
13th April 2025
Sales and Leadership Wisdom from the Leaders, Mr.Harsh Bisht – Banking & Capital Markets Leader – EY
I asked Mr Harsh Bisht, banking and capital markets leader – EY, How do you identify your target customer and how do you go about working with them?In consulting, typically one starts with identifying the key accounts that the team wants to target. These Key Accounts can come from a target industry &/ or target segment and / or propensity to penetrate the solution being proposed. for example, some consulting firms may not want to target the largest and topmost clients in an industry. Instead, they might focus on tier 2 clients where the need & impact of the Solution or Offering is more profound, whereas in stronger industries & solution set, one may identify the top 3 clients as their Key Accounts.
Once we identify the Key Accounts, the next step is to do enough research on the client – financial performance, Key Stakeholders, press releases, investor reports, CEO interviews, etc. so that we know the Key Account from all dimensions, and their public stances. Parallely, identify existing relationships within internal organisation network and outside networks to make the connections.
Our target is the CXO community, which is the head of business, the Chief Risk officer, the Chief Financial Officer, Chief HR Officer etc. We try to meet these CXOs regularly to understand their aspirations, current gaps, potential need and share our point of views on the industry trends, latest developments, benchmarks, best practices, etc. Once a basic relationship is established, then one has to actually nurture these relationship.
The key is keeping in touch with the client, dialoguing with them, appreciating them when they are doing well, staying with them when they are not doing well and then exploring any opportunity. Consulting is all about subtle selling when you are trying to create a need and win it on a nomination basis. Consulting sales is aggressive selling when the client is clear about his requirements and has an RFP.
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