Selling a product to a single customer can be challenging, but what happens when they need to advocate for your product within their organization internally?
Their internal selling efforts often fall short, causing deals to stall or fail. That's why I've brought in Todd Rychecky, General Manager and Head of Out-of-Band Management Solutions at Lantronix.
In this episode, he'll share strategies for how sellers can empower their customers to effectively champion products to their teams, thereby keeping deals progressing through the pipeline.
Meet Todd Rychecky
- At Lantronix, Todd provides strategic leadership, financial management, operational oversight, cross-functional collaboration, and team development.
- Before Lantronix, he was VP Sales Americas for Opengear and was responsible for developing and executing sales strategies, business development initiatives, and hiring and developing an award-winning sales team.
- For 13 consecutive years, Rychecky and his Opengear sales teams experienced year-over-year sales growth.
- He has a wide range of experiences, including sales, marketing, channel development, strategic accounts, OEM partnerships, business development initiatives, and product management launch initiatives.
Understanding Internal Selling
- While sellers typically focus on external sales and buyers handle internal advocacy within their organizations, sellers still have a crucial supporting role in helping their buyers convince their teams of the value proposition.
- Todd explains that internal selling is increasingly critical for success because it requires buy-in from internal stakeholders to support new ideas and initiatives within the company.
- If your own team isn't enthusiastic about a deal, it's unlikely your customers will be either.
- Consider implementing internal listening to understand the needs and desires of everyone on your team. This practice can significantly help build rapport, strengthen relationships, and foster trust.
- Todd shares how sellers should use the same effective tactics they employ in external selling when assisting their customers with internal selling. Ask questions to help discover internal objections and always lead with why the company should buy the product instead of the what.
How Can Leaders Help Reps with Internal Selling
- If you're concerned about your sales team's ability to support internal selling by their customers, Todd advises that a key strategy is to cultivate relationships with multiple contacts within the prospect organization.
- Selling to more than one individual and securing broader internal buy-in significantly increases the likelihood of successfully closing a deal. To facilitate this, sales leaders should coach their reps on identifying key internal stakeholders and developing tailored communication strategies for each.
“Before you win outside the walls of your company, you’ve got to win inside them.” - Todd Rychecky.
Resources
Connect with Todd Rychecky on LinkedIn
You can also reach him by email at trychecky@lantronix.com
Sponsorship Offers
- This episode is brought to you in part by Hubspot.
With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.
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