Strategically Defend The Business You've Already Won
(and a quick video with more details)
Today's Slattery Sales tip: Strategically defend the business you've already won.
You did a great job positioning your value to get the business. 🥳
Your competitors are doing the same thing right now. 😱
Your best customer is being discussed in someone else’s sales meeting. 🎯
💡 Here are 4 ways to defend your accounts strategically 💡
➡️ 1) Make sure your Client Success team, your Account Managers, and anyone involved in retaining this customer are empowered to continue selling your value into that relationship long after the ink has dried. They’re not just there for their technical expertise, but also for their ability to communicate.
➡️ 2) Make sure they know the difference between selling and telling. Especially if they’re skilled subject-matter experts who are good at explaining things. Asking questions, leveraging value, and engaging neutral or even hostile players (and keeping their goodwill) may be outside their current skillset. Help them if necessary.
➡️ 3) Keep your channels open to the players in the cast of characters who will value your unique Differentiating Value (DV) – they’re often not the same people your team got handed off to at implementation. The original executives who valued your unique DV are the ones being targeted by skilled competitors. Keep them close.
➡️ 4) Yesterday’s differentiators are today’s table stakes; refresh your Differentiating Value (DV) regularly to stay agile. The marketplace terrain shifts, competitors’ solutions catch up, and prospects’ needs & desires change. The best, longest-lasting DV is usually hidden in your business model.
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