Selling Faster to Enterprise Customers

Selling Faster to Enterprise Customers

Many companies aspire to close deals with large, enterprise customers. Their logos are well known. They have big budgets. Etc. However, large customers tend to make group decisions when buying new and important products and services. These group decisions can take 6-9 months or longer based on multiple interests, people and politics. It is harder for them to buy. This is frustrating for salespeople who know that they can help solve the business problems identified – right now! Below are ten tactics to help “accelerate” the buying process within enterprise customers.

1 – Focus on buyers/decision-makers who have power. If your primary buyers are HR managers, forget it. You will be dead before a decision is made. Adjust your messaging and value proposition to buyers with “juice”; e.g., CFO.

2 – Focus on prospects that need you and can buy faster. While speeding up decisions is difficult, some prospects are more motivated than others. Target them. EX: Retailers need (cloud) elastic infrastructure during the holiday season.

3 – Get clear on your ideal customer. What industry? What size? Remove prospects who are slow adopters or take forever to make decisions; e.g., financial services and healthcare in cloud computing.

4 – Help internal champions and influencers sell to their bosses and peers. Arm them with the information that they need to be successful. Help make them a hero inside their company.

5 – Land and expand. Close a deal at the division level and use the win to expand across the company. If you provide exceptional experience and service, existing contacts will advocate and make introductions for you.

6 – Make your value proposition easy to understand. Is everyone clear on how you can help them solve their business problem? Remove jargon. Speak in plain English. Confused buyers always say no.

7 – Make yourself needed. Is your product a need-to-have (painkiller) or a nice-to-have (vitamin)? If it is a nice-to-have, get ready to hurry up and wait. Customers move faster when they cannot live without you.

8 – Position investments, not purchases. Prospects are not buying your product. They are making an investment in it, which will produce a favorable ROI and payback. Costs are negative. Making and saving money are positive.

9 – Take a top-down, not bottom-up approach. It is easier to start at the top and be delegated down to the right decision-maker(s) than it is to start at the bottom and be sponsored up.

10 – Thoroughly understand how buying decisions are made. Who are the proponents and opponents on the buying committee? Who do you need to influence?  Once a decision is made, what is the process for cutting a P.O.?

All contents copyright © 2013, Josh Lowry. All rights reserved.

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One Response to Selling Faster to Enterprise Customers

  1. Terry Linders says:

    Nice post of setting forth the differences between the segments.

    Like

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