Sponsored by the Nordic Innovation Group in Palo Alto, CA, this in-person workshop focuses on using SalesQualia's "Sales Model Canvas" to lead buyers through the purchasing process and how to build a repeatable sales framework for your sales opportunities.
Key topical areas discussed:
- Customer needs, customer discovery
- Buyers, buyer types, personas
- Constructing effective Value Statements
- Objections, product questions, and dealing with status quo bias
- Implementation planning & Customer Success
- Developing key milestones and metrics for your sales process.
- Identifying differences in "consumer" vs "enterprise sales" and customer decisions
Regression analysis: Simple Linear Regression Multiple Linear Regression
Nordic Innovation Group: Startup Selling Workshop
1. + Find Your First Customer, Then 10 More…
Nordic Innovation Group| Palo Alto, CA
April 25, 2015
2. +
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.
6. 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
7. 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
10. 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
17. +
Exercise: Why does you
Customer buy your product?
Why does your Customer buy your product?
+ Revenue?
- Cost?
+ Efficiency?
- Risk?
[3 minutes]
19. +
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
22. 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
38. 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
39. +
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).
40. +
“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.”
41. +
“We help you decrease costs by
25% by coordinating business
units through collaborative
workflow and real-time
information sharing.”
42. +
“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.”
43. + “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 …”
45. 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
48. +
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]
49. 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
52. +
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?
54. 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
55. 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
56. 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
58. +
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
59. +
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…
61. +
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.”
62. +
How far you can move the sale
WITHOUT showing your product?
64. + Stage 2: Evaluation of Options
Can be the “Sales Graveyard”
“Business Demo” (Demo #1) vs.
“Technical Demo” (Dem0 #2)
Goal: Keep the opportunity moving
83. +
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
84. +
Recap: 4 Stages of the Sale
1. Needs Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation
85. 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
87. +
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”)
88. +
Exercise
What are the key milestones and metrics
that both you and the customer can
agree upon for your sales process?
[4 minutes]
89. 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
91. +
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?
92. 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
93. + Executives think: “What can this
product do for me? How can I put it
to work for my business?”
96. +
Exercise
How many seat licenses?
Billing cycles?
Budget cycles?
Signatory?
Renewal clauses?
Right to cure?
[3 minutes]
97. 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
123. +
Problem #1: Improve coordination
Image source: Galbraith “Designing Organizations: An Executive Guide to Strategy, Structure, and Process Revised “
Usually your buyers doesn’t know how purchasing decisions are made.
They don’t trust you. They don’t like you. They’ve seen you’re kind 100 times before and they know that you don’t know what you’re doing and that you’re going to pester them for the next six months with emails, phone calls, and otherwise asking them for help so that you can sell your product and earn a commission so you can buy a new 5-series BMW and take a vacation in Hawaii while they work in their cubicles for $55,000 a year hoping that it snows so the office closes so that they can get a free day off of work.
Don’t sell the whole thing. i.e. Trials with rules.
Don’t sell the whole thing. i.e. Trials with rules.
Don’t sell the whole thing. i.e. Trials with rules.
One of the biggest problems you can solve for customers is “Coordination.”“Coordination is managing dependencies between activities.”
X-inefficiency is the difference between efficient behavior of businesses assumed or implied by economic theory and their observed behavior in practice.