Selling to Big Companies

This book cannot be praised enough. The only improvement is to change the title. This book isn't just for selling to big companies! This book is for anyone who needs prospects and whose company does a poor job of generating leads for them (everyone is in this situation I think). Selling to Big Companies debunks many of sales myths, especially those loved by out-of-touch managers who want more results but are clueless about how to get them. We are living in the `perfect storm' of sales resistance, especially in regards to getting in at all. Selling `high' isn't the answer, any more than the tired, worn-out approach of cold calling. This book, however, is the answer! There are thousands of books and systems for sales. Almost all of them ignore or minimize the realities of how hard it is today to get into accounts to even begin `selling.' Few books have little useful information on prospecting or lead generation. No matter how good you are if you can't get in the door you can't be a solution, strategic, customer-focused, closed sub (Sandler), or ad nauseam `flavor of the day' seller. This book, coupled with "Selling Against the Goal" has replaced 90% of my selling library and is an indispensable read. This book is a practical workbook: not simply a theoretical system of selling that does you no good in the day to day selling world where we all live. This book tells you how to make a plan, to create a prospect campaign: the how-to of developing leads and prospects within your territory. The book has very explicit instructions that show you how to work an area, develop business, and close sales. "If you're not getting in," for example the book tells us, "it is because your value statement isn't very good." This book goes far beyond the worn out and doesn't work advice of `just cold call more.' This book may have saved my career. It will definitely improve anyone's sales efforts if they apply it.

Frankly, I began to read this book with some skepticism because I had already read dozens (hundreds?) of books about sales - including Anthony Parinello's Selling to VITO and Getting to VITO - and doubted that there would be much (if anything) left for Jill Konrath to discuss. I soon realized that I was wrong. True, Konrath offers few head-snapping revelations but her extensive personal experience (especially with rejection and failure) is rigorously examined, her advice is eminently practical, and the material is rock-solid, enhanced by the direct and conversational rapport she immediately establishes and then sustains with her reader. So many books about sales resemble a series of formal presentations at a conference or lectures by a business school professor. Not so with Konrath who understands that competition (with one's self as well as with others) is "the name of the game" in the business world, and, success there can be achieved only in the "trenches" of thorough preparation and styrategic (but prudent) persistence. Appropriately, in Part One, she first explains what is required of those who attempt to sell to "big(ger)" companies. There are many challenges to avoid or overcome, several the result of misconceptions which Konrath summarily repudiates. This is a uniquely valuable section of the book because it makes crystal clear what experienced salespersons must "un-learn" about what they have assumed to be true thus far, and by doing so, Konrath makes it crystal clear to others what simply doesn't work...and why. Those in the latter group will probably find it easier to apply her advice which is at all times practical...and immediately actionable. In Part Two, Konrath explains how to "build a foundation" for what eventually should become a cohesive, comprehensive, and cost-effective system for effective preparation, cultivation, and solicitation. What she is talking about really is a high-stakes "game" played against formidable opponents according to rules which can sometimes change suddenly. Some of the most important material in this Part focuses on the imperative need for a strong value proposition. There's good news and there's bad news. First the bad news: Most value propositions are weak. Now the good news: Most value propositions are weak. Her explanation of how to formulate and then leverage a strong value proposition, all by itself, is well worth ten (or 100) times the cost of the book. With all necessary preparations thoroughly explained and illustrated (i.e. what's true and what isn't, what works and what doesn't), Konrath shifts her attention to "launching the campaign" in Part Three. Once again, there is a step-by-step process involved: Identify key decision-makers, Stop waiting for them to call back, Create enticing voice mail messages, Leverage e-mail strategies to get in, etc. What about barriers and how to overcome them? Konrath explains "how to become irresistible to decision-makers" by overcoming obstacles and el

Thesis: You can achieve your goal of selling to big companies by first deconstructing why you've failed before, then creating a new game plan to forge new territory by breaking down old barriers on your way to victory. Structure: 22 chapters spread over five parts of the book; two appendices also included. Each chapter ends with a bulleted list of key points to reinforce the most important aspects of the material. I found the following especially helpful: Understand Corporate Decision Makers (Ch. 3, pp. 19-27) Understanding your prospect's world is essential, right? And so it is with selling to big companies. Jill explains very clearly the firefighting world that corporate decision makers live in and what this means for your approach. One specific insight I found very enlightening was that corporate decision makers "haven't got time for the pain" (p. 22) of taking the time for building rapport as we'd often like. Is Your Value Proposition Strong Enough? How to Strengthen Your Value Proposition (Ch. 6 and 7, pp. 51-61 and 63-73) In these chapters, Jill shows you how to form a strong value proposition that prospects will find irresistible. She points out the epidemic of weak value propositions (pp. 53-55) and informs you that it's essential to describe tangible, measurable business outcomes and acknowledge opportunity costs. Chapter Seven shows you how to identify and increase the power of your value proposition (p. 64), how to address a lack of metrics (p. 68), and how to test effectively (p. 72). Break Through the Barriers (Part Four, Ch. 16-19) Part Four focuses on breaking through the barriers of corporate sales. You'll learn practical tactical ideas for your call (p. 163) and how to stay persisitent in the face of your prospects' brush-offs (p. 177). Jill also gives you invaluable instructions on how not to treat gatekeepers (p. 186) and how to maintain your contact without sounds desparate (p. 193). While those who sell only to small companies will find a lot of useful information here, I consider the book almost a necessity for those wanting to land large companies as clients.

Buy Jill's book. This is the absolute best sales book I ever read. This is the first time I've ever written a review. I was in sales for 11 years before I left. I stayed away from sales for four years. I came back last year. The world changed. Everything I used to do, doesn't work anymore and Jill says exactly that in her book. She perfectly details the voice mails, the letters and the conversations I've had with potential customers. She describes them in detail, accurately and then Jill explains why that doesn't work anymore. I got the feeling she knew me as I was reading the book. Happily, Jill then describes in detail the right way to sell. She says do A, then B, then C. Jill says it all in a down-to-earth style. I felt like I knew her. She has the entire sales cycle described. Nothing is left out. This book is a blueprint. It's a map. If you want to be successful, really successfully in sales, buy this book. I have read A LOT of sales books. Without exception, this is the best. I highly recommend it.

I read this book twice already and each time I got new ideas for more deeply connecting with buyers and decision makers. Also, the title is a little deceptive, these techniques will work equally well with small companies, so no matter who you sell to, you should own this book. One of the most important ideas I got out of the book was how to actually open doors at large companies. While many feel that companies are giant faceless organizations with layers behind which buyers hide, the book shows you how to connect with the real people who are deciding and buying. I honestly believe that anyone reading this book will reduce their sales cycles significantly and they'll create more new opportunities than they ever have before. This book is a must read for any serious salesperson who wants to increase their selling ability . . . fast!