The Secrets to Big Fish Selling

A Big Fish is anyone of a higher stature than you normally associate with. If you land them, it will move you into a whole new level of clientele. They may be spending more money and, as a result, they will expect that you have the professionalism to satisfy their needs. Yet, all Big Fish have so many people striving to work with them that they are even more demanding than most people anticipate when trying to reach this level of client. 

Managing the Big Fish Sale Process

So how do you manage a Big Fish Sale? Keep in mind that this is going to be a more complex sale than an initial meeting with the client where they quickly say “yes.” Big fish Sales are rarely rapid unless there is an exceptionally dire situation at hand, and they know you are the one they need to help them solve it. 

In Big Fish Sales, many decision influencers are working behind the scenes trying to bring in their vendors. Always remember that your prospect is also dealing with an internal power structure. Be on the lookout for those people on the inside of your prospect’s organization who may help you better understand what it will take to close the deal. They may be able to give you the fundamental insight that will help you reel the Big Fish in to close the deal. 

Most importantly, in any complex sales situation with a Big Fish prospect, your primary goal is to keep moving the ball forward toward an agreement on a deal that works for you both. The secondary goal for your meeting is to try to close a part of your proposal. Something that will give you a smaller toe in the door to help them understand the value you bring and convince them that you can handle the bigger deal. The ultimate goal is to close the entire deal. If they coalesce, it will be wonderful and you need to celebrate your win.

Never lose sight of that primary goal in a complex sale with a Big Fish.  You need to stay in the game.  By having multi-level goals, you will have several ways you can win. It is imperative to not show disappointment or convey anything other than complete professionalism if you don’t get everything that you want.  

Focus on Their Needs

Remember, at its core, a Big Fish Sale is just like any other sale. Always focus on the client first. It is all about their needs, desires, and concerns. Focus on how working with you will solve their critical issues within a budget that works for you both. 

Pay attention to your Big Fish’s media interviews. You can access print and television media interviews easily. Don’t forget to access other information such as interviews with industry publications or podcasts where they have been a guest. You do need to read or listen to them thoroughly. Bluffing to pretend you understand their point of view will lose credibility with them. Yet if you dive deep into the content they have appeared in, you will gain enormous insight into their pain points, concerns, and views of the future. All of this is essential to understanding the nuances of how to best position your products or services to meet their unique needs. 

Often, Big Fish test you first with something that is a smaller part of your overall proposal. That is why having the secondary goal is so critical in selling to this type of client, and it can be the key that gets you to your first “yes” with a client. Frankly, getting the smaller first sale is often the tipping point that gets you the bigger deal and longer-term profit. If you can, break your proposal down into several components or optional services. Offer them choices in how to work with you. 

 Manage the Process … and Yourself

When you are selling as part of a team, it is vital for both of you to be in the same game. Use your time wisely to prepare. This can be done while you are in the car driving to the meeting or preparing to go on Zoom. Determine who needs to reinforce what message including when it will be key to collaborate to reinforce your potential value to the client. Think about how you will respond to objections and who will handle those concerns. 

 It is extremely intimidating to try selling to a Big Fish. Look for ways to give yourself a mental boost to help you stay grounded in the moment. This is especially helpful if the Big Fish gets terse with their tone, questions, or response to your pitch. 

Big Fish are extremely pressed for time and they do not always care about your feelings. Take care of yourself. Reach out to a trusted friend and ask for a pep talk before you pitch. Write a note to yourself that only you can see with three or four phrases. These should be positive and serve as reminders to you. A few examples of strong reminder notes are: 

1. They already like you, or you would not be in the room.
2. They want to work with you someday even if today is not your day.
3. Breathe!

Final Thoughts

When the day comes and the Big Fish finally says “yes,” be sure to do your scream and happy dance in the nearest bathroom; just refrain from doing it in front of them! You do not want them to know that you cannot believe you finally earned that coveted “yes!” You want them to only think of you as belonging in the room—not that it might be the first time you ever were there!

ABOUT THE AUTHOR:

Jill J. Johnson, MBA, President and Founder of Johnson Consulting Services, is a management consultant, accomplished speaker, award-winning author, and Business Hall of Fame inductee. She helps clients make critical business decisions and develop plans for turnarounds or growth. Her consulting work has impacted over $4 billion worth of decisions. She has a proven track record of dealing with complex business issues and getting results. For more information, visit www.jcs-usa.com.

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