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Catherine Mcquaid
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As the owner of a specialty business services firm, you may have recruited salespeople because they "knew everyone" and you believed their networks would bring you business. Since you're a believer that word of mouth marketing and referrals is the most dependable way to get into big companies, having access to as many people as possible on a personal basis makes good business sense. The limitation of what I call a "natural network", or face-to-face networking is this: it is likely to be made up of people who resemble each other. In other words, they will be people in similar disciplines and at similar levels of responsibility. More importantly, a natural network is often limited geographically. Continue reading
Posted Dec 5, 2009 at Community Marketing Blog
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If you are a sales manager, a major account executive or are responsible for high-value client relationships, what role does the subject matter expert play & at what stage of the account development process do you involve them? Continue reading
Posted Dec 4, 2009 at Community Marketing Blog
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The larger the price tag of the business service you offer, the broader the impact of your service and the more stakeholders it affects, the more people will be involved in a decision to hire your firm. Big companies have many stakeholders, not all of them apparent to an outsider. 1. Knowledge-based businesses are best sold by experts 2. Networks are the best way to get inside large companies 3. If you get to the right person, a deal can be done. Discussions about how to win new clients usually involves a couple of these myths: 1. Knowledge-based businesses are best sold by experts 2. Networks are the best way to get inside large companies 3. If you get to the right person, a deal can be done. Continue reading
Posted Dec 4, 2009 at Community Marketing Blog
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Winning New Clients: Sales Myths Getting inside complex, Fortune 1000-sized companies requires major account development strategies and tactics. Becoming a preferred vendor enterprise-wide is the route to multiple assignments and a dependable revenue stream. Continue reading
Posted Dec 4, 2009 at Community Marketing Blog
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Smaller firms who need major accounts because large companies are more likely to award multiple contracts year after year. However, getting past the barriers in Fortune 1000-sized companies can be daunting and time-consuming. How about doing something counter-intuitive? Cold-calling senior executives is discouraged in many key account acquisition strategies. Yet how do you crack into a Fortune 1000-sized firm who would be a perfect client for you if you have no "natural" network access? Here is a 2-step process to getting an executive-level "green light" plus a referral to a member of their team. Continue reading
Posted Nov 18, 2009 at Community Marketing Blog
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If you want to secure preferred vendor status with a major account, there will be multiple stakeholders in each division or operating group. Not only are there "silos" or independant revenue groups with their own budgets, but the stakeholders have different responsibilities with respect to a decision to hire your firm. Each stakeholder group may see a different part of the elephant (as in the fable of the blind people and the elephant) and each stakeholder represents a go/no-go point in the company's buying process. Therefore, your firm will make a "sale" to each stakeholder group. Continue reading
Posted Oct 12, 2009 at Community Marketing Blog
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Major account development takes into account the fact that there are multiple stakeholders in decisions and each stakeholder group has a different view of the business challenge. The route to multiple assignments (and a dependable revenue stream) is becoming a preferred vendor enterprise-wide. This means that any department or business unit in the enterprise can retain your firm since all required documentation as a vendor has been satisfied. Continue reading
Posted Sep 4, 2009 at Community Marketing Blog