A big challenge when it comes to selling to corporate decision-makers as opposed to in-the-shop techs and managers is going to be pricing. If you are competing against a major industrial supplier, the pricing will be very competitive. Your normal hand tool gross margins will probably be too high. Your manufacturer partner should be able to advise you on the pricing. Additionally, if this is a very large corporation, they will most likely not use your company financing program.
Before the product presentation, you need to be sure you have the decision maker in the room. A simple question to your contact will answer this, “Is there anyone else in the company who should see the presentation and will be part of the decision-making process?” This gives your contact a gracious way to say that yes, their supervisor will actually make this decision.
For the presentation, use your usual professional selling skills — feature, advantage, benefit, and trial close. Asking lots of questions and trial closing will get the prospect to tell you more about their needs and will provide you with their buying signals.
You will absolutely need to provide your purchase pricing, terms, and conditions in writing. This proposal must include all the purchase specifics — product, delivery, freight, installation, etc.
Do not, I repeat do not start the presentation by handing the prospect your proposal for them to review. If you do, they will immediately look at the pricing and for the remainder of your presentation, they will be mulling over the price and not paying close attention to you.
And finally, just because this is a major purchase for the company, you still need to ask for the order. If you have been trial closing in order to get a feel for their interest and the time is right, go for the sale.
Remember, you have to get in the game to even get the chance to score.
