The Siege
Collin Michels1 min read
If there’s a company you need to win then you need the siege.
For 3 years, I’ve met with hundreds of brokers all across the country. As OneSource has continued to grow (recently adding an AI Back Office tool) I began to notice my day-to-day selling began to change.
I don’t know why I figured it would feel like the same conversations, just bigger. It didn’t.
A brokerage deal had way more pieces on the chessboard. Company initiatives. Different personalities in the room. Different preferences for how things get done.
I’ve had to formalize something in my head before I could actually compete for those opportunities.
Here’s what I landed on. When I know a company is a great fit and I really want to win the business, the question isn’t “how do I make the pitch.” It’s “what does it look like to overwhelm them with value?”
I started calling it “The Siege.”
How do we go above and beyond? Leaving no stone unturned, then turning three more stones.
I built a printout for it (email me if you’d like a copy), something we use when we’re looking to win big opportunities.
A few of the buckets I always come back to:
- What do they even need, the pain points underneath what’s being said.
- What have been the risks and the hesitations, what’s kept them from being confident.
- Who do we have relationships with, who already knows OneSource and would speak highly of it.
The whole idea: how can I overwhelm the client with value.
Brock Baker
