MAKING THE MAJOR SALE

Many companies today are faced with large, complex selling situations. These major sales need special handling: They are more complex than smaller transactions, their potential profit is larger, and they have a more lasting effect on both buyer and seller. In this article, first published in 1976, the authors develop a systematic approach that companies can use not only to facilitate the sale but also to ensure the long-term account relationship. Their eight-step procedure shows: 1.how to open a contact, 2. separate the prospects from the suspects, 3. develop a profile of a company's needs and key personnel, 4. justify the purchase to the buyer, 5. make the sales pitch, 6. coordinate company resources, 7. close the sale, and 8. maintain the account. Before they can engage in strategic selling, most companies will have to revise the makeup of their sales forces according to the kind of sales they want to make, which may include different types of nonrecurring sales. To help solve these more-complicated selling problems, the authors provide organizational guidelines for companies to use in their specific operations.