We invite you to visit the all new SellXL website.
Our new site is completely redesigned, better organized, and much easier
to navigate. Here are some of the new features:
- New content on the world-class SellXL workshop,
including additional materials that can be downloaded from the site
- Information on a new one-day workshop offering –
Sales Opportunity
Snapshot (SOS) – clearly the next generation in
opportunity management, including materials that can be downloaded
directly from the site
- Revised Speaking
Engagements page featuring ten video clips taken from a
SellXL presentation
- Client page
outlining some of the key clients who have implemented the SellXL
methodology
- Quotes from Client
Executives about the value of SellXL workshops
- An expanded Resource Section
where you can request copies of articles authored by Steve Bistritz
Articles for Download from the SellXL Website
Selling to Senior Executives: Part
1
By Stephen J. Bistritz, Ed.D.
Originally published in the
Journal of Selling and Major Account
Management
Executive Summary
As salespeople
strive to differentiate themselves and retain established customers, they
need to reach higher levels in their customer’s organizations to remain
competitive and build long-term relationships. Selling to senior
executives requires a different set of skills and strategies than does the
more traditional department-level or transactional sale. In this first of
a two-part series, the author presents results of two studies that
explored how senior-level executives view salespeople, when they get
involved in the buying cycle, why they will meet with a salesperson and
how they test salespeople during the initial and subsequent meetings.
Click to
download.
Selling to Senior Executives: Part 2
By
Stephen J. Bistritz, Ed.D.
Originally published in the Journal of
Selling and Major Account Management
Executive
Summary
Customer executives require a new
sales approach that includes a definition of unique value based on their
business needs. Part 1 of this article described how to approach key
decision-makers in the customer organization. Part 2 moves beyond the
initial meeting to discuss building the credibility required in developing
the loyal, long-term customer relationships needed to sustain a
competitive advantage. The shift from an individual salesperson selling to
an individual buyer toward a diverse global account team working with
multiple levels of the customer organization requires both different skill
sets for the salesperson and different processes for the sales team.
Click to download.
Using Steve as a Speaker for Sales Meetings and Client
Conferences
Steve Bistritz frequently speaks at sales
meetings and client conferences around the globe. He speaks on a variety
of topics including the following:
- Selling at the Executive Level
- Establishing Credibility with Client
Executives and Becoming a Trusted Advisor
- Effectively Assessing Sales
Opportunities
Click here
to see video clips of Steve delivering his presentation on
Selling at the Executive Level.
Book Review:
The Relationship
Advantage
by Tom Stevenson and Sam Barcus
Reviewed by Stephen J. Bistritz,
Ed.D.
www.sellxl.com
In The Relationship
Advantage, Tom Stevenson and Sam Barcus reveal the secrets
of how partners in consulting firms establish and sustain long-term
trusted relationships with senior client executives. Their premise is that
this model will transcend a variety of cultures and work for executives
and managers in sales organizations who want to build similar
relationships with client executives. However, the authors make it clear
that initiating and developing this type of relationship can’t typically
be delegated to the newest salesperson who has joined the organization,
rather it must be initiated by senior company executives themselves.
Strategic Account Managers (SAMs) will find this book
useful because it shares consulting-based best practices for finding
opportunities, winning business and retaining key clients. The focus of
the book is on the value of creating a relationship-oriented business
culture and the resulting impact on overall profitability.
A clear differentiation is made early in the book
regarding the definitions of the terms customer and
client, with significant implications. The authors define the
primary task in developing a relationship with a customer is to
sell a product already made and the primary job in developing a
relationship with a client is to serve his or her needs, which
may mean that the product will ultimately be included in a customized
solution offered to the client.
The authors also point out that executives from
supplier and customer organizations who participate in business deals
typically wait to meet each other until the deal is won or lost. However,
partners in consulting firms engage their client executives at the “first
strike”, which is typically well before the decision-making process for
major purchases has even started! The obvious implication is that the
models used by partners are unmistakably client-centered.
Practical, street-level approaches to developing
these high-level relationships are outlined and successes cited. Ideas for
building these types of relationships include executive sponsorship
programs, executive briefings and major account programs, all designed to
enable the creation of peer-level match-ups to occur. They point out that
these types of programs are frequently implemented as part of a major
accounts initiative; however, the authors cite the need for the ownership
of these programs to be at the highest levels of the organization if they
are to be successful. In addition, the success of these programs is
dependent on a combination of measurement, motivation and compensation
models being in place and continually monitored.
We’ve all heard the term rainmaker; however, The
Relationship Advantage takes this term to a new level and reveals a
process model for executing the various aspects of building a client
relationship. The tactical execution of that model focuses on two key
elements, as follows:
- Understanding the client’s situation thoroughly,
including the way the client thinks and how the client approaches key
business issues
- Using each contact with the client as an
opportunity to let the client see how the rainmaker works and thinks
Practical tips, as well as a variety of tools, are
presented throughout the book and the reader will pick up pointers on
several key topics that are relevant to establishing lasting relationships
with client executives. For example, the concept of a diagnostic compass
is presented that plainly indicates the direction to take and the approach
to use with respect to conducting an initial meeting with a client
executive. This one tool is worth the price of the book!
The Relationship Advantage is a quick and
engaging read that shares consulting-based best practices for finding
opportunities, winning business and keeping clients. It is particularly
well suited for Strategic Account Managers interested in learning how to
develop trusted advisor relationships at the highest levels in client
organizations.
Our Internet Partner
"We couldn't be more pleased with the new SellXL.com
website. Cary Bradley, Internet Consultant with WSI, provided the highest
level of personal service, and made sure that our requirements were met
and our expectations exceeded. I highly recommend WSI for your website and
internet marketing needs." -- Steve Bistritz
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