driving sales at your startup
TRANSCRIPT
Private and Confidential — Eric Janssen 2017
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Sales Fixes Everythingejanssen.com
Intellitix is the leading global independent technology platform
for live events.
From farm fields to fairways, Crossfit to Comic-Con.
THEY TRUST US
Build or Sell
There is nothing else.
Lesson #1: Know your Sarah.
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Private and Confidential — Intellitix 2017
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She’s a hardass, but in the end she’s pretty great.
MEET FESTIVAL SARAH
About Her
She is passionate about her career and views organizing festivals and
events as a mission not a job. She’s wants growth (monetary) and the
optics of success, but needs the certainty that trusted partners bring.
Significance
Certainty
Growth
Her Needs
Ideal Customer Profile
Who is she?
What does she want?
What does she value?
How does she find us?
What would help her at each stage of the buyers journey?
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Want to see a great process?
Lesson #2: Get validation early.
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3 Simple Ideas
1.Talk to every customer that you have and ask them why they work with you.
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“My goal is to understand what you like about us, don’t like about us and what we can do to make our product better. I’ll let you take the floor.”
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3 Simple Ideas
1.Talk to every customer that you have and ask them why they work with you.
3. Talk to 100 potential customers and log everything.
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Date Biggest Challenges Quantified Pain
What are the things you would fire
someone over?
Customer 1
Customer 2
Customer 3
Customer 4
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3 Simple Ideas
1.Talk to 100 potential customers and log everything.
2. Talk to every customer that you have and ask them for feedback.
3. Reach out to every new customer and ask them why they joined.
What motivated you to sign up?
Why specifically did you choose us?
Everything
product roadmap, pitch deck, discovery script, website…
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Feedback from 100 Prospects
Feedback from New Customers
Feedback from Current Customers
Lesson #3: Learn to tell a story.
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Private and Confidential — Eric Janssen 2017
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Meet Zac Alsop.
Private and Confidential — Eric Janssen 2017
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Private and Confidential — Eric Janssen 2017
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Start With: Who is my audience and what is my main message to them?
Lesson #4: Tell the story where your customers are.
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Cast a net!
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http://do.thelandingpagecourse.com/
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Lesson #5: Focus on the big rocks.
(with a little task list)
Tier 1: Top 25; focus on 5/month
Tier 2: Next 100; semi-automated lead-gen
Tier 3: Practice
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Who is your dream customer?
What could you do to get their attention?
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What would you spend to sell this?
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What would you spend to sell this?
Vendor Overload
The Goal: Get a Response
Be a Real Person
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Initiative Cost Impact Potential Confidence Time
RequiredImpact Timing Total
1ABM Campaign Low High Medium Medium Q3
(1-3 Score) 3 3 2 2 3 13
2New Website High High Medium High Q4
(1-3 Score) 1 3 2 1 1 8
Do things that don’t scale.
Lesson #5.5: Don’t be Frank.
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Focus on the ‘red zone’.
