Sales  No  Sales,  No  Glory    Author:  Eva  Hukshorn  

 

     

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1.  EFactor  is  a  Smart  Network  that  matches  entrepreneurs  with  the  very  people  who  can  help  them  grow  

2.  Finding  Business  Partners:  from  partners  to  investors,  from  coaches  to  customers  

3.   Largest  Entrepreneurial  Network  in  the  World  with  1mio  members  in  185  countries  

4.  An  online  community  Offering  you  a  network,  knowledge,  events,  and  every    business  resources  you  need  to  succeed  @  discount!  

5.   GO  Online,  fix  your  personal  profile  &  company  profile  and  get  MATCHED!  

It’s  not  about  connecPons  -­‐  it’s  about  the  right  ones…  

Eva  Hukshorn:  An  introducIon  

•  Work  Experience  -  Current:    Partner  EFactor  

     Board  of  Advisory:  TreFoil  Energy  /  CleanDrinks  /          Global  Thinkers  /  ShowLinq  

         Coach  Startup:  Bootcamp  Amsterdam  /  New  Venture  McKinsey  -  2009  –  2010:  Dutch  BouIque  –  Marktlink  Mergers  &  AcquisiIons,  Amsterdam  -  2007  –  2009:    Royal  Bank  of  Scotland  –  Corporate  Finance,  Amsterdam  -  2004  –  2009:    ABN  AMRO  –  Corporate  Finance  New  York,  Amsterdam  -  2003  –  2004:    Accenture  –  ConsulIng  London,  Amsterdam  

•  EducaPon  -  1997  –  2002:  MSc  Economics,  Finance  –  University  of  Groningen,  the  Netherlands  -  2003:      InternaIonal  &  Asian  Studies  –  NaIonal  Sun  Yat-­‐Sen  University,  Taiwan  -  2009  –  2011:    CerIfied  Management  AccounIng  (CMA)  –  InsItute  of  Management  Accountants    

       (IMA),  United  States  -  2009  –  2011:    Colloquium  General  &  Modern  Art  –  Academy  for  History  of  Art,  the  Netherlands  -  2012:    InternaIonal  Financial  Report  Standards  (DipIFR)  –  AssociaIon  of  Chartered  CerIfied  

       Accountants  (ACCA),  United  Kingdom    

     

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FUNDING  TUESDAY,  EVERY  TUESDAY  

So  what  can  you  expect  from  us  each  Funding  Tuesday?  

1.   Webinars  on  EFactor  on  Finance  &  Funding  related  topics  in  the  EVENT  SecIon  

2.  Blogs  &  interviews  with  informal  investors  and  funded  entrepreneurs  with  Ips  &  tricks  in  the  BLOGS  secIon  under  NOW  

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3.  Finance  &  Funding  related  arIcles  on  NOW  feed  

4.  In  the  Finance  &  Funding  GROUP  on  our  website  you  will  find  Q&As  of  the  webinars  under  NETWORK  

5.  In  the  KNOWLEDGE  base  you  will  find  more  and  more  presentaIons  on  Finance  &  Funding  related  topics,  including  the  webinar  presentaIons  

6.  And  if  you  become  a  VIP  MEMBER  you  will  personally  be  supported  on  your  Finance  &  Funding  related  quesIons  

Webinar  Program  Overview  2012  

June  19:    Business  Plan  WriIng  -­‐  A  Roadmap  to  Success  July  3:      Pitching  &  PresentaIon  -­‐  3  Minutes,  1  Impression  July  17:    Strategy  -­‐  A  Vision  for  the  Future,  A  Strategy  for  Gehng  There  July  31:    BudgeIng  &  ForecasIng  -­‐  PredicIng  the  Outcome  Aug  14:    Working  Capital  -­‐  An  Unknown  Key  to  Success  Aug.  28:    Capital  Management  -­‐  Playing  with  Risk  Sept  11.:    Funding  &  Investments  -­‐  Some  Sources  are  More  Equal  then  Others  Sept.  25:    ValuaIon  -­‐  Art  or  Science  Oct  9:      Exit  Strategy  -­‐  Nice  to  Have  or  Need  to  Have?  Oct.  23:    Bootstrapping  -­‐  An  AlternaIve  Answer  to  Funding  Nov  6:    Crowdfunding  -­‐  The  Power  of  Friends,  Family  and  Fools  Nov.  20:    Networking  -­‐  Nice  You  have  3000  Friends,  I  have  30  Relevant  ConnecIons  Dec.  4:    MarkeIng  &  (Social)  Media  -­‐  Noise  or  Value?  Dec.  11:    No  Sales,  No  Glory  Dec.  18:    Most  Common  Mistakes  of  Entrepreneurs  

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What  is  the  difference  between  MarkeIng  and  Sales?  

