+ The Sales Model Canvas:
Find Your First Customer, Then 10 More…
Women’s Startup Lab | Menlo Park, CA
April 20. 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
 Develop Value Statements.
 Create an Implementation Plan for your future
customers
 Define Milestones & Metrics in your sales process.

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]

+
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…

+
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
01110011
01101111
01101101
01100101
01110100
01101000
01101001
01101110
01100111
00001101
00001010

+
Problem #4: Solve for X-Efficiency

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.

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

+
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…)

+ Phased
Parallel
Big Bang
Changeovers

+
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?

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 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 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

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

+
Who’s in control of the next step?

+
Key Metrics & Milestones:
Examples
Non-disclosure Agreement
Introductions to additional buyers (i.e.
technical, economic, user)
Onsite visit to your office
Technology audits to estimate configuration
costs
Implementation planning

+
Strategy #1: Create deadlines

+
Strategy #2: Create scarcity

+
Strategy #3: Run a [paid] pilot.

+
 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

+
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?

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?”

+
 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

+
Wrapping up…

+
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