booth school" you have a platform ready to present and meet people from.
What needs to be thought out is how you are going to carve out a bit of someone's time at a show to sell to them!
Symantecs aside I think there's two types of people you need to decide on what you are going to say to them, or offer them.
The approach should be different depending on if you know the person or not.
Lets take a typical person you know. They may be there for any number of reasons but its up to you make sure that their experience talking to you was instantly memorable and worth while. If you are only given a few minutes with anyone before being dragged away you want to impart that you have something valuable for them you've been meaning to tell them. If they aren't a client already they may be leery of you trying to sell them something again. Instead offer to connect them to people within their industry at the trade show they may not know. Don't throw the information out, instead offer to introduce them to the person when they can come back to the booth later, or at a prescribed time. This will allow you to meet their needs and associate yourself with their success at this tradeshow. If its someone you don't know it is not as easy to decide what to say. They are probably waiting to be pitched to. Instead ask them what brought them to the show, and if they think this show is relavent to them. If they answer it will allow you to determine what they are there for and if its relavent for you to offer any information. Makes sense?
If the person engages you and provides answers, again offer to connect them to person within their field, or an opinion leader at the conference. If they decline or shy away, you can always ask if they have been "pitched to" yet at the conference and if they would like to hear your pitch. It get the job done and disarms them for feeling anxious about being sold to, and usually allows you to pass them in the hall and engage them again.
What needs to be thought out is how you are going to carve out a bit of someone's time at a show to sell to them!
Symantecs aside I think there's two types of people you need to decide on what you are going to say to them, or offer them.
The approach should be different depending on if you know the person or not.
Lets take a typical person you know. They may be there for any number of reasons but its up to you make sure that their experience talking to you was instantly memorable and worth while. If you are only given a few minutes with anyone before being dragged away you want to impart that you have something valuable for them you've been meaning to tell them. If they aren't a client already they may be leery of you trying to sell them something again. Instead offer to connect them to people within their industry at the trade show they may not know. Don't throw the information out, instead offer to introduce them to the person when they can come back to the booth later, or at a prescribed time. This will allow you to meet their needs and associate yourself with their success at this tradeshow. If its someone you don't know it is not as easy to decide what to say. They are probably waiting to be pitched to. Instead ask them what brought them to the show, and if they think this show is relavent to them. If they answer it will allow you to determine what they are there for and if its relavent for you to offer any information. Makes sense?
If the person engages you and provides answers, again offer to connect them to person within their field, or an opinion leader at the conference. If they decline or shy away, you can always ask if they have been "pitched to" yet at the conference and if they would like to hear your pitch. It get the job done and disarms them for feeling anxious about being sold to, and usually allows you to pass them in the hall and engage them again.
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