Land and Expand!

Don’t you just love those situations when the customer wants to buy everything you sell? I conducted a white-board session with a large company that does very little business with us, and by the end of the day they wanted to buy everything! It was a very interactive session and our heads were spinning by the end. What made me nervous about this experience is that we had the exact same reaction from them a year ago and they didn’t buy anything. Sensing we were headed in the same direction I said, “Here’s a solution that you can use immediately, has the biggest bang for the buck, is easiest to implement and that you already have agreements in place for. Let’s start with that one right away.” They agreed.

This problem – selling too much at once – happened in a different scenario many years ago. I was the EVP of Sales for a dot com and was accompanying a rep to a major retailer to close a deal. We were in the executive suite of this Fortune 500 company, and the goal of the meeting was to close a very important piece of business with them. The meeting started off well, but soon digressed as the rep seized every opportunity to introduce new products to the executive. He was engaged and interested so the rep just kept selling. By the end of our appointment the executive had so much to think about that he didn’t commit to anything that day. And, he didn’t buy anything from us over the long run.

That same scenario repeated itself with one of my reps just recently.

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Here’s a very recent example of how and email from my book worked yet again. I was conducting a pipeline call with a rep. He was frustrated that a prospect had gone dark. After a few great meetings he was not returning calls or emails. I suggested that the rep send an “Are You?” email right then, during our call. He did and guess what happened. The prospect emailed him back while we were still on the phone. This, after weeks of ignoring repeated calls and emails. That’s why I wrote the book. The emails work – all the time! If you have prospects that have “gone dark” – and who hasn’t – the book is for you. There is also an email for following up on leads, and another for planning killer sales calls. What are you waiting for? Those deals won’t wake up on their own!

The book, Click “Send” and Sell! Three Unconventional Emails with Extraordinary Sales Success is available at just about every electronic outlet, including Amazon, Barnes and Noble, Sony, and Kobo. It’s also available for your iPad at the iTunes store.

No eReader? No problem! Click HERE to download and print the book in any format you want.

It is important that you close the deal that’s on the table today before making the customer’s head cramp with all of the other solutions that you can provide them with. My rep refers to it as “Land and Expand”. I think that’s an apt description.

When selling to a new prospect, or a new division within an existing customer, close the deal on the table and create a near term win for both companies. Leverage that win to sell the next solution and continue to expand the relationship over time. It is unlikely that the prospect will buy a full suite of solutions from you from the very beginning – it is more likely that they won’t buy anything. You’ve got to establish credibility and a relationship in order to sell additional more complex solutions.

So, while it necessary for you to present your full suite of capabilities, forego the temptation to sell them all at once and focus on the one thing that can help your prospect now. Earn the right to sell more and expand the relationship over time. Otherwise you risk selling them nothing at all.