Rich Gaines

In the last post we talked about negotiating with your big fish and how to nurture and build on the relationships you are creating. Today we’ll talk about the power your fish has and how to utilize that for your benefit.

One of the most important aspects of this is to keep your cheerleader cheering. This refers to the ally you created in the company and who needs to stay loyal to you for you to continue a profitable partnership with your fish. You can keep your champion going by offering or doing a number of things to show appreciation. Some of these things are:

• Share the limelight.
• Help them thank their company with new products and services.
• Emotionally connect them to your company.
• Know when to leave them alone.
• Keep your “family” happy.
• Stay on the front lines.

Now that you have some ideas of how to build solid relationships, you need to seek out people to build these relationships with. These alliances will help you get bigger clients that stay with you forever. You can often get in the door by offering them something in exchange for something they need:

1. Power
2. Information
3. Better work experience

These are all great ways to feed your alliance. You need to go into a relationship considering the things a big fish can offer you besides money. These can include:

• The opportunity for your business to expand
• The opportunity to learn from the experience and find ways to grow
• The opportunity to improve your processes, systems and other means of doing business

These are some of the best ways to keep your alliances going strong and your partnerships fresh and content.

If you need help with any of these tactics, try our FREE test drive for great tools and resources that can help you every step of the way.

There are a few things you need to do and consider to prepare for your first face to face meeting:

• Make a list of what you want to accomplish during the meeting.
• Anticipate potential concerns from the client.
• Check to make sure you are completely prepared.
• Listen more than you talk.
• Bring support staff with you.
• Use and respect the clients’ format.
• Always follow through.
• Ask for what you need and seal the deal.
• Simplify your prospects life.
• Find ways to boost your credibility.
• Build and nurture relationships.
• Learn from “no”. Find out what didn’t work so you know how to change it for the next time.

These are all important things to do both before and during your presentation. With confidence behind your company and product you will catch that big fish. The next step of the process is negotiation. This can seem a little intimidating but with a few tips and tricks can become natural to you.

Here are some tips to help you negotiate successfully:

1. Build a pricing strategy and stick with it.
2. Prioritize what you plan to offer. This should include what really matters to you and what you are willing to give in on.
3. Don’t give in too quickly.
4. Negotiated with a person, not a “company”. Don’t let their answer be that they would like to, but can’t.
5. Don’t sell yourself short.
6. Mitigate your pricing. If you go too low, you won’t be able to raise it back up and you need to make a profit.
7. Don’t sacrifice quality for the deal.
8. Your services should always count as costs.
9. Boost margins with add-ons.
10. Handle request for proposals with the utmost care.

These are the ways you make sure that both parties are getting the best possible situation from the partnership. Once you start meeting or working together, it’s important to continue to build your relationship so that the representative becomes as big of an ally that best suits you. They are more likely to vouch for you and build on the partnership you have with their company.

We like to call this person a champion. They are a champion for your company and can bring a stronger, brighter future to your company. Here are the characteristics of a great champion:

• They are respected by supervisors.
• They are socially networked.
• They think in the best interest of their company, long term.
• They are able to quickly navigate through the company to get things done.
• They are willing to give credit to another person.
• They share the same business philosophy, values, and vision as you.

Now, that you know how to negotiate for what is best for both parties and build on relationships, we’re going to talk about how to use your fish’s power to the best of your benefit.

If you need help with any of the negotiation or courting process, try our FREE test drive to get access to a wealth of great tools and resources to help you be successful.

In the last post we talked about making first contact with your prospective big fish and how to make a positive first impression. Today we’re going to talk about feeling out the personality of your prospective big fish to match the right salesperson to the fish.

You need to do this in two steps:

1. Profile your salespeople’s personalities.
2. Match the right salesperson to your target fish.

There are essentially three different selling personalities:

• Sage
• Pal
• Pit Bull

The Sage

This salesperson offers knowledge, experience, comfort and trust. They can make a concerned customer feel at ease. In order to be successful they need plenty of information, a demo of the product/service, references and case studies, if possible.

