Ideally, where should you enter accounts? Better yet, where do you currently or comfortably enter accounts? And I don’t mean the front door! Or the back door if you don’t have the confidence to enter through the front! Instead, are you entering at the appropriate level within an account that matches the level of expenditure, commitment and long term value to the prospect that you and your product or service represent?

Far too many salespeople tend to enter an account at a level that is comfortable, easy and expedient. And the reason? In far too many cases they are driven to it by quota crazy sales managers who demand that they make a certain number of calls or presentations per week.

The result? Far too many salespeople calling on too many of the wrong people. There are some salespeople busy overcoming objections, writing proposals and dealing with issues that should have been presented to the real decision-makers in the first place! These salespeople have lost control and often end up having non-salespeople (who have little vested interest in the product or service being adopted) selling their ideas to the real decision-makers.

Let’s take a look at the realities. The first thing you must do is determine where your product or service fits. Here’s how to do that:
 

1.       Is your product or service strategic and essential to the overall business strategy of your prospect?

OR

2.       Is your product or service an operational component that relates to non-essential day-to-day activities of your prospect?

OR

3.       Is your product a commodity that is driven by price or availability?

OR

4.       How exclusive is your product?

You guessed it…your product or service will, at least, face a critical review. With luck, you won’t be thrown out. Here’s the bottom line to this whole issue:

·         Although it is initially difficult to enter accounts at high levels, it makes both selling and servicing within the account much easier.

Another reality that occurs when you enter too low in any account is that you run the dangerous risk of alienating lower level contacts when you attempt to gain a better foothold in the account. What does this mean to you? The simple rule that says:
 

·         Never violate the formal structure of an organization even though the informal structure is how the organization really works.

All the available evidence points to a single, conclusive rule. Enter the account as high as you can regardless of the product or service you sell. This is totally a function of positioning – the way you, your product or service and company are perceived in the marketplace.

But remember, all success (and positioning) starts with a positive, upbeat and values-based perception of your role as a salesperson, the role you see that your product or service plays in your customer’s success and the way you deliver solutions in strategic, valuable and meaningful ways.

But you need to know this. You are (or can be) the architect of your own self-image. The way you position yourself, how to position your solutions and the way you serve your customers.   Answer this question – “Are you entering and then sustaining relationships at a high enough level within your accounts?”   If you get the wrong answer, do something about it. Your success depends on it.

©2000 Bill Brooks, The Brooks Group, Greensboro, NC. All Rights Reserved.

For almost two decades Bill Brooks has been one of America’s most in-demand sales speakers.   The reason behind Bill’s tremendous popularity is that he has successfully accomplished what other sales speakers merely talk about.   He enjoys real-world, legitimate sales success, executive experience, in-depth topic expertise, academic preparation, as well as the highest speaking and consulting accreditations.   Bill has been a sales executive and marketing manager, an international sales award winner, CEO of a 300 million dollar corporation and successful college football coach with a 70% winning record.   He has managed a national sales force of 4000.   Bill is author of over 100 video and 200 audio programs, and 9 books.   He has hosted over 300 satellite television shows.   For more information about Bill Brooks’ speaking, training and consulting services; or learning tools, call 800-633-7762 or e-mail sales@thebrooksgroup.com or visit his website at www.brooksgroup.com.

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