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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
title of Slide goes here
• Lorem ipsum is simply dummy text of the ancient greek
• 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