This week we’re welcoming 13 promising Norwegian and Swedish companies to Nordic Innovation House to participate in the TINC fall 2014 program. The participants have four intense weeks ahead where they will be able to test their products on potential customers, industry experts, and investors in Silicon Valley. This workshop is an introduction workshop for these companies, focusing on several key sales strategy topics, including: - Developing a value statement - Why companies & individuals buy - Buyer Types - Prospecting using online networks such as LinkedIn & Meetup.com - Stages of the sale

1. +
Startup Selling: Workshop
Scott Sambucci & Robert Wharton
SalesQualia | www.salesqualia.com
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October 24, 2014

2. +
Your Goal
Develop a predictable, testable, and
scalable sales framework that you can
manage.

4. +
The Hardest Thing About Sales…

5. +
[Exercise]

6. +
Path Dependency

7. +
Your Customer

8. + Upon successfully completing today’s
workshop, you will be able to…
☐ Create Value Statements;
☐ Define Buyer Types;
☐ Find Prospective Buyers;
☐ Identify the Stages of the Sale.

9. +
Part I:
Creating
Value
Statements

10. +
Why [People at] Enterprises Buy

11. +
1. Increase Revenue

12. +
2. Decrease Costs

13. +
3. Increase Efficiency

14. +
4. Decrease Risk

15. +
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk

16. + “What job are your customers
hiring you to do?”
-Clayton Christensen

17. +
Constructing Value Statements
1. Focus on the problem you solve.
2. What customer needs does your
solution satisfy?
3. Think numbers.
Remember: “The vast majority of startups fail not
because they couldn’t build their product… But
because nobody WANTED their product.”

18. + “What job are your customers hiring you to
do?”
-Clayton Christensen
Write your Value Statement, framing
your product in terms of the why a
customer buys.
Hint: Remember the four (4) reasons people buy.
[EXERCISE]
[5 mins]

19. +
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk

20. +
5 Whys

21. +
Part II:
Identifying
Buyer Types
(think “Personas”)

23. + Buyer Types
USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
CHAMPION

24. 1
4
5
3
2
1 – Program Manager
2 – Marketing Communication
3 – CEO
4 – Contracting
5 – Information Technology

25. + EXERCISE
Value Statements for each Buyer Type:
“For [insert buyer type], we …”
[10 minutes]

26. +
Finding
Buyers
a.k.a.
“Prospecting”

31. +
Or look for this…

33. +
CTRL+F: Keyword Search
https://www.linkedin.com/pub/chris-shugart/
b/bab/327

36. Why?
What?
Who am I?
Personality
Commonality

43. +
InMail success
19 “cold” Inmails sent
 9 responses to meet
 5 meetings
 2 people could not meet
 2 not at conference

44. +
LinkedIn Groups

45. +

48. https://www.linkedin.com/pub/charles-ubell/0/57/444

51. https://www.linkedin.com/groups/DRONES-5103726?gid=5103726

52. +
(If your InMail goes unnoticed…)

53. http://www.meetup.com/HealthTechnologyForum/

55. +
[Exercise]
Identify…
 Five (5) LinkedIn Groups
 Five (5) Meetup Groups
 Five (5) Industry Conferences
… that you can use to find your buyers

56. +
Part III:
Stages of the
[Enterprise]
Sale

57. +
4 Stages of the [Enterprise] Sale:
1. Need Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation

58. +
[Exercise]
For your prospect to implement your solution,
what would you need to 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?

59. +
Stage 1: Need Analysis

62. +
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…

63. Stated vs. Actual Needs

64. +
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.”

65. +
Look for Signals
Is the prospect actively seeking a solution?
You vs Competition
How long has this been a problem?
Who might be a detractor in the decision?

66. +  EXERCISE
What are the early warning signals in
your sales process?
[2 mins]

67. +
Needs Analysis: Mistakes to avoid
 Never assume client problems. Remember:
Assume = ASS + U + ME
 Never insult: “With our system you can get
rid of that home-grown piece of junk that you
have.”
 Interviewing only one buyer or “Buyer Type”

68. +
Stage 2: Evaluation of Options

70. + Stage 2: Evaluation of Options
 The “Sales Graveyard
 “Business Demo” vs. “Technical Demo”
 Keep the opportunity moving

71. +
The Product Demo…

72. +
How far you can move the sale
WITHOUT showing your product?

73. +
Product Demo:
Keep it short.

74. +
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]

75. +
Who’s in control of the next step?

76. +
The Power of Inertia
 Important vs Urgent
 Maintain Control

77. +
Continuation
Advance

78. +
“Looks great!
Send me a proposal.”

79. +  EXERCISE
How can you maintain control of the
sale?
[5 mins]

80. +
Stage 3: Resolution of Concerns

81. +
Stage 3: Resolution of Concerns
 I thought we were friends?
 “That’s a good question…”
 Trial closes

82. +
Objections vs. Questions

83. +
Demo #2: The “Technical Demo”

84. +
Review &
Summary

85. + What we covered today…
 How to Create Value Statements;
 Who are the Buyer Types;
 How to find Prospective Buyers;
 What are the Stages of the Sale.

86. +

87. +
What’s Next?

88. +
www.salesqualia.com
@salesqualia
Scott Sambucci, Founder
scott@salesqualia.com | (415) 596-0804
@scottsambucci | Quora
Robert Wharton, Customer Success
robert@salesqualia.com | (405) 414-9712