Small Business: Landing a big client

For a small business, landing a big client can be a major coup.

But as many entrepreneurs know, it's not that easy to reel in the big fish.

Between layers of bureaucracy and gatekeepers, getting to the key decision makers can be difficult. Having a plan before you begin and being able to articulate your value to customers are key to selling bigger accounts, say experts.

"Small businesses totally underestimate what it takes to even get their foot in the door of larger organizations," says Jill Konrath, a Minnesota-based sales strategist and author of "Selling to Big Companies" (Kaplan; $15.95). "They make three or four attempts to establish contact and then give up."

Plus, many are ill prepared, which is why creating a sales plan can help, says Steve Schwimmer, who has had to pitch to large accounts as regional sales manager for Renaissance Merchant Services, a Syosset-based credit card processing company.

A sales plan is like a business plan, he notes. It includes such elements as defining your product or service, what industry it fits, why it's different or better, and what your ideal prospect looks like.

Research your target

Once you have a focused plan, you can start researching your target, Schwimmer says. Google the company, read the local papers and find out all you can about the prospect, including who might be the appropriate contact at the company.

For Schwimmer, the head of the accounts payable division or the chief financial officer is usually the decision maker.

You may have to go through some layers to get to them.

"Target the top but take care of everybody on down," says Barry Farber, a New Jersey-based author and sales expert who is hired by companies to help them land large accounts. "Build a relationship with every level as much as possible."

Don't underestimate the power of gatekeepers, he notes.

Courtesy, humor, passion

Courtesy goes a long way as does humor, says Farber, author of 13 books including "The 12 Cliches of Selling" (Workman Publishing; $12.95). Have passion and a belief in what you're selling and use testimonials to help you, he notes. Have a strong list of customers who can provide references. You can even say, "I'd like you to talk to three people who were in the same shoes you were in and ask them why they made the decision to go with us," says Farber.

To find and reach a key decision maker, use social media.

Use LinkedIn to identify potential contacts. The advanced-search feature can help you find the right people, says Konrath.

Use your contacts

Also, see if any of your contacts know the prospect and ask if they're willing to make an introduction, says Emil Everett, an East Hampton-based global sales trainer for Dale Carnegie.

"It makes it a lot warmer and friendlier," says Everett.

Sometimes it helps if you go after a smaller division of the organization, adds Konrath.

Again, learn as much about that group as possible. Corporate decision makers expect you to be knowledgeable, she notes.

Craft a series of email and voice-mail messages, suggests Konrath. Review each message from the prospect's point of view and make sure it's focused on the prospect's issues and challenges.

"Put yourself in the other person's shoes," adds Everett.