Sales Strategies: Hunting for Big Game

Be sure to tailor your sales plan to your prospect's specific needs. Don't use a generic presentation. Create one designed to serve the prospect's particular needs. This is where your upfront intelligence comes in: The more you know, the better you can do this.

Make Your Approach

The easiest way to get in touch with your prospect is with a direct approach. Send a carefully crafted letter. Try calling for an appointment. If at all possible, get yourself a referral. Chatting up a receptionist or assistant can sometimes get you in the door, provided you're genuinely friendly and low-key.

You may also try to "accidentally" meet your prospect at an activity or event. It isn't always possible to access high-powered people through the front door; you may have to go around to the side. I know of one very successful entrepreneur who built his entire business on such side-door opportunities.

If and when you do get to meet your prospect in a social situation, don't try to sell anything at that first meeting. Rather, try to establish a rapport that'll lead to a future appointment. Be patient and persistent.

And if your quarry travels in a pack, be ready to meet and greet other members of the group. Never underestimate them. They may not be decision makers, but they may be influencers who can arrange an introduction or referral.

Pounce!

Going after big game isn't for the timid. It takes time, smarts, ingenuity and determination. Furthermore, concentration is key. The process doesn't end once you're in the door. Keep developing as many relationships as possible throughout the company. You goal is to obtain ongoing information regarding the company's needs, goals and problems so you can continue to provide strong solutions.

Ultimately, you must become more than the hunter. Once the sale is made, you must join the pack.