Rainmaking Problem #22: Team Selling for the First Time
(This is another of the rainmaking problems I post from time to time, seeking reader opinions. If you have a problem you would like help with from this blog’s readers, send me an email describing it at fharding@HardingCo.com.)
The first time two professionals from a firm team with each other on a sales call, it can be tough, especially if they are peers. They don’t know each other’s style in a sales meeting. They don’t share the same expectations about what will happen and the easy sharing back and forth that comes from having gone on a few calls together. What should professionals planning to go on a sales call together for the first time do to ensure that their efforts are coordinated and that the meeting goes well?
September 16th, 2009 at 9:02 am
Team selling can be highly effective, but it must be coordinated. In my experience, nothing will kill a potential sale or a presentation faster in team selling than an uncoordinated presentation. The prospect becomes confused and loses interest as well as confidence in the firm.
The team must select a single person to make and to control the presentation. The others on the team can answer technical questions in their area only if the presenter passes the question to them. Once they have answered, the control and focus returns to the presenter.
Before the meeting, the team must consider and agree on the objectives of the meeting and align their expectations.
After the meeting, only the team member who presented should send the follow up communication with the prospect. To allow other team members to do so will create confusion. Confusion kills opportunity.
John
September 18th, 2009 at 9:59 am
(1) I agree that preparation for the call is a must, but it’s important to back up to the goals for the call. For example, if one peer has the contact and the other is being set up to lead the work, it’s very important that that second person play a major role in the discussion. (2) In addition, following your advice, Ford, it’s very helpful that the second person play the role of “auditor”, listening and watching for any disconnects and interjecting a question to get things back on track. (3) The biggest challenge in team selling is that you now have two people who often want to say something when the goal is to have the prospect do the talking. (4) Processing the call immediately afterward is a must, with the focus on the prospect’s responses vs. points scored by the sellers.
Pete
September 19th, 2009 at 9:24 am
Pete and John:
Thanks for these thoughtful comments.
Ford Harding
September 20th, 2009 at 10:02 am
I’ve found that Pete’s Point #3 - that you now have 2 people who want to say something - to be particularly challenging.
It’s often really difficult for professionals who derive a lot of their feelings of worth from “being an expert” to just keep quiet at times.
I know from painful experience from early(ish) in my career, where I’ve been in the relationship role and introduced an expert to a client for a sales meeting. Because I actually knew a lot about the area being covered, I trod on the toes of the expert I brought in. I was too concerned with wanting the client to be dazzled by my brilliance. So I took airtime from both the other consultant, and the client. It took me a while to learn to swallow my ego.
The same happens in more formal presentations where often 3 or 4 people will attempt to “build on” each others’ answers, thinking their additions will add value & credibility - where in fact they just add complexity and confusion. As John said, you need to agree roles for who coordinates answers. And in my experience, a “1 answer only” rule is useful too. Even if everyone feels the original answerer didn’t do a perfect job, additions very rarely improve the client’s perception of the answer.
In these more formal presentations, I also advise people to try to “pair up” with their equivalents from the client organisation: senior exec with senior exec, project lead with project lead, etc. This again needs to be planned up-front.
Ian
September 21st, 2009 at 7:42 am
Ian:
These are good suggestions. You also make me cringe when I think back to some of my own earlier behaviors.
Ford Harding