MARKETING   SALES  

APPROACH   InteracIon   Matching  

PROCESS   One  to  many   Usually  one  to  one  

FOCUS   Fulfill  customer’s  needs   Purchases  /  orders  

HORIZON   Longer  term   Short  term  

SCOPE   IdenIficaIon,  storytelling   Persuasion  

STRATEGY   pull   push  

CONCEPT   Wider   Narrow  

PRIORITY   Reaching  customers   Result  driven  

Source:  www.diffen.com  

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MarkeIng  is  about  making  yourself  visible  

Sales  is  about  engaging  your  target  into  acIon  

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Different  type  of  sales  people  in  different  stages  of  product  life  cycle  

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PRODU

CT  SAL

ES  

INTRODUCTION   GROWTH   MATURITY   DECLINE  

KNIGHTS   SOLDIERS   GENERALS  

Different  types  of  sales  people  described  

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GENERALS  

•  CombinaIon  of  Knights  &  Soldiers  

•  Omen  higher  educated  •  Expensive  •  Management  +  sales  

KNIGHTS  

•  Evangelist  •  No  structure  •  Independent  •  Hate  rules  &  processes  

SOLDIERS  

•  Growth  •  Processes  •  Product  &  market  fit  •  Numbers  game  

Building  a  solid  sales  team  

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Learn  to  sell  yourself  

Work  with  people  you  hire  

Hire  people  hungry  for  growth  

Hire  people  who  are  not  afraid  to  ask  

MarkePng  deals  with  slower  leads  

Be  careful  with  established  sales  people  

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Different  stages  of  the  product  life  cycle  require  different  messages  

BRAND  AWARENESS   SALES  ENCOURAGEMENT   LOYALTY  

PRODU

CT  SAL

ES  

INTRODUCTION   GROWTH   MATURITY   DECLINE  

Determine  the  goal  of  your  message  and  communicaIon  

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BRAND  AWARENESS  

TEASING  &  POSITIONING  •  RecogniIon  •  Messages  frequent  &  

consistent  •  PosiIve  feelings  •  Awareness  of  USP  •  “Experience”  

SALES  ENCOURAGEMENT  

ACTIVATING  &  CONVINCING  •  Understanding  problem  •  Awareness  of  ‘how’  problem  

is  solved  •  Products  &  services  are  

easily  accessible  •  AdministraIon  process  are  

clear  &  pracIcal  

LOYALTY  

SATISFACTION  &  RELATION  •  ConInuous  dialogue  •  Deliver  promises  •  Solve  problem  •  Create  long-­‐term  relaIon  •  RelaIon  conInues  even  

amer  product  or  services  is  delivered  

55%   35%   10%  

Note:  www.BiTSEN.nl,  Frans  de  groot  /  Toon  ten  Cate  

Choose  your  sales  channels  carefully  

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BRAND/IMAGE  –  TEASING  Radio  Public  transport  Free  Publicity  Press  release  

Guerilla  Bill  Boards  Spectacular  SMS  

Tell  a  friend  Cars    

BRAND/IMAGE  –  POSITIONING  Television  Magazines  Advertorials  Press  interviews  

Brochures  Website  News  Rooms  Podcasts  

Flicker  Video  /  YouTube  Partners  TV  shows  

   

 

SALES/TRAFFIC  -­‐  ACTIVATING  Conferences  Congresses  Seminars  Direct  mail  

E-­‐mail  TelemarkeIng  Leaflets  AcIon  website  

Free  cards  Point  of  traffic  Newspapers  SEO  /  SEA    Social  communiIes*    

LOYALTY  -­‐  RELATIONSHIP  Blogs  Widget  TesImonials  Book  wriIng  

Member-­‐brings-­‐in-­‐member  In-­‐house  /  online  magazine  

Individual  entertainment  &  business  relaIonship  building  events  

LOYALTY  -­‐  SATISFYING  Membership  Cashback  card  Events  Newslevers  

News  updates  Forum  EducaIon  Apps    

Online  games  Panels  Mentoring  Q&A    Video  calling  Workspace  

SALES/TRAFFIC  -­‐  CONVINCING  Sales  promoIon  Premium  Services  Personal  sales  Sales  presentaIons  

