“The budget is not just a collection of numbers, 

but an expression of our values and aspirations.”

from Jack Lew

(Link to video)

Speaking to a friend of mine recently, he lamented that what had seemed like a promising business opportunity a few weeks back was now just a stone wall of “We have no money.” And he went on to say that in this day and age everyone wants everything for free and that fewer and fewer people are willing to pay for good services.

I commented that he was simply not their priority, and he had the choice to either walk away, or make himself a priority.

Companies do have money or a budget to spend! How would they otherwise pay employees and taxes, procure products and services, etc? A company with literally no money is dead.

But… budget is a scarce resource! There are always more opportunities to spend than there is a budget available. And so, companies and their decision-makers prioritize and spend on what brings the greatest value. Or at least what they think brings the greatest value…

The sales job at hand is to win fast/lose faster: either recognize that your product will never be valued and become a priority, and consequently walk; or embark on the journey to become a priority.

Take Marketing budgets as an example, a company assigns and spends this budget on a myriad of items: trade shows, conferences, print, and digital advertising, marketing automation software, graphic design, writing, website build, … (and this is not a complete list). 

If a salesperson comes in to pitch a new event, something has to give. The budget will not magically increase. As the salesperson, I need to figure out what the company values and aspires to, and how my event can help. By making them my priority, I become their priority!

Reach out if you want to find out how Interim or Fractional Sales Leadership can help your journey.