The Pal

Much like it sounds this is a salesperson that shines at building relationships. They can instantly relate to the prospective client and make them seem like old friends in no time. They work best with clients who are looking for friendship, information and in a similar peer group as the salesperson. This can include anything from age and culture to hobbies and nightlife. While, sharing experiences can be beneficial to creating a new relationship, your salesperson must always keep it professional and dignified. The resource’s this personality type needs is help pairing with the right client, entertainment (or schmoozing) budget and the right information to meet the client’s needs.

The Pit Bull

Obviously, this personality type is a little more aggressive than the others. They are all about business and the bottom line. While this may seem harsh to a lot of people, there is a set of business people out there that want the same thing and respect someone who can get down to business and the benefits of a partnership. This salesperson will need to be trusted with a little authority as they will likely be closing deals on the spot. They’ll need plenty of resources and access to products and services. They are best placed in environments where they can work independently, exercise their authoritative discretion and seal deals quickly.

These can all be successful when each is used in the right selling environment. You can easily see how matching the right salesperson for the client can secure more big fish and for a longer period of time.

If you need help figuring out which of your salespeople fit into these three areas, try our FREE test drive and work with one of our amazing coaches to get your big fish plan in action.

In the last post we talked about how to learn about your big fish and prepare for the first contact you’ll make with them. This first contact is essential to your success. You need to instill confidence in them. They need to know you can fulfill exactly what you are offering on time, at a good price and at the quality you promise.

Today we’ll actually go through the big approach and how to make that perfect first impression. Before you put together your approach plan, you need to choose which big fish you’re going after. Take a look at your notes and the research you’ve done about prospective fish. Then decide which one will be the easiest approach to start out with.

There are a series of things to go through in choosing which fish to start with. They are:

• Position Your Business
• Compile Your Hit List
• Select the Best Target

Position Your Business

You need to position your business to make the first move by listing your revenue streams, your operational procedures, where your fish is initially positioned, your big-customer research, and putting it all together.

Compile Your Hit List

Start with a list of all the companies you’ve been considering. Then narrow it down to the ones who know could use your products or services. Don’t overlook obvious choices, whether they are big or small. Even small companies could be big fish in the future.

Select the Best Target

Once you’ve got your list narrowed down, you need to decide which one is the best fish to start with. You need to consider a couple of things:

• Which have the most purchasing resources to spend?
• Does their company vision compliment yours?
• What are their employee incentive programs as they relate to your products/services?
• What’s the company’s real need for you?
• Will the partnership lead you off-course?

Now you should have a target in mind to start with. It’s time to plan your approach and execute that plan.

Here’s the step-by-step plan to help you make a good first impression:

1. Build and analyze your database. Divide your leads into three different categories: hot leads, great fits, and secondary leads.
2. Send out introductory mailings to your target to introduce yourself, your company, services, products, and vision. They need to be short, clean, and concise.
3. Follow up with your first phone call 2-3 days after they would have received the mailings. During the phone call find out whom you need to be speaking with in the future and try to set up a meet with the right person.
4. Follow up your phone call with another mailing that thanks them for taking the time to speak with you and offer more details about your products/services. Use this letter and opportunity to set up a meeting to do a presentation.
5. Follow up the letter with another phone call a couple of days after they would have received the letter. This phone call is to help you further develop your relationship with the prospective client. You should also be able to set up a presentation meeting with them.
6. Call again a week later if they haven’t agreed to a meeting or presentation. Ask if they received your creative letter (the second one) and if they have a minute when you can stop by and introduce yourself in person.

Now, don’t be upset if you don’t seal the deal right away. Some people simply take a little longer to woo. This can all be a little intimidating at first, but when you know you are offering a quality product/service, you can’t go wrong.

Once you’ve gone through this process and make first contact (and hopefully a good first impression) it’s time to put your best face forward, which means sending the right salesperson to seal the deal.

