Viola-group podcast Mistakes to Avoid when Selling to Corporate America

Mistakes to Avoid when Selling to Corporate America

Highlights

Before the meeting:

When preparing for the meeting, avoid relying solely on company websites for information. Seek alternative sources like earnings calls, where you can gauge internal dynamics by listening to analysts' questions and CEO/CFO responses.
Companies vary in risk appetite: small firms tend to take more risks, while larger ones are more conservative.
The research doesn't always follow a top-down approach; rather, it's bottom-up. Employees who are positioned at lower levels of the company hierarchy, ultimately decide whether the product meets their needs.

During the meeting:

Remember that your goal in the meeting is to get to another meeting.
Prioritize interaction over technology. Encourage the client to speak by asking numerous questions — the more they talk, the more successful the meeting is. Employing questions rather than statements prompts buyers to express their concerns and the extent of their issues, leading them to recognize the necessity for a solution.
Play the Game: Who is the buyer, who pays, what other functions needs to be involved in the process that are not in the room?

Post Meeting:

The optimal time to send a follow up email is a couple days after the meeting It should include a summary of the discussion and additional insights, demonstrating thoughtful analysis of the meeting.
Follow Up: If the contact doesn’t respond to the follow up email don’t be discouraged and send a follow up message. It’s important and executives are dealing with a lot. Just ensure they are spaced appropriately and to include additional content with each subsequent message.