Guide to Techniques for Selling to Corporate Clients

Find the right contact

Finding the decision-maker or someone who holds influence with the decision-maker within a corporation can be extremely difficult. On any given project, there are usually a number of individuals involved, all with varying degrees of influence and differing agendas. Figuring out which one to target with your pitch is crucial to your success.

I recommend: Discover how to identify the decision makers at Evolt.org. Learn the "seven strategies to get into big companies" by downloading an hour-long Web seminar on the subject at Webex.com. Pay services like InfoUSA and Hoovers supply lists of names of executives up and down corporate chains of command.

Master the RFP

When corporations have a project they want to outsource, they often post an RFP (request for proposal). The RFP is an invitation for outside firms, like yours, to send in a proposal. Answering an RFP is a time-consuming process, and your proposal must meet very strict guidelines to be considered. However, if you win the contract, the rewards can make the whole process worthwhile.

I recommend: The response to an RFP, the proposal itself, can be difficult to understand. Learn how to understand an RFP at TechRepublic.com. If you anticipate a company is going to make you answer an RFP, start collecting information during each contact with the company. To streamline the RFP process, consider buying proposal and RFP software.

Understand your buyer

Do some prep work before you start calling on corporations. Learn about their industry and hot-button issues. Think of solutions that your small business can provide to their current needs. And by all means, educate yourself about key players and breaking news. Not knowing the CEO's name or being unaware of a recent merger can kill a deal.

I recommend: Find out how to tune in to corporate buyers at HowToAdvice.com.

Maximize your meeting time

Once you finally land a face-to-face meeting, make the most of it. Busy corporate buyers will size you up quickly to determine if they want to move ahead with you or if they want to show you the door. Your first impression can make or break your chances of getting a second meeting, so be prepared and look and act professional.

I recommend: Download audio programs, e-books and e-manuals from SellingtoBigCompanies.com for step-by-step guidance through the corporate sales process, including tips on impressing corporate buyers in meetings.

Stand your ground

Big corporations will sometimes take advantage of their clout and demand major discounts on your products and services or insist on unfavorable contract terms. Know your limits and what you need to make a deal that will build your business, not bury it.

I recommend: Use negotiation skills, such as those detailed in Growing Business's guide to Negotiating with Big Business, to ensure that you land a win-win situation.