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contains3 CHAPTERS of
SALES SECRETS
Chapter 1: Do not wait for the perfect page to start
This book takes you through the magical world of marketing and sales. Meet the hobbits. And the wizards.
Jessica is 16. She received her learner’s permit yesterday by mail. Today, she patiently waitsat a busy crossroad. Both hands on the wheel. The junction has no traffic lights. With herdoting father at her side, she feels calm and poised.Jessica is scanning for a gap within the oncoming rush-hour traffic. Behind her the number of cars are growing. She decides towait until it is absolutely safe to pass. The perfect moment never comes. An impatient driver starts honking at her. Shecontinues to wait, nervous now, her fingers fidgeting. Sensing her unease, her father intervenes. Guides her. And soon she pullsout of the junction. Later when they stop for coffee at Dunkin', her father reflects on the time they spent at the junction. Hesays ‘Jess, you got few near-perfect chances to pull out, but you chose not to use them. But later when hounded by the honkingfrom the guy behind, you got desperate. So I stepped in’. She smiles at him, and says ‘Thanks Pa’. He continues, ‘I want to tellyou something about it, Jess. The art of safe driving is all about identifying these near-perfect chances. And use them’. ‘It’s truefor driving. It’s true when you hold out too long for the perfect guy, and then rush into a bad relationship. It’s true for most ofthe things in life’. Her large blue eyes are glued on her father’s face. This is the man she adores and looked up to, herwhole life. She asks, ‘Pa when did you learn about this?’. He said ‘I learnt it from my long career in marketing and sales’.
You can sell,
stupid!
lead
prospect
The book contains that ( ) about
2
4
3
32
23
4
2
24
4
2speak the Lingo
4use the Lists
3master the Lessons From the best
salespersons of the planet
customer
ambassador
regular
this ( )
A book by BeingDavid© 2016 being david publishing house
www.beingdavid.com
BUY RATE LIKE FOLLOW
Prologue
This book is for those who received their learner’s permit just
yesterday. Like Jessica. If you have been driving heavy trucks through
the mountain passes in Colorado for the last 27 years, there’s always a
chance to refresh on basics
Are you new to sales and marketing?
Are you a startup taking the plunge into inbound marketing?
Or a sales newbie looking for advice from the masters. How have
they used marketing and sales techniques effectively?
Have you just switched your career to sales, and wanting to
understand the big picture?
Are you the one in constant search for knowledge ?
If the answer to any of these questions is a yes, then this book is for
you. We understand you. We see you. We have been there. You will
sure find this book a good read. Come let’s fly. Let’s fly high. Together.
what is a sales cycle?
The Sales Cycle is one of the most misunderstood concepts in sales and
marketing
how is marketing different to sales?
During your career in sales or marketing , you will be surprised to know just
how many people can not grasp the difference between the very distinct
functions of marketing and sales
what is the role of pre-sales?
Pre-sales often gets less air-time. However, studies have shown that the
companies with strong presales teams achieve win rates of 50% with new
customers. And up to 90% in repeat business. Consistently.
on the next pages
and finally stitching it all into one single infographic
Chapter 2 | speak the lingo
what is a sales cycle?
No matter if you are selling books door to door, or selling acres of land
on the moon, every sale follows the same pattern. A sequence of 6
steps. Throughout the book, jargons used in the sales world are marked in blue.
Step 1 Find new potential customers. They are called leads.
Step 2 Make first contact. cold calls. emails. texts. Referred to as
outbound contact. It’s possible that a person makes a sales enquiry.
When a contact is initiated by a lead it’s called inbound contact.
Step 3 This steps starts when a prospect shows interest. It’s time to figure out if
you should spend lots of time with this lead. Usually it’s an appointment.
If you decide to keep your pursuit on, the potential customer is now
called as a prospect. The process is called prospecting.
Step 4 Now is the time to present your product or service. Called as the sales
pitch. Sales pitch is a 2-way street. It doesn’t work like a TED talk. It’s
a conversation. Research your prospect beforehand. Listen to your
prospect. Actively. Ask real questions. Offer a real solution. A solution
that truly helps. If everything goes fine you make a proposal with the
details of the product and services being offered, and the commercials.
