If you are a smaller business services firm, having a couple of major accounts is critical to financial stability.
Approaching C-level executives is daunting. Here is a foolproof 4-step process:
1. Ask the assistant to schedule the appointment rather than going to the executive
2. Ask permission to send an executive briefing BEFORE making an appointment
3. Have telephone meetings rather than face-to-face (even if you're in the same city...it's easier for them to find time)
4. Being sent to someone on their team rather than agreeing to a meeting is an expression of interest
Gaining entree into complex, Fortune 1000-sized companies requires major account development strategies and tactics.
Sales focuses on getting a yes/no answer to "are you ready to buy?" in each interaction. Sales also assumes that if you get to the "top" or the "right person", a deal can be done.
Major account development takes into account the fact that there are multiple stakeholders in decisions and each stakeholder group has a different view of the business challenge.
The route to multiple assignments (and a dependable revenue stream) is becoming a preferred vendor enterprise-wide. This means that any department or business unit in the enterprise can retain your firm since all required documentation as a vendor has been satisfied.
"Wooing Big Business" is a serial e-book which will take you through the tools and tactics of becoming a preferred vendor and ending a "feast-or-famine" business existence.
Try the techniques, chat about them,challenge me .
Wooing Big Business is an artform.
Which phrases would you use to find this type of service:
Key account development?
Major accounts?
New business development?
Posted by: catherine mcquaid | September 04, 2009 at 11:17 AM