We work with a technology firm that has a 90-day selling cycle and a 90-day implementation cycle. They sell telecom/networking/convergence technology. But here’s the problem. The customer - at the point of sale, when the contract is signed - is ecstatic - full of excitement.
But by the time the implementation is over, the customer loses interest (by the way, we’re talking about $500,000 solutions here). Why is that?
It might be a problem you have too, so listen up.
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- The project managers aren’t good at managing relationships. They are in a “let’s get it done - give me the data” mode. Not always good for the warm relationships that the sales/account people had created.
- The sales person, who created the bonding and rapport, and who, following our system of selling, found the pain and the possibility (sometimes this is quite emotional for the prospect) leaves the process. The President of my client company even used the description, “Their jaws dropped when I told them the sales person was moving on and the PM would take over.”
- All of these hours of research on the part of the AE get swept up into a 10 page SCOPE OF WORK. Sorry, but that won’t do.
- The Original Pain/Possibility loses attention. The PM’s barely know what it means to solve business problems. All they know is technology. So all of this talk in the sales process about how we solve “business problems” washes away.
- Velocity wanes. Referrals are hard to come by. Did you ever wonder why referrals are so difficult to get? Maybe it has to do with the customer’s lack of excitement after the solution is implemented.
So what to do?
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- Train your Project Managers (subject matter experts) the art of communication and expectation management. And throw in some relationship skills to the mix.
- Have the AE continue in some capacity throughout the implementation.
- Don’t talk about the Hand Off (or Turnover) meeting.
- Introduce the PM (or whoever will be handling the implementation) PRIOR to the deal signing.
- Have a TOTAL REVIEW at the end with the AE in attendance. That’s the time there should be a referral process.
In our consulting practice, we’re starting to hear more about this issue. And we’re starting to do more training for the “back end” people. Not a bad investment since it can cut your marketing costs significantly by getting more referrals on the back end.
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