Step 5 Usually your prospects will have some concerns. Called as
objections. If there’s an objection it’s usually great news! The prospect
is considering the deal seriously. The objection could be about the cost.
Or the support. Or a missing capability. This step is called negotiation.
Step 6 The final step is closure. You make a deal. The prospect
transforms into a customer now. The champagne moment has
arrived. Do not forget to request for referrals. The customer is then
handed over to delivery.
A sales cycle is the length in days from Step 2 to Step 7 - from first contact to
signing of the deal. A sales cycle ends with a hissing sound – that’s the cork popping
out of the bottle.
how is marketing different to sales?
Marketing is Step 0
6 S
teps o
f S
ale
s
Marketing generates leads and sends
the leads to right here, the sales funnel
The first date analogy of
marketing and sales
He first saw her at his local
park. A blonde with soft
beautiful angelic face. She
was with her friends, flying
kites. She was a shy girl.
The role of marketing ends
when the blonde with the
soft beautiful angelic face
gives her number. Now she
is a lead.
The role of sales is to call
her and find out what she
is doing for dinner this
evening. This is when she
enters the sales funnel.
Instead of a diamond ring,
he proposes with Albert – a
9 weeks old Russell Terrier
pup. ‘Will you be my
girlfriend, Claire?’ he asks.
Albert says nothing. He just
blinks his tiny black beady
eyes in approval. She takes
Albert in her arms. Holds
him close to her chest.
Then she cries.
The sales funnel ends here.
Claire is now a customer.
They kiss for the first time.
And he buries his face in
her hair. She rests her head
on his chest, inhaling the
musky scent. She was soft
in his arms. Felt safe. That
is delivery.
He teaches her a thing or two
about flying though none of themwere thinking about kites now.
Claire inherited her scientific
bent from her father, whom she
idolizes. She is doing her
major in theoretical physics
Marketing is one-to-many. Focuses on ‘common nouns’
Young Girls. Teachers. Writers. CEO of Telecom Companies
Marketing pulls. Attracts. Creates brands. It’s about future.
Marketing thrives on research. Works on the big picture.
Advertise. Promote. PR campaigns. Newsletters. Branding
Till the ground. Sow the seeds. Gently cover with soil.
Sales is one-to-one. Focuses on ‘proper nouns’
Claire. Mrs. Singh. Simon Lewis. Mr. Stephen Robbins
Sales pushes. Converts. Sells what’s in stock. It’s about now.
Sales thrives on relationships. Works on the details.
Travel. Meet. Know the customer. Present. Pitch. Negotiate.
Some seeds will sprout. Grow them. Care for them. Harvest.
what is pre-sales?
Pre-sales is tricky. It almost sounds like a riddle. Pre-sales is not
Sales. Pre-sales is not Marketing. It is the ‘Third Dimension’.
Meet ‘The Bouncing Balls’. The company manufactures balls. The CEO thinks
they have the biggest balls that bounce a lot. The marketing team has identified
Tibetan Lamas as their largest customer base. The company’s research team
found that there are 1000s of Lamas in San Francisco alone. The company
hires Bob, a sales representative. And Tom, Tiger Woods and Harry. Company
runs high-budget PR campaigns. Bob is now flying to SFO to sell balls to
Lamas. Bob will meet the Lamas based in West America. Tom Central. Tiger
Woods Southwest. And Harry Northeast and Southeast. Each were given $1M
as individual quota or target. The company also hires Paris and Hilton for
pre-sales. Paris and Hilton are both mapped to a group quota of $4M for
America.
Bob Tom Tiger Woods Harry
Harry
Tom
Tiger WoodsBob
Paris
$1M
$1M
$1M$1M
Paris Hilton
$4M
Hilton
1. Pre-sales provides 3 key value propositions to the sales guys
• Our balls are about the right size. Competition is either too small or too big
• Our balls bounce 5% higher than competitors
• Our balls have 15% longer shelf life than competitors
2. A Lama in West says he is a democrat. He wants to
know if the company makes blue balls. Bob calls
Paris for details. Paris confirms the balls can be
painted blue. Of course tax will be slightly higher.
