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Episode Description:
Selling to owners is different and more powerful.
In episode 526 of the Smart Buildings Academy Podcast, we dive deep into the owner-direct BAS sales process, from targeting your ideal accounts to closing deals and supporting long-term relationships. This episode is for sales professionals ready to move beyond quoting and toward real consultative selling.
If you’re ready to increase margins, influence scope, and create lasting customer impact, this is your blueprint.
Topics Covered
- Building a qualified owner-direct pipeline
- Identifying and equipping internal champions
- Navigating stakeholder complexity in facility teams
- Structuring first meetings for credibility and trust
- Following through post-sale to earn future work
Master the process. Win more than just the project.
Click here to download or listen to this episode now.Podcast Video
Mastering Owner Direct BAS Sales: From Targeting to Long-Term Relationships
Owner-direct BAS sales offer higher margins, deeper relationships, and greater control over outcomes, but they require a structured and consultative approach. This guide walks through the full sales cycle, focusing on targeting the right accounts, equipping internal champions, and securing long-term success.
Understand the Difference: Owner Direct vs. Bid Work
Bid work focuses on price and speed. Owner-direct sales emphasize outcomes, risk reduction, and trust. Sales professionals must shape scope, budget, and timeline directly with stakeholders, often without the buffer of a general contractor.
Define Ideal Owner Profiles
Before contacting potential customers, identify your target. Look for:
- Facilities with staff shortages
- Aging BAS infrastructure
- Expansion or renovation plans
- Publicly available capital budgets
Focus on verticals your team can execute. Start where operational experience aligns with customer needs.
Target the Right Stakeholders
Initial contacts should include:
- Facility managers and directors
- Energy or sustainability leads
- Operational leaders with budget influence
Avoid capital planners until you've established a strong operational need. Use smaller retrofit projects to build trust and prove capability.
Transition from Vendor to Advisor
Use permission-based questions and active listening to understand the customer’s world. Avoid rushing into solutions. Guide the conversation around their problems and needs.
Qualify Opportunities with BANT
Use the Budget, Authority, Need, and Timeline (BANT) framework to qualify deals. Instead of asking directly for a number, uncover how past purchases were funded and approved. Identify all decision-makers and understand internal processes.
Stakeholder Mapping
Every stakeholder values different outcomes:
- Operations: System reliability and reduced complaints
- Finance: ROI and risk reduction
- Clinical/Educational leaders: Mission support (e.g., patient care, learning environments)
Frame your solution to align with each stakeholder’s goals.
Equip Internal Champions
Your champion will present internally without you present. Provide:
- Clear problem statements
- Concise executive summaries
- Budget justifications
- Timelines and risk statements
Coach them through anticipated objections and questions.
Stay Engaged After the Sale
Post-sale follow-up is critical. Attend kickoff meetings, significant milestones, and project closeout. Support ensures satisfaction, reduces issues, and creates referral opportunities.
Schedule follow-ups after implementation to review outcomes and identify areas for improvement.
Common Sales Killers
Avoid these pitfalls:
- Quoting too early
- Skipping budget conversations
- Ignoring internal decision flows
- Failing to identify or support a real champion
- Disappearing after project handoff
- Treating service as someone else’s job
Final Thoughts
Owner-direct BAS sales require patience and strategy. Focus on enabling your customer to sell internally. Build trust through consistent engagement. The best BAS salespeople aren't closers, they’re coaches.
Review your deals. Where do they stall? Are you equipping your champions? Use this framework to uncover and resolve weaknesses.
Long-term success comes from enabling others to win.
For a deeper discussion and insights from the field, listen to this episode on the Smart Buildings Academy podcast.
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