Промышленный лизинг Промышленный лизинг  Методички 

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salespersons ideas, opinions, and solutions to the key people in his or her own organization.10

Understanding the political issues and recognizing the sacred cows within an account is just another key element in an outside focus that puts the customer first. Corporate cultures breed sensitivities and strong opinions, and salespeople have to have an inside track in order to understand these issues and therefore to sell effectively. Todays salespeople need to send the message that they care enough to understand the clients behind-the-scenes concerns. Because complex sales involve multiple players with various perspectives, an internal champion is necessary if the salesperson is to navigate the corridors and unlock doors throughout the account.

WAYS THE INTERNAL CHAMPION HELPS

Returning to the scenario with Heather, lets see how having an internal champion might have helped. If Heather had taken the time to identify, select, and ask for the help of an internal champion, she might have secured the business relationship and cut her sales cycle in half. And she might also have reduced the frustration level of certain people within the account who felt that she wasnt making progress.

The internal champion could have advised Heather that the president of his company had been a college roommate of the senior vice president of sales for Heathers competitor. This might have led Heather to use a different strategy. For example, she could have suggested that her company did not expect to replace the competitors business, but would merely supplement it. That way, Heather wouldnt have been a threat to the relationship between Globals president and his college friend.

This inside information would have also reduced the anxiety level of people at Global who reported to the president and knew of his relationship with her competitors senior manager. While there is



rarely such a thing as just one decision maker in a complex sale, there is almost always an internal champion who can help make an affirmative decision a little bit easier.

HOW TO IDENTIFY AN INTERNAL CHAMPION

The following steps will help you to identify your internal champion:

1. Find decision influencers and decision makers. List the key decision influencers (people who do not have the final say but will influence the decision outcome) and decision makers (the people who will take the responsibility for making the decision).

2. Determine which of the decision influencers and decision makers will help you. Seek out their colleagues perceptions of these potential internal champions. When seeking perceptions, you are trying to get answers to such questions as, Which of the people within the company might be willing to help? Which ones can you trust? Which ones have the power but maybe not the position? Which ones ideas would be more likely to align with your own philosophy of business? Which ones are destined for promotion?

3. Ask for introductions. If you dont already know one or more of these potential internal champions, you might ask someone in the account that you do know if he or she would be kind enough to introduce you.

4. Meet. Try to secure a thirty-minute initial meeting with the potential internal champion to assess how you might work with her or him. This internal champion can also advise you on your sales strategy and offer advice and counsel concerning the best plan for developing a partnership between your organization and the clients.



SALES TRUTH 2: In complex selling, you need an internal champion.

5. Ask the person if he or she will function as your internal champion. Ask the individual to help you, so that you can be the most effective not only for yourself and your company, but also for the account. Explain that his or her suggestions and counsel will not only help you to avoid potential land mines but also help you to create better value for the champions company by enabling you to understand its inner workings more fully.

ACTION POINTS

4 You cant do it by yourself. Research shows that to make complex sales, you need to have an internal champion.

4 Maintain two-way communication with your internal champion. Make an agreement with your internal champion to keep each other apprised of the efforts each of you is making.

4 Dont become too dependent on one account champion. A note of caution here: People in organizations change. They retire, theyre replaced, theyre promoted, and they fall out of favor. Be careful not to place all your eggs in one basket with just one internal champion. The more perspectives and insights that you can get into the inner workings of an account, the better-for both parties.



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