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Managing Your Major Sales - 7 Steps That Could Change The Way You Pursue Business


Ever lost a sale you thought was in the bag? Not an unfamiliar feeling for many businesses large and small. No matter how good you think your product or service is, everything finally boils down to your ability to convince others that it is good for them. It is all about getting the decision makers who matter to say "Yes".

In major sales the whole approach is fundamentally different to small scale selling and requires a very different set of skills and techniques. Being competent in the small, simple sale is no guarantee of success in larger scale selling. The traditional techniques and "tricks of the trade" such as closing don't seem to work in quite the same way in the more complex large scale sale. They are replaced by precise planning, information gathering and behavioral skills that build trust in the minds of the decision makers. Fundamental to this is the development of a detailed understanding of how decisions are made in your target customer and who the key players are.

So what constitutes a major sale? For most businesses they have a number of characteristics:

1. A lengthy sales cycle. This can vary from a few days to a few months or more depending on the industry.

2. Multiple decision makers. Any decision becomes complex as soon as more than one person is involved in making it. Understanding who these people are and their role in the process is vital if you are to improve your chances of success.

3. High potential value/importance. This varies from business to business. If your turnover is £250k an opportunity worth £10k might be considered very important. If your turnover is £50m it might not.

4. Time consuming and costly to pursue. If the business is worth winning it is worth investing the time, money and effort that is required. However, because major sales can be time consuming and costly it is vital to identify those opportunities that are worth pursuing i.e. those that you have a chance of winning. If you adopt the lottery ticket approach and pursue every opportunity you will simply dilute your resources to the extent that you don't have enough left to win the business you really want.

5. Competition. The sale immediately becomes more complicated when the buying organization has a number of options. For example, in a bid/proposal scenario you could be up against a number of competitors. How you go about managing the sale can have a huge effect on the potential outcome. Additionally, never forget the hidden competitor - the "do nothing" option for the customer/client.

It is clear that in major sales there is a need for a simple, structured approach that maximizes your chances of success. By their very nature major sales are too important to be left to chance. Despite this very few businesses seem to have a robust approach in place and every new opportunity is greeted either with unfounded optimism or utter panic.

So what is required?

Step 1: Before you even begin it is important that you decide whether the opportunity is worth pursuing or not. If you haven't already got selection criteria in place to help you to decide don't delay any further. Get your key colleagues together and agree what the selection criteria should be. If you want a generic "Go/No Go" checklist visit our website at www.fieldofdreams.uk.com where you can download one for free. You should then tailor this so that it reflects your business and its' unique requirements.

Step 2: Identify the people in your target customer who are going to influence/make the decision and ensure you have the right people (skills and personalities) to deal with them. It would be helpful at this stage to have unlimited talent available but I accept that this is most unlikely! However, you should ask yourself "Do I have the team in place that can realistically be expected to win this piece of business?" If the answer is "No" you should revue your decision to pursue the opportunity.

Step 3: The Customer Contact Meetings. There are three activities that are encompassed within the Customer Contact Meetings:

i. Covering the Bases - this is all about ensuring you have identified all the people at your target customer who are going to have an input into the decision and then ensuring they are contacted by an appropriate member of your team

ii. Understanding customer needs - ok, I know this is obvious and no-one would seriously try to sell anything without understanding their customer's needs would they? At this stage it is vital to recognize that there are two groups of needs that should be understood and addressed:

a) The corporate need. This is the detailed understanding of the business needs that require addressing and how they can be best approached.

b) Personal needs. "Businesses don't make decisions - people do". What are the personal needs of the individuals that make up the decision-making team? Understanding and addressing these can be crucial in coming up with a winning proposal.

iii. Testing out potential solutions/propositions. Assuming the process includes a formal proposal document and/or a presentation, there is a temptation to store up your solutions/propositions in order to deliver an exciting proposal. This is the "rabbit out of the hat" approach. It is based on the assumption that the decision making team will be somehow impressed by all of this and that it will provide you with some sort of advantage over the competition. All too often it has precisely the opposite effect, with solutions presented that are simply unacceptable, or that have already been looked at and ruled out.

Given that this is likely to be the case, it is increasingly important that we constantly consider and discuss potential solutions with the customer/client. In this way we will be able to develop and hone our overall proposition to address the real needs, rather than those we have assumed exist. Additionally, it allows us to demonstrate our competence on an on-going basis.

