As any successful sales rep will tell you, you must have at least one large account in order to get to that next level of success. What’s important to realize in your pursuit is that large accounts play by different rules. I thought I would spend some time this morning planting a few thoughts in your head on the subject of obtaining one big anchor client. Or two.
Understand first that would constitute as “big” is subjective. For some it might be $25,000 and for others a quarter million or more. The following rules still apply:
- The biggest factor is diligence. You need to understand that this is to be a high-quality, long-term pursuit. It’s not unusual for it to take six months to a year even to get an appointment.
- Commit! If you are not in it for the long haul, don’t bother.
- Stay top of mind. Each “touch” should involve a subject that is hyper focused. Make it a solution that you think they could benefit from or perhaps a link to an article regarding their industry.
- Personalize it. As much as possible, send handwritten notes or anything that lets the prospect know that they are not just the next name on some list that you bought.
- Become an expert in them. Study their company and their industry. Have some idea of what their challenges will be in the months and years ahead. They care that you know.
- Stress your financial stability. Big accounts, especially whales, cared deeply that you are going to be around. They know that they can get cheap prices anywhere but because they are running so lean, they need to know that your company is not living month-to-month.
As you have heard me say in the past, I think it's important for all of us — myself included — to have identified seven large accounts and pursue five of them on an ongoing basis (keeping two in the bullpen as backups). Then, we must settle in for the long run and create an ongoing process of sales that is not unlike the recent Verizon ad campaign:
Can you hear me now?
Can you hear me now?
Can you hear me now?
Want more?
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Bill Farquharson can be reached at (781) 934-7036 or bfarquharson@idealliance.org
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at bill@salesvault.pro or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.