3. Meanwhile, Tiger Woods
calls Hilton and requests
for an internal demo. By
then $4M Group Target is
already achieved. Hilton
shows no interest. Tiger is
mad as he is just half-way
through his quota. Finally,
Hilton shares only images.
Biography of a deal
23rd January The marketing team of a telecom company decides to run a
PR (public relations) campaign out of their stall at a tech fest. The pre-sales
team offered a sneak peek of some of the latest offerings of the company. The
visitors were encouraged to see a demonstration. At the end the visitors were
requested to fill in leaflet with a short questionnaire. Write their name, age,
designation, email and phone number on it to enter a lucky draw. The first prize is a
voucher worth $5000. The 3000 people who leave behind contact details are the
unqualified leads. Also known as raw leads.
4th February The marketing team scans through the 3000 leaflets and sends
out a common email - ‘Please fill in a web form if you want to try a trial version of the
company’s flagship solution’. 100 people download the trial. These are the
qualified leads. Also called as MLQ (marketing qualified leads) or unqualified
prospects. Some companies prefer the term suspects. This is where marketing
ends.
2nd March The list of 100 people is handed over to sales i.e. fed to the Sales
Funnel. Bob asks his team of salespersons to cold call and email to the 100
qualified leads. The sales team makes cold calls. Writes emails. Gathers more
information. They score these people using a method called BANT. B = Budget (does the person’s company has enough budget to buy our solution)
A = Authority (is the person a decision maker in the company)
N = Need (does the person’s company problem be addressed by our solution)
T = Time frame (is the need to solve the problem immediate?)
The sales team shortlists 15 people from the original list of 100 based on BANT
scores. These 15 people are the qualified prospects. Also known as SQLs
(sales qualified leads). All the details are duly entered in the company’s CRM or
Customer Relationship Management database. Prospecting is now completed.
15th March Bob calls up the person from the top of the list. Her name is Claire
McCarthy. She is the CIO of her company. Claire agrees to meet Bob at her office on
17th May. Then Bob calls the second person from the list. Altogether he could reach
12 people and 10 of them agreed to meet.
17th March Bob meets Claire at her office . She describes her problem in
details. Bob listens actively and asks questions. Then they talk about US election.
Claire agrees that the solution offered by Bob’s company can solve her problem with
some customizations. They agree for a demonstration the next week. Bob calls up
Paris from pre-sales team and asks her to create a few slides on how the solution
can be customized to meet Claire’s requirements.
Biography of a deal
22nd March The next week Bob and Paris meet Claire for the demo. Bob
throws the sales pitch using a well-rehearsed deck of slides. He had
researched about the company beforehand. He understood Claire's problem
quite well. Bob mentions that the USP or unique selling proposition of the
solution is the built-in analytics engine. Later he hands over the presentation to
Paris. Paris demonstrates the product and presents the slides about the
requested customizations. They took questions from Claire and her team.
After few more meetings, Claire requests for a proposal. Bob and Paris work
together and prepare the proposal. The proposal details the technical solution,
proposed customizations, delivery timelines, and commercials (or quote). Bob
sends through the proposal to Claire for her comments. Claire suggests few
minor changes. She also negotiates on the price with Bob, and requests
inclusion of one month technical support at no extra cost. Bob agrees as he had
already added mark-up costs (money that a selling company adds to the cost
of a product or service in order to produce a required level of profit).
25th April Claire signs the contract on behalf of her company. The
contract is also called – SPA or sale and purchase agreement, PO or purchase
order, SoW or statement of work, MSA or master service agreement. They also
sign an NDA or non-disclosure agreement to make sure proprietary information
is kept secret. This clinches the deal. Bob and Paris thank Claire, and request
her for referrals. This is the end of the Sales Funnel. The length of the sales
cycle was 2nd March (First Contact) to 25th April (Closure) – about 50 days.
