Reaching Mountain Peak Dwellers


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 Acquiring major accounts takes more than a traditional sales process.  

And it takes more than getting to talk to senior executives because they’re in your “rolodex””. 

If your firm has never done business with a global brand, to them you are a contender. A critical step  in winning a first assignment  is understanding that the easiest way to get a project funded will be out of a discretionary budget.

 Members of the executive committee have discretionary budgets for mission-critical, short-term initiatives. In other words, discretionary budgets are used to fix immediate problems affecting investor behaviour.

Annual operating budgets, on the other hand, are admistered by department heads and are used to fund ongoing needs such as IT, sales & marketing, training and customer service.

Aiming your offering at initiatives affecting shareholder value improves your chances of getting the attention of a business unit’s head.  How do you find out what is mission-critical this quarter? 

Go to the investor relations part of the corporate website.  Shareholder presentations are stored there. 

C-level executives’ presentations are intended to attract institutional funds and these presentations outline operating plans related to revenue and industry threats.

Investor relations presentations will give you everything you need to construct your “value proposition”.

Dispelling Myths of Selling to Big Companies

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Republished with author's permission from original post.

Catherine McQuaid
Customer Discovery, Lean Sales practitioner 1. Repeatable, scalable sales processes 2. Market-tested hypotheses = data-informed decisions


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