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Introduction on how to sell, especially for technology startups.
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I need to learn to sell!
B2B salesProbing and qualifying
Rudhir SharanFounder
B2B Sales
What is sales?
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We are always selling
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Every one sells!
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Every one can sell!
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Some are obvious...
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...some, irritating
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I will help you connect with your friends and family!!!
...others, subtle
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Why do you have to sell?
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if you can sell, there is a businesssales
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How to sell to organizations?
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How to sell with a method?
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Life cycles...B2B Sales
Life cycles...B2B Sales
Sales Life Cycle
uspecting rospecting pproaching
egotiating losing rder
S P A
O C N
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Sales Cycle
uspectingS
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Sales Cycle
uspectingSFulfills the criterion for a Suspect(e.g. - Target customer category- Uses a competing product)
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Sales Cycle
uspecting rospectingS P
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Sales Cycle
uspecting rospectingS P
1. Qualified as a would be customerbased on a Prospect Criterion(e.g.- Continues to show interest- Has Need and Money)
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Sales Cycle
uspecting rospecting pproachingS P A
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Sales Cycle
pproachingAThe meat of the sales process
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Sales Cycle
pproachingA1. Find the MAN2. Find the influencers3. Map the account
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Sales Cycle
uspecting rospecting pproaching
egotiating
S P A
N
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Sales Cycle
uspecting rospecting pproaching
egotiating losing
S P A
C N
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Sales Cycle
losingC
1. Closing approach and techniques2. Do not ASSUME. QUALIFY
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Sales Cycle
uspecting rospecting pproaching
egotiating losing rder
S P A
O C N
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Secpanel Sales Cycle
now about nterested ompare
ry out h Wow! uy
K I C
B O T
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Sales Cycle
uspecting rospecting pproaching
egotiating losing rder
S P A
O C N
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Sales Cycle
uspecting rospectingS P
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Process of qualification
qualify?
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qualifying is useful
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...in real life and in...
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...a sales situation
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We do not have a SaaS budget this year.
...a sales situation
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We do not have a SaaS budget this year.
qualify?
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qualify: To reach the later stages of a selection process or contest by competing
successfully in earlier rounds.
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qualify: To filter suspects based on pre-defined criteria and determine if the
suspects are prospects or not
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to know what to focus onand
what not to focus on
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Why qualify?
Example 1Buyer: I love your product. I will
order. Show me a demo.
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Example 1Buyer: I love your product. I will
order. Show me a demo.
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Accept it as the truth and forecast a sale.Commit demo resources
Example 1Buyer: I love your product. I will
order. Show me a demo.
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Accept it as the truth and forecast a sale.Commit demo resources
What is your budget for HR productivity automation?
Example 1Buyer: I love your product. I will
order. Show me a demo.
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Accept it as the truth and forecast a sale.Commit demo resources
What is your budget for HR productivity automation
We have no budgets this year Budget is $20,000
Example 2Buyer: Your price is too high. So we bought a competing product
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Example 2Buyer: Your price is too high. So we bought a competing product
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In your mind, “You suck anyway.Who wants to sell to you”Remove Suspect from funnel
Example 2Buyer: Your price is too high. So we bought a competing product
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In your mind, “You suck anyway.Who wants to sell to you”Remove Suspect from funnel
Does competition have all that you need in my product?
Example 2Buyer: Your price is too high. So we bought a competing product
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In your mind, “You suck anyway.Who wants to sell to you”Remove Suspect from funnel
Does competition have all that you need in the product?
Their reporting is weak, but...
Yes and they have good support
how to qualify?
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By asking questions!
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Get information+
Match against Criteria
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probing questions?
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Suspect Prospect
Small business Small business with a security threat perception
Has online presence Spends more than $2000/month on servers
Has a budget of more than $300 per month
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Example 1
Questions Criteria
Have you been attacked in the past?
Small business with a security threat perception
How many servers does it take to run blahblah.com?
Spends more than $2000/month on servers
Do you have a monthly security budget?
Has a budget of more than $300 per month
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Ask probing questionsto determine the shapeor the state of yoursales process
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Suspect Prospect
Company with 100 or more employees
100 people company with at least 40 developers
Work from two or more locations
Developers work remotely
Should have a budget of $5000/month
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Example 2
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Questions Criteria
How any developers are there in your company?
100 people company with at least 40 developers
Do you have coders working remotely?
Developers work remotely
What is your monthly budget?
Should have a budget of $5000/month
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Define SUSPECT & PROSPECT clearly
Make a matrix of information you need to qualify
Qualify prospects. Push them to the Prospect bucket
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Verify specific need
Has money?
Time line?
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Essentials of a qualifying criterion
Suspect Prospect
Small business Small business with a security threat perception
Has online presence Spends more than $2000/month on servers
Has a budget of more than $300 per month
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Example 1
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Questions CriteriaHow any developers are there in your company?
100 people company with at least 40 developers
Do you have coders working remotely?
Developers work remotely
What is your monthly budget?
Should have a budget of $5000/month
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Example 2
100 Suspects, Day 0
50 Prospects
40 Approaching
12 Negotiating
4 Closing
2 Order, Day 135
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Day 10
Day 25
Day 85
Day 115
Stage Number Days
Suspecting 100 Day 0
Prospecting 50 Day 10
Approaching 40 Day 25
Negotiating 12 Day 85
Closing 4 Day 115
Order 2 Day 135
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