selling for the lean startup: customer development workshop
DESCRIPTION
Presented by Scott Sambucci, SalesQualia. About the Workshop: To test an MVP, you need customers. And Customer Development means you need to know the a few basic sales skills. This workshop focuses on understanding the customer pain (Customer Discovery) and then showing them you can solve it (Customer Validation). This 3 hour activity-based workshop began with effective methods for finding potential customers (salespeople call this "prospecting"), then what to say and how to say it to your potential customers (a.k.a "making sales calls"). These first customers enable you to validate your product idea and build your business model. By employing a few simple principles and developing a structure for your Customer Discovery calls, you'll accelerate your learning. Work smarter, not harder. Skills covered: - How to research referrals before you call them; - How to identify new potential customers; - How to maximize your time at conferences & industry events. The last part of the workshop discussed "Sales Mapping" - a technique to plan and prepare for any Customer Development conversation. - Convert your potential customers into paying customers; - Reduce sales call anxiety; - Focus on your product development and learning. This workshop was organized and hosed by the Lean Startup Circle Meetup Group on 12/17/12: http://sanfrancisco.leanstartupcircle.com/events/92283432/TRANSCRIPT
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Selling for the Lean StartupScott Sambucci | SalesQualiawww.salesqualia.com
Lean Startup Circle2012-12-17
+What we’ll cover
ProspectingFinding, Researching, CallingValue StatementsVoicemailsConferences
Sales Mapping
Long Term Goal: Develop a predictable, replicable, scalable sales framework that you can hand over AND manage.
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ProspectingResearching
FindingCalling
+Prospecting is coding
Need to do it consistently for long, focused stretches.
And you need to do it. Code won't improve itself and neither will your sales channel.
Build. Measure. Learn.
Work smarter, not harder.
+Cold Calls are dead. New Calls are necessary.
Find a handle. Add value. Customize your message.
Confirm. Ask. Explore.
Look for Groups and Titles that match your economic buyer. (i.e. Analyst, VP, Managing Director, Director of Marketing, VP of Sales, CFO, CTO)
Predictable Revenue (Aaron Ross)
+LinkedIn: Case Study
Agency CMO & RMBS Group
Lead: Neal Aggarwal, Jeffries & Company Formerly with C12 Capital
Google Search: Jeffries & Company
+Shared Connections
+Value Statement
“We’ve developed a mortgage risk indicator that can predict defaults in currently performing mortgages assets with a 75% accuracy rate. For a typical non-agency RMBS, that equates to more than a $500,000 differential over the life of the security.”
+ “Hi Neil. This is Scott Sambucci with
CoreLogic. I saw that you were a member of the RMBS group on LinkedIn and thought you’d be a good person to call.”
“Are you primarily trading non-agency RMBS?” (Confirm)
“How are you evaluating potential defaults of currently performing assets in your securities?” (Ask)
[Value Statement] (Explore)
+Stop calling people
Cap yourself at 2 VMs, then push to drip campaigns [spreadsheet example]
If they're not returning you're calling, they're: Not interested You're using the wrong medium They are really busy, in which case they are
an ideal candidate for your product…
+Voicemails
What is you value statement for THAT person?
+Prospect Call Framework
For Every Call…1. Value Statement2. Voicemail Message3. Industry Topics• Recent news article• Upcoming or recent Conference• Press Release about their company
+EXERCISE
Locate a target candidate
1. Develop a Value Statement for THAT person
2. Script a Voicemail
3. Locate three (3) “Go-to” topics for the conversation
Share with the class
[20 minutes]
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+
ProspectingGo Forth &
Multiply
+Find Your Inbound Leads
Huh?
Remember: No one cares about you.
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Add value, add value, add value
Drag picture to placeholder or click icon to add
“I saw this article on HousingWire. What do
you think about...?”
+EXERCISE
• Find two (2) places where you can contribute to your industry’s conversation.
• Outline two (2) topics that you can write about by Friday.
[10 minutes]
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Prospecting@Conference
s
+ Pre-Conference
Drag picture to placeholder or click icon to add
+Pre-Conference Use the conference agenda to find speakers.
Add value, add value, add value.
Set up meetings before the conference
Set meetings first before you buy a plane ticket. My rule is 3 meetings/day
Offer to volunteer in exchange for a badge
Make a friend with someone who can get you attendance list Marketing agencies, sponsors, big
customers
Pre-Conference
Pre-Conference
+The email text(~1000 sent , ~60 replies)
Just a quick check in to see if you're attending next week's ASF conference in Orlando. I'll be there with our Market Analytics team (booth and all!) from Sun-Wed. We've got some very cool new applications launching soon - would love to give you a sneak preview.
If you are, shoot me a quick reply so we can get together - - coffee, meeting before/after sessions - whatever works. (I know these conferences don't always line up with your day-to-day work, but figured it's always good to ask.)
Many thanks - looking forward to your reply.
- Scott
[spreadsheet]
+ At the Conference
Drag picture to placeholder or click icon to add
At the Conference
At the Conference
+
Don’t Sell. Discover.
At the Conference
At the Conference
+At the Conference
Set day/time block goals & objectives
Blog & Post about speakers
Discover, don’t sell
No Demos
Stick & move
+ Post-Conference
Drag picture to placeholder or click icon to add
+Post-Conference
"I was at Dreamforce last week and saw a really interesting presentation that think you'd be interested in…”
Add value, add value, add value.
+EXERCISE
• Identify two (2) industry conferences in the next six months
• Find the speaker & attendee list
• Find the conference organizer and schedule a time to contact them directly.
[15 minutes]
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Free Book(Because that’s how I roll)
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Sales Mapping
+Sales Mapping: Build. Measure. Learn
Build: State Your Call Objective Consider All Possibilities And Outcomes Identify Tasks That Lead To Your Objective Visualize The Process
Measure: Document What Happened
Learn: Iterate Your Map
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+EXERCISE
Build Your Sales Call Map1. What is Goal For This Call?2. Assume Prospect Answers:
What Is The First Question You Will Ask?
3. List 2-3 Common Answers4. What Will You Say Next
[15 Minutes]
+What we did
ProspectingFinding & ResearchingValue StatementsVoicemailsConferences
Sales Mapping
Exercises
+Find Me
Scott Sambucci| SalesQualia
@salesqualia | www.salesqualia.com
www.youtube.com/salesqualia
www.quora.com/scott-sambucci-salesqualia
415-596-0804 | [email protected]