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78 • The 100 Greatest Ideas for Building the Business of Your Dreams

the implementation went very badly. Not only very badly but also very visibly. Like
there were very long queues of angry ratepayers, they're also voters don't forget,
outside the authority's housing offices.

This went on in all for some eighteen months. Just as the implementation was
correcting itself the MD of the selling company heard distressing news right from
the top. The director of finance was taking a particular interest in the problems and
had asked for a copy of the contract to study. The MD, who had met and developed
a relationship with the director of finance, picked up the phone and arranged to
meet him. By asking some probing questions the seller discovered that the cause of
the finance woman's discomfort was not so much the belated contribution of the
equipment, but the fact that she had signed a contract that only guaranteed that the
selling company would maintain the equipment for five years. She could foresee
having to go to the elected members after three and a bit years to start the process of
ordering replacement machines. And this would be before they had forgotten all
about the implementation problems. The MD was able to extend the maintenance
contract for another two years and by so doing satisfy the director of finance. Not
only that but he did a good deal for his company by getting the extension contract
paid for up-front, thus solving the customer satisfaction problem and a nasty cash
situation in one shot. Now, if he had not had access to and a good relationship with
the top person? It does not bear thinking about. Local authorities have lawyers -
legions of them.

Idea 50- Sell wide

Width of contact is also important. Classic solution selling means touching base
with anyone who may at some point become involved in the decision-making proc-
ess. Watch out for lawyers and finance people. They often appear towards the end
of the buying cycle and stick a terms and conditions spanner in the works. Seek