SALES FOUNDATION ESTABLISH YOUR - L-SPARKdiscover your traction channels. Drive traffic, convert...

ESTABLISH YOURSALES FOUNDATION

I startups

Hi, I’m Corey

Today’s Agenda

1. Persona development

• Identify your target customer(s) and help solve their

problems

2. Sales activities

• Learn how to run effective sales processes

3. Define sales process

• Deep dive into metrics and the role of technology

Who are your customers?

Who are your customers?

How old? Job role? Experience? Family? Goals? Challenges? What keeps them up at night?

List out every detail imaginable.

Persona Development

Persona Development Sales Activities Define Sales Process

Persona Profile Checklist

Persona Development Sales Activities Define Sales Process

Personal Detail Questions to ask

Role ● What is your job role? Your title?● How is your job/role measured?● What skills are required?● What knowledgeable tools do you use?● Who do you report to? Who reports to you?

Company/ Organization ● What industry does your company/organization work in?● What is the size of your company? (revenue, employees)

Goals ● What are you responsible for?● What does success in your role look like?

Challenges ● What are your biggest challenges?● What keeps you up at night?

“Watering Holes” ● How do you learn about new information for your job?● What publications or blogs do you read?● What associations and social networks do you belong to?

Personal Background ● How old are you?● Are you married? Do you have children?● What type of education do you have?

Vendor Preferences ● How do you prefer to interact with vendors? (e.g. email, phone, in person)● What type of research do you conduct before buying?● What tools do you use to aid in this search?

Persona Development Sales Activities Define Sales Process

Persona Development Sales Activities Define Sales Process

Persona Development Sales Activities Define Sales Process

What are your customers’ problems?

Is Your Problem

Worth Solving?Start by listing 3

If you have more than one customer type, list three per type

Persona Development Sales Activities Define Sales Process

1 2 3

What is your unique value proposition? (UVP)

A bundle of benefits, from a customer’s perspective, summarizing why customers

turn to your company

Am I Building Something

People Want?

Persona Development Sales Activities Define Sales Process

What is your Unique Value Proposition?

Persona Development Sales Activities Define Sales Process

Who has experience with sales?

03 04 050201Add value Close Delight

● Demonstrate value of solution

● Provide other resources

● Confirm value● Align on

details

● Continuously engage customer base

● Delight customers

Connect

● Establish rapport

● Goals● Plans● Challenges● Timeline● Next Steps

Types of Sales Activities

Prospect

● Identify POC (LinkedIn)

● Email outreach● Voicemail

outreach

Persona Development Sales Activities Define Sales Process

03 04 050201Add value Close Delight

● Demonstrate value of solution

● Provide other resources

● Confirm value● Align on

details

● Continuously engage customer base

● Delight customers

Connect

● Establish rapport

● Goals● Plans● Challenges● Timeline● Next Steps

Types of Sales Activities

Prospect

● Identify POC (LinkedIn)

● Email outreach● Voicemail

outreach

Persona Development Sales Activities Define Sales Process

Prospecting

Persona Development Sales Activities Define Sales Process

How to use LinkedIn to prepare (I/II)

Persona Development Sales Activities Define Sales Process

Persona Development

How to use LinkedIn to prepare (I/II)

Sales Activities Define Sales Process

Email outreach: F-Format

Persona Development Sales Activities Define Sales Process

Email outreach: timing matters (I/II)

Persona Development Sales Activities Define Sales Process

Email outreach: timing matters (I/II)

Persona Development Sales Activities Define Sales Process

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• Printing and typesetting• Lorem ipsum has been• The industry's standard• Dummy text ever since the 50s

Voicemail

Persona Development Sales Activities Define Sales Process

1. Length: 20-30 seconds

2. Lead with information relevant to the prospect

3. Ask a question you wouldn’t pose in an email

4. Use your normal tone of voice

5. Leave voicemails at the end of the day

6. Slow down as you speak

7. In your follow up email, reference your voicemail

How do you run a sales call?

How to run a Connect Call

Open the call

● Who are you?

● Why are you calling?

● How long will this take?

Face resistance

● Give first

● What can you give?

○ Tips, suggestions

○ Consultation

○ Customer stories

Probe for pain

● Ask probing questions to

go deep

○ What happens if you

don’t achieve that?

● Goals, Plans, Challenges,

Timeline

Discuss next steps

● More important in B2B

sales

● Depends on your sales

process

Persona Development Sales Activities Define Sales Process

01 02 03 04

How are you

planning on

doing that?

What did you

do last year?

Goals Plans

What are you challenges?

What hurdles will come in the way of making your goals?

Challenges

When do you need to achieve your goal?

Is this a priority right now?

Timeline

GPCT - the standard

What are your goals?

