How to Acquire Large Clients: Strategies for Winning Major Accounts and Boosting Sales Results

Unlock the secrets to acquiring large clients and transforming your sales performance.

Why You Should Pursue Significant Clients Who Have Existing Suppliers

This is to remind you that you should prioritize the largest clients in your territory. Large clients that spend a fortune on what you sell are worth many average-sized clients. Many of your peers avoid pursuing gargantuan clients that already have a supplier because they don’t see an opening, but this should not discourage you. Given a long enough timeline, every major account will replace their supplier. If you are not calling on them before they are ready to do that, you will not be considered.

Maximizing Income by Targeting Big Prospective Customers

You may worry that it will take a long time to acquire the client, but remember, fortune favors the bold. When you call on your prospective clients every day, why not continue reaching out to the significant clients that would change your income and your results? The larger the client, the more they can contribute to your quota or your sales goals. Let your peers chase the small fish because they are intimidated by the big prospective customers.

Building a List of Anchor Accounts

If you have not yet read Eat Their Lunch: Winning Customers Away from Your Competition, you may not know how to pursue a large list of major accounts. One way you may go about chasing down the biggest companies is to build a list of anchor clients. To do this, list 60 of the companies that buy a lot of what you sell. You don’t have to be perfect when guessing the revenue opportunities. Start with what you believe is the largest prospect, followed the second largest, and so on, until you have a list of 60 clients.

Creating Dual Pipelines for Efficient Client Acquisition

Now that you have a list, you can create two pipelines. The first is for the big clients, and the second is for average clients. You have five days a week to reach out to book first meetings. If you can call three major accounts each day, you will reach out to 15 significant clients every week. Once you have called three large clients, you can go back to the average prospective clients, who won’t take as long to acquire as a major account.

Displacing Competitors to Win Significant Clients

To win these major accounts you must displace your competitor. Remember, in the game of sales, second place is the first loser. To succeed in stealing a client away from your competitor, you will need to be One-Up, which is our shorthand for having the knowledge and experience that allows you to create value for your client in the first meeting. You can find more about being One-Up in Elite Sales Strategies: A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative.

Using Executive Briefings to Create Immediate Value

Our methodology uses an executive briefing with four factors that will cause the client to make a change. These can be trends, tech advances, or outside forces that impact the client’s industry and business. This approach creates value in the first meeting because it supports your reporting with valid data and the citations. This helps you to position yourself as an expert and an authority. When your competitor fails to create the same level of value in this important conversation, you can remove and replace them. You must keep in mind that your competitors are also scheming to steal your clients away from you, so stay at the top of your game.

Implementing Account-Based Selling Strategies

Another aspect of chasing down significant clients is using a strategic approach to account-based selling. Treat each individual account individually, tailoring your sales strategies to address the specific needs of each major account.

Mapping Out Decision Makers and Influencers

You might find it helpful to map out the decision-making team within the large organization. Unlike at smaller clients, where decisions may be made by a single stakeholder, large clients have a complex web of key decision makers, influencers, and potential champions. It takes work to identify them all, but the more you know, the easier it will be to navigate the corporate labyrinth, tailoring your messaging to address each contact’s concerns.

Patience and Persistence in Enterprise-Level Sales

You will need to be patient and persistent when pursuing significant clients. Success doesn't come overnight. Enterprise-level sales cycles are longer, spanning months, or in some cases a year. But once won, you may retain these clients for many years.

Maintaining Consistent Contact during Long Sales Cycles

It's crucial to maintain consistent contact and continue providing value throughout the extended sales cycle. Regular check-ins, sharing relevant industry insights, and offering solutions to emerging challenges can help keep you top-of-mind with your prospect.

Leveraging Your Network to Access Major Accounts

Another strategy to consider is leveraging your network to gain introductions or insights into these major accounts. Attend industry events, join professional associations, and engage in social selling on platforms like LinkedIn to expand your network and potentially find connections to key decision-makers in your target companies.

Preparing Thoroughly for Meetings with Key Clients

When you secure a meeting with a significant client, it's crucial to come prepared with a deep understanding of their business, industry challenges, and potential opportunities. Half-measures won't cut it. This level of preparation demonstrates your commitment and professionalism, setting you apart from competitors who might take a more generalized approach.

Using Tailored Case Studies to Build Credibility

Consider developing case studies or success stories specifically tailored to major accounts in similar industries. These can be powerful tools that demonstrate your ability to handle accounts of this size and complexity. They provide concrete examples of the value you've delivered to other large organizations, helping to build trust and credibility with your prospect.

Collaborating with Your Team to Win Major Accounts

It's also worth noting that winning a significant client often requires a team effort. While you may be the primary point of contact, be prepared to bring in subject matter experts from your organization to address specific technical or operational questions. This showcases the depth of your company's expertise and resources, which can be particularly appealing to major accounts looking for comprehensive solutions.

Transforming Your Sales Results by Securing Significant Clients

By incorporating these strategies into your approach for pursuing major accounts, you can increase your chances of success and potentially transform your sales results. Remember, winning even one or two of these major accounts can have a significant impact on your overall performance and career trajectory.