Step 4: Your Proposal. You've done your Customer Contact Meetings. Now make sure that your proposal reflects the needs that your client expressed during those meetings and the solutions you have tested with them. Don't let it read like a solution you just picked off the shelf. The proposal should clearly demonstrate that:

   a. you have understood the key issues that the business faces

   b. you have clear solutions as to how those issues can be addressed

   c. you can demonstrate the benefits the target will enjoy as a result of your solutions

   d. you can demonstrate your competence in these areas

   e. Be concise. If you're in a competitive situation and you turn in a short proposal, that's the one that's likely to be read first, which means that all others will be judged against it.

Step 5: The Presentation. Some major sales culminate with a proposal and/or a presentation. Whilst this article is not about presentations per se, you will not need reminding that some people would rather die than give a presentation. These are not the best people to choose to present your proposal. I take the view that in many situations the decision as to who is getting the business has often been made by the time the presentation arises. Under these circumstances the presentation becomes not the opportunity to win the business but the opportunity to lose it. The three key rules for effective presentations are - rehearse, rehearse, rehearse. If you are not comfortable presenting you may need help - go and get some! You cannot afford to fail at this late stage.

Step 6: The Follow Up: Once you have presented your proposal document and/or your presentation the question is "What next?" You could sit back, congratulate yourself on a job well done and hope for the best. A more proactive approach is usually the best. Someone should contact the customer and make sure they have everything they need in order to be able to make an informed decision.

Step 7: Process Review: Win or lose, it is important that lessons are learned from the experience. The whole team should get together for a de-brief as well as an appointment being made with the target customer to understand how well/badly you performed in key areas. Why did you win/lose the business? What were the key issues? What did our competitors do that we didn't? What could we do better next time? Ideally, put together a question checklist of the things it would be helpful for you to know and develop this list over time. Success is a continuous process of learning - this is a good opportunity.

Winning new business is the lifeblood of any B2B organization and yet many simply do not give this absolutely fundamental area of their business sufficient thought and consideration. Business winning skill is critical to a company's on-going success. If the skills and processes are not in place in your business you could pay the ultimate price.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. July / 20 / 2019
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Baby congestion: Causes, symptoms, and home remedies  Medical News Today

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Simple and effective home remedies to fight Dengue  Times of India

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Two quick remedies to get rid of acidity at home  Times of India

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How to Get Rid of Fleas In the House - Home Remedies for Killing Fleas on Dogs and Cats  countryliving.com

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Home Remedies For Anemia: 5 Foods That Can Help  Doctor NDTV

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Cut on penis: Causes, treatment, and home remedies  Medical News Today

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What doctors think about 5 common cold and flu home remedies  ABC News

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Home remedies to beat the common headache  FOX 46 Charlotte

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Five home remedies to cure a hangover  The Standard

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Struggling with migraines? Here are 5 home remedies you should try  SHEmazing

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5 home remedies to fix puffy eyes  Times of India

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How to Get Rid of Yellow Toenails  Thrive Global

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Effective home remedies for sunburns  WCNC.com

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5 Cold Curing Home Remedies  Trinidad Guardian

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Is your stomach bloated? Try our quick remedies  TheHealthSite

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Home Remedies For Acid Reflux  Trinidad Guardian

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Summer cold: Symptoms, allergies, and remedies  Medical News Today

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This DIY home remedy for cracked heels works like a charm!  Times of India

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Irritable Bowel Syndrome: Home remedies to beat the pain  TheHealthSite

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Super easy and quick DIY home remedies for puffy under-eye bags which you can try in office  PINKVILLA

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5 simple home remedies for diarrhea  Medical News Today

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Hangover cures: Most effective home remedies  Medical News Today

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The best home remedies for hair growth  Medical News Today

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Pustule: Causes, treatments, and home remedies  Medical News Today

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Irregular periods: What home remedies could help?  Medical News Today

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5 Doctor-Approved Home Remedies for Restless Legs Syndrome  Health Essentials from Cleveland Clinic

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Debunking 6 Common Home Remedies That Aren't Worth Trying  Mental Floss

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Grandma knows best! Baby home remedies from around the world  TODAY

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7 natural home remedies for your dog  Mother Nature Network

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Note to Parents: Most 'Home Remedies' for Children's Colds Don't Work  Healthline

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Measles Treatment: 8 Home Remedies To Help You Recover  International Business Times

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Home remedies: Cold remedies that work  Medical Xpress

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Baby constipation: Top 7 home remedies  Medical News Today

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How to get rid of calluses: 7 home remedies  Medical News Today

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12 best natural remedies for eczema  Medical News Today

Many natural remedies can relieve the dry, itchy skin that eczema causes, including aloe vera, coconut oil, special baths, and essential oils. In this article, we ...


