Prepare That Champion Inside the Big Client

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Knowing how to prepare the small company’s inside contact or champion within the target big company could be the difference between a win and a lot of wasted finger crossing.

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If the inside champion doesn’t know the right things to say and how to say them in a way that's most appealing – in essence, how to be a good salesman for the small company when the small company’s rep isn’t there – all the small company can do is depend on lucky charms.

Knowing how to prepare the small company’s inside contact or champion within the target big company could be the difference between a win and a lot of wasted finger crossing.

Steve Kaplan, the popular business speaker and author of the best-selling book Bag the Elephant!, has said: “If the inside champion doesn’t know the right things to say and how to say them in a way that's most appealing – in essence, how to be a good salesman for the small company when the small company’s rep isn’t there – all the small company can do is depend on lucky charms.”

So how can the small company prepare its inside contact? Steve Kaplan says, “Train them and make sure they're able to emphasize the right things. Big, bureaucratic companies make decisions based on all sorts of parameters, many of which the inside contact may be unaware of. It’s the small company’s job to make sure the contact discovers everything about how purchasing decisions are made — by whom, when, under what conditions — and then write it all down. Then both the contact and the small company will know, and the small company can coordinate its sell to the ultimate buyer along with the inside champion’s efforts.”

The inside contact is most likely helping the small company because there's something in it for them, such as looking good and being rewarded with bonuses or a promotion. As the small company coaches its contact, going over the strategy and rehearsing the best way to present and say things, the inside guy can be helped to become really enthusiastic, knowing he’s going to look like a winner and get rewarded. Feed that enthusiasm — because enthusiasm sells.

The inside contact can help the small company he’s championing and himself, too. The small company’s best bet is to keep that double-headed carrot always in front of the inside champion.

Learn more about Steve Kaplan’s principles of doing business with big clients and about advanced business leadership principles at http://www.differencemaker.com/shop.asp?id=154.

CONTACT:

Michael Drew

850-747-8188

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