1.
Sales Training
SME software development
in Pakistan

2.
Why
 Small companies and young
entrepreneurs have difficulty
understanding how to sell to a western
markets
 Large companies want predictable-stable
growth but are usually faced with a
sporadic pipelines that are very hard to
plan against.

3.
What
 A training exercise that
 Takes an average consultant on bench and
transforms them into an inside sales asset
 Takes an average MBA-marketing and
converts him into an IT services sales rep
 Focused on professional education that
develops awareness of patterns,
techniques

4.
What it isn't
 Doesn’t address long term grooming
aspects

5.
Who would be interested?
 Small software houses looking to grow
their sales
 Companies looking to develop their
projects into products
 Mid-sized companies looking to make
their pipelines more predictable
 Mid-sized companies looking to efficiently
use their bench

6.
How?
 Gather up various sources
 Compile a sales execution manual
 Validate
 Develop a delivery methodology against
it
 Validate
 Develop teacher-training material

7.
Why should you participate?
 Skill development for senior consultants

8.
High level course content /
Questions answered
 Lead Generation
 Lead Nurturing (Follow ups)
 Call Setup
 Familiarity with a CRM / Other Lead
management system
 The IT Services Eco-system

9.
Defined focus areas
 Services vs. Products
 Inside sales vs. Outside sales
 DIY vs. Building a team
 What part of the sales process (early vs.
closing)
 Size of company? (Fortune companies vs.
SMEs)
 Geography
 New Sales vs. Expanding accounts
 Who will deliver it. First trainers…

10.
Pricing?
 Trainees
 Trainer
*******************************************

11.
Begin
Content
Thoughts worth sharing
about sales

12.
Stages of Sales
 Prospect
 Lead
 Client

13.
Sales is a pipeline
 Revenue depends on
 How many prospects you can talk to
 Their conversion to Leads
 Persistence and perseverance
 How good a job you do to turn leads into
clients

14.
Know the forest
 Types of players
 Customers
 Services firms
 Infrastructure vendors
 License resellers
 Value added players
 Interdependencies
 List Sellers
 Companies that setup interviews

15.
Tools
 Contact Generation and Enrichment
 Net Prospex
 Jigsaw
 Hoovers
 Linked In
 Intelligence and Prospecting
 InsideView
 beenverified.com
 Rain King
 Discover Org

16.
Tools (cont’d)
 CRMs
 SugarCRM
 Dynamics
 Sage ACT
 Maximizer
 Salesforce
 Mass-Mailing
 MailChimp

17.
Value chain
 People who bring business (~30%)
 Business to technical mapping (from
project on a budget to a job post) ..

18.
Keys to success
 Follow up
 Be clear who your ideal client is

19.
Lead Generation Ideas
 Look for Pakistani Names

20.
How to warm up a cold-mail
 Know the company basics (Size, Partners, Industry, Location)
 Know the partners
 Review their social profiles (Google, linkedIn, facebook etc.. )
 ENGAGE
 TO COME WITH
 Something that makes it look like you have done your research (talk
about the location, an event on their facebook page, something
interesting on their website.. )
 Presenting something that they would value (advice on the website,
tools that can help their cause… )
 Make the research count
 KEEP IT BRIEF
 Research the key people on LinkedIn
 Prove that you are not a bot
 Mention the location

21.
Emotional Triggers
 Fear: Insurance companies often appeal to the
emotion of fear with messages like "Don't get
caught with too little insurance."
 Guilt: Nonprofit organizations use the guilt trigger
effectively in copy such as "Don't let them suffer
anymore.“
 Trust: Financial companies are leading the way
with messages like "no hidden fees.“
 Value: "If you find a better price for the same
product, we'll match it" are effective in piquing
feelings related to value.
 Belonging: "You're part of the family."

22.
Emotional Triggers 2
 Competition: Copy like "Make them drool" is a great example of a
message that elicits feelings of competition.
 Instant Gratification: Use words like now, today, in one hour or less,
within 24 hours, and so on to appeal to the emotional trigger of
instant gratification.
 Leadership: Phrases such as "Be the first on your block" effectively
appeal to the emotional trigger of leadership.
 Trend-setting: Variations of "all the cool kids are doing it" are
commonplace in copywriting and can be used to market a wide
variety of products and services to an even wider audience.
 Time: Marketing messages that appeal to that desire for more free
time are extremely effective, such as "Cut the time it takes to
vacuum your house in half."

