During our recent investigations into large scale big ticket consultancy sales we consulted a regular contributor, Mr Phil Pemberton. Phil is the Business Development Manager for Vertex Data Science. A broad based business process outsourcing (BPO) company with deep experience in customer management outsourcing. (CMO)Phil has been involved in large scale complex sales within the outsourcing arena for over a decade. Normally in the $200 million to $1 billion level. My own experience with the UK market tells me that while it is a buoyant place to do consulting, it is definitely complex. (Take UK regulation of utility assets as a case in point) He was kind enough to give us the time to look deeper into the art of selling outsourced services on a grand scale.
These sales demand different skills to low value sales because above all else they are about relationships. The type of relationship that will cause a company to sign over $1 billion in budget funds, as well as the potential for business interruption and damage to the companies reputation, is far more trusting than a relationship that is built for sales of $1 - $5 million.
But, similar to other sales they still involve selling yourself, selling your company, and then selling the offer. Sales is about the transference of feeling, so enthusiasm, energy and engagement are the key traits here.
Here are some things I have found to be helpful:
1) Understand your client's agenda. Map the stakeholders' buying motives against your offer and keep testing as you progress through the sale.
2) The old adage "close early, close often" doesn't apply. Close too early and you close the door. Know where the finishing line is and don't dip too early.
3) Build rapport. Be a great questioner and listener. Evidence that you understand their business, their sector, their needs and wants. Only then will the client look to you for help in clarifying their problem, identifying candidate solutions, reassuring them that this is the right decision, delivering the solution on time and budget.
4) Hard sell never works. In complex sales, you are helping them make the right purchasing decision not thrusting your wares upon them. don't tell them what they need or how to run their business, don't be over familiar, and don't be passive.
5) Understand what the "winning space" is and then occupy it. Be the trusted advisor and thought leader. Discover the buyer's hot buttons. In complex sales, there is rarely a single economic buyer - there may be as many as 50 people involved in the decision making process. Hence, it is vital you understand all the buying motives and personal objectives of each stakeholder and spend time with each forging relationships, understanding their needs and wants, and making sure you hit the spot on their key issues.
6) Complex sales are rarely only about you. They involve large teams and it is vital that everyone plays their part in the sale. Ensuring the team understand the client, the bigger picture, and the win themes is the role of the sales lead.
7) Complex sales demand an understanding of the competition and your position against the client's requirements. Make your value propositions simple and unambiguous, specific, deliverable, and of real value to the client. Relative to the client's needs, you have to deploy strategies to neutralise your competitor's strengths, emphasise your own strengths, and avoid spending time on points of parity.8) Communication. You need to effectively articulate your value proposition in the form of winning proposals that are meaningful to the client, and presentations that capture your enthusiasm for the opportunity and belief in your offer. Every touch point with the client, whether its a telephone call, an email or a meeting, is an opportunity to connect with your client, to strengthen the bond, etc.. Attention to detail and high levels of professionalism shine through. In long sales cycles, there is nowhere to hide - attitude and behaviour is key.
We thank Phil for his continued support of ConsultingPulse.com. Experience such as this does not come cheaply, in terms of years, nor does it come easily. Underlying each drop of practical advice is normally a long story of failed attempts, hard fought battles, and consistent effort.
If you are in consulting, and if you are looking to get into sales, then information such as this will be invaluable for your career development. But be warned, it is not for everyone. COmplex sales involve phenomenal levels of stress, anxiety, consistent and continued effort, and tremendous teamwork.
Thanks Phil!