Over a course of few years, Claire is a regular. She buys many solutions and
services from Bob’s company. She and Bob develop a good working relationship
based on mutual trust. After a long fulfilling engagement with Bob’s company and
being benefitted professionally from her purchasing decisions, Claire has become
someone who eats, lives and breathes Bob’s brand. She recommends Bob and
his company always and at every opportunity. Claire has completed a full lifecycle
from an unqualified lead to a brand ambassador.
FROM A CATERPILLAR TO A BUTTERFLY
caterpillar to | butterfly
crowd lead
lead generation prospecting
prospect
customer regular
retention
ambassador
referrals
first contact
deal
delivery
lead time
(deal to delivery)
sales cycle
(first contact to deal)
proposal
sales pitch
SA
LE
S
MA
RK
ET
ING
1 2 3
4 5 6
negotiation
DELIVERY
product demo
proof of concept
PRESALESmarket research
Chuck decides to sell his cow
You have finished Chapter 1. This is your little reward. Laughter.
not all sales go as planned
One Sunday morning Chuck decides to sell his cow. The next day chuck gets up early,
feeds the cow, ties a rope around her neck and starts walking down the road to the
farmers market. The little calf came running after its mother. Chuck had not thought
about the calf. ‘What will I do with the calf if the cow is gone?’ he asks himself. After
some pondering Chuck settles on a plan ‘I will sell the cow and the calf together. I can
close the deal faster if the calf goes free with its mother’. Once decided Chuck
continued walking towards the market. It was a hot sunny day. And the market was a
long walk from Chuck’s village. The road went through deep woods. When inside the
woods, Chuck feels tired. He sits under a tree to rest. Three dacoits find Chuck
resting. They take the cow. They take the little money Chuck had on himself. They
also take Chuck's clothes. Tie him to the tree with a rope. And off they went. Only the
calf was left behind. For three long days Chuck was tied to the tree, unclothed, thirsty
and unfed. On the fourth day some villagers on their way to the same market find
Chuck tied to a tree. They shout ‘O my God it’s our Chuck. He is robbed.’ They rush
towards him. They untie him. They offer him clothes. But Chuck did not bother about
the clothes. He takes a stick from one of the villagers and starts beating the calf. The
villagers are puzzled. They try to calm him down. But Chuck is angry, very angry. The
villagers ask ‘Chuck what happened? Why are you beating the poor calf?’. Chuck
finally gasps for breath, and says – For three long days I have been telling this little
dimwit that ‘I am not your mother’ ‘I am not your mother’.
A book by BeingDavid© 2016 being david publishing house
www.beingdavid.com
BUY RATE LIKE FOLLOW
what is marketing automation?
Marketing automation was once the preserve of the royalty – likes of
Google, Amazon, and Facebook. Now even a small start-up can successfully
use marketing automation to shoot them into overnight fame
on the next pages
and many more …
Chapter 3 | master the lessons
what’s going on inside the brains of
b2b & b2c buyers?
These are two forms of commercial transactions. Business to Business – like
when Goodyear sells tires to Honda and Business to Consumer – like when
Apple sells iPhone. But for the marketing and sales world B2B and B2C are
two types of mindsets.
why 80% of the total sales is done by
20% of the core sales people?
All sales teams have a small core of high achievers. It pays to be within that core.
on the next pages
and many more
Chapter 4 | use the lists
list of best marketing & sales tools
‘The bad workman quarrels with his tools’ goes the popular adage. The world
has come a long way though from this popular wisdom. Today’s workman
needs to choose weapons as carefully as a Martial Artist.
list of practical insights of the wizards
Likes of Seth Godin, Geoffrey Moore, Hugh Macfarlane, Eddie Obeng and
many others. Building a successful career in sales and marketing can be a
long and tough climb. To reach the top, you must learn from these Harry
Potter-Like 'Magical Beasts' of Sales and Marketing world. They are holding
the wands of success. The success that can be yours. They have wisdom. They
have super powers. They are your guardian angels. They are here to save you
.
Stats are your guide. As a sales and marketing person you must hug numbers.
list of the 15 most fascinating sales
& marketing statistics?
A book by BeingDavid© 2016 being david publishing house
www.beingdavid.com
BUY RATE LIKE FOLLOW