+ Find Your First Customer, Then 10 More…

Nordic Innovation Group| Palo Alto, CA

April 25, 2015

+Today’s (very aggressive) Objectives

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

Construct a Sales Framework for your product by identifying risk in your process;

Identify Buyer Types & Sales Zombies

Create an Implementation Plan for your future customers

Define Milestones & Metrics in your sales process.

Discuss strategies for using LinkedIn.

+Build-Measure-Learn your Sales

Process

Sales

Process

+Do Sales “Sprints”

The Sales Model 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 Model 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

+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 you

Customer buy your product?

Why does your Customer buy your product?

+ Revenue?

- Cost?

+ Efficiency?

- Risk?

[3 minutes]

+“5 Whys” Analysis

+

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…

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

+Companies don’t make decisions.

People at companies make

decisions.

+

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]

+

Economic

Buyer

User Buyer

Technical

Buyer

Product

Champion

+ Eff - Risk- Costs+ Revenue

+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.

+Find the decision-maker.

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. What need does your solution fill?

2. It’s not what your product does, it’s

about the problem it solves.

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

+

“We help you increase revenue

by enabling your calling agents

to target the right leads and to

make up to 35% more calls per

day.”

+

“We help you decrease costs by

25% by coordinating business

units through collaborative

workflow and real-time

information sharing.”

+

“We help you decrease your

company’s risk by providing a

real-time view into your

manufacturing processes and

assessing workplace safety with

daily reports.”

+“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

+Implementation & Support

+Build a “work plan”

(not a proposal…)

+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?

+Phased

Parallel

Big Bang

Changeovers

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 Model Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

v

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 Model 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 [Enterprise]

Sale

+4 Stages of the [Enterprise] Sale:

1. Need Analysis

2. Evaluation of Options

3. Resolution of Concerns

4. Implementation

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

Selling-Fieldbook-Practical-

Exercises/dp/0070522359

+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.”

+

How far you can move the sale

WITHOUT showing your product?

+Nobody cares about your product

+ Stage 2: Evaluation of Options

Can be the “Sales Graveyard”

“Business Demo” (Demo #1) vs.

“Technical Demo” (Dem0 #2)

Goal: Keep the opportunity moving

+Keep the “Business Demo” short.

+Not this…

+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]

+“Great Demo!” (book)

http://www.amazon.com/Great-

Demo-Stunning-Software-

Demonstrations/dp/059534559X

+

A few words about Pricing

+

“Looks great!

Send me a proposal.”

+

+NO Discounts!

YES “Anchors”

+ Freemium is a Business Model.

Free is a hobby.

+Run a [paid] pilot.

+ EXERCISE

How can you maintain control of the

sale?

[5 mins]

+Stage 3: Resolution of Concerns

Objections vs Questions

The “Technical Demo”

“What if we wanted to get started?”

+Objections vs. Questions

+Demo #2: The “Technical Demo”

+“What if we wanted to get started?”

Pricing

Contracts

Information Security

Training

Support

+

Stage 4: Implementation

+

For your prospect to implement your

solution, what would you 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 4: Implementation

+Recap: 4 Stages of the Sale

1. Needs Analysis

2. Evaluation of Options

3. Resolution of Concerns

4. Implementation

The Sales Model 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?

+Examples: Key Metrics &

Milestones

Non-disclosure Agreement (“NDA”)

Intros to additional buyers (i.e. technical,

economic, user)

Onsite visit to your office

Technology audits to estimate

configuration costs

Implementation planning (a.k.a. “Work

Plan”)

+ 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

+Sales Mapping:

“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?

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?”

+Strategy: Run a [paid] pilot.

+Do things that don’t scale

http://paulgraham.com/ds.html

+ 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

+

The Rules of

Enterprise

Selling

+

Pick. Up. The. Phone.

Remember:

Get out of the building!

+

+

The sale always takes longer

than you think it should and

longer than the prospect tells

you it will.

Assume 1 month per $10,000

There is always more than

one decision-maker.

The decision-maker that counts

the most is generally invisible to

you.

It’s never about price.

+Strategy #1: Create deadlines

+Strategy #2: Create scarcity

+Strategy #3: Run a [paid] pilot.

+

Wrapping up…

+

What did we

learn?

+ What did we learn?

+

+

Resources

Recap

+Books & Resources recap

Book: ‘GreatDemo!” by Peter Cohan

Book: “Major Account Sales Strategy” by

Neil Rackheim

Website: Huthwaite.com

Phone calls: SalesBuzz.com

+The most important books:

“Startup Selling” &

“52 Sales Questions Answered”

+Where to find us…

+Products & Solutions

Self-Learning: Books & online courses

Workshops & Training

Advisory, Consulting & 1:1 Coaching

Talent Recruiting & Team Development

+“Startup Selling” Kit

Two (2) books: “Startup Selling” & “52 Sales

Questions Answered” ($20)

Udemy course: Lifetime access to “Startup

Selling: Sell More Stuff” ($79)

Two-part webinar: “Using LinkedIn for

Customer Development & Sales” ($99)

2 x one-hour 1:1 coaching calls ($300)

This is a $500 product package!

+

Two (2) books: “Startup Selling” & “52

Sales Questions Answered” ($20)

Lifetime access to “Startup Selling: Sell

More Stuff” Udemy course ($79)

Two-part webinar: “Using LinkedIn for

Customer Development & Sales” ($99)

2 x 1-hour private coaching calls ($300)

+

\

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

+BLANK

+

4 problems worth solving… (yes, there

are more…)

+Problem #1: Improve coordination

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

+Problem 2: Reduce friction.

+Problem #3: Create information

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+Problem #4: Solve for X-Efficiency

+Remember: There is never a shortage

of interesting conversations.