sffi june 22 customer development: walter roth
TRANSCRIPT
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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Lean Sales TrainingCustomer + Founder Development
Presentation for Founders Institute
June 22nd, 2015
Walter R. Rothinward inc
cofounder + ceo
@walter_rot@rea!inward
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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Outer
Closin" # $penin"
%aste # &ime
&ar"et ' ( )uestions
10 *teps
Dail Pipeline
Pilot "reement Close
few te!ni-ues .e/"/, "o ne"ative/
Inner
Founder Awareness&ou"ts, motions, *ensations
affe!tin" our vision and ee!ution/
&oo emotionall atta!ed to idea34in" to self3
Customer
Awareness&oo atta!ed to status -uo .ud"et3
motionall en"a"ed3
4in"3
6eeds a *oftener3
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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Your omewor! "# items$%
&. Inter'iew (uestions ") hr$
.%rite a !ustomer interview s!ript for ea! Pro7e!t tat will ta8e
at least 20 minutes to !omplete and in!lude at least ten openended -uestions/ 9esear! est pra!ti!es in Customer
Development for te various Pro7e!ts to !reate te -uestions .
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*. , Inter'iews "- hr$
. , / * 0aragra1h Anal2sis "& hr$
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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eadstart ...
= &e open is te !lose: 1 "enda, 2 De!ision at end, (
Potential net steps3
= %o is our tar"et3 >ow "et to tem3 ;etri!s///
= &e ( -uestions? % u antin"3? % u from us3? % u now3
= ;Pain/ %at "ets tem emotionall en"a"ed3
= &e ;Pilot/ %at is a sliver of our solution3
= &e 10 *tep pipeline/ >ow rate opportunities/
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3e clear of what comes ne/t when
doing customer de'elo1ment.
There will 4e 1ain ...
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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Founder Awareness&oo atta!ed3
Pain,
Pain,
Pain
Budget, Budget,
Budget Process,
Process,
Process
Customer target?
W h y a n y t h i n g ? U s ? N o w ?
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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Open your eyes to potential
landmines ...
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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Ste1 on them fast5...
“Because I’m a technical founder, and not good at the sales
thing, especially talking about money, mind if e get that out
of the ay and start ith a fe !uestions on budget?..."
“#y solution on’t be the loest price,
I afraid price is your main dri$er?..."
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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670ain.our pit!
% u antin"3
% u from us3
% u now3
few -uestions and statements tat mi"t
"et people tal8in" aout tese )As B
Pro tip %&' emotionally engage them ()*+
Pro tip %' -ump on landmines
Pro tip %' Pain / Budget / Process
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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)8 Ste1s (ualification Wor!sheet
*teve rown
9o to% ttp:''www/innovatorstra!tion/!om'
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20
% u antin"3
% u us3% u now3
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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)8 Ste1s
ttp:''innovatorstra!tion/wordpress/!om'!ate"or'tenGsteps'
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9reat 0ost with more e/1lanation%
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670ilot
%atAs a sliver of our
produ!t3%atAs su!!ess3
6et steps3
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Outline of 0ilot Agreement1/ &eir Pain, ud"et, Pro!ess
2/ Hour re!ommended solution
(/ ;utual su!!ess metri!
/ &eam deliverales timeline
5/ 6et steps after su!!ess
.i/e/, a P$ for full solution
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RecruitSales
0ro=
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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eadstart ...
= &e open is te !lose: 1 "enda, 2 De!ision at end, (
Potential net steps3
= %o is our tar"et3 >ow "et to tem3 ;etri!s///
= &e ( -uestions? % u antin"3? % u from us3? % u now3
= ;Pain/ %at "ets tem emotionall involved3
= ;Pilot Close/ %at is a sliver of our solution3
= &e 10 *tep pipeline/ >ow rate opportunities/
8/21/2019 SFFI June 22 Customer Development: Walter Roth
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Lean Sales TrainingCustomer + Founder Development
Presentation for Founders Institute
June 22nd, 2015
Walter R. Rothinward inc
cofounder + ceo
@walter_rot@rea!inward