What You'll Learn: - Ways to better understand the industry you're prospecting into - How to create pressure on your prospects (in a good way) - How to demonstrate the value of your solution in terms your prospects understand - How to help your prospects overcome the fear of change - How to have empathy when selling to niche industries

1. Actionable Tips For Selling
Into Challenging, Niche
Markets
SALES HACKER WEBINAR
@saleshacker

2. Understanding the niche industry and market.
Generating leads and demand in an analog world.
Creating the “burning platform” and demonstrating solution value.
Helping the niche buyer overcome fear of change.
Incorporating empathy and transparency to produce results.
Agenda
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3. ✓ Currently leading a championship team of SDR's as the
Sales Development Manager for LEAP Legal Software
US
✓ Previously a sales leader at AT&T with over 5 years'
experience in high velocity retail sales and
management.
"Malcolm is one of the more creative thinking leaders I have
had the privilege to work with. Always willing to try new
things to accomplish a goal, a very inspirational individual to
partner with. I always enjoyed the time I spent with Malcolm
creatively thinking about sales solutions!"
–Jonathan Hunt, Director of Sales AT&T
Malcolm J. Smith
“

4. “I’m proud to have been a client of Miles. He worked tirelessly to make my team
successful. He put our interest ahead of his own. In doing so, he took a relatively
unknown company and positioned them against a field of strong competitors to win
our business. He earned our trust and impressed my team every step of the way..”
– Chris Donato, VP DXC Technology
Miles J. Varghese
“
✓ Previously lead sales for LiveNinja, raised fromCiti Ventures
& Comcast Ventures, acquired by public telecomin 2016. Closed deals
with top enterprises including HP Enterprise, Logitech, Rebecca
Minkoff, etc.
✓ Currently at OCTOPI, helping take new product to market within legacy
maritime shipping & logistics industry. 1 Enterprise Client to 7 in less
than two years.

5. ✓ Earned results for brands such as: MLB, Grainger,
Mattermark, Contactually, DocSend, Klipfolio, Pipedrive,
Sales Hacker, GoSkills.
✓ Built a conversion focused SEO program @ Pipedrive,
ranking #1 for high-vol. terms like “Sales Management”
“His SEO and content strategy chops, auditing, and analysis skills
are world-class. Gaetano's SEO audits contained a level of depth
that was far superior to any agency I have ever seen.”
– Brad Zomick, VP Marketing @ Pathgather
Gaetano DiNardi
“

6. So how much do you really
need to know about your
Customer?

7. Understanding the niche
industry & market.
o READ. Books, Textbooks, Manuals - whatever you need to do.
o Sign up for the right blogs and stay up to date on industry news
o Attend conferences. Test your theories and value propositions.
o TALK. First to your client, second to an industry peers,
“innovators”, tenured mentors, consultants
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8. How can we prospect in a
niche industry with
limited lead sources?

9. Generating leads and demand in an analog
world.
o Attend relevant trade shows, conferences, forums.
o Speak. Trade “technology” for tickets.
o Commitment to prospecting process and consistency.
o Social Selling! Engage, connect, and personalize -
everything.
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10. What’s the best way to help
the niche buyer uncover
their business needs?

11. Creating the “burning platform” and
demonstrating solution value.
o Building Trust through expertise and time spent understanding the
Client.
o Case studies & white papers.
o Sharing relevant stories with the Prospect.
o Don’t be afraid to challenge the “aint-broke-dont-fix-it” mentality.
(BUT be prepared to do so!)
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12. How can we help our
Prospective Clients power
through their doubts about
us?

13. Helping the niche buyer overcome fear of
change.
o Know the Customer’s business, journey, motivations. Anticipate what
they need based on conversations and your expertise.
o Make them nod in agreement - throughout their Customer Journey.
o Leverage social proof, referrals, testimonials to help get buy-in.
o Offer a joint-demonstration meeting between the Prospective Client
and one of your existing ones.
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14. How can I get the skeptical
buyer to trust me in a world
where “sales” doesn’t have a
strong reputation?

15. Incorporating empathy and transparency
to produce results.
o Drop the ego - no matter what. They were here before you.
o Operate transparently and honestly & remind them that you are.
o Don’t rush the process - and don’t burn bridges rushing the process.
o Don’t be afraid to break industry norms, process, and traditional
industry thinking/behavior.
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16. Internalize the Client’s business - know what they need before they do.
Go to where your market is - trade shows, conferences, websites, etc.
Know how to explain and justify your Product’s value to Prospects.
We’re all human - connect with your Buyer on a deep level.
Operate with integrity and win lifelong Clients through trust.
Key takeaways
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