You always need a plan of action when you’re seeking a contract with the Big Boys. Do your homework. Learn as much about the target company and how they do business as possible, down to the smallest detail.
How do you get these details? Ask specific questions and observe. Take advantage of every opportunity that presents itself to meet the decision-makers -- at luncheons, golf outings, charity events and Chamber functions. Then set appointments and show up with specific items to discuss, such as what improvements they would like to see over the current provider’s service or if price is the key issue.
If you run a janitorial company, find out all the things that the potential client likes, all the way to the preferred brand of hand towels. The bigger the company the more people will be involved in the purchasing process, so make sure to learn all the players and their roles. Ways to find out who these people are: look at who is copied on emails and memos and, of course, just ask.
Once you have your information gathered, you can make your plan. Keep in mind that the companies we are talking about here spend huge amounts of time and money putting their projections together and that if you walk into a meeting with only a smile, pen and notepad, don’t be surprised if five minutes later you’re going back out the door.
Instead, come armed with everything from brochures and samples to letters of recommendation. Be prepared to cite examples of where you have done or are doing the type of business you are seeking to win.
Make sure that you can handle the business if awarded. Ask yourself if you have the cash flow, employees and raw materials to handle the job. Small companies that don’t prepare for this can find themselves in serious difficulties.
An old saying in sales goes: "There’s a fine line between being persistent and being a pest" and with the large companies this really comes into play. Your competitors are calling on the buyers every day and as someone who has sat on the buyer’s side of the desk, I can say from experience that this line is crossed often -- which has a tendency to "color" the view of the buyer toward everyone in your business.
The thing to do is to be seen as an asset, not a necessary evil. Set up times to follow up on the project and make sure to do what you say you will do and do it when you say you will. Do not call every day asking the same question. The bigger the deal, the longer it will take to close.
We all want the "big" scores, but the fact is, not everyone wins. Those who do are the ones that have put the time into the plan and have the persistence not to give up. One of my favorite sayings is, "If it were easy, anyone could do it." Never be afraid to tackle the big opportunities; and if you don’t win, learn from them for the next time.
You know you can supply what they need. There’s only one problem: they don’t know who you are. So how do you find opportunities to sell to the Big Boys?