+ 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 Sale
7. 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 Sale
7. 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 Sale
7. 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 Sale
7. 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 Sale
7. 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 Sale
7. 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 Sale
7. 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 Sale
7. 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 Sale
7. 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 Sale
7. 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 Sale
7. 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 Sale
7. 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 Sale
7. 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 Sale
7. 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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01101111
01101101
01100101
01110100
01101000
01101001
01101110
01100111
00001101
00001010

+
Problem #4: Solve for X-Efficiency

+
Remember: There is never a shortage
of interesting conversations.