Sales  training  Sales  coaching  Product  folders  Sampling  

Trials  Case  studies  TesImonials  Post-­‐ordering  Catalogue  Display  

Note:  www.BiTSEN.nl,  Frans  de  groot  /  Toon  ten  Cate  

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IdenIfy  the  characterisIcs  of  your  products  /  services  

Know  what  your  are  selling:  create  a  SWOT  of  your  product  

POSITION

VISION

BRANDING

ALLIANCES

FEATURES

SUPPORT

PRICE

COMPETITION

SALES CHANNELS

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A  general  sales  process  

IdenIfy  Leads  

Make  Sale  

Proposal  

Pitch  

Decision  Makers  

Amer  Care  

Some  points  to  keep  in  mind  before  starIng  the  sales  process  

1   Start  selling  in  idea  phase  

2   Know  your  customer  

3   Every  customer  is  important  

4   Customize  at  the  start  

7   Comparing  related  products  

8   Play  around  with  messages  

Startup  sales  is  about  keep  on  going,  again  and  again  and  again…  

9   Always  be  yourself  

5   Who  pays  the  bill?   10   Keep  on  going  

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6   Talk  about  needs  not  costs  

Most  common  mistakes  

10   Ask  for  the  deal  

18  Don’t  forget  to  ask  for  the  deal!  

9   Pick  strategic  buyers  carefully  

8   FFF  do  not  count  for  sales  

7   Careful  with  discounts  

6   Cheaper  is  not  bever  

4   Always  follow  up  

3   Not  tesIng  

2   Forgehng  to  sell  

1   Not  knowing  your  customer  

5   OpImize  your  sales  funnel  

Impressing  without  words  

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SMILE   EYES   POSTURE   ATTITUDE  

HANDS   VOICE   DRESS   ACCESSORIES  

•  C  =  Chemistry  •  F  =  Fun  •  T  =  Time  •  Cl  =  Click  

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Conclusion  1:  

C2 x F x √T = Cl

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Conclusion  2:  

SALES IS A NUMBERS GAME!

Webinar  Program  Overview  2012  

June  19:    Business  Plan  WriIng  -­‐  A  Roadmap  to  Success  July  3:      Pitching  &  PresentaIon  -­‐  3  Minutes,  1  Impression  July  17:    Strategy  -­‐  A  Vision  for  the  Future,  A  Strategy  for  Gehng  There  July  31:    BudgeIng  &  ForecasIng  -­‐  PredicIng  the  Outcome  Aug  14:    Working  Capital  -­‐  An  Unknown  Key  to  Success  Aug.  28:    Capital  Management  -­‐  Playing  with  Risk  Sept  11.:    Funding  &  Investments  -­‐  Some  Sources  are  More  Equal  then  Others  Sept.  25:    ValuaIon  -­‐  Art  or  Science  Oct  9:      Exit  Strategy  -­‐  Nice  to  Have  or  Need  to  Have?  Oct.  23:    Bootstrapping  -­‐  An  AlternaIve  Answer  to  Funding  Nov  6:    Crowdfunding  -­‐  The  Power  of  Friends,  Family  and  Fools  Nov.  20:    Networking  -­‐  Nice  You  have  3000  Friends,  I  have  30  Relevant  ConnecIons  Dec.  4:    MarkeIng  &  (Social)  Media  -­‐  Noise  or  Value?  Dec.  11:    No  Sales,  No  Glory  Dec.  18:    Most  Common  Mistakes  of  Entrepreneurs  

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HTTP://WWW.EFACTOR.COM/VIP  

Thank  you!    

This  document  was  prepared  and  wrimen  by  Eva  Hukshorn.  Several  people  and  organizaPons  

have  inspired  her  to  write  this  presentaPon,  amongst  which  are,  but  not  limited  to  the  

Founders  of  EFactor,  ABN  AMRO/RBS,  University  of  Groningen,  InsPtute  for  Management  

Accountants,  Aurium  Prince