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This week we’re welcoming 13 promising Norwegian and Swedish companies to Nordic Innovation House to participate in the TINC fall 2014 program. The participants have four intense weeks ahead where they will be able to test their products on potential customers, industry experts, and investors in Silicon Valley. This workshop is an introduction workshop for these companies, focusing on several key sales strategy topics, including: - Developing a value statement - Why companies & individuals buy - Buyer Types - Prospecting using online networks such as LinkedIn & Meetup.com - Stages of the sale
Citation preview
+
Startup Selling: WorkshopScott Sambucci & Robert Wharton SalesQualia | www.salesqualia.com
`
October 24, 2014
+Your Goal
Develop a predictable, testable, and scalable sales framework that
you can manage.
+The Hardest Thing About Sales…
+[Exercise]
+Path Dependency
+Your Customer
+Upon successfully completing today’s workshop, you will be able to…
☐ Create Value Statements;
☐ Define Buyer Types;
☐ Find Prospective Buyers;
☐ Identify the Stages of the Sale.
+
Part I:Creating Value Statements
+Why [People at] Enterprises Buy
+
1. Increase Revenue
+
2. Decrease Costs
+3. Increase Efficiency
+4. Decrease Risk
+Why [People at] Enterprises
Buy
+ Revenue
+ Efficiency
- Cost
- Risk
+ “What job are your customers hiring you to do?”
-Clayton Christensen
+Constructing Value Statements
1. Focus on the problem you solve.
2. What customer needs does your solution satisfy?
3. Think numbers.
Remember: “The vast majority of startups fail not because they couldn’t build their product… But because nobody WANTED their product.”
+ “What job are your customers hiring you to do?”
-Clayton Christensen
Write your Value Statement, framing your product in terms of
the why a customer buys.Hint: Remember the four (4) reasons people buy.
[EXERCISE]
[5 mins]
+Why [People at] Enterprises
Buy
+ Revenue
+ Efficiency
- Cost
- Risk
+5 Whys
+
Part II:Identifying Buyer Types
(think “Personas”)
+Buyer Types
USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
CHAMPION
1
4
5
3
2
1 – Program Manager2 – Marketing Communication3 – CEO4 – Contracting5 – Information Technology
+EXERCISE
Value Statements for each Buyer Type:
“For [insert buyer type], we …”
[10 minutes]
+
Finding Buyers
a.k.a. “Prospecting”
+Or look for this…
+CTRL+F: Keyword Search
https://www.linkedin.com/pub/chris-shugart/b/bab/327
Commonality
Personality
Why?
What?
Who am I?
+InMail success
19 “cold” Inmails sent 9 responses to meet 5 meetings 2 people could not meet 2 not at conference
+LinkedIn Groups
+
https://www.linkedin.com/pub/charles-ubell/0/57/444
https://www.linkedin.com/groups/DRONES-5103726?gid=5103726
+(If your InMail goes unnoticed…)
http://www.meetup.com/HealthTechnologyForum/
+[Exercise]
Identify…
Five (5) LinkedIn Groups
Five (5) Meetup Groups
Five (5) Industry Conferences
… that you can use to find your buyers
+
Part III:Stages of the [Enterprise] Sale
+4 Stages of the [Enterprise] Sale:1. Need Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation
+[Exercise]
For your prospect to implement your solution, what would you need to do:
In the first minute?In the first hour?
In the first day? In the first week?
In the first month?In the first quarter?
In the first year?
+
Stage 1: Need Analysis
+Stage 1: Needs Analysis
Similar to Customer Discovery
Think: Confirm | Ask | Explore
The customer must state the problem – don’t “lead the witness…”
Focus on what the customer is communicating, not what they are saying…
Stated vs. Actual Needs
+
Stated Need:
“We’re looking for a new web meeting software.”
Actual Need:
“Our sales team is entirely phone-based we’re seeing a large drop-off in our pipeline
after product demos.”
+Look for Signals
Is the prospect actively seeking a solution? You vs Competition
How long has this been a problem?
Who might be a detractor in the decision?
+ EXERCISE
What are the early warning signals in your sales process?
[2 mins]
+Needs Analysis: Mistakes to avoid
Never assume client problems. Remember: Assume = ASS + U + ME
Never insult: “With our system you can get rid of that home-grown piece of junk that you have.”
Interviewing only one buyer or “Buyer Type”
+
Stage 2: Evaluation of Options
+Stage 2: Evaluation of Options
The “Sales Graveyard
“Business Demo” vs. “Technical Demo”
Keep the opportunity moving
+The Product Demo…
+
How far you can move the sale WITHOUT showing your product?
+Product Demo:
Keep it short.
+Demo #1: The“Business Demo”
[Exercise]
If you could show only one (1) screenshot or aspect of your product, what would it be?
Why?
[Discuss]
+
Who’s in control of the next step?
+The Power of Inertia
Important vs Urgent
Maintain Control
+Continuation
Advance
+
“Looks great! Send me a proposal.”
+ EXERCISE
How can you maintain control of the sale?
[5 mins]
+
Stage 3: Resolution of Concerns
+Stage 3: Resolution of Concerns
I thought we were friends?
“That’s a good question…”
Trial closes
+Objections vs. Questions
+Demo #2: The “Technical Demo”
+
Review & Summary
+What we covered today…
How to Create Value Statements;
Who are the Buyer Types;
How to find Prospective Buyers;
What are the Stages of the Sale.
+
+What’s Next?
+
www.salesqualia.com
@salesqualia
Scott Sambucci, Founderscott@salesqualia.com | (415) 596-0804
@scottsambucci | Quora
Robert Wharton, Customer Successrobert@salesqualia.com | (405) 414-9712
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