Hosted by SARTA, this presentation was part of a live workshop teaching entrepreneurs how to use SalesQualia's "Sales Model Canvas" to lead buyers through the purchasing process and how to build a repeatable sales framework for your sales opportunities.
Using the Sales Model Canvas: Find your first customer, then 10 more...
1. +
Finding Your First [Enterprise]
Customer, Then 10 More…
SARTA Workshop
Sacramento, CA
March 18, 2015
2. +
Today’s (very aggressive) Objectives
By the completion of today’s workshop, you will
be able to:
Construct a selling framework;
Identify risks in your sales process;
Identify Buyer Types, Stages of the Sales, and
Stalls;
Develop Value Statements.
Define milestones & metrics.
3. 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
7. 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
14. +
Exercise
Why does your Customer buy your product?
+ Revenue?
- Cost?
+ Efficiency?
- Risk?
[3 minutes]
15. 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
19. +
Problem #1: Coordination
Image Source:
http://www.slate.com/blogs/the_vault/2014/02/05/the_first_modern_organizational_chart_is_a_thing_of_beauty.htm
l
20. Image source: Galbraith “Designing Organizations: An Executive Guide to Strategy, Structure, and Process Revised “
26. 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. +
Exercise
Use a current sales situation & your points of
contact at your prospective customer
Draw a 4-column grid:
Buyer Type| Person’s Name | Motivation | [Blank]
What is the primary motivation for each Buyer to
use your solution?
[4 minutes]
40. 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
41. +
Value Statement Construction
1. It’s not what your product does
2. What need does your solution fill?
3. Think numbers (%, $, days, units)
42. + “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 …”
44. 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
47. +
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]
48. 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
51. +
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?
53. 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
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. +
Stages of the Sale
1. Needs Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation
http://www.amazon.com/SPIN-Selling-
Fieldbook-Practical-
Exercises/dp/0070522359
56. +
Stages + Stalls
A. Qualification
1 . NEEDS ANALYSIS
B. Initial Demo
2. EVALUATION OF TOPIC
C. Proposal Work Plan
3. RESOLUTION OF CONCERNS
D. Technical Demo
4. IMPLEMENTATION
57. +
Where do deals usually stall?
A. Qualification
B. Initial Demo
C. Proposals
D. Technical Demo
58. +
Exercise
Where, how, and why are your sales
conversations stalling?
How can you maintain control?
[5 minutes]
59. 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
64. +
Exercise
What are the key milestones and metrics
that both you and the customer can
agree upon for your sales process?
[4 minutes]
65. 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
67. +
Think: “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?
68. +
Exercise
Draw a 2-column table:
Time Period | Action
Write down what you would need to do in the
first minute, hour, day, week, month, quarter,
and year.
[4.5 minutes]
69. 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
70. + Executives think: “What can this
product do for me? How can I put it
to work for my business?”
71. +
Zombie #1: The buyer that talks
price in the first conversation.
73. +
Exercise
How many seat licenses?
Billing cycles?
Budget cycles?
Signatory?
Renewal clauses?
Right to cure?
[3 minutes]
74. 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
75. +
Sales Interactions per Revenue
Revenue per year # of sales interactions
$10 1
$100 2
$1000 4
$10,000 8
$100,000 16
$1,000,000 32
$10,000,000 64
$100,000,000 132
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.
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.