For small enterprise and even
According to Angelique Rewers, CEO of
Many small businesses turn to
Rewers' firm offers training and consulting services to small enterprise CEOs and self-employed experts to support them in winning corporate clients. Here's what she suggests you do to gain and
Ask for introductions to decision-makers across the company.
According to this
"More and more, you're going to find that the key people who have been champions for your company's services or products will be moved into a new role without warning," says Rewers. "That means that your current contact may no longer be the person who has the authority or need to buy from you. "It's more important than ever to build your relationships wide inside of organizations.
"One great way to
Rewers strongly recommends that you ask for strategic introductions to the right people. "Sometimes cutting to the chase is the most effective approach of all," she says.
Don't worry about your competitors. Focus on building consensus.
Everything inside of companies is more complex today. There are more interdependencies. More dotted-line reporting structures. More joint-ownership responsibilities. As a result, two things have happened.
First, the speed of buying decisions has slowed down. Dramatically. Second, while the people in charge may all agree that they
"If you want to sell to corporate clients today, you have to bake into your marketing and sales process a number of consensus-building exercises," says Rewers. "By helping your prospect identify the areas where there is already internal agreement among key decision makers, you can get them started down the path to a solution." And of course, once a company buys from you, they are more likely to keep buying from you.
Something else that The Corporate Agent experts recommend to their small business owner clients is that their approach to working with corporate clients starts with a discovery phase engagement--for which they are paid.
"The discovery phase allows both them and their new corporate customer the opportunity to wrap their arms around the business challenge at hand in a way that simply cannot be duplicated in series of sales conversations," says Rewers. Don't give away your expertise out of fear that you will lose an opportunity to work with a corporate prospect.
Focus more on proximity and less on online marketing.
Online content and inbound marketing aren't going to get you anywhere when your focus is on landing a corporate client. According to Rewers, that's simply not how you reach the key decision makers at the top of organizations today.
"Decision makers are even more discerning as to whom they let through their proverbial red velvet rope," says Rewers. "One of the biggest factors is whether or not they've met you. That's why our recommendation to our small business owner clients today is to curate
"By mixing together cutting-edge insights, executive-to-executive knowledge sharing, and high-end experiences, you can crack open the door to the C-level folks who you really want to speak with," says Rewers.
Hold a tasting menu event with a buzz-worthy chef, for example. Be creative. You might even look for a partner for your event--another small business owner who targets the same corporate prospects for a different product or service. Together, you can host a fun, buzz-worthy event for both, your top customers and your ideal prospects. Employing this strategy is smart since your clients will naturally talk about the results they've seen from working with you, essentially doing your selling for you.