23.
Follow-ups
 Categorize your people
 Ping every week
 Ping every month
 Don’t ping

24.
The Importance of
Partnerships
 How to get them right?
 Types of Partnerships (IT eco system)

25.
Developing perspective
 How to build your ideal customer
 How to see the world from his eyes
 How to view him from the eyes of your
competition

26.
How to keep your spirits high

27.
Differentiate
 New sales vs. account growth

28.
Time Management
 How much attention to give to each kind
of client
 Typical day

29.
Success in numbers
 # of opens for your cold-mails

30.
Trusted Advisor
 Trust
 Advisor

31.
Roles – which to focus on?
 Prospectors
 Follow-up-ers
 Closers

32.
Other sources
 Referrals
Work your network (LinkedIn)

33.
Types of players

34.
Who do I Sell To?
 Influencer - Judgers
Some people are there to give an opinion of you and your services. Their
sole goal is to apply some form of expertise (often technical) to allow
the decision-makers to make a good decision. Find out what criteria
these folks are using and give them lots of detail to let them see what
great services you have and how helpful you are.
 Influencer - Blockers
Blockers are a bit like gatekeepers in that they have a solely negative
function in shutting you out. They tend to have more power, however, in
influencing the decision-maker. A financial director, for example, may
put his or her foot down to say that your product is too expensive. A
technical expert may say that you lack the latest gizmos. You often
cannot go around blockers, so find out their negative criteria they use to
shut you out and find ways of getting through them.

35.
Who do I Sell To?
 Decision Makers
These are the real people you want to get to, though you may have to
go through a lot of others. They are the people with the actual authority
to decide to buy your services. They have the budget and the ability to
spend it. Whilst courting these individuals is of course important, do
remember that you have to keep the rest of the client’s organization
happy as well. Any one of them can make or break your day.
 Users
Users may have one or more of the roles above. They may also have no
say at all in the proceedings. Remember that the benefits of the product
that you are selling are mostly for these people. Also remember that the
influencers themselves often do not understand the users very well. It
can be a helpful act to bring these people into the equation. If you can
get a naive user into a state of trust, they can become effective
champions.

36.
The SPIN Model
 Situation Questions
About the existing client situation to establish the background and framework
to ask…
 Problem Questions
About client challenges, difficulties, or dissatisfactions which reveal Implied
Needs. This is a client statement of challenges with the existing situation. You
then develop these problems using…
 Implication Questions
About the effects or consequences of the client’s challenges so that the
challenges become clearer and more significant, leading to…
 Need-Payoff Questions
About the value or importance of a solution to the client’s challenges so that
the attractiveness of your solution is increased. This leads to Explicit Needs or
a client’s statement of a clear want and desire in which your products or
services can resolve. You are then able to show the benefits of how your
products or services can resolve the Explicit Need.

37.
How do I Handle the Sales Call?
 Opening
 Identify yourself and your organization.
 Establish the purpose of the sales call.
 Gain agreement for you to ask questions and take notes.
 Investigating
 Use the SPIN sales questions.
 Demonstrate Capabilities
 Show how your product or service Benefits the client by resolving Explicit Needs which
have been expressed.
 Obtain Commitment
 Check that you have covered all key concerns.
 Summarize the benefits.
 Propose an appropriate commitment and advance.

38.
Reading List
 Managing professional Services, David
Maister
 Predictable Revenue, Aaron Ross

39.
Action Plan (asked for by Bilal)

40.
Push Marketing (40% of your effort)
 Contact generation
 Bought Leads
 Custom/Make your own
 Jigsaw: 1$ / contact, cheaper if you can get a data entry guy to upload your contacts
 ZoomInfo: ??
 NetProspex
 Bundled
 Example/ Cost ???
 LinkedIn
 Your contacts
 Create groups of interest
 Facebook
 Twitter
 Company listings
 Chambers of commerce
 Public Directories
 Network with local partners
 ELance type regional search, PSEB listing

 Appointment setting firms (meeting with qualified leads)
 Salesify.com , 600-1000$/meeting (5000$ or so minimum)
 Trade shows
 Telemarketing
 Cold Calling
 Inside Sales
 Email marketing

41.
Pull Marketing (60% of your
effort)
 Search engine optimization (SEO)
 800$ or so per month
 Pay per click (PPC) advertising
 Google AdSense: $$??
 Blogging and leveraging the blogosphere
 SMM
 Seesmic – good tool to broadcast to linkedin, facebook, twitter etc.
Wish it could also do company blogs since that is supposed to be the
most effective way to get in touch.
 Buzz marketing
 Targeted landing pages
 Conversion tools
 Sophisticated analytics
 You tube
 Get a video made about Allied/Products

42.
Common activities
Article writing
3-4000, for a 1 page, high quality
formatted article
Company research
Manta.com

43.
Follow the money
 Growth or Revenue?
 Company growth usually has a high
correlation with IT project activity
 High growth is usually strongly correlated
to geography and industry.
 Growth in one industry usually spills over to
supporting industries (e.g. Discovery of Oil
also supports Resellers, Logistics suppliers,
Professional services etc..)

44.
Experiences with Lists
 Live with the hunted
 Categories of lists
 By Tech
 By Types of people
 By Geography
 By Industry
 By Job function
 Pros and Cons

45.
How to keep going

46.
Contact Harvesting

47.
Nets, Spears, Seeds
 How to

48.
IT
Networking Hardware Software
Pre-packaged
Products
License Services
Custom Solutions
Install, Maintain Customize/Extend
VAR Business Solutions

49.
Difference in selling Products
vs. Services
Products Services
Predominantly Referral
based

50.
Price
 How is it determined?
 Comparative options
 US Bill rate