Success in sales is, as in sports, dependent on the different plays you as an organization can pull out of your sleeve and activate to create goal-scoring or touchdown opportunities. As any professional head coach will tell you, there are several tactical maneuvers that have to be put in to place and played out to make those goals or touchdowns.
Goals and touchdowns are rarely coincidental. And companies who are better at developing these plays, will as in the sporting world, win a lot more games or close a lot more deals.
Your plays must cater too different needs
Playing Liverpool or Kansas City Chiefs requires completely different plays than playing your local pub team. Think about the difference in buying behavior between small, midcap and large companies. A small company has a small administration and this administration represents all the needs, wants and personalities you must present, argue, negotiate and sell too.
With a midcap entity, the administration is just a barrier you have to get by to find the real decision-maker in the board or with the CEO. For a large entity, you must first play your way through a set of professional negotiators, whose only job is to “squeeze the deal.” Before your proposal lands at a completely different desk with a whole new set of needs, wants, and personalities.
Use your strengths and create plays for the opponent at hand
A good play is all about getting your “negotiator/closer” into a goalscoring position.
Here are some tips from our playbook:
- Develop different tactics to identify your opponent.
- Develop different tactics to approach your opponent.
- Develop different tactics for gathering the information you need about your opponent.
- Develop different tactics on how to present your services to different opponents.
Just make sure that you, as often as possible, are able to get the ball to your goal scorer or to make the touchdown.