The 3×3 Sales Matrix is a diagnostic and investigative tool used to shorten the B2B sales cycle.
Understanding the 3×3 Sales Matrix
Effective sales processes are contingent on making tough decisions in two key areas:
Determining how to best enter an opportunity. Businesses who enter high can access key decision-makers, but it is difficult to initiate conversations and connect with these individuals. Entering lower gives greater access to constructive dialogue, but this often means the business is not connecting with people who have authority.
Determining when the investigation/diagnosis of a business case is complete. Here, the business must create an impactful business case that can withstand potential inertia. But it must not become so complicated that it passes the point of diminishing returns.
Indeed, the wrong decision in either of these areas has significant implications for the business. Poor decisions can kill the opportunity before it has a chance to flourish. They can also consign the opportunity to a state of purgatory where it slowly atrophies from inaction.
In the next section, we will take a look at how balanced decisions can be made in each of these areas.
Implementing 3×3 Sales Matrix principles
To begin, the business should endeavor to establish three key points of entry. Importantly, there should be variation in the level and responsibility of each point.
The creators of the matrix argue that contact should be made with the following stakeholders:
The role or title that is tasked with managing the relevant problem.
The role or title the above person reports to.
A senior role or title.
A peer role or title to the boss of the first person.
A role below the person identified as managing the problem. This is useful in situations where a senior person is the initial point of entry.
Role players, or those who do not directly manage problems but are nonetheless impacted by them.
Determining whether the investigation has been adequate
It should be noted that determining the right time to end an investigation is highly situational.
Nevertheless, there are a few key questions to keep in mind:
Is the issue worthy of the time, energy, and money invested? Is the level of risk acceptable for both parties?
Does the proposed solution to a problem satisfy budgetary constraints? How can the solution benefit a business directly and indirectly?
How committed are interested parties to the status quo? Many deals fall through because certain individuals would rather live with issues rather than make the effort to address them.
Implementing the 3×3 Sales Matrix
The 3×3 Sales Matrix is a simple but effective tool that can be used by salespeople and managers alike.
Information from each question in the previous section should demonstrate multiple impacts at multiple levels of the organization.
To incorporate this information into the matrix, the business should:
Connect and then engage with three contacts at three different levels (or areas) of the client organization.
Identify three issues that each contact is facing that the business can impact.
This creates a total of nine boxes which, if filled adequately, give the business greater insight into managing sales opportunities and efficient resource allocation. Most importantly, a well-thought-out matrix increases the odds of making the sale.
Key takeaways:
The 3×3 Sales Matrix is an investigative and diagnostic tool to shorten the B2B life cycle, helping a business make balanced decisions.
The 3×3 Sales Matrix advocates that a business contacts three roles or titles of varying responsibility. Then, it must determine whether the proposed solution is feasible or viable.
The 3×3 Sales Matrix features nine squares that incorporate valuable information on the problems that individuals are experiencing in the client organization. Importantly, the business must be able to propose a high-impact solution.
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Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
