+ Finding Your First [Enterprise]

Customer, Then 10 More…

SARTA Workshop

Sacramento, CA

March 18, 2015

+Today’s (very aggressive) Objectives

By the completion of today’s workshop, you will be able to:

Construct a selling framework;

Identify risks in your sales process;

Identify Buyer Types, Stages of the Sales, and Stalls;

Develop Value Statements.

Define milestones & metrics.

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+ Exercise

Think of a Prospective Customer(s)

[1 minute]

+Your customers are lazy cows…

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Nobody cares about your product

+Why [People at] Enterprises Buy

+ Revenue

+ Efficiency

- Cost

- Risk

+

1. Increase Revenue

+

2. Decrease Costs

+3. Increase Efficiency

+4. Decrease Risk

+Exercise

Why does your Customer buy your product?

+ Revenue?- Cost?

+ Efficiency?- Risk?

[3 minutes]

Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here:

http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf

Implied vs. Explicit Needs

+How big is the problem?

+In other words, find this…

+

4 problems worth solving…

+Problem #1: Coordination

Image Source:

http://www.slate.com/blogs/the_vault/2014/02/05/the_first_modern_organizational_chart_is_a_thing_of_beauty.htm

l

Image source: Galbraith “Designing Organizations: An Executive Guide to Strategy, Structure, and Process Revised “

+Problem 2: Reduce transaction

costs

+

+Problem #3: Create information

01110011

01101111

01101101

01100101

01110100

01101000

01101001

01101110

01100111

00001101

00001010

+Problem #4: Solve for X-Efficiency

+Companies don’t make decisions.

People at companies make

decisions.

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+

USER BUYER

ECONOMIC BUYER

TECHNICAL BUYER

PRODUCT CHAMPION

+Why [People at] Enterprises Buy

+ Revenue

+ Efficiency

- Cost

- Risk

+

Identify the purchasing motivation for

each buyer

[EXERCISE]

+Most buyers are novices

+Beware of the Purchasing Zombies!

+Zombie #1: The buyer that talks

price in the first conversation.

+Zombie #2: “I make the decision on

this."

+Zombie #3: “Send me a one-pager

and I’ll present at the next meeting."

+

Zombie #4: The job of

IT, procurement, &

vendor management is

to keep their job.

+There is never a shortage of

interesting conversations.

+Find the decision-maker.

+Exercise

Use a current sales situation & your points of

contact at your prospective customer

Draw a 4-column grid:

Buyer Type| Person’s Name | Motivation | [Blank]

What is the primary motivation for each Buyer to

use your solution?

[4 minutes]

+

Economic

Buyer

User Buyer

Technical

Buyer

Product

Champion

+ Eff - Risk- Costs+ Revenue

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Value Statement Construction

1. It’s not what your product does

2. What need does your solution fill?

3. Think numbers (%, $, days, units)

+“What job are your customers hiring you to

do?”

-Clayton Christensen

Now… Write your Value Statement for

each Buyer Type, framing your

statement in terms of the customer’s

problem, not your product.

Hint: Remember the four (4) reasons people buy.

“For [insert buyer type], we …”

+

Economic

Buyer

User Buyer

Technical

Buyer

Product

Champion

+ Eff - Risk- Costs+ Revenue

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Status quo is the biggest competitor.

+[People at] Companies are risk

averse.

+ Exercise

Why will your customer do nothing?

What is the biggest objection you’ll face?

Who are your competitors?

How will you address this?

[6 minutes]

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Build a “work plan”

(not a proposal…)

+Phased

Parallel

Big Bang

Changeovers

+The “What happens next?”

Framework

The first minute?

The first hour?

The first day day?

The first week?

The first month?

The first quarter?

The first year?

+Implementation & Support

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Stages of the Sale

1. Needs Analysis

2. Evaluation of Options

3. Resolution of Concerns

4. Implementation

http://www.amazon.com/SPIN-Selling-

Fieldbook-Practical-

Exercises/dp/0070522359

+Stages + Stalls

A. Qualification

1 . NEEDS ANALYSIS

B. Initial Demo

2. EVALUATION OF TOPIC

C. Proposal Work Plan

3. RESOLUTION OF CONCERNS

D. Technical Demo

4. IMPLEMENTATION

+Where do deals usually stall?

A. Qualification

B. Initial Demo

C. Proposals

D. Technical Demo

+ Exercise

Where, how, and why are your sales

conversations stalling?

How can you maintain control?

[5 minutes]

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Who’s in control of the next step?

+Key Metrics & Milestones:

Examples

Non-disclosure Agreement

Introductions to additional buyers (i.e. technical,

economic, user)

Onsite visit to your office

Technology audits to estimated configuration costs

Implementation planning

+Strategy: Create deadlines

+Strategy: Create Scarcity

+ Exercise

What are the key milestones and metrics

that both you and the customer can

agree upon for your sales process?

[4 minutes]

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+

Sales Mapping

+Think: “What happens next?”

The first minute?

The first hour?

The first day day?

The first week?

The first month?

The first quarter?

The first year?

+ Exercise

Draw a 2-column table:

Time Period | Action

Write down what you would need to do in the first minute, hour, day, week, month, quarter, and year.

[4.5 minutes]

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+ Executives think: “What can this

product do for me? How can I put it

to work for my business?”

+Zombie #1: The buyer that talks

price in the first conversation.

+Strategy: Run a pilot.

+ Exercise

How many seat licenses?

Billing cycles?

Budget cycles?

Signatory?

Renewal clauses?

Right to cure?

[3 minutes]

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Sales Interactions per Revenue

Revenue per year # of sales interactions$10 1

$100 2$1000 4

$10,000 8$100,000 16

$1,000,000 32$10,000,000 64

$100,000,000 132

+

Wrapping up…

+Products & Solutions

Self-Learning: Books & online courses

Workshops & 1:1 Coaching

Advisory & Consulting

Talent Recruiting & Team Development

“Startup Selling: Sell More Stuff”Coupon Code: SARTA-2015

www.slideshare.net/SalesQualia

+

FREE Webinar:

Using LinkedIn for Customer

Development & Sales

+

\

Scott Sambucci, Founder

scott@salesqualia.com | (415) 596-0804 |

@scottsambucci

www.quora.com/Scott-Sambucci

www.linkedin.com/in/scottsambucci

Robert Wharton, Production Manager

robert@salesqualia.com | (405) 414-9712

+

How was today’s workshop?

+

SURVEY:

http://bit.ly/SQ-SARTA-

March-2015

LinkedIn:

www.linkedin.com/in/scottsambucci

Quora:

www.quora.com/Scott-Sambucci

Twitter:

@scottsambucci

Email:

scott@salesqualia.com