Conventional sales strategy suggests that we should always call higher up in the organization. The rationale is that the decision-makers are at the top of the organizations, and we should not waste our time down-below.
Often the solution is implemented by the operating levels of an organization. Their active participation and ownership are necessary for the success of any initiative. When the recommendation comes from the top, these essential ingredients in the success formula go missing.
Companies spend money on CSR programs. Often, healthcare is part of it. We presented a concept to an Executive Director of a large public bank for providing health checkups to slum dwellers. He committed funds for this initiative. However, it took us months to implement this small program. We had to approach the Regional Managers, General Managers, Zonal Managers, and Branch Managers to execute this project. We had to explain his concept again to each of them and handle newer objections at each level. It seemed an endless spiral.
In most companies, the project ideas come from the lower levels of management. The top management reviews these proposals and approves the budget for them. It is, therefore, necessary to be part of the solution from the early stage. It means that we need to have relations at lower levels of management. Most often, the proposition may apply only to a particular function. But it requires buy-in from other departments, especially finance. It is, therefore, critical to have relations across all applicable departments. This has to be part of our nurturing program. It is vital to get the underbelly of the organization working for us.
Metrics: There are simple ways of nurturing various levels of an organization. How many times have you sent a thank you note to the finance department for prompt payment? Set it as a metric, implement it, monitor it. There should be no excuse for not doing it. How many friends do you have across all departments, especially finance? Take a goal, develop a plan, and achieve it. I had mentioned in an earlier blog, having meals with people is a great way to build a relationship. Arrange a small party for the client's team when you complete a project. This is the best way to develop deeper connections across various departments.
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