The Big One: Part 1

Sales Man Up

The Big One: Part 1

I've learned it's always better to have a small percentage of a big success, than a hundred percent of nothing. - Art Linkletter


Think little goals and expect little achievements. Think big goals and win big success. - David Joseph Schwartz


What salesperson hasn't dreamed of catching “The Big One”? That massive dominate end-user in your market , or maybe that corporation whose power and presence extends around the globe. It could be an award winning architectural firm that could end up becoming the partnership of a lifetime. Or, it could be the one school district or university that could change your business dramatically. Possibly, that big fish represents a healthcare system comprising of multiple facilities with plans for explosive growth. Your spine literally tingles at the thought of landing that account as a client. But what are we really wanting to happen?

A relationship. Not a transactional one-time-see-ya-later retail thing, but a long term love-you-and-don't-want-to-go-anywhere-else thing. Face it, we are searching for a corporate marriage of this client’s needs, with our products and services. We want our name to be on their lips and close to their hearts. If they are the peanut butter, then we are the jam. If they start a sentence, then we can finish it. We are top of mind, and a consistent presence that becomes integral to our client’s business. So how do we get from Dodge to selecting the colleges that our children should attend ? Like any good relationship, I have observed the following important traits:

Open Communication

Paul J. Meyer once said, “Communication - the human connection - is the key to personal and career success. “ The ebb and flow within the tide of relationships is learning when to talk and when to listen. I have learned an important revelation in marriage- sometimes my wife simply wants to process life with me, and just wants me to ( wait for it…) sit there and listen. She doesn't need me to run to Home Depot and try to fix everything! I show her that I care by merely listening! Bingo. The same thing happens with our clients. Do we honestly and thoroughly listen to their wants, desires, and problems? Are we responsive within a timely fashion? ( this gets faster every day…) Do we manage expectations and explain exactly what the process or product will do, so that we don't over promise and under perform? What my wife really said, and how I interpret it, can be vastly different. A good counselor or communicator will repeat back what was said to them so that clarification is achieved and everyone is on the same page. Understanding expectations are HUGE. If we drop the ball and fail to inform the client of something important, or if we misunderstand their wishes and get it wrong; then we own it and move forward.

( To be continued….)


I had an idea, I was passionate about it and I had to work hard to turn that into a big success and more products. - Lori Greiner
( Shark Tank entrepreneur)