4 Must-Haves in Creating a Billion Dollar Book of Business
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4 Must-Haves in Creating a Billion Dollar Book of Business

- Venkataraman Subramanyan

After $5B in pipeline generated and $4B of deals reviewed, I’ve honed in on the critical elements that facilitate massive business growth—even in challenging times.

With the right approach and execution, you can transform your sales pipeline into an opportunity-multiplying machine that consistently drives growth and revenue for your company.

Our techniques have proven invaluable for industry leaders like Microsoft, SAP, EY, and ServiceNow, to name a few.

Today, let’s explore the 4 must-haves for cultivating a billion-dollar book of business:

1. Collaborative Business Development 

Top-tier enterprises recognize that business growth hinges on consistent collaboration with their clients.

Engaging clients in ongoing dialogue and collaboration means you can preemptively address shifts in their preferences, priorities, and decision-making. 

It’s not merely about a one-off plan; it’s about a shared vision of mutual progress. A dialogue where both parties co-create a blueprint peppered with projects, milestones, and outcomes that offer tangible benefits.

The net output is an aligned roadmap, with specific projects, deliverables, and timelines that translate into accelerated business value for your customer.

2. The Art of Risk Management

The most successful sales leaders frame risks as opportunities hidden in plain sight.

A proactive approach to risk can help not only in navigating challenges but also in distinguishing your business from the competition. To harness risk effectively, it’s essential to consider various facets: strategic, innovative, ecosystem-based, financial, and operational.

For example, one risk that businesses frequently face is the integration within any merger or acquisition. According to research, 80% of such M&As fail to meet their objectives, making it a significant concern for many organizations.

To turn this challenge into an opportunity, the sales team must discuss critical questions with the customer, such as: 

What is the probability of this risk materializing? 

What is the potential cost of this risk?

How would your leaders prioritize this risk? 

And most importantly, how can this risk be translated into a project that your customer is committed to pursue?

Remember – Every customer risk is an opportunity hidden in plain sight.

3. Value Creation as the Lever for Client Momentum

It is vital to spotlight the value you bring to clients.

Every input from your side must show up in measurable and monetizable business terms for your customers.

For example, if a customer is undergoing a major business transformation, such as transitioning from traditional passenger and commercial vehicles to electric vehicles, the sales team can leverage their expertise in 5G technology and the Internet of Things (IoT) to support the transition.

By connecting the dots between the technology capabilities and the customer’s business results, and communicating these benefits in measurable and monetizable terms, you drive new business outcomes.

Your relentless focus on value creation can set you apart, strengthen client relationships, and position your offerings as catalysts for their success.

4. Building Consensus and Accountability through Stakeholder Engagement

A thriving book of business demands commitment from both ends—the service provider and the client. 

It’s important to remember that a sales plan, no matter how well thought out, is not enough to stand on its own. This plan must be vetted, verified, and validated with the customer, and all critical stakeholders must be aligned to ensure success.

For example, when working in the public sector, it’s important to consider how to engage key stakeholders such as the Secretary, various government departments, the Minister, and outside influencers within the transformation project. By bringing all of these parties together, the sales team can ensure that everyone is aligned and committed to the transformation journey. 

Stakeholder alignment begins with the creation of customer champions and meeting all decision makers, with the intent of mobilizing consensus and accountability.

If you’re looking to scale your client portfolio, ponder these queries:

Are clients actively involved in your planning processes?

Have you quantified client risks and tied them to specific projects with timelines?

How do your services align with the KPIs on your client’s scorecard?

Who within the client’s organization champions your projects?

To sum up, cultivating a billion-dollar book of business isn’t just about numbers; it’s about nurturing relationships, foreseeing opportunities in challenges, delivering unparalleled value, and fostering unwavering commitment from all involved parties. 

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Venkataraman Subramanyan is a Global Leadership Development Expert & Sales Coach. He is the Founder and CEO of Tripura Multinational. Venkat’s mission is to touch and transform a hundred million lives by 2025, and a billion lives by 2030. With over 30 years of experience, Venkat is passionate about 2 things – Leadership Transformation and Sales Acceleration. His trademarked deal qualification framework is licensed worldwide by organizations and filters over $3Billion in deals annually. He is an accredited member of the Forbes Coaches Council.

Tripura Multinational is a dynamic sales organization dedicated to empowering sales professionals and organizations to achieve unparalleled success. Originally established as a platform to address skill gaps in the sales industry, Tripura has evolved into a multi-faceted entity that offers comprehensive engagements for Sales Managers and Sales Leaders. Through the transformative power of Sales Coaching, Tripura enables sales organizations to elevate their performance from good to great and ultimately reach a world-class level. Our approach focuses on optimizing sales skills, management expertise, and leadership capabilities, helping clients plan more effectively, qualify leads better, orchestrate sales processes seamlessly, and expand their business with confidence. 

Our organisation is the trusted choice of market leaders across various industries and segments, relying on our expertise to elevate their performance to new heights. Recognized for our ability to enhance excellence, we are entrusted with the task of making the client’s best even better.

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