For starters, here’s a crash course in understanding the difference between regular money and corporate money:
Corporate buyers have to deliver results for the corporation, while a small business owner must deliver money for his children’s education. This difference is critical.
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Before you make any sale, not to mention a corporate sale, you must first create a positive image for yourself. Creating a positive image will, in turn, create leads.
Mr. Pinchot’s own positive image began with the publication of his paper on Intrapreneuring. The idea came to him when a professor mentioned that corporations could learn a lot from entrepreneurs. The London Economist published his paper while Mr. Pinchot worked for a consulting firm, brainstorming new ways for companies to use their existing industrial capacity.
Soon a trade journal published the paper as well, and Mr. Pinchot formed Pinchot and Company to promote innovative culture in stagnating companies. Then, in 1985, he published “Intrapreneuring: Why You Don’t Have to Leave the Corporation to Become an Entrepreneur”
Building this network requires attending conferences and having lots of conversations. But don’t fall in to the talk trap – be sure you’re listening as much as possible. “When you start out selling, the hardest thing to do is spend enough time listening.” This also applies to the networking talks you have during lunch breaks at the conference.
The right conferences can be great places to find corporate customers, but Mr. Pinchot points out that the best contacts can come during surprisingly unprofessional events. He took a rafting trip down the Grand Canyon River with the right people and established friendships that have served him well over the years.
Now that you’re back from the conference, or rafting trip, get out those business cards that you collected. You’re ready to enter the next phase of the corporate sales cycle.
Garrett French is the editor of murdok’s eBusiness channel. You can talk to him directly at WebProWorld, the eBusiness Community Forum.
