A Step by Step Guide to Enterprise Sales – Part 1

Picture of David Zeff

David Zeff

Founder and CEO of Whistle, with over 10 years of selling technology to hundreds of SMB and Enterprize companies across multiple sectors.


Table of Contents

Enterprise sales refers to the process of selling products or services to large businesses, organizations, or government entities, commonly known as enterprise clients. Unlike transactional sales where deals are often small-scale and straightforward, enterprise sales involve complex and long sales cycles. This is due to the intricate decision-making processes, multiple stakeholders involved, and the high value of the contracts or deals. 

Enterprise sales teams typically consist of sales reps, who are skilled in building relationships with potential customers and navigating through the enterprise sales process. Success in enterprise sales often depends on factors such as understanding the needs of the enterprise customer, providing social proofs and case studies, and offering tailored solutions that align with the enterprise’s objectives. 

Overall, enterprise sales is a strategic and specialized approach aimed at fostering long-term relationships and closing high-value deals in the enterprise market.


The Benefits of Enterprise Sales

Enterprise sales offer a wide range of benefits for businesses, including higher revenue potential, increased brand awareness, and the opportunity to build long-term relationships. By targeting large clients with large budgets, companies can unlock significant revenue streams and achieve sustainable growth.


Potential for Higher Revenue

One of the biggest benefits of enterprise sales is the potential for higher revenue. Enterprise deals tend to involve larger transaction sizes, which can result in a substantial financial impact. Closing just a few enterprise deals can significantly boost a company’s revenue and contribute to its overall valuation. While small and midsize business (SMB) sales do generate revenue, enterprise sales allow businesses to reach their revenue goals with fewer deals. Just one enterprise sale could result in more revenue than multiple SMB sales.


Increase Brand Awareness

Enterprise sales enable businesses to increase brand awareness in the industry. Working with high-profile enterprise clients helps to position the company as a trusted partner and industry leader. This not only generates more business opportunities but also attracts other large clients who want to work with established and reputable brands. Sales is based on relationships, so personalization is a common mantra. It’s even more important in enterprise deals. Those customers demand a high level of care from your sales team, which can help establish your brand as a trusted partner and industry leader.


Build Long Term Relationships

Another benefit of enterprise sales is the opportunity to build long-term relationships. The enterprise sales model revolves around nurturing customer relationships, which means longer sales cycles and higher risk than other sales models. Your sales team’s level of care will be instrumental in closing these long-term corporate customers. By nurturing and maintaining relationships with enterprise clients, businesses can secure repeat business and ongoing partnerships. This reduces churn rates and provides a stable revenue stream, contributing to long-term success. Enterprise clients have thousands of employees and millions of dollars in revenue and can commit to large contracts. Therefore, the sales process is longer and more complicated. Unlike SMBs, enterprise clients do not easily sign off on a large contract after just a single product demonstration.

To attract enterprise and mid-market clients, it is crucial to position the brand as a thought leader. By sharing expertise and insights through thought leadership content, businesses can establish credibility and gain the trust of potential clients. This positions the company as the go-to partner for enterprise solutions and opens doors to new business opportunities.


Sales Development Representative (SDR) Model

The Sales Development Representative (SDR) Model plays a crucial role in enterprise sales by generating new business opportunities, scouting, prospecting, and qualifying leads. SDRs are responsible for identifying potential clients and initiating the sales process.

One of the key responsibilities of SDRs is to set up initial calls with inbound leads. This allows for a personalized pitch tailored to the specific needs and pain points of the prospect. By engaging in conversations and understanding the prospect’s requirements, SDRs are able to weed out unqualified prospects and focus on those with a genuine interest in the company’s offerings.

In addition to handling inbound leads, SDRs also play a vital role in outbound sales. They proactively reach out to potential clients through targeted sales pitches to build the pipeline for the enterprise sales team. This allows the enterprise sales team to concentrate on closing deals while the SDRs ensure a steady stream of qualified prospects.

The importance of the SDR Model in enterprise sales cannot be overstated. Their proactive approach in generating new business opportunities, prospecting, and qualifying leads contributes to the growth and success of the sales team. Their role not only streamlines the sales process but also enables the enterprise sales team to focus their efforts on closing deals and delivering value to potential clients.


The Enterprise Market:

The enterprise market refers to the business-to-business (B2B) market segment that focuses on providing products and services to large-scale organizations, typically referred to as enterprises. In this highly competitive market, companies aim to secure business opportunities with enterprise clients by implementing effective enterprise sales strategies. 

Enterprises have unique and complex sales cycles, often involving multiple decision-makers and longer sales processes. To navigate this market successfully, sales teams must adopt an enterprise mindset, understand the specific pain points and needs of enterprise customers, and leverage social proofs and success stories to build trust and credibility. Additionally, sales reps need to tailor their approach to align with the enterprise sales process, which typically involves building long-term relationships, addressing business objectives, and showcasing the value proposition of their enterprise solutions. 

With its higher deal sizes and potential for generating significant revenue in dollars, the enterprise market provides immense opportunities for businesses to thrive and grow. To capture this market, companies need enterprise sales software, skilled enterprise salespeople, and effective sales management to drive success in enterprise sales.


