In a previous Tip (Use your Team, Part 3) we reviewed the idea of leveraging your senior executives to help gain access to the customer's senior level executives, where our value is more likely to be appreciated. Another way to leverage your executives is in setting a strategic course and getting support in fighting internal battles. An unfortunate reality for many of us is that we come across almost as many internal obstacles as external obstacles.

For instance, we see many companies who want their team to respond to each and every RFP that comes in the door. Why? For a lot of people, if a team's pipeline is weaker than desired, it can be tempting to run after almost any opportunity. For many, there is comfort in being busy and driving activity, and there is a degree of certainty and hope associated with even poorly qualified activity.

Although this is understandable, it can be ill advised and it can take the life out of a BD organization. As a salesperson, there is almost nothing worse than working on an RFP or participating in an auction where you know you have no chance of winning. It can be a huge waste of time and talent.

It's a tough conversation when you are trying to explain to a business leader that an opportunity just isn't worth pursuing and that you would like to apply your efforts on different accounts. Deciding on a course of proactive effort aimed at specific target opportunities is a difficult decision and requires executive support to help set the direction and smooth the way. Leveraging the right senior executives can make all the difference in the world.