Let's talk about different types of selling models and sales processes as they relate to different businesses in the “B to B” sector. First of all, let's talk about the enterprise selling model. The enterprise selling model is characterized by high level of complexity. Typically, decision making cycles are long...there are multiple constituents involved in multiple locations at multiple levels of the organization. This means that deploying a sales organization in order to meet the needs of the enterprise selling model are complex, expensive, and require a heavy level of investment.
If your company is considering selling to the largest enterprises, you're going to need to organize your sales force around this reality and make the necessary investments and have the long term perspective that's required in order to be successful in this arena. Many companies make the mistake of trying to target the largest enterprises when they don't truly have the resources necessary in order to build a sustainable and repeatable sales process that will allow them to penetrate large enterprise accounts and win over the long term. Enterprise selling model requires deploying a multi-tiered sales force, including inside sales, field sales, as well as major account personnel who are stationed close to or can get themselves close to the various constituents throughout the targeted enterprise that need to be approached and developed in order to maximize account penetration in the large enterprise account.
In an enterprise selling model, it's a very consultative approach where advanced needs analysis is being done throughout the organization in order to truly adapt and design the sales process around the account objective. Many companies don't have the capabilities to go this deep into the selling process in order to have a chance at success and they often end up frustrated and don't achieve their sales objectives as a result despite multiple attempts to gain access to the enterprise.
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