Potential Customers

When it comes to enterprise sales, understanding the potential customers is crucial. By gaining deep insights into their challenges, pain points, and decision-making process, sales teams can effectively tailor their approach and offer the right solution.

Potential customers in enterprise sales have specific needs and concerns that must be addressed. They have likely encountered unsuccessful past solutions and are cautious about making another investment. By acknowledging their pain points and presenting a compelling solution, sales reps can demonstrate their understanding and show how their product or service can lead to real results.

Building relationships with potential customers early on is vital in enterprise sales. It’s important to establish trust and credibility by providing value and listening to their needs. By doing so, sales reps can lay the groundwork for future discussions and secure bigger deals.


Decision Makers

In enterprise sales, there are typically multiple decision makers involved in the buying process. These decision makers play different roles, from being the ultimate buyer to influential figures who have a say in the final purchase decision. Identifying and engaging each decision maker is crucial for a successful sale.

The primary decision maker is the buyer, someone who has the authority and budget to make the purchasing decision. They are responsible for evaluating the value proposition, aligning it with business objectives, and ultimately signing off on the purchase.

However, there are also influencers within the organization who can sway the decision or provide valuable insights. Influencers may include department heads, executives, technical experts, or other stakeholders with a vested interest in the outcome. Engaging with influencers allows you to address their concerns, build trust, and gain support for your solution.

Understanding the dynamics and motivations of each decision maker is key to tailoring your sales approach. By doing thorough research and asking the right questions, sales reps can uncover the needs and pain points of these decision makers. This enables you to present a solution that meets their specific requirements, increases the chances of a successful sale, and facilitates long-term customer satisfaction.


Understanding the Enterprise Market

To effectively navigate the enterprise market, sales teams must have a thorough understanding of its key factors. The enterprise market refers to large-scale, corporate businesses that have complex sales processes and require high-touch sales engagements. Recognizing the characteristics of this market is essential for successful enterprise sales.

Enterprise sales primarily focus on large-scale deals with corporate businesses. These deals involve higher contract values and longer sales cycles compared to other sales models. Sales reps must be equipped to handle the intricacies of complex sales, which often involve multiple decision makers and stakeholders within the organization.

In the enterprise market, businesses prioritize long-term relationships and value-added solutions. Sales reps need to demonstrate how their product or service can solve specific pain points and provide significant ROI to the enterprise client. This requires in-depth understanding of the client’s business operations, goals, and challenges.

Moreover, sales teams must recognize the importance of engaging with key decision makers in the enterprise sales process. These decision makers include executives, department heads, and other stakeholders with authority and budgetary control. Understanding their motivations and aligning the value proposition with their business objectives is crucial for securing the deal.

While enterprise sales predominantly takes place in the B2B environment, there is potential for consumer-focused enterprise sales as well. Certain industries, such as telecommunications and energy, may involve large corporations providing services directly to individual consumers. In such cases, the sales approach needs to be tailored to meet the unique needs and preferences of the end-consumer.


Differentiating Your Business in the Marketplace

In the competitive marketplace of enterprise sales, it is crucial for sales teams to find ways to differentiate themselves from competitors. By setting your business apart, you can capture the attention of potential enterprise clients and increase your chances of success.


Unique Value Propositions

One strategy for standing out in the marketplace is to offer unique value propositions. Showcase how your product or service solves specific pain points and addresses the unique challenges faced by enterprise clients. Highlight your expertise and the added value you bring to the table. Enterprise sales require a lot more thought and hard work than the first two sales models. While self-service and transactional sales are primarily driven by good old fashioned marketing, enterprise sales is driven by building and maintaining strong long-term relationships.


Leverage Social Proofs

Another technique is to leverage social proofs and success stories. Provide case studies and testimonials from satisfied enterprise clients to demonstrate the positive impact your solution has had on their business. This helps build trust and confidence in your offering. In enterprise sales, a salesperson will often arrange product demos for different stakeholders within the prospect company, interview decision makers to understand their pain points, and develop solutions in a more consultative role. The unique strategies and requirements of enterprise sales mean larger investment from the seller, and therefore represent a higher risk than standard sales–but also a higher reward when large contracts are signed.


Offer Specialized Enterprise Sales Software

Additionally, consider offering specialized enterprise sales software or tools that enhance the sales process for both your team and clients. A streamlined sales experience can be a key differentiator and make your business more attractive to enterprise buyers. Selling enterprise-level, high-value contracts can take months of negotiation. Unless you’re very lucky, your sales team likely has varying levels of experience, and some may lack the complex sales expertise necessary to close the deal.


Build Long-Term Relationships

Finally, focus on building long-term relationships with enterprise clients. Continuously provide support and value even after the deal is closed. This not only increases customer loyalty but also serves as a testament to your commitment to their success. The enterprise sales model revolves around nurturing customer relationships, which means longer sales cycles and higher risk than other sales models. Your sales team’s level of care will be instrumental in closing these long-term corporate customers.

In the competitive enterprise sales space, differentiating your business is essential. By implementing these strategies and techniques, your enterprise sales team can position itself ahead of the competition and effectively stand out in the marketplace.


To find out more about how to start your enterprise sales outreach, please check out part 2 of this series. Or book a meeting with our sales team to see how we can help you.