Before putting out my thought processes few disclaimers are needed.
- All posts in this site and specifically this post does not reflect my employer’s model but are purely my own ideas and are in NO WAY CONNECETED TO WHAT I DO IN MY DAILY JOB.
- These are just thoughts with not insights. Take them with pinch of salt…
Was killing time on weekend browsing.. same as ever but hit some new articles..
http://www.cbsnews.com/8301-505125_162-51313855/ibms-secret-for-making-the-sale/
http://www.channelinsider.com/c/a/Cisco/Cisco-Plans-to-Revamp-Sales-Strategy-188713/
http://www.messagesthatmatter.com/columns/sap.shtml
After reading all of above articles and others not listed here, more questions cropped up.. credit to all these thought provoking articles.. had lot of questions up myself.
- How to different companies try to sell products / services to potential customers?
- After sale services, what strategies do each follow?
- How to each company ensure customer retention / loyalty?
Summary:
Companies typically either approach 3 ways
- Bottom to Top
- Top to Bottom
- Hybrid Both Top (Top) – Bottom (Bottom)
Bottom to Top Approach:
- In a bottom to top approach, Employees of both Sellers and Buyers form a strong collaborative group. Collaboration is most at base of pyramid and gradually builds to top level. This approach works best if bottom folks (Decision Maker –1, –2 and so on) have influence on decisions taking by top most executives.
- Chances of successful implementation, post sale, are higher as collaboration is most at levels of implementation (Base of pyramid).
- This approach suffers most if there is lack of visibility of work done by bottom folks to top level executives and if bottom levels have no influence on decisions by executives. As final decision rests with top executives, and if it is a strong hierarchical company, this approach may not yield desired results.
- There is need to convince multiple teams, individuals, different strategies to be implemented to work with different teams before winning deal. Simple put lots of hard work prior to and post sale.
Top to Bottom Approach:
- In a top to bottom approach, Employees of Sellers deal with top level executives of a buyer company before dealing with bottom level folks.
- Collaboration here is an inverted triangle where interactions with top executives are much more than interactions with bottom implementation team.
- Advantage is only convincing few individuals at top should break ice and lead to sale deal.
- Major disadvantage of this approach, as collaboration prior to sale at implementation team is minimal, there is high probability of post sale implementation failure.
Top to Bottom Approach
Hybrid Top (Top) to Bottom (Bottom):
- Generally companies try and vouch to this hybrid model where they strive for collaboration at both executive level and implementation level. But due to different reasons (Product Type, geographical locations, company and individual strategies) end up in either of afore mentioned approaches.
- In hybrid approach, executives of both companies meet (collaborate) at regular intervals as well as employees who implement (post sale) also interact and collaborate. Thus Top (Top) – Bottom (bottom)
- Hybrid approach brings best of both worlds but at a cost. Cost in terms of resources / time needed to engage at all levels.
Hybrid Approach
There is no right and wrong in each of these approaches. Depending upon product being sold, customer needs, market conditions, sales strategy of company / individual, engagement model may fall in some of these approaches. There could be additional approaches as well. But to sell, there needs to be a strategy..
-Guru