6 Insights from Carajane's Interview with Membrain
In a recent appearance on the Art & Science of Complex Sales podcast, hosted by Membrain, I had the opportunity to discuss one of my favorite topics: large, complex sales and how to approach them strategically. This episode was especially interesting because it allowed us to dive into the nuanced tactics that drive success when pursuing transformative deals—those million-dollar (and up) sales that truly move the needle.
If you missed it, here are the key takeaways from our conversation that can help you better structure your approach to large-scale sales and strategic partnerships.
1. The Critical Role of an Ideal Partner Profile (IPP)
One of the first topics we covered was how vital it is to define what I call an Ideal Partner Profile (IPP), which goes beyond the basics of an ideal customer profile (ICP). When pursuing large sales, especially in B2B, we’re often dealing with not just a client but a partner. In other words, large deals require that your team, strategy, and operations align closely with the client’s needs and expectations.
I emphasized that creating an IPP requires more than a list of demographics or general characteristics. It’s about understanding the specific business challenges and processes of your prospective partner. For example:
- Does the potential partner’s client base align with your offerings?
- Can their processes integrate with yours in a way that adds mutual value?
- Will this relationship be beneficial a year or two from now, not just today?
Creating an IPP is a highly strategic exercise that can save immense amounts of time, money, and effort down the road. This step allows you to avoid partnerships that seem promising on the surface but may lack the deep synergy needed for long-term success.
2. The Business Acceptance Process: Qualifying on a Higher Level
One of the most unique aspects of Hunt Big Sales’ approach is what we call the “Business Acceptance Process.” This is a step that occurs early in our sales strategy, designed to assess whether a deal is truly worth pursuing based on both internal and external factors.
The Business Acceptance Process involves bringing leadership from across the organization—sales, finance, operations, legal, and even marketing—to evaluate whether the organization has the capacity, resources, and commitment to fulfill the potential deal. Why? Because complex sales require significant investments of time and resources, and a misaligned deal can disrupt your entire operation.
I shared with the audience that this process is especially important in sectors where capacity is limited, such as construction or engineering, where firms are often looking years ahead. By putting the Business Acceptance Process in place, we ensure that our clients avoid wasting resources on deals that can’t realistically be executed. This strategic checkpoint improves alignment, drives efficiency, and ultimately leads to a higher close rate on qualified deals.
3. Internal Alignment as the Foundation for External Success
Complex sales aren’t just about the external buyer—they’re about getting buy-in from every level of your own organization. One point I stressed on the podcast is that when you're dealing with large, transformative deals, the biggest sale you often need to make is internal.
In these situations, it’s essential to have internal alignment from the start, which is why we bring every relevant department into the conversation. This ensures that when a promising deal does come to the table, everyone involved understands the impact, requirements, and potential outcomes.
Imagine a scenario where the sales team lands a big deal, only for operations or finance to raise red flags because they weren’t part of the planning process. Not only does this risk killing the deal, but it also damages internal morale and slows momentum. By establishing alignment early on, you set a strong foundation for smooth execution and fulfillment if the deal closes.
4. The Strategic Importance of Clarity
Clarity creates energy. This is a guiding principle at Hunt Big Sales and one that I shared with the podcast audience. When everyone understands who we’re targeting, why they’re the right fit, and what outcomes we’re aiming for, it unleashes focused energy throughout the organization.
This clarity is especially valuable when pursuing complex sales because these deals involve so many moving parts and stakeholders. By providing the entire team with a clear picture of what success looks like, from the IPP to the Business Acceptance Process, we empower every department to work cohesively toward the same goals.
For entrepreneurial and fast-growing companies, clarity removes ambiguity, minimizes friction, and ensures that every department can operate with confidence. As I mentioned on the podcast, clarity isn’t just about defining targets; it’s about creating the organizational momentum that drives deal success.
5. Balancing Customization with Standardization
One question that often comes up when discussing large deals is, “How customizable does our offering need to be?” In complex sales, the answer is almost always that some degree of customization is necessary. However, there’s a delicate balance between tailoring your solution and overextending your resources.
During the interview, I shared an example of a client who wanted to land a big partnership with a much larger organization. The catch? This prospect required the product to be white-labeled—something my client wasn’t comfortable doing. By knowing this up front, we saved them from pursuing a partnership that would have created operational strain and misalignment.
At Hunt Big Sales, we advocate for a standardized approach to identifying customization needs during the IPP stage. This allows our clients to understand where they’re willing to adapt and where they need to stand firm, ensuring that every large deal remains both profitable and sustainable.
6. Transforming Your Sales Approach: Going Beyond Prospecting
In complex sales, it’s not just about finding leads—it’s about nurturing strategic relationships. We talked about the importance of developing a prospecting process that’s geared toward executive-level engagement.
With large sales, you’re typically addressing problems that sit at the executive level, which means your entry points need to be higher up the corporate ladder. This isn’t the time for traditional cold calling; rather, it’s about leveraging introductions, referrals, and your network to connect with senior decision-makers. Once you’re in the door, it’s about demonstrating that you understand their problem, the urgency of that problem, and how your solution fits within their high-level objectives.
Ready to Take Your Complex Sales to the Next Level?
Whether you’re trying to land a large customer or form a strategic partnership, my goal is to provide you with actionable insights that will elevate your approach. If you’re ready to double your sales, your closing speed, or your company size, let’s talk.
This is not a sales pitch; it’s an opportunity to have a real conversation about your sales challenges and goals. Click here to request a consultation now, and let’s see how we can align your strategy for maximum impact.
