Introduction to Enterprise Sales vs. Transactional Sales

The Enterprise Software Sales Process is markedly different from the transactional software sales process. However, the same principles apply to both processes. What you will notice is that the enterprise process is much longer consistent with the length of the complex sales cycle.

At the MM and enterprise level you are typically dealing with professional buyers in the form of VPs of marketing, operations, agencies etc. Often these larger organizations have set buying processes that they have to follow which may involve a process and timing for evaluating and adding new vendors.

Within multi-location organizations, planning and time is usually structured on an annual and quarterly basis.

MM & ENTERPRISE SALES OBJECTIVE

Secure new revenue opportunities by coauthoring client solutions, KPIs, buying paradigms, ROI models, and attribution methodologies via a consultative approach.

COMPLEX SALES VS. TRANSACTIONAL SALES

Complex software sales refer to a type of account that is typically multi-location in nature and is usually categorized as either mid-market or enterprise. It is referred to as complex since the sales cycle is much longer requiring multiple touchpoints and decision makers to achieve a successful sale.

Transactional software sales refer to a type of account that is primarily SMB or franchise in nature. It is referred to as transactional since the sales cycle is much shorter and can be completed on a single call. Here you are typically dealing with a single decision maker.

ENTERPRISE SALES

● Longer sales cycles

● Multiple decision makers (DMs), budget and new vendor evaluation process as a condition of the business

● Larger transaction sizes

● Continuous long-term relationship/partnership

● Data driven decisions

● Incremental buying (pilot)

● Incremental advancement in terms of sales process (multi-call/multi-stage sales model)

● Account strategy & preparation pre-outreach

● Google Meet (Zoom) based calls

● Quality process focus

● Solution coauthored with client

● Customized attribution methodology

● Full-service method

● Open-ended questions

TRANSACTIONAL SALES

● Short sales cycles

● One DM

● Small transaction size

● Transactional relationship

● Emotion driven decisions

● Buying all at once

● Emphasizes pitching on the fly and closing the deal on one call

● Account strategy standardized across industries

● Phone based sales

● Volume outreach focus

● Solution is one size fits all

● Limited attribution capabilities

● Self-service method (rep assisted)

● Leading questions