Sales Tip for Enterprise Accounts
I posted another Sales Tip to Twitter (which will eventually make it to my blog) but thought I'd share it here as well. Please comment.
Today's Sales Tip - Fast and Slow
One of the more frustrating aspects of sales for early stage start-ups is the decisionmaking process and the slow pace of progress when selling to big, brand-named B2B accounts.
Try to move the sales process as quickly as practical - Basically, you want to compress time. But it's important to understand that most companies simply can't move at the same speed as a start-up.
They have:
- committees
- a budget approval process
- to build internal consensus
- to deal with internal politics
- to wait on legal review
- other initiatives and distractions
Basically, large enterprises are big, slow-moving, inefficient behemoths. Delays and silence don't (necessarily) mean a lack of interest. But they do require you to have a strategy.
Right at the outset of your sales effort:
- Create reasons to reconnect
- Develop multiple customer contacts, and stay in touch
- Have phone conversations
- Keep prospecting (and include their competitors)
- Anticipate delays (and manage internal expectations)
There is an almost direct correlation with company size and the pace of decisionmaking. Selling big brand-name B2B deals can be worth the effort, but go into it with a clear eye, patience and stamina.
Remember, enterprise clients are essentially buying your ability to be quick, nimble and innovative. So don't expect it from them.
Here's the link to the tweet thread. And please follow me on Twitter if you like sales/start-up/founder tips and links.
