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A,B,Cs of Business Development: Strategy for the Non-Complex Sale

Written by: Doyle Slayton

Article Overview: Most decision makers are very busy. Often they are willing to work with vendors, recruiters, etc. on an informal basis. If you have a great product or service that matches the client's needs, why complicate or slow down the sales cycle? Start simple and move into relationship mode as you build trust and understanding for the clients needs and interests.

A,B,Cs of Business Development: Strategy for the Non-Complex Sale

Does your product or service allow for a simple, non-complex sales approach?

I am going to introduce you to a technique I call the A,B,Cs of Business Development.

Main Point: Most decision makers are very busy. Often they are willing to work with vendors, recruiters, etc. on an informal basis. If you have a great product or service that matches the client's needs, why complicate or slow down the sales cycle? Start simple and move into relationship mode as you build trust and understanding for the clients needs and interests.

Plan A: If you can get in the door and do a presentation or product information table in a high traffic area... keep it simple... and get in the door.

If you are getting "closed door" objections (Ex. No solicitation, against policy, we don't allow vendors, etc.) move to plan "B"...

Plan B: Switch gears and try to set up a meeting with a decision maker to understand their needs and create value. Match only the product features and benefits that meet that particular client's needs.

If you are still getting "closed door" objections, move to Plan "C"

Plan C: Let the client know that you understand their objection and this may not be the best time to meet. Inform them that you will be following up on another date and time that is more appropriate.
(Your follow-up call should be scheduled "sooner rather than later," and you should begin that call with Plan "B")

Important Note: If Plan "A" was successful right from the beginning. You should always move to Plan "B" after the "event" so that you may determine the potential for building an ongoing relationship with the client.

Follow these steps relentlessly, honing your skills along the way, and your results will soar!


What techniques do you use for keeping it simple and gradually moving into a partnership or long-term relationship?

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Article Tags: best time, business development, c plan, decision maker, decision makers, gears, informal basis, long term relationship, objection, objections, partnership, plan b, product features, product information table, right from the beginning, solicitation, switch gears, traffic area



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