Have you ever considered selling your services to huge corporations? If you have, I’m going to show you how to remove the main barrier, and make it far easier for you to land extremely valuable clients.
You need to start by understanding that the correct approach is very counter intuitive. Once you do, it’s often easier to gain a $100,000 client than a $1000 client.
Allow me to explain.
It’s amazing what big companies spend money on
I was prompted to write this, after receiving an email from a friend. He’s a head of department for a massive corporation. Last week, he sat through what he called a “cringe-worthy” motivational talk from a former, professional sports person.
Apparently, the speaker:
- Had no business background.
- Had no idea about the challenges they face.
- Didn’t understand their industry.
- Didn’t offer a single idea for how they can improve things.
- He “shared a few funny stories, dropped a few famous names and finished with a predictable, self-improvement pitch”.
My friend wanted to know, why do such people get hired as speakers by huge corporations?
Here’s why that guy was hired
The reason people like that get hired to speak is simple. More importantly, it also explains what motivates massive corporations to spend money on any kind of product or service.
That speaker may have been a waste of company money, but he was a very safe bet. An easy hire, with no risk attached.
Hang on Jim, if the guy is a waste of money, how can hiring him possibly be a very safe bet?
That’s a great question!
Here’s how it works:
- The decision maker [who hired the guy] isn’t spending his or her own money. The money comes from a budget, which they need to spend.
- The decision maker’s priority is to spend their budget every year, without screwing up. So they “invest” in what they hope will be the safest, least risky option.
- The risk with a speaker like this is close to zero. That’s because it’s hard to measure the impact of a talk in any meaningful way.
- Bonus: The decision maker can’t be blamed even if the speaker is demonstrably terrible. After all, they did hire a famous person!
- So, decision makers eagerly grab any opportunity to spend lots of money on these low value, but 100% risk free, speakers.
The lesson here?
I think there are a couple of lessons.
1. Corporations should reward courage
Corporations need to stop rewarding decision makers, for making lousy, but safe, decisions. Instead, they need to reward courage. They need to reward decision makers for advancing the company with smart investments.
Until then, former sports people [and social media “gurus”] can fill their boots with very easy money. At least until their impact is measured and they are no longer a safe bet for decision makers.
2. It’s easy [really easy] to sell into huge corporations
Here’s what you need to know.
If you’re selling into a billion dollar corporation, remember that the decision maker is frightened. They will only buy from you if you can convince them that you’re a very, very safe bet. If they see you as a close to zero risk, they will pay you thousands, maybe hundreds of thousands. And if you’re better than average, they’ll pay you regularly too.
Of course, in order to sound as safe as possible, you need some supporting evidence. Former sports people have their fame. Social media gurus have their huge follower numbers, [most of which are the result of following hundreds of thousands of strangers, using software].
If you’re neither famous or a social media sleaze bag, you will need to work on building your brand, like the rest of us.
If the decision maker hasn’t heard of you, you’ll sound risky. So get your name out there for all the right reasons. Highlight notable media mentions, accomplishments and anything else, which will reduce or eliminate the decision maker’s fear.
Then remember the following, before you market your services:
- You’re never selling to a billion dollar corporation.
- You’re always selling to an individual, whose priority is not to make a mistake.
Lasting success for your business
I have been in business for over 20 years and have worked with some of the largest corporations in the world. I’ve learned that lasting success comes from being a safe bet… AND from being someone who provides measurable value and takes the lead on ethics.
Get the balance right and you’ll build yourself a world-class reputation. You’ll also find yourself able to attract the most valuable clients, again and again.
Remember -- if you'd like some help with your business or a project, you can Pick My Brain for the answers and ideas you need. This service is [literally] guaranteed to help you. You can find out more here.
Originally posted on this blog
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