Xuan Juliana Wang recalls immigrant stories in ‘Home Remedies’ - San Francisco Chronicle
Xuan Juliana Wang recalls immigrant stories in ‘Home Remedies’  San Francisco Chronicle

Author Xuan Juliana Wang tells the stories of immigrants in.


8 natural and home remedies for itching - Medical News Today
8 natural and home remedies for itching  Medical News Today

Itching can be bothersome and cause a person to lose sleep or damage their skin. In this article, learn about a variety of simple remedies to get relief from ...


How to get rid of acne scars: Treatments and home remedies - Medical News Today
How to get rid of acne scars: Treatments and home remedies  Medical News Today

Acne scars can form as a result of moderate-to-severe acne. Many home remedies and medical treatments can help smooth the skin and reduce scarring. Learn ...


3 home remedies that you should avoid at all cost - Times of India
3 home remedies that you should avoid at all cost  Times of India

Whenever someone gets hurt or injured, the first thing they do is turn to home remedies for instant relief. They are safe, easy and have been in use for a long ...


9 Home Remedies and Scientific Studies on Their Effects - Interesting Engineering
9 Home Remedies and Scientific Studies on Their Effects  Interesting Engineering

Not all home remedies are equal. Many remain as myths whilst some actually have scientific studies backing them.


Top 10 home remedies for an itchy scalp - Medical News Today
Top 10 home remedies for an itchy scalp  Medical News Today

Whether dandruff, psoriasis, or another condition is causing an itchy scalp, various home remedies can relieve the itch. In this article, we discuss the options and ...


5 home remedies for pinkeye - Medical News Today
5 home remedies for pinkeye  Medical News Today

Pinkeye, or conjunctivitis, is a common eye condition. People can relieve irritation, itchiness, and discomfort at home, using various natural remedies.


Home remedies: Self-care measures to relieve tension-type headaches - Medical Xpress
Home remedies: Self-care measures to relieve tension-type headaches  Medical Xpress

Frequent headaches can interfere with your daily life. But healthy lifestyle choices can help you head off the pain. Start with the basics, including diet, exercise ...


The 6 Best Home Remedies for a Cough - What to Do for a Cough - WomansDay.com
The 6 Best Home Remedies for a Cough - What to Do for a Cough  WomansDay.com

Coughs are a totally normal thing to get from time to time, but that doesn't make them any less annoying. Like when you're fine one moment and then hacking ...


How to sleep better: Tips and home remedies - Medical News Today
How to sleep better: Tips and home remedies  Medical News Today

Getting enough good-quality sleep is essential for a person's physical and mental health. Some simple sleep hygiene practices and home remedies can help ...


Atopic dermatitis (eczema): Treatment and home remedies - Medical News Today
Atopic dermatitis (eczema): Treatment and home remedies  Medical News Today

People may find their atopic dermatitis, or eczema, challenging to treat. However, there are many treatments and home remedies that can reduce itching, ...


'Home Remedies' Is About the Bizarre Experience of Growing Up in Rapid Globalization - VICE
'Home Remedies' Is About the Bizarre Experience of Growing Up in Rapid Globalization  VICE

In her debut short story collection Home Remedies, Xuan Juliana Wang writes like she's steadying herself against everyday whiplash. She has a careful ear and ...


The Lehigh Valley has a new medical marijuana dispensary. You may know the name. - lehighvalleylive.com
The Lehigh Valley has a new medical marijuana dispensary. You may know the name.  lehighvalleylive.com

Center trio, from left, co-founders Victor Guadagnino Jr., Patricia Gregory and Joan Guadagnino cut the ribbon at a grand opening Thursday, July 18, 2019, ...


Home remedies for sensitive teeth plus causes and prevention - Medical News Today
Home remedies for sensitive teeth plus causes and prevention  Medical News Today

Having sensitive teeth can sometimes make eating and drinking a painful experience. However, certain home remedies may help reduce tooth sensitivity.


Simple methods to deal with premature ejaculation - Pulse Live Kenya
Simple methods to deal with premature ejaculation  Pulse Live Kenya

Premature ejaculation or PE is when a man reaches orgasm and ejaculates too fast without control. This leaves the partner frustrated and distressed because ...


Medicine or Myth? Home remedies put to the test - Sydney Morning Herald
Medicine or Myth? Home remedies put to the test  Sydney Morning Herald

A range of wild and wacky natural cures are assessed by neurosurgeon Charlie Teo and fellow panellists in a new show from SBS.


Home remedies: Healthy use of humidifiers - Medical Xpress
Home remedies: Healthy use of humidifiers  Medical Xpress

Humidifiers can ease problems caused by dry air. Dry sinuses, bloody noses and cracked lips—humidifiers can help soothe these familiar problems caused by ...


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