If you need help putting together your approach and make a good first impression, try our FREE test drive to work with a coach and have access to a wealth of great resources and tools.

In the last post we talked about how to bring the big-company mindset into your business and your team. This will help you overcome the mental obstacles that will keep you from being successful. Now, that you’ve learned how to overcome that, we’re going to talk about who your fish is. It’s important to know about the fish you are looking for before you put a plan together. We’re also going to take a moment to talk about the potential “red tape” you may encounter along the way.

The most important thing to know about your fish is their purchasing habits and procedures. There are four main things you need to work on in order to be successful:

1. Responsibilities: You need to know who has influence over purchasing, who does the actual buying and who can kill a deal if they want.
2. Get on Their List: You need to know how to get on their list of people to buy from. Your name needs to not only be on the list, but at the top of it and in as many categories as possible for more interaction. Ask about a procurement program and what you need to do to go through the application process.
3. Lingo: You need to learn the company’s unique language and communications methods. These could include report names, buzzwords and even the nicknames they have for their employees.
4. Fiscal Budgets: It’s essential you know the fish’s fiscal budget, so you know exactly when they are planning their expenses for the year.

Now that we’ve talked a little about what you need to know about your fish, let’s a quick look at the “red tape”.

Bureaucracy might as well be a four-letter word with the emotions it stirs in all of us. “Red tape” is a necessary evil, but one you can use to learn from. There are two ways to learn from their system:

1. Analyze their activity.
2. Review their correspondence.

Being an outsider looking in can have its advantages too. If you hate dealing with the “red tape”, imagine how their employees feel dealing with it. If they need to crunch some numbers, offer to do it. If they need more info, make sure you are giving it to them in a user-friendly way.

The things we talked about in this lesson will help you prepare for the big approach. If you need help with any of this, try our FREE test drive to find the right tools to get the job done.

In the last post we started our series on catching big clients, or “fish”, that will sustain your business over the long run. Today we’re going to take that a step further by talking about how to understand and think like a big fish company and how that can help you plan your approach and find success.

Before you can start the process of landing big clients, you have to make sure your entire team is onboard with your approach and vision. There are six keys to finding big client success. They are:

1. First Impression: You must remember you have one shot to land a big client. If you make a mistake, they aren’t going to consider you again. Never give them a reason to doubt your abilities.
2. First Priority: Your fish must always feel like they are your first priority. Returns calls and emails immediately and find solutions to their problems or questions as quickly as possible.
3. Flexible: You need to be flexible in your negotiations. If they need a special service or for you to customize a product, say yes for the benefit of the long term. A little hassle now will be a big pay off later.
4. Long-term: This goes along with the last one a bit. As you are approaching and negotiating with big fish you need to think about the long term benefits for your business. If you go for a ones-time big score you will lose their interest.
5. Have Fun: Work should be fun, even when trying to land big clients. In fact, this should be the most fun. You are sharing your vision with new people and including them in your future success and likewise. People simply work better in a fun, happy environment. Your passion will also be contagious and pull the fish into your vision even more.
6. Help Them: If you take just a little bit of time and offer your clients ways to save money or time by introducing them to potential business partners, this will show you really are invested and interested in their business. Strive to find balance between your business needs and your client’s needs.

There are also a few tactics you can use to bring in a big-company vision to the people on your team. You can:

• Post these six keys for all to see.
• Put together a performance based incentive program.
• Conduct frequent team meetings.
• Use a “right now” policy that dictates big fish calls be answered immediately.
• Offer awards/recognition for big-company ideas and executions.
• Put together a training and certification program based on the six keys above.

These 6 keys and tips will help you instill a big-company mindset through your company which will help you be more prepared and more likely to land your big fish. Once your team is thinking this way, you’ll be unstoppable.

If you need help putting together an incentive program or other way to push your team toward the big-company mindset, try our FREE test drive to work with one of our coaches or check out our resources and tools.