Selling to Big Companies: An Interview With Jill Konrath (Part 1)

After a sales initiation at Xerox, Jill Konrath followed her entrepreneurial dream and went out on her own. When she’s not engaged in workshops or speaking gigs, she consults in sales effectiveness. Her popular blog (named after her best selling book) Selling to Big Companies has become a destination for anyone who thinks it would be easier to find Osama bin Laden that set up a meeting with decision makers in a big company. In this interview, she shares her insight into how the sales profession has changed.

Jill, I just listened to veteran sales person pitch his company, without once acknowledging what any of it could to for his prospect. How do even the most seasoned salespeople make this mistake?
The person you describe is on autopilot – and isn’t thinking. He learned how to sell years ago when sellers possessed valuable product information that customers couldn't get anywhere else. But, with the Internet, the whole game has changed. Unless these sellers change their ways, they'll soon be dinosaurs.

What does today’s successful salesperson look like?
They’ve thrown out the old pabulum about what it takes to be successful in sales. They realize it’s not about the "pitch" or the "presentation." It's not about schmoozing or taking prospects to lunch. It's not about making a ton of phone calls.

Successful salespeople invest lots of time researching prospective customers, searching for business issues or challenges, determining how they can impact the targeted account and then, finally, initiating contact. They're smart, savvy and strategic.

What about the salesperson that likes to wing it?
You can't "wing it" today when you meet with corporate decision makers. They expect you to know about their company. They expect you to come prepared. They expect you to bring ideas. They expect you to make the meeting a valuable use of their time. If not, you won't have another opportunity to meet with them.

[Sales] is not about schmoozing or taking prospects to lunch. It's not about making a ton of phone calls.

Do men  talk about themselves and their offerings far more than women?
Yes. It's part of their ingrained behavior patterns. Linguist Deborah Tannin, author of You Just Don't Understand, has studied how men and women communicate differently. Even at the pre-school level, little boys were focused on hierarchical communications making comments such as: "My daddy is bigger than your daddy." Preschool girls were focused on connecting & sharing related stories such as: "That happened to me too."

What happens when boys and girls grow up?
If you extend that behavior thirty years out, you'll see male sellers dominating conversations with prospects. It's their natural style, but it's working against them when they're selling. To improve their sales effectiveness, they need to recognize what they're doing and then focus on changing their behavior.

Women tend to be much more customer-centric and establish stronger relationships upfront. They're really good at engaging customers in discussions about critical business issues, challenges, strategic plans, perceptions of value and much more. Their ability to ask insightful questions is primary skill that contributes to their strong consultative relationships with clients.

Linguist Deborah Tannin, author of You Just Don't Understand, has studied how men and women communicate differently.

So it’s really about being a good listener?
No. Lots of people think that listening skills are what makes the difference. In actuality, it's really a person's interviewing skills that contribute to their success. Prior to a meeting, every salesperson should prepare a list of the top ten questions they want to ask the decision maker – and bring it to the call with them.

You see, the human mind can only do one thing at a time. It can't think of good questions at the same time it listens. That's why a seller who has questions prepared is more effective. They can direct the conversation where they want it to go, then relax and listen to the prospect's response.

Lots of people think that listening skills are what makes the difference. In actuality, it's a person's interviewing skills that contribute to their success.

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For more ideas on landing big customers:

• Check out sales articles, podcasts and webinars at Selling to Big Companies.

• Sign up for Jill's twice monthly newsletter & get a BONUS Sales Call Planning Guide 

• Download two chapters from her bestseller, Selling to Big Companies

Stayed tuned for Part 2, when Jill differentiates big company sales with other types of selling.