Because I know you don’t want to waste time, here’s the short answer…
Processes & Challenges
The actually sales techniques that you use in each transaction are identical (solve a problem), but the problems that you solve and how many hoops you jump through are usually different.
Let’s compare…
Small Business / Single Customer
The problem to be solved is usually more specific, like getting more customers.
There probably aren’t more than 1-2 people involved in the decision.
The check can be written quickly because there probably isn’t even a finance team.
There’s usually no need to get 3 quotes, shop for the cheapest price, then go back to multiple vendors fishing for extra discounts.
All in all, this sales cycle could be 1-3 calls before the deal is completed.
Larger Enterpises
The problem(s) to be solved are usually bigger and are more related to growth, efficiency, scale and cutting operational costs.
There are probably 5-15 different people involved in making a decision, sometimes from multiple departments.
The approval process can take 1-12 weeks because of all the approvals needed.
Typically these companies know vendors will bend over backwards to get their business, so they also take time to price shop and use competitive quotes to get bigger discounts.
All in all, these sales cycles could take 3-18 months depending on what type of product you’re selling.
How Should Your Sales Approach Change?
It actually shouldn’t change at all! People still only buy things to solve a problem – either moving away from pain or towards desire.
You’re still asking all of the same questions, using the same objection handling formula and word tracks, and following up with the same amount of value and persistence!
The only thing that could change is your pitch, and I’ll use sales training as the example…
SMB/Customer: We will help you increase your sales by 40% or more by training your team to effectively use the phones, handle objections and close.
Larger Enterprises: We will help you increase your sales by 40% or more giving you a consistent process to onboard new sales reps and create a world-class culture that is necessary to scale your business.
Is this making sense?
Summary
Now you know the truth that all selling is the same at its core.
If you can develop your sales and communication skills, you can and will be successful in any aspect of business!
Learn to use the phone, how to handle objections, how to ask questions, how to probe for more details, how to close, how to present, and how to follow up.
Once you have those core skills, you can literally find success anywhere you go!
-Jake Martincic
JakeMartincic.com 