What is your top priority?

What are you responsible for?

Persona Development Sales Activities Define Sales Process

Tell me more about that…

Why do you think that is?

Interesting… can you elaborate?

How long has that been a challenge?

Is this a big problem? Why is that?

What’s your plan to address this?

How well do you think that will work?

Use open ended Q’s to find pain

Persona Development Sales Activities Define Sales Process

Address resistance + build trust (1/3)

Persona Development Sales Activities Define Sales Process

Address resistance + build trust (2/3)

Persona Development Sales Activities Define Sales Process

Address resistance + build trust (3/3)

Persona Development Sales Activities Define Sales Process

Next steps: set up a meeting

Persona Development Sales Activities Define Sales Process

What’s your sales process?

Who influences purchasing decisions?

Persona Development Sales Activities Define Sales Process

What is your customer’s journey?

Awareness Consideration Decision

Persona Development Sales Activities Define Sales Process

What is your sales process?

Persona Development Sales Activities Define Sales Process

What is your pipeline? (ex. B2B)

Persona Development Sales Activities Define Sales Process

Persona Development Sales Activities Define Sales Process

Is it intuitive and easy for people to purchase?

Persona Development Sales Activities Define Sales Process

1. Customer

2. Violent alignment

3. Add Value > Extract Value

Quick advice to start

Final thoughts

Resources & Sources

Resources

http://www.webdonuts.com/2016/02/ice/https://www.linkedin.com/pulse/leadership-art-walking-someone-elses-shoes-leadership-coachhttps://medium.com/@garyvee/put-yourself-in-your-customers-shoes-53ce36f5c103https://www.the-value-plan.com/12_buildingblocks_1/https://www.pinterest.com/pin/471892867179778984/https://leanstartup.co/a-playbook-for-achieving-product-market-fit/https://www.crownpeak.com/blog/jim-howard/20141106-does-marketing-really-own-the-customer-experiencehttps://www.insightsquared.com/connectors/salesforce-reporting/https://www.funnelwise.com/blog/reverse-engineer-funnel/http://i.vimeocdn.com/video/544301843_1280x720.jpghttps://quotefancy.com/quote/14921/George-S-Patton-Jr-Don-t-tell-people-how-to-do-things-tell-them-what-to-do-and-let-themhttps://www.google.com/search?q=COACHABILITY&tbm=isch&source=lnt&tbs=isz:l&sa=X&ved=0ahUKEwifp-br0P3UAhUBdz4KHYAZDDIQpwUIHg&biw=1440&bih=803&dpr=2#imgrc=xcTAokGJLfloFM:http://curtisagency.com/blog/tag/pet-peeveshttp://birtak.com/1395/05http://olap.com/will-business-intelligence-ever-be-intelligent/https://www.reference.com/business-finance/example-good-work-ethics-df8b151012a24f29https://www.brafton.com/news/94-percent-b2b-buyers-research-online-purchase-decisions/http://www.kathyregister.com/how-quartile-based-pricing-doubled-this-saas-companys-monthly-recurring-revenue-growth/http://www.free-power-point-templates.com/articles/tag/sales-funnel/http://bmtoolbox.net/tools/lean-canvas/https://stfalcon.com/en/blog/post/planning-lean-startup-development-quicklyhttps://www.pinterest.com/pin/100557004156317043/

03 04 050201Build Your Sales Operating System

Build Your Marketing Operating System

Scale Your Customer Acquisition and Retention

Voice and messaging, Sales and Marketing alignment, and discover your traction channels.

Drive traffic, convert leads, and nurture your database.

Business Unit Economics, hiring your team, and turning customers into promoters.

Establish Your Marketing Foundation

Acquire customers, repeatable marketing process, leverage technology to scale your sales.

The Fundamentals of Inbound

Establish Your Sales Foundation

Identify your target customer(s), help solve your customer's problems, and develop your sales process.

03 04 050201Build Your Sales Operating System

Build Your Marketing Operating System

Scale Your Customer Acquisition and Retention

Voice and messaging, Sales and Marketing alignment, and discover your traction channels.

Drive traffic, convert leads, and nurture your database.

Business Unit Economics, hiring your team, and turning customers into promoters.

Establish Your Marketing Foundation

Acquire customers, repeatable marketing process, leverage technology to scale your sales.

The Fundamentals of Inbound

Establish Your Sales Foundation

Identify your target customer(s), help solve your customer's problems, and develop your sales process.

Prospect

Engage

Close

Persona Development Sales Activities Define Sales Process

What are your conversion rates?

Persona Development Sales Activities Define Sales Process

Do you use a CRM?

Persona Development Sales Activities Define Sales Process

Is it intuitive / easy for people to purchase?

Persona Development Sales Activities Define Sales Process