5 Keys to Closing a Deal with a Multibillion-Dollar Company

Sometimes I find myself in a situation where I need to be prepared to make a deal. Use this template to close huge deals!
Seth Kniep
November 20, 2019
My business partner and I closed a deal with a 4 billion dollar iconic clothing brand in Los Angeles. Today I'm going to show you exactly how I did it and use my experience to show you how to close huge sales too!

Sometimes I find myself with an opportunity that I did not plan. 

Deals with massive companies can be nerve-racking if you're not prepared. 

I want to share five keys with you that I have picked up from my own experience that can not only help you navigate these deals, but make them successful for you and your business. 

1) Master your craft

A lot of entrepreneurs are easily distracted by the next best thing: Bitcoin, Amazon, Airbnb, etc. They struggle to become amazing at one thing because their time and attention are so divided. Starting many things and going halfway means never making a significant dent in anything. The 10,000 hours adage says it takes that long to become an expert in anything. How can you sink that much practice into one thing when you switch what you're investing in whenever a newer, shinier thing makes headlines? 🌟

And the more specific the better. If you were going to climb Mt. Everest—a feat that over 300 people have died trying to achieve—would you rather hire a guide who knows about climbing dangerous mountains in general or someone who is an expert at climbing Mt. Everest and has risen to its peak several times?

If you are a master of your craft, your work speaks for itself. You inherently bring experience and knowledge to the conversation. 

I became an expert at selling on Amazon. This led to:

  • Amazon spoke at our Just One Dime conference, Ecom 2019.
  • My business partner trusted my ability to help him scale on Amazon.
  • I got introduced to this iconic clothing brand.
  • I got a deal with a 4 billion dollar company.

All because I chose to become an expert at my craft.

2) Get to know talented people

People are a vital component of your success. It might sound basic, but entrepreneurs everywhere overlook it!

Notice how at the beginning, I said, "my business partner and I"? Let's call him "Bobby McGee".

As an entrepreneur, you will be busy. A lot. But you must take time in your routine to meet new people like Bobby McGee that make success all the more likely.

There are four main assets in building a business:

  1. People
  2. Time
  3. Knowledge
  4. Money

How you manage these assets will have massive impact on your success as an entrepreneur.

People have the greatest value out of all these assets because in a single person, you will receive the other three! A person can:

  1. Perform tasks to save you time
  2. Bring knowledge that you don't have to the table
  3. Invest money into something that matters to them

People can also provide connections. I work with several people to navigate my way into deals.

I can't do it alone. I need assistance from somebody who had the right connections. Through knowing that person, their relationships become my connections, and we are all able to work and to put a great deal together. 

People can bring you opportunities you couldn't expect. You have to be ready for those opportunities because they can come when you least expect it!

I took time to get to know Bobby McGee and listen to his offer. He took time to get to know me and hear my insights. We can do a thousand times more together than solo.

Photo by HIVAN ARVIZU @soyhivan

3) Do not underestimate the value you bring

This is another mistake entrepreneurs often make.

In a good deal, you must be prepared to assert your value when it is appropriate. You are the man/woman for the job.

Try this: write out the potential you bring and keep going until you have an exhaustive list. This is just for you. The feeling you'll get looking at the whole thing will be unmeasurable. Use that confidence. Place yourself as worthy of being the one making the deal. It makes it that much easier to focus on the task at hand.

When going through this recent deal, I made the error of feeling like I needed to prove myself.

When I got asked, "When you guys come back, can you give us a pitch deck on who you are and what you have accomplished?" 

I got too excited and said, "Yes!" 

Later, Bobby McGee reminded me, "We are not applying for a job. Our job is not to prove our worth to them. Yes, we can show credibility, but they also can research us just as we have done on them. You don't want to position yourself as the eager person trying to close the hopeful deal."

