Often times when building a product based company, founders overlook the power of empathy. How does your customer want to feel? And what can you provide to deliver that peace of mind? In this talk, Melanie Weinberger will share the techniques she used to bring in over $20,000 in sales at Fit Steady before a single line of code was written. You'll also learn repeatable B2B sales techniques that will help you pull your customer all the way through the sales funnel. Melanie is the founder of Fit Steady, a corporate wellness marketplace that allows companies to book on-site wellness activities for their office. She is also the founder and Executive Producer of the WELL Conference, a conference aimed at elevating the lives of millions of people through compelling content that helps people take care. She cut her teeth in sales during 9 years in the advertising industry, most notably leading digital strategy and business development for a startup in New York City before starting her own company.

1. Pulling in thousands with
zero lines of code
By Melanie Weinberger

2. PowerPoint, Google Docs,
and a stick of gum
By Melanie Weinberger

3. The power of empathy
By Melanie Weinberger

11. Find your north star.

12. Help millions of people live well.

13. Experiment priority chart

14. The concierge MVP toolbox
1. Better than mediocre website template
2. PowerPoint
3. Google docs
4. Paper
5. eLance
6. Balls

15. Prospects give you power.
They will give you
the answers here
Build into
their needs here

16. Start with an email.

17. 1
2
3
4
5

18. In person > phone > email

19. Core Desire Contextual Insight+

20. This is who we are and what we do
for you better than anyone else.
Executives Buyer Employees

21. Stand for something.

22. Transactions vs. Reactions

23. “If Coca-Cola were to lose all of its production-related
assets in a disaster, the company would survive.
If all consumers were to have a sudden lapse of
memory and forget everything related to Coca-Cola,
the company would go out of business.”

25. Build Rapport

26. It’s not about you.
Or your features.
1

27. It’s about their success.

28. Build listening into your presentation
2
“Why did you invite us in?”
“What does success look and feel like for you?”

29. Match your
prospect’s energy.
3

30. Find a human truth that
levels the playing field
4

31. Tell a choose your
own adventure story
5

32. We provide a growing list of on-site
wellness services
Group exercise
classes
Chair and table
massage
Fitness Massage
Interactive seminars
and
1-on-1 consultations
Nutrition & Wellbeing
Work-station setup
for posture alignment
Ergonomics

33. Evoke trust (or is it envy?)6

34. De-risk the buy7

35. Find an opportunity to give first

36. Timelines make it tangible
• Talk with you to
understand your
internal dynamic and
goals
• Establish program
foundation
• Conduct employee
survey to gauge
class type and timing
preferences
Learn
1
Plan
2
Perform
3
Progress
4
• Identify metrics of
success
• Plan schedule
• Announce program
to employees
• Send out invites and
open sign-ups
• Begin program!
• Monthly attendance
reports sent to you
• Monthly satisfaction
surveys conducted
with employees
• Adapt classes/plan
as needed based on
feedback & results
2.5 wks. ongoing

37. Provide a comfortable test-in period

38. Test pricing
Don’t put it on your website

39. Be honest.
It’s not unproven.
It’s an invitation to a VIP startup alpha.

42. Concierge MVP

43. Think through the
full customer experience
1
2
3
4

44. Now think about how to
make it absolutely delightful.
1
2
3
4

45. Logistics are a pain.
So we handled them.

46. Scrappy marketing support

47. Paper feedback loop

49. We deliver real, tangible results.
79% improvement
in stress levels.
Spredfast came to Fit Steady with a goal of
increasing their employees' access to
wellness building activities. After conducting
our employee wellness survey, we found that
stress levels were top of mind for their team.
We brought in our team of massage
therapists for a day of easy-in, easy-out 20-
minute corporate chair massage sessions.
The results were remarkable. Participating
employees moved from 0% feeling very good,
to 79% feeling very good as related to their
tension and stress levels.

51. When it hurts, it’s time to
quantify & clear up bottlenecks

52. 2. Send sales email
1
minute
1. Collect company info
10-­‐15
minutes
3. Email
Correspondence
30
minutes
4. Phone Call
45
minutes
4. In-Person Meeting
90
minutes
5. Survey Creation
25
minutes
6. Report Generation
120
minutes
9. Align Resources
90
minutes
8. Contract Finalization
90
minutes
GO TIME!
OR
7. Phone Call
45
minutes
7. In-Person Meeting
90
minutes
OR

53. Survey evolution

55. Live the why.

56. welltransformation.com

57. Thank you!
Melanie Weinberger
@melruns
fitsteady.com
welltransformation.com