+

Finding Your First [Enterprise] Customer, Then 10 More…

PARISOMASan Francisco, CAAugust 28, 2013

+Today’s (very aggressive) Objectives

By the completion of today’s workshop, you will be able to:

Construct a Sales Framework;

Evaluate gaps and voids in the sales process;

Identify Buyer Types, Stages of the Sales, and Stalls;

Develop Value Statements.

Define milestones & metrics.

Sales Opportunity Canvas

+ Exercise

Think of a Prospective Customer(s)

[2 minutes]

+ Customer Needs

+Why [People at] Enterprises

Buy

+ Revenue

+ Efficiency

- Cost

- Risk

+Exercise

Why does your Customer buy your product?

+ Revenue?- Cost?

+ Efficiency?- Risk?

[3 minutes]

"You‘ve got to start with the customer experience and work back toward the technology -

not the other way around.“ - Steve Jobs, May 1997, World Wide Developers Conference

Obligatory Steve Jobs reference

Challenge #1: Stated vs. Actual Needs

Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here: http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf

Challenge #2: Implied vs. Explicit Needs

1. Situation Questions

Fact-finding questions to establish a mutual understanding of the customer’s

present operation.

SPIN Framework for Needs Analysis

+2. Problem Questions

Questions about a customer’s difficulties or dissatisfactions.

(uncover Implicit Needs Explicit Needs)

SPIN Framework for Needs Analysis

+3. Implication Questions

Questions about the effects or consequences of a customer’s problems.

(shared understanding)

SPIN Framework for Needs Analysis

+4. Need-Payoff Questions

Questions about the value or utility the customer see from your proposed

solutions to problems.

(clarify the benefit)

SPIN Framework for Needs Analysis

+OTOH…

+Exercise

Use a current sales situation

Develop two (2) of each question:SituationProblem ImplicationNeed-Payoff

[7 minutes]

+ Buyer Types

+USER BUYER

ECONOMIC BUYER

TECHNICAL BUYER

PRODUCT CHAMPION

+Why [People at] Enterprises

Buy

+ Revenue

+ Efficiency

- Cost

- Risk

+

Identify the purchasing motivation for each buyer

[EXERCISE]

+ExerciseUse a current sales situation & your

points of contact at your prospective customer

Draw a 4-column grid:

Buyer Type| Person’s Name | Motivation | [Blank]

What is the primary motivation for each Buyer to use your solution?

[4 minutes]

+ Value Statements

+Value Statement Construction

1. It’s not what your product does

2. What customer needs does your solution satisfy?

3. Think numbers

+ “What job are your customers hiring you to do?”

-Clayton Christensen

Now… Write your Value Statement for each Buyer Type, framing your statement in terms of the customer’s problem, not your product.

Hint: Remember the four (4) reasons people buy.

“For [insert buyer type], we …”

+Exercise

Buyer Type| Person’s Name | Motivation | Value Statement

What is the primary reason each Buyer would use your solution?

How does your Value Statement reflect their purchasing motivation?

[10 minutes]

+ Competition & Objections

+Paranoia

“Just because you think everyone’s out to get you doesn’t mean they aren’t.” [paraphrase]

- Joseph Heller

[EXERCISE]

+ Exercise

Why will your customer do nothing?

What is the biggest objection you’ll face?

Who are your competitors?

How will you address this?

[6 minutes]

+

Customer Needs

+ Stages of the Sale

+Primary Stages of the Sale

1. Needs Analysis

2. Evaluation of Options

3. Resolution of Concerns

4. Implementation

+Where do deals usually stall?

A. Qualification

B. Initial Demo

C. Proposals

D. Technical Demo

+Stages + Stalls

A. Qualification

1 . NEEDS ANALYSISB. Initial Demo

2. EVALUATION OF TOPIC

C. Proposal Work Plan

3. RESOLUTION OF CONCERNS D. Technical Demo

4. IMPLEMENTATION

+ Exercise

Where, how, and why are your sales conversations stalling?

What can you do to prevent this?

How can you maintain control?

[10 minutes]

+ Key Metrics & Milestones

+ Exercise

What are the key milestones and metrics that both you and the

customer can agree upon?

[4 minutes]

+ Sales Mapping

+1:1:1:1:1:1 Framework

What needs to happen in the next quarter for the prospect to implement your solution?

What needs to happen in the next month?

What can you do you in the next week?

The next day?

The next hour?

The next minute?

+

Who’s in control of the next step?

+ Customers Needs

+ Implementation & Support

+1:1:1:1:1:1 Framework (again)

If your prospect decided to implement your solution, what would you do:

In the first minute? In the first hour?

In the next day? In the next week?

In the next month? In the next quarter? In the next year?

+ Exercise

Draw a 2-column table:

Time Period | ActionWrite down what you would need to do

in the first minute, hour, day, week, month, quarter, and year.

[4.5 minutes]

+ Contracts & Economics

+ Exercise

How many seat licenses?

Billing cycles?

Budget cycles?

Signatory?

Renewal clauses?

Right to cure?

[3 minutes]

+ Customers Needs

+

The Rules of [Enterprise] Selling

+

The sale always takes longer than you think it should and

longer than the prospect tells you it will.

Assume 1 month per $10,000

The decision-maker that counts the most is usually

invisible to you.

There is always more than one decision-maker.

It’s never about price.

+Sales Interactions per Revenue

Revenue per year # of sales interactions$10 1

$100 2$1000 4

$10,000 8$100,000 16

$1,000,000 32$10,000,000 64

$100,000,000 132

+About SalesQualia

Mission: Improve Sales Performance.

Services & Solutions Knowledge Products Advisory & Consulting Enterprise Sales Recruiting

People Scott Sambucci, Founder

scott@salesqualia.com | (415) 596-0804 | @salesqualia

Robert Wharton, Production Manager robert@salesqualia.com | (405) 414-9712

+Knowledge Products In-person Workshops

Books & Learning “Startup Selling: How to sell if you really, really have to and

don’t know how.” (www.amazon.com/dp/1468159240) “52 Sales Questions Answered: A Q&A Guide to Sales &

Customer Development.” www.amazon.com/52-Sales-Questions-Answered-Development/dp/1484916352)

Sales Opportunity Canvas

Sales Model Canvas (Fall ’13)

+Advisory & Consulting

Tailored ½ and full day onsite workshops

Longer Advisory Engagements

Weekly/bi-weekly sales coaching for CEOs, Managers, & Individual Sales Professionals

Sales Compensation Plan development

+Enterprise Sales Recruiting

Sales Development Representations

Account Executives

Client Directors

Sales VPs

+www.salesqualia.com

@salesqualia

Scott Sambucci, Founderscott@salesqualia.com | (415) 596-0804 |

@salesqualia

http://www.quora.com/Scott-Sambucci

Robert Wharton, Production Managerrobert@salesqualia.com | (405) 414-9712