Reeling In The Big Ones
Overcome your fear, and you could land the mother of all accounts.
Most entrepreneurs would love to land large corporate accounts, but they often don't try for one simple reason: They're afraid. "Smaller companies get intimidated by them," says Guy Sohie, president of Global Insite, an Austin, Texas, consulting firm with annual sales hovering around $200,000. "So instead of trying to figure out how to approach larger companies, they just write them off as potential customers."
The fear is justified, says Sohie, who specializes in helping smaller businesses sell to bigger ones. Corporations tend to do business very differently than entrepreneurs. They're more hierarchical, more conservative and slower to react. In addition, it's not an easy market to break into--especially now that the trend at many bigger companies is to use fewer suppliers.
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