How to sell your services into massive companies

Have you ever considered selling your services to huge corporations? If you haven’t, then maybe it’s time that you did. I’m going to show you how to remove the main barrier, and make it far easier for you to land extremely valuable clients.

Once you understand what I am about to share with you, you may find it easier to gain a $10,000 client than a $500 client.

Allow me to explain.

It’s amazing what big companies spend money on

I was prompted to write this, after remembering an email I received from a friend. He’s a head of department for a massive software corporation. He had just sat through what he called a “cringe-worthy” motivational talk from a former, professional sportsperson.

Apparently, the speaker:

• Had no business background.
• Had no idea about the challenges they face.
• Didn’t understand their industry.
• Didn’t offer a single idea for how they can improve things.
• He “shared a few funny stories, dropped a few famous names and finished with a copy/paste you can achieve anything speech”.

My friend wanted to know, why do such people get hired as speakers by massive corporations?

Here’s why that guy was hired

The reason people like that get hired to speak is simple. More importantly, it also explains what motivates massive corporations to spend money on any kind of product or service.

That speaker may have been a waste of company money, but he was a very safe bet. An easy hire, with no risk attached.

Hang on Jim, if the guy is a waste of money, how can hiring him possibly be a very safe bet?

That’s a great question! :)

Here’s how it works:

• The decision maker, who hired the guy, isn’t spending his or her own money. The money comes from a budget, which they need to spend.
• The decision maker’s priority is to spend their budget every year without screwing up. So they invest in what they hope will be the safest, least risky option.
• The risk with a speaker like this is close to zero. That’s because it’s hard to measure the impact of a talk in any meaningful way.
• Bonus: The decision maker can’t be blamed even if the speaker is demonstrably terrible. After all, they did hire a famous person!
• So, decision makers eagerly grab any opportunity to spend chunks of their budget on these low commercial value, but 100% risk free, speakers.

The lesson here?

I think there are a couple of lessons.

1. Corporations should reward courage

Corporations need to stop rewarding decision makers, for making lousy, but safe, decisions. Instead they need to reward courage. They need to reward decision makers for advancing the company with smart investments.

Until then, former sportspeople (or influencers, faded TV celebrities etc.), can fill their boots with very easy money. At least until their impact is measured and they are no longer a safe bet for decision makers.

2. It’s really easy to sell into huge corporations

If you’re selling into a billion dollar corporation, remember that the decision maker is frightened. They will only buy from you if you can convince them that you’re a super-safe bet. If they see you as a close to zero risk, they will pay you thousands, maybe tens of thousands. And if you’re really good on the day they’ll pay you regularly, too.

Of course, in order to sound as safe as possible you need some supporting evidence. Former sportspeople have their fame.

If you’re not a former, professional sportsperson, influencer or celebrity etc., you will need to work on building your brand, like the rest of us.

If the decision maker hasn’t heard of you, you’ll sound risky. So get your name out there for all the right reasons. Highlight notable media mentions, accomplishments and anything else that will reduce or eliminate the decision maker’s fear.

Then remember the following before you market your services:

• You’re never selling to a billion dollar corporation.
• You’re always selling to an individual, whose priority is not to make a mistake.

Lasting success for your business

Lasting success comes from achieving the balance of being a safe bet… AND being someone who provides measurable value.

Get that balance right and you’ll build yourself a world-class reputation. You’ll also find yourself able to attract the most valuable clients, again and again and again.

Photo: Shutterstock.