This document provides advice for entrepreneurs and small-to-medium enterprises (SMEs) on how to sell to large corporate customers. It outlines that large companies are always looking to improve revenues, efficiency, effectiveness, costs, and compliance. The document recommends entrepreneurs understand the problems of large companies and position their solutions accordingly. It also advises mapping out the key influencers, decision makers, and approvers in a company's buying process and targeting them appropriately. The sales process involves understanding customer needs, differentiating your solution, building trust, and closing the sale. The document notes that "approvers" or key decision makers are results-oriented individuals who need direct, concise information to help them achieve their goals. It

1. Selling to Big Companies
Bill White
NORCAT
February 28, 2013

2. How do Entrepreneurs and
SMEs engage, connect and
sell to large Corporate
customers??

3. The Very Good news is…..

4. The Very Good news is…..
Large Corporate Customers
REALLY want to buy from you!!

5. Companies are always looking for Continuous Improvement in:
• Increasing Revenues and exceeding the projected revenue plan
• Increasing efficiency and effectiveness of:
– Revenue generating employees
– Mission-critical employees
– Mission-critical processes
– Workflow and related operations
– Procurement
– Capital resources
– Customer facing services
• Cutting/Containing costs and moving away from unpredictable
expenses toward accurate forecasts
• Staying in Compliance: Culture and Law
All with a laser focus on their core business mission!

6. Unilever - Paul Polman
Unilever Sustainable Living Plan - calling for a doubling of the size of the company in
this still growing world, but doing this while reducing our environmental footprint and
increasing our positive social impact.
It’s a new model, encompassing all brands, categories and countries, taking co-
responsibility for the total value chain.
The Plan has three big goals by 2020.
- To help a billion people take action to improve their health and well-being.
- To halve the environmental impact of our products.
- And to source 100% of our agricultural raw materials sustainably, protecting the
livelihoods of more than 500,000 smallholder farmers.
Partnerships will be crucial in the new development agenda – if we apply the
resources, innovation and creativity of the private sector then this can be the
generation that puts an end to extreme poverty.

7. The Very Good news is…..
Large Corporate Customers REALLY want to buy
from you!!
If you are focused on solving their problems
Do you know their problems and how you are the
best solution for them?

8. The Value Proposition
What’s in it for me?
Why is yours better?
Price
Promise Differentiation
What does it cost?
Support
Effort Risk
Why should I believe you?
What are my costs
of making it useful?
Target What could go wrong?
Is this for me?
Audience

9. OK – I Know they need my
solution!
How do I get them to Buy it??

10. The Influence and Authority Network*
Approvers
Decision Makers
Influencers/
“Seemores”
Recommenders
* From Selling to VITO by Anthony Parinello

11. The Influence and Authority Network*
Approvers
Decision Makers Listen – Learn
Influencers/
“Seemores” Get them to decide to
BUY!
Recommenders
Listen – Learn
Build alignment
Don’t get stuck here!!
* From Selling to VITO by Anthony Parinello

12. The Sales Equation
Customer Solution Trust Sale
Need $$

13. The Sales Equation
Customer Solution Trust Sale
Need $$

14. Who are these “Approvers”? VITO’s
• Big egos! A healthy ego is a defining trait of
high achievers. Power, control, and authority are important to VITOs.
• Brief, direct, and to the point.
• Self-assured, self-determined, driven to success, and goal and results oriented.
• Highly accountable; they are used to accepting responsibility.
• Passionate and highly competitive; they love to win and hate to lose.
• Seekers of information that will give them an edge.
• Constantly on the lookout for ideas that will help them over-accomplish their goals,
plans, and objectives.
• Live in a time-compressed world. with people they feel will help them quickly prosper.
• Have an “early adopter” mentality; they spend time looking for good ideas that no one
else has yet embraced.
• Risk takers and straight shooters. They like being asked direct questions and they like
individuals who will give them direct answers to the questions they ask.
* From Selling to VITO by Anthony Parinello

15. People DO NOT Like to be Sold
People LOVE to BUY!!!

16. CBW Associates Inc.
CBW Associates are business advisors providing customized help to the
leaders of growing, small and mid-size companies with a particular focus on
Leadership, strategy, sales, and organizational effectiveness.
www.cbwassociates.com
williamwhite@cbwassociates.com
colleenbrydon@cbwassociates.com