Selling to a Committee

Who this book is for

Người bán hàng ở Việt Nam, bán giải pháp cho doanh nghiệp, bán dự án, hoặc bán hàng giá trị lớn cho khách lẻ; từ người bán một mình tới trưởng nhóm vài người. Người đọc là NGƯỜI LÀM NGHỀ: họ mang chỉ tiêu, ăn lương theo kết quả, và thường không quyết được giá.

Sound familiar?

• Talks to one person throughout, then learns at the end they don't decide.
• Someone on the buyer's side is blocking the deal and has never been met.
• The internal champion lacks the material to defend the proposal in a meeting.
• The deal stalls because another department objects, and nobody knew they were involved.

Each chapter answers one question

1. Chapter 1: Do I know the deciders, or just guess?

   How many people are involved in this decision, and how many have I met?

   A decision map drawn early is cheap; drawn late, it is usually a map of why you lost.

2. Chapter 2: Can one pitch convince a whole committee?

   How do the customer's payer and users care about different things?

   The same solution must be told as four different stories for four different people.

3. Chapter 3: Have I armed my inside champion to win without me?

   Who is my internal champion, and what are they missing?

   You do not win the deal; your internal champion wins it, and you equip them.

4. Chapter 4: Will my proposal survive their closed-door meeting?

   In their internal meeting, what will my proposal be questioned on?

   The decision happens when you are not in the room; your job is to prepare for that moment.

5. Chapter 5: Is the opponent an enemy, or an unconvinced ally?

   Who is opposing, and what are they opposing?

   An opponent met early is a conversation; met late, a closed door.