Persistence in Selling to Major Accounts

I was recently on CEO Entrepreneur Magazine’s panel, “Persistence in Selling to Major Accounts” along with some other consultants and authors. The big question on the table? How to draw the line between persistent and pushy.

I shared my winning formula, which revolves around: Tell, Touch & Timing:

-Tell: Craft a winning message that will wow them. Hit the 3Ws: Who you are, What you do & Why they need you. It should be short and savvy. Keep all email pitches to seven sentences and voicemails under 10 seconds.

-Touch: Connect through different touch-points, such as voicemail and email, even snail mail. Use other marketing tactics such as direct mail, newsletters and company press clips/news to stay in touch.

-Timing: Keep all communications at least 2 weeks apart. If it’s an active pitch or “hot” deal, still keep it to no more than once a week. They know how to reach you.

My sales motto: For a good harvest, plant your seeds, sow the field and never over water!

Business is all relationships. The challenge in follow-up is to be responsive but not annoying. People do business with people they like.

Rather than pestering about a proposal, spend the few precious seconds you have with the prospect carefully and make sure you have all the facts, such as the key decision makers involved, their timing and decision making process.

Effective sales involve solving your prospect’s problem. If you can communicate your company’s product or service and how it adds value and solves their problem, you’ll get the sale.

Don’t obsess over one deal. Focus instead on building a bigger pipeline!

I'll post the video on our website as soon as it's released.