Upload
bryan-hassin
View
549
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Global cleantech entrepreneur Bryan Guido Hassin presents a high level overview of marketing and sales considerations in the lean startup process. This presentation is part of a 10-week program in entrepreneurship taught at Rice Unversity.
Citation preview
Marketing & Sales
2013-07-03
Bryan Guido Hassin
Entrepreneur In Residence
With product-market fit, how to connect the two?
Guess Guess
Valid
Guess
GuessValid
Guess
GuessGuess2
Optimize channels to get, keep, and grow your customers
3http://web-books.com
Online models may use different channels for users and payers
4
Branding creates an emotional connection
http://matthewsonmarketing.com5
Only three things are important in branding
1. Consistency
2. Consistency
3. Consistency
6
Patrick Talley’s 8 Commandments of Sales
1. Sales is a process
2. A sale is “alive”
3. Balance the sales triangle
4. ABP: Always Be Prepared
5. Sales happen between people
6. Know thy audience
7. STFU and listen
8. Sales are driven by trust
7
1. Sales is a process
Not black magic
8
2. A sale is “alive”
Potential Sale
AttentionLove
Nourishment
Sale
9
3. Balance the sales triangle
Sale
You
CustomerEmployer
Over- or under-serve one stakeholder and risk the entire sale
10
4. ABP: Always Be Prepared
• Know whom you need to reach• Know how they can help you• Be prepared with this information in
case you meet them unexpectedly, they return your call at an odd time, etc.
11
5. Sales happens between people, not robots
*People are irrational
Sales
*Fear of loss > Desire for gain
12
6. Know thy audience
VP1
VP2
VP3
Core Value Proposition
1
2
3
13
6. Know thy audience
Source: Geoffrey Moore
Different value propositions are required for each phase
14
7. STFU and listen
*Ask open questions to get your client talking
15
8. Sales are driven by trust
• People buy from people they trust, not from people they like
• Trust takes time to build• “I don’t know” builds trust• An honest mistake can be forgiven• Your name will be the only consistent
item on your biz cards throughout your career so use it with integrity
16
Marketing & Sales
2013-07-03
Bryan Guido Hassin
Entrepreneur In Residence