Enterprise sales are a different game
Selling to large companies is fundamentally different from selling to small businesses or consumers. The deals are bigger, the sales cycles are longer, and the decision making process involves multiple stakeholders. But the rewards can be significant: a single enterprise deal can generate more commission than dozens of small business sales.
Understanding the enterprise buying process
Enterprise purchases typically involve:
- Multiple decision makers. Rarely does one person have the authority to say yes. You may need buy in from end users, managers, procurement, finance, and executives.
- Formal evaluation processes. Large companies often have structured evaluation criteria, vendor assessments, and compliance requirements.
- Longer timelines. Enterprise deals can take three to twelve months from first contact to signed contract.
- Higher scrutiny. Every claim you make will be verified. Exaggeration or vagueness will disqualify you quickly.
Getting in the door
Research thoroughly
Before approaching an enterprise prospect, research their business in depth. Understand their industry, their competitive landscape, their recent announcements, and the challenges they are likely facing.
Target the right person
Identify the person who owns the problem your product solves. In enterprise sales, this is often a director or VP level role. Going too high (CEO) means you get delegated down. Going too low means the person cannot make decisions.
Use warm introductions
Cold outreach to enterprise contacts has a very low success rate. Instead, leverage:
- LinkedIn connections
- Industry events and conferences
- Mutual contacts and referrals
- Existing customers who have connections at the target company
Navigating the sale
Build a champion
Find someone inside the organisation who believes in your product and is willing to advocate for it internally. This "champion" can navigate internal politics, provide information about the evaluation process, and influence other stakeholders.
Sell to each stakeholder differently
The end user cares about ease of use. The IT team cares about security and integration. The finance team cares about ROI and total cost of ownership. Tailor your message to each audience.
Be patient and persistent
Enterprise deals require sustained effort over months. Maintain regular contact, provide requested information promptly, and never go quiet. If you disappear for two weeks, someone else fills the gap.
The payoff
Enterprise deals on commission can be transformative. A single contract worth $50,000 per year at a 15% commission rate means $7,500, and if it is recurring, that is $7,500 every year the customer stays.
Not every agent will pursue enterprise sales, but for those who do, the potential rewards make the longer sales cycle worthwhile.