EP Huddle #30
Selling to larger organizations requires a sales effort into as many levels of the company as possible. One of the best approaches is to follow the top-down, bottom-up approach. Here's how it works.
Top-down: Call into the highest levels of the organization. Call CEOs, Superintendents, Presidents, Owners, Founders, etc. These people have the ultimate authority and can easily make decisions to look at your product if you catch their attention. But, they're also very busy and often times aren't involved in the beginning portion of the procurement process. So, they might not be overly interested in taking a prospecting call. But, that's why it's so important to contact them. They know how to delegate and will delegate your call to someone else. Use this information and ask for referrals. Who do they recommend you speak with? Who handles these decisions? If you can get referrals to other departments, it's almost a certainty your call will be answered when you reference being referred by the owner. And, don't forget to also partner with the gatekeepers at the top. They know how the organization works and they can also influence your success.
Bottom-up: Selling at the bottom is equally important. Call into the lower levels of the company, as the decision to use your product or service will ultimately fall on them to implement. You need to work hard to get their buy-in, and you need their advocacy to work itself up the chain. If you can get enough interest at the bottom, you're very likely to have the word spread until you're able to meet with the person who holds the purse strings.
As a team:
Who are your top and bottom level prospects? How can you effectively work with both at the same time to make sure your message is infiltrating the organization properly? Make a list of the top 3 decision makers at the top and bottom of the organization and create a list of questions/comments to get referrals, build awareness and generate buzz.
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