As many of you know, white papers are great tools for selling to big companies. They provide an inroad that helps start the sales process. The challenge with big companies is that darn selling process.

This leads me to a very helpful new book by Jill Konrath, called Selling to Big Companies. As the picture on the cover indicates, this book is all about helping you lure in the big fish.

I really like this book. First it motivates the salesperson. Second, it provides great advice. For example, consider this advice in chapter 5 (titled ‘Targeting is Not a Numbers Game’):

When you think of about all the big companies out there, it’s incredibly seductive to want to keep all your options open. After all, just about every corporation “could” use your products or services. And the more potential customers you have, the more sales you’ll get. Right?

Not so. In fact, just the opposite is true. By narrowing your market focus, you increase sales and profits. Not a little, but by a lot. For many people, this thinking is counterintuitive.

Be sure to check this book out!

So what has your experience been working with big companies?

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