Lead to Win

Lead to Win

Turning Selling Into Buying –

Accelerate Sales to First Customers

Randy Whitcroft

Ideas2Revenue.com

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Agenda

• Introduction

• Sales Fundamentals

• Early Adopters Program

• Q&A

• Wrap Up

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Introduction

• My Background?

• What stage are you at?

• B2B vs. B2C?

• How many Web vs. Traditional?

• What do you want from this session?

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Sales Fundamentals

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Sales is not a Solo Sport

Sales

Marketing

Support

Development

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Sales has changed

Over 70% of B2B prospects

start their search on a search

engine

2007 Enquiro Survey

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F – A - B

• Features – Functionality or capability of

your solution

• Advantages – What is the advantage of that

particular feature?

• Benefits – What is in it for me?

This is what people

buy.

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What are the benefits?

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Which one would you choose?

- Groceries for your family

- New Blu-ray player

- New furniture for your office

- Hire a sales rep

- New UI for your product

- Target Market Tradeshow

WANTS NEEDS

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Want vs. Need

• A “Need” is something you can’t live without. Obvious examples of needs include; air,

food, water, clothing, shelter, sleep for individuals and consumers. However, a need is a

little different for an organization, and falls into one of two categories: The Need to

Save Money, or The Need to Make Money. The need to make money can also be

broken down further into the following categories: to gain a competitive advantage

(Increase Revenues), or to catch up to a competitor (Increase Revenues).

• A “Want” is best described as something you would like to have, such as a TV or

vacation. It is not absolutely necessary, but you have an overwhelming desire to obtain

it. This definition is the same for both individuals (consumers) and organizations.

• “Wants” always compete with other “Wants”. “Needs” list is shorter and always

trump “Wants”

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Buying Stakeholders

User Buyer Influence – Person(s) to represent

the interests of the user community. End user

Technical Buyer Influence – Person(s) who are

focused on making your solution work within their

environment

Economic Buyer Influence – Person(s) who own the

budget and sign off on purchase

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Tools

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Early Adopters Program

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Overview

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12 – 18 Months

Forward

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Overview

• “More Startups fail from a lack of customers than from

a failure of Product Development” – Steve Blanks (UC

Berkley)

Product

Development

Alpha/Beta

Test

Launch / 1st

Ship

Concept/

Bus. Plan

Customer

Discovery

Customer

Validation

Customer

Creation

Company

Building

Product Development

Customer Development

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Step 1 – Get Clear

Who is your

Target Market?

What is the

flow of money?

Who are the

buying

influences?

Value of your

solution?

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Step 2 - Sponsors

Product

Development

Alpha/Beta

Test

Launch / 1st

Ship

Concept/

Bus. Plan

CVS DVS SVS

Concept Validation Sponsor – Help you to validate your concept or idea before

investing precious time and money into developing something that people do not need or will not pay for.

Development Validation Sponsor – Transition from CVS. Validation resource

during your development.

Solution Validation Sponsor – Transition from DVS. Alpha / Beta tester for your

solution.

Industry Validation Sponsor – Industry expert or thought leader.

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Sponsor Tracker Sheets

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Step 2 – Sponsors Cont’d.

• CVS – Minimum 5. Maximum is based upon how much

time and effort you want to invest. We typically provide

10-15. Law of averages (30 to 40 = 10).

• DVS – Ideally have 5 to work with through the

development cycle.

– Sounding Resource

• SVS – Should be same number as CVS. The more you

have the more sales opportunities you are going to have.

• IVS – No more than 3.

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Step 2 – Sponsor Identification

• Friends & Family

• Previous roles

• Associations

• Usergroups

• Networking

• Social Media & Internet

• Resellers

• Complimentary Vendors

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Step 2 - Motivators

Recognition

People who are motivated by "Recognition" are interested in respect, admiration, notoriety and

celebrity. They want to be recognized by people around them as someone important, credible, and

someone to be associated with.

Influence

People whose primary motivator is "Influence" find power, control, competition, independence, and

order to be most important. These people are similar to recognition seekers in many ways; however it is

more about what they feel the recognition will give them. They may view this power, or influence, as

something they need to accomplish their goals.

Internal

Some people are motivated by "Internal" factors like morals, duty, intellect, creativity, philanthropy,

and honor. These people are less affected by what others say than they are about what they say about

themselves. This inner voice is what will make them take action, if they believe in the cause.

Profit

"Profit" motivated people strive for success with money, possessions, acquisitions, wealth, income and

growth. Most often people who are in this category will be very upfront and direct about it, which

makes it easier to understand and work with them.

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Step 3 – Make Contact

• Call Preparation

– Introduce yourself

– Set the Stage – Not looking for a job or to sell them anything.

– Give Background (Build Credibility) – How did you find out about them. What do

you know about them.

– Questions. Get them engaged.

– Gain Commitment

– Thank You & Next Steps

• Do a bit each day

• Follow up email

– Thank you for call

– Example of some questions you may ask

– Confirm agreement / Meeting. (NDA)

Important Note: You are not selling anything!

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Step 4 – Sponsor Interviews

RECITE

•R ole

•E xpectations

•C hallenges

•I deas

•T ell

•E valuate

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Step 4 – Measurable Value

What is the challenge? How big is this challenge? What are the impacts? Who Cares?

Answer

Answer

Answer

Measureable

(Time / Money)

“So What?”

Cycle

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Step 4 – Make sure you…

• What are the alternatives? How are they doing it today?

– Competitors, Complimentary Solutions, Status Quo

• What is the process for them to adopt a new solution? Who is

involved?

– How did they decide upon their current solution? Understand why and

how.

• Would they be willing to spend money to solve?

– Licensing / Delivery model

– Pricing

• If you need more info, schedule another meeting

• Tell them how the information is to be used

• Set expectations for them to be DVS, and SVS

• Thank You E-Mail / Card

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Step 5 - Development

• Review information gathered. Pull out the information /

data that is common to the majority.

• Send note letting them know the functionality / features

being developed based upon majority of feedback

• Set regularly scheduled calls. Suggest quarterly

• Involve several parts of the organization in the

communications

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Step 6 – Solution Validation

• Give them notice – 30 to 45 days.

• Set expectations as to what you would like them to test and

measure. Use measure data from interviews.

• Confirm expectations as to who will need to be involved

on their end.

• Set start date, timelines, success criteria, end date.

• Prepare your proposal.

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Step 7 - Proposal

Pricing – A fair exchange of money for value

Implementation Plan – Services required,

Responsibilities, timelines, success criteria.

ROI – Based upon the information gathered during

Interviews and testing

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Step 8 – Ask for the order

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Q & A

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Resources

• Building Sales Momentum Through Client Focused

Development – 92 page e-book that walks through this

whole process. Send me an email

randy@ideas2revenue.com and I will send you a

complimentary copy.

• All required documents are available by visiting

www.ideas2revenue.com or by sending me an email.

• The Four Steps to The Epiphany – Book by Steve Blank