Sales Strategies: Hunting for Big Game

This article was written by Ray Silverstein of Entrepreneur.com

It's a jungle out there. Yes, small-business sales is a wild, wild world. My guess is that you wouldn't be out there if you didn't love the thrill of the hunt. But passion alone is not enough. To be successful, you must hunt selectively. After all, you have limited time and resources and can't afford to pursue everything that moves.

It makes sense to target the big game -- the grandest trophies. It's hard work and requires a longer sales cycle, but it's also much more rewarding. So how do you choose a prime target? Consider these factors to determine your greatest chance of success:

• ease of contact;

• ease of potential sale;

• length of potential relationship;

• initial profitability;

• long-term profit potential;

• your ability to deliver a unique or definitive solution to the prospect;

• your ability to satisfy the prospect's needs and demands.

Once you select your prey, let the hunt begin.

Learn the Lay of the Land

The first step is to learn about the company you're after. The Internet makes this infinitely easier than it was in the past. Study the company Web site; then scour the Web for industry news and background information. And don't forget to ask around.

What are the company's needs, goals and attitudes? Most important, what is its key problem, and can you offer a remedy? Frankly, if you don't have a real solution, you may be wasting your time. To win a first-time sale from a large target, you need to be able to offer a compelling solution.

But don't limit your research to the company as a whole -- home in on its leader, your ultimate prospect. Learn about your prospect's interests and lifestyle. Be creative. Think about how you could meet this person outside the office, say, through a social or charitable event.

Check Your Gear

You can't bag anything without the right equipment. Do you have the proper rifle and ammunition for your quarry? Essentially, this means creating two plans: The first is your marketing plan, or how you'll get in to see the prospect; the second is your sales plan, or how you'll build a relationship, create trust and introduce your solution.