The level of criticality in the ability to relate is “off-the-charts” when we are dealing with larger, strategic accounts. The Sales Manager must ensure that her team is properly relating to all of the relevant decision-makers and influencers within the prospect’s organization. Are we:
- Adequately qualifying the prospect?
- Talking to all of the people impacted by the issue we are addressing for the client?
- Relating to each decision-maker/influencer in a way that resonates with them, individually?
- Communicating our value proposition to each of these roles, as opposed, to having a single talk track for all (regurgitating our marketing literature)
- Assessing & understanding the political & competitive environment?
If not, our probability of success is minimal. On these large opportunities all the “i’s must be dotted and "t’s" crossed” as these opportunities come along rarely and there is huge cross-organizational costs associated with the pursuit. Plus, it’s a great coaching opportunity.
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