When I first started selling, I was encouraged to go vertically into my account so I could find key people in the reporting hierarchy who could help me close deals if my buyer didn’t cooperate. In effect, what we were doing was installing a safe deposit box so that we could go over our buyer’s head, in case we couldn’t make the sale with him or her.
However, I have found that, over the years, vertical account penetration hasn’t really helped me much, aside from occasionally pissing off my buyer. Of course, some items are loaned out only for a particular function. But, some of us are lucky enough to sell items that could be used in many functions in an organization. To take advantage of this opportunity, I suggest we take a more horizontal approach to account penetration.
Horizontal penetration can be extremely effective, especially if you tap into your existing buyer to help make introductions. For example, perhaps you sell promotional print products. For years, he has sold his products to the Director of Marketing. You know the director, you know his boss, you know all the people in the Marketing Department. So one day, during a conversation, the Director of Human Resources passes by. Another feature your product uses. Quick, get a presentation! There are many functions in a company that you can sell your product to. Scanning the organization horizontally can lead to a lucrative list of prospects and contacts. Best of all, if the buyer loves you very much and you’ve always done a great job, the buyer is more likely to recommend you to others in the organization.
The next time you’re in your account, look for other opportunities to sell your product or service.
