SVFI June 18, 2013 Marketing & Sales - Russell Klusas

7/28/2019 SVFI June 18, 2013 Marketing & Sales - Russell Klusas

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Selling More thanSales

Founder Institute 2013



Founder Institute

A BIT OF

BACKGROUND



Founder Institute

GENERALIST MANIFESTO



Founder Institute

LET’S TALK ABOUT SOME SPECI


http://slidepdf.com/reader/full/svfi-june-18-2013-marketing-sales-russell-klusas 5/46Founder INstitute

Individuals

Anthropology

Psychology

Game Theory

Behavioral

Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

Individuals

People are the key to selling.Understand people -- reallyunderstand people, and you’llnever have trouble selling

things.



Individuals

Anthropology

Psychology

Game Theory

Behavioral

Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

Face/Body

LanguageAcademics tend to say that90% of all communication isnon-verbal. Dr. House sayseverybody lies. If either of them are right, then learning

to read facial expressions andbody language could beincredibly helpful.



Individuals

Anthropology

Psychology

Game Theory

Behavioral

Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

AnthropologyUnderstand individuals willallow you to get things done.Understanding groups of people, even entire societies,and you’ll be able to predictthe future.



Individuals

Anthropology

Psychology

Game Theory

Behavioral

Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

Psychology

Psychology. Neurolinguisticprogramming. Mirroring.Anchoring. This stuf is superuseful. Learn it.



Individuals

Anthropology

Psychology

Game Theory

Behavioral

Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

Game Theory

The study of strategic decisionmaking. Does that sound likea bad skill to have?



Individuals

Anthropology

Psychology

Game Theory

Behavioral

Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

BehavioralEconomics

People are shockinglyirrational, yet oftenpredictable human beings.

Open this can of worms, andyou will get addicted.



Individuals

Anthropology

Psychology

Game Theory

Behavioral

Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

Problem SolvingProblem solving / creativethinking is a muscle. Exerciseit. Grow it. Learn to seeopportunities whereeverybody else can only seeroadblocks.



Individuals

Anthropology

Psychology

Game Theory

Behavioral

Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

Finance / Math

Learn enough about financeand math to understand abalance sheet, read an incomestatement and calculate an

ROI.



Founder INstitute

Individuals

Anthropology

Psychology

Game Theory

Behavioral

Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

Code

There is no excuse forsomeone working in tech notto understand at least thefundamentals of webdevelopment.

Learn some basic HTML & CSS.It’s way easier than you think.



Founder INstitute

Individuals

Anthropology

Psychology

Game TheoryBehavioral

Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception



Founder INstitute

Individuals

Anthropology

Psychology


Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception



Founder INstitute

Individuals

Anthropology

Psychology


Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

Legal

Save yourself thousands of dollars, potentially millions inprofits and countless unhappysurprises. Learn to read, writeand assemble boilerplatecontracts.

http://startupcompanylawyer.com

http://startupcompanylawyer.com/







Founder INstitute

Individuals

Anthropology

Psychology


Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

NetworkingA large and influential networkof friends and colleagues thatlike, trust and preferably oweyou a favor may be the mostpowerful thing you can have in

sales.



Founder INstitute

Individuals

Anthropology

Psychology


Econ

Problem

Solving

Finance / Math

Code / Tech

Legal

Networking

Deception

Deception

It would be great if everyonewas a “good person,” butthey’re not -- so it’sirresponsible not to learn thedeception/manipulationtechniques that will be usedagainst you.

Warning: These are defensivetactics. Use them of ensively andyou will get burned.



Founder Institute

KNOW YOUR SHIT . . .



Founder Institute

YOU

YOUR COMPETITION

YOUR COMPANY

SALES

PROCESS



Founder Institute

YOU



Founder INstitute

Your worth

Your reputation is everything.

Protect it at all costs.

Don’t sell shit.

Don’t sell shit shitty.

Your worth

Product worth



Founder INstitute

Product Worth

Don’t price based strictly oncosts, margins or anythingelse -- price based on thevalue your product provides to

the customer.

Your worth

Product worth



Founder Institute

YOUR COMPETITION



Founder INstitute

Founder’s background

Funding

How do they make th

Age

Revenue

Biggest expenses?

Customers

Staf /Hiring

Sa

Industry Averages

Decision Makers

What keeps them awake at night?

Features

Benefits

Pivots

Wh



Founder INstitute



Founder Institute

YOUR COMPANY



Founder INstitute

Type of Business

• Price

• Features

• Marketing

•

Niche

• Sustaining vs Disruptive

Type of Business

Type of

Revenue

Sales Method



Founder INstitute

Type of Revenue

• Advertising

• Commerce

• Subscription

• Transaction Processing

• Referral or Peer-to-Peer

• Licensing

• Data

Type of Business

Type of

Revenue

Sales Method AVC - Wilson



Founder INstitute

Sales Method

• Price/Feature Based

• ROI

• Consultative

• S.P.I.N

Type of

Business

Type of

Revenue

Sales Method



Founder Institute

SALES

SELLING MORE THAN SALES ACTUAL



Founder INstitute

WindOppListensomet

to gconveconve

ListeningDon’t use the time yourcustomer is talking to thinkabout the next thing you’regoing to say.

Open Ended

Question Never ask a question thatcould be answered with one

word. Ask questions that willresult in significant sharing.

Interest GeneratorWhat are you going to say inthe first 10-15 seconds thatwill keep them from walkingaway, hanging up or hittingdelete.

Lear“No”You’re

Learn motiva “no”be a “

CRMCustomer RelationshipManagement gets more and

more important as you grow.At first it’s memory, thenemail, then excel/google doc,then Asana/Highrise, thenSalesforce/SugarCRM/etc.Watch out for RelateIQ --huge potential.

Closing TechniquesMost closing techniques areshit. The only one you HAVE

TO know is “Ask for the sale.”That being said, the followingcan be useful in deployed inthe proper context: trial,alternative, assumptive,conditional, and yes.

OvercomingObjectionsWrite down every objection

you hear. Come up with 3-5rebuttals. Try them out. Findthe 2-3 that work and haveeveryone on the teammemorize them.

SELLING MORE THAN SALES ACTUAL SKILLS

SELLING MORE THAN SALES ACTUAL



Founder INstitute

SELLING MORE THAN SALES ACTUAL SKILLS



Founder Institute

THE PROCESS



Founder INstitute

Step 1: Rank your potential customer 1



Founder INstitute

Step 2: Attack from the bottom up.



Founder INstitute

Step 3: Be realistic with numbers 100 - 10 -1



Founder INstitute

Step 4: It’s not as scary as you think. Just



Founder INstitute

Step 5: Cold Call . . .I mean Cold Ema



Founder INstitute

Step 6: Get the meeting? Great! Now shut-listen.



Founder INstitute

Step 7: Get past the first meeting? Refer bbeginning.



Founder INstitute

Step 127: Close the deal.



Founder INstitute

Step 128: Count your money.



Founder INstitute

Step 129: Ask for a referral. Referrals are



Questions?Russ Klusas

[email protected]

mailto:[email protected]

mailto:[email protected]

SVFI June 18, 2013 Marketing & Sales - Russell Klusas

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