It's one thing to point to your experience and say this is what I've accomplished. It's quite another to go out of your way to prove that you are worthy—as if you were picking up Thor's hammer. ⚒

You know that you and your company are valuable, and your approach should reflect that. You would not be in deal talks if you weren't. The goal is to reach a deal that is good for everybody. It's not just all about them. So yes, mention your most substantial achievements, but don't forget to stay focused on the deal.

So instead, briefly mention some of your strongest achievements, but quickly focus the conversation on what the other party wants.

4) Find their greatest pain point

In a deal negotiation, everybody brings their needs to the table, even when they aren't upfront about it. You are looking to fulfill what you need, but so is the other side. 

That should be an important factor in how you structure your approach to solve their problem. 

A doctor wouldn't treat a patient without diagnosing them first. To find the proper treatment plan, your doctor needs to know what the problem is.

Good deal-making understands what the greatest point of pain is. What is their greatest hesitation in working with you?

Product cannibalization is a concern I come across while trying to expand another business on Amazon. Companies are concerned that selling on Amazon will eat up their profits in their online store and their physical brick and mortar stores. If you started with a physical store, it could be challenging to see how selling on Amazon won't take away from that and spoil the experience.

This is a valid concern, but it has an answer. If this is the thing keeping them from my business, I can provide a solution. 

You want to discover what the point of contention is, but you also want to make sure you can address it.

Photo by Headway

Your greatest value at that table is your ability to solve the problem they are struggling with.

During the conversation, the other party was uncomfortably quiet. So, I disrupted the cadence and said, “What is your biggest fear about selling on Amazon right now?”

And immediately they responded, “The cannibalization of our products.”

This was the most important shift of the entire meeting. Now I could show my value to them in their specific situation.

After this point the meeting took on a whole different level and they became hungry for our help.

5) Close the deal now

Don't wait. Don't hesitate. If you want to walk out with a deal today, then you need to close the deal.

The temptation is to lean on the party across the table.

Towards the end of the meeting, their head of e-commerce said, “Once you send us the analytics and numbers based on your Amazon projections, we can look at your data and then we'll decide if we want to do it.”

Don't do let an excellent opportunity go because the other group wants data. Yes, there is a time for introductory meetings. But Bobby McGee already held that meeting. You are both there to make a deal. The time for homework has passed. 📈

Don't be mean. Don't be rude. But be prepared for pushback. They may want to put you into place to prove yourself. But remember: know your value. Be prepared to put something on the table.

We immediately disagreed and said, “We can do all that later. Let us test a line of your products so we can show you by example—real life sales—what we can do for you.”

The head of e-commerce tried to make us the people who have to prove ourselves. Then he’d be the judge of the outcome. We bypassed that and went straight to the heart of what the other party wanted: a ton of sales.

They agreed!

Every deal is a learning experience, warrior. These five keys come from years of working with individuals and companies that want desperately to expand their business on Amazon.

They need somebody—somebody like you—to open the door for them. Don't miss out on these opportunities when they come! 

  1. Master your craft
  2. Take time to get to know people
  3. Do not underestimate the value you bring
  4. Find their greatest pain
  5. Close the deal now

Go out there and land some deals, warrior!

Seth & KK flexing at the Vessel

Just a few years ago I was $24,000 in debt. I was broke as a spoke, stressed out in my marriage and felt directionless, working away the best years of my life, building someone else's dream.

So I set out with a single dime. I doubled that dime 20 times. Through a lot of failures and mistakes along the way, that dime turned that into multi-million dollar businesses. I am going to show you exactly how I did it.

Click this free training link and I will give you 90 minutes of in depth-step-by-step, no fluff training on how to create passive income so you can fire your boss and start doing the things you love with the people you love.


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Seth Kniep

Married a pearl. Fathered 4 miracles. Fired his boss. Turned a single dime into $104,857. Today, a self-made millionaire, Seth and his team of 8 badass coaches teach entrepreneurs how to build passive income on Amazon.

Dead serious about building income on Amazon with eight successful coaches in a community of badass Amazon sellers? Join the Amazon FBA Mastery membership.

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