Jill Konrath | Selling to Big Companies

Thinking Like Your Customer

Several years ago a well-known professional speaker asked me what I did better than any other sales strategist. Most people would find a question like that tough to answer. I didn't have any trouble. Without hesitation I answered, "I hear things from a customer's perspective."

"You mean you're a really good listener?" he said, trying to fit my response into a familiar sales skill set.

"No," I replied. "I hear from a customer's perspective. I know immediately how they'll react to a seller's words, questions, or presentation. I know exactly what needs to be changed in their customer interactions in order to advance the sales process."

He looked at me like I was nuts. I'm not.

Is This Value Proposition Strong Enough?

A business colleague recently sent me an email very concerned about her value proposition. She runs a promotional products firm and has always told prospects, "Our business is to promote your business." But after reading Selling to Big Companies, she got concerned because it didn't sound strong enough.

Her target market is the media – TV, radio & print. She asked if she was on the right track with statements like, "We can help you increase viewers, ratings, readers or listeners." She also wondered about differentiation, saying that she really cared about helping them reach their goals and that she donates a percent of profits to good causes.

So what do you think? Would it tempt a corporate decision maker from a decent-sized TV or radio station to take her call? Would it entice a prospect who works for a major newspaper to meet with her?  If it's not strong enough yet, what suggestions would you make to help her get her foot in the door?

More on Triggering Events

Do you realize the value of your local business journal? Every week I read mine religiously to identify prospective opportunities for me to get more business. What am I looking for? Triggering events that set my sales antennaes twitching like crazy.

In last week's issue I found a prospect by the third page. Mind you, they don't know it yet - but I do. What was it that caught my attention?

• It was in my target market: B2B sales with the complex sale.
• There was a new decision maker. That likely means they're open to change.
• They want to move upmarket and pursue bigger customers.
• Their challenge: ensuring a clearly articulated sales message throughout their channel.

It practically has my name written all over it! Now I just need to pursue it.

Using triggering events is one of the best ways to get your foot in the door quickly. In my book, Selling to Big Companies, I spend a lot of time showing you how you can use them in voicemails, emails and any other touches you have with corporate decision makers. It's a strategy you need to implement!

Finding Good Prospects — Fast!

Over the years, I've kept my pipeline full by using a strategy employed by few other sellers. What's this key to my success? Triggering events.

Nothing beats a good triggering event to shorten the sales cycle and get some business without competition. The use of triggering events is one of the main "getting in" strategies I cover in my new book, Selling to Big Companies**.

Let me give you an example: Yesterday I received a telemarketing call from a copier company. The woman was using one of the most awful scripts I've heard. Clearly some well intentioned, but clueless marketing bozo had created it.