A method can be used to mitigate some of the difficulties related to the complex sale for enterprise business. Specifically, enlist the assistance of an intermediary who is already entrenched within the prospect business. Opting for a channel sales strategy should be a natural decision where some facts have been determined through prospecting calls or visit with the prospect:
- Products and services are purchased by a central procurement organization
- Central procurement maintains an approved vendor list and
- There is either no opportunity for your business to be added to the approved vendor list (they are no longer “taking applications”) or
- Your contact lacks the authority to purchase in a manner but through the central procurement organization
If the above factors are in place then you have no choice but to work through one of the approved vendors. This necessity is not necessarily a negative. Choose a partner who is not an “order taker,” but a business with complementary offerings who can introduce your product or service to other prospects. This type of partner typically is not after a discount on your product; rather, the partner has a relationship with the prospect that will be benefited through provisioning products like yours. Of most importance, your partner, an approved vendor, is already a trusted resource for the prospect. Leverage that familiarity to cut through gobs of time that you would otherwise have to spend building trust with your contact, his/her management, etc as you schedule meeting after meeting in an effort to push the sale forward.
Neither does including partners within the complex sale strategy remove the opportunity of maintaining a national sales effort of your own. I have substantial experience working with businesses where it made sense to simultaneously operate channel sales and national sales efforts. Invariably these two teams of ambitious sales people would collide within prospects, but our solution was to provide a clear incentive to our national sales teams to defer to partners where possible. In fact, we utilized a lead generation system of delivering these national opportunities to motivate partners to allocate substantial attention to us. We also experienced strong cash flow as these “approved vendors” fast tracked our sale through the procurement organization.
Where products or services are built for the enterprise computing market–meaning personal computers, local networks and shared access to larger computing systems (mainframes, etc), it is a pure natural to leverage a channel sales strategy, which has always been a familiar characteristic of such markets. Use the channel to your advantage.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2011 All Rights Reserved