Once a gatekeeper has opened an organization for further contact by an enterprise sales team the most sensible approach is to quickly establish contact with the apparent owner of the problem. The reason for this is simple. Contacting the owner of the problem as early as possible within the sales campaign provides the sales team within an opportunity to accelerate the campaign pace, to expeditiously reach a decision as to whether it makes sense, or not, to further pursue the prospect. Why waste time where there is little if any interest in one’s solution to a problem?
On the other hand, if the apparent problem owner acknowledges the problem and, further, invites the sales team to subsequent discussions, then an effective method has been made available to collect as many of the stakeholders as possible in a discussion. By bringing the various stakeholders together in a discussion, it is then possible to deal with them as a group rather than as individual contacts for whom the sales team would otherwise have to individually research and prepare. Even if, at a later time, this group either dissolves or is rearranged, the whole process will be initially streamlined by the organization of these initial contacts into a group by none other than the actual problem owner.
The above scenario represents an ideal. Nevertheless, purely from the standpoint of time management, as well as from an effort to extract high returns from each precious sales opportunity, the same approach can and should be exercised with each additional contact identified in the sales process. Winning the affirmation of a contact that a problem is important, needs resolution, and is entirely worthy of his/her commitment is an activity that ought to take place throughout the sales campaign.
In fact, we argue that it is better to abandon campaigns where the above method of
- Obtaining Prospect Affirmation of Problems and
- Identifying Appropriate Contacts through Direct Internal Referrals
cannot be achieved. A failure to achieve these two milestones should be interpreted by the sales team as a very strong indicator that the prospect truly does not acknowledge presumed problems and, therefore, represents a waste of limited sales time and resources. Why research and prepare custom discussions with individual contacts within a prospect enterprise that does not “feel pain?”
We have extensive experience understanding these indicators. If your sales team is not producing the results that you need for your business to grow, please contact us. You may telephone Ira Michael “Mike” Blonder at +1 631-673-2929 to further a discussion. You may also email Mike at firstname.lastname@example.org.
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