Sales mentor Pat Cavanaugh responds to the following question from an inc.com user:
I would like to know more about concept selling. I have an idea that I have turned into a small business but feel that it could be much bigger. I am curious about how to align myself or sell the concept to a larger entity that could easily put my idea into their product line. What steps can I take to make this a successful experience?
Pat Cavanaugh's response: First of all, put yourself in the shoes of this larger company:
If the answers to the above questions are positive, then you must identify the company's decision-maker and come up with a creative way to reach him in order to get an appointment. Being in the promotional products industry, I'm partial to a unique direct mailing that will get your correspondence noticed -- maybe even something that has to do with this unique concept of yours -- so that when you call to follow-up, that decision-maker will say, "Oh, yeah, that's right, you're the person who sent me that? ." Your goal is to get that appointment with a direct mail piece and a follow-up phone call, nothing else. And that means not giving into the temptation of trying to sell that concept over the phone. You want to sell it in person.
I would also recommend you contact your business attorney to get some legal advice to draft a non-disclosure statement to protect your concept so no one can take your idea and develop it on their own.
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