How To Approach A Big Customer

While many representatives may have initially struggled with cold-calling, it becomes a skill that salespeople master over time. The initial fears that exist can usually be overcome through practice and repitition.

Though reps may get over their fears about cold-calling, dealing with a big and influential company may lead these salespeople to become anxious, as selling to a company like Coca-Cola can be more intimidating that the local vendor.

The concept of approaching a large company, and potentially selling to a customer that may generate significant business, should differ only in recognition. While this client is noteworthy, a salesperson should keep the same confidence and methods of preparation that have led to past successes, according to Barrett Riddleberger, the chief executive officer (CEO) of Resolution Systems, Inc., a sales training and consulting firm.

A lack of preparation for the sales call would lead to the same fears and failures, whether it was to a Fortune 500 company or a mom-and-pop store. The main different between these two businesses is that one has much more public information available, as many big firms are publicly traded and offer a significant amount of resources that a representative can use in their research, noted the executive.

“Representatives need to take advantage of the public information and LinkedIn,” noted Riddleberger. “Salespeople can do as much research as they can to find out who in that company is in your network, or who’s connected to your network.”

Along with the initial research about the people inside the company that a representative may speak to, salespeople need to find out what the Fortune 500’s ideal customer profile looks like. They can determine how the sale may benefit the larger organization, and to what extent the relationship may grow after the initial purchase, according to the executive.

Using the resources that are available on the internet about large companies, a representative can move on with the determination of the exact way to approach the call, reported

“Do they have some things that’s going on that’s out in the public in terms of issues they are dealing with, or what expansion strategies they are going through, and what’s the right time for you to make that contact?” Riddleberger noted as the possible questions that may arise.

Representatives need to make the call with a sense of purpose, and they need to relize that confidence is what gets through to people that deal with many smaller companies on a regular basis, according to the executive.