The Nordic Innovation Group: Startup Selling Workshop (Fall 2014)

Download The Nordic Innovation Group: Startup Selling Workshop (Fall 2014)

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This week were welcoming 13 promising Norwegian and Swedish companies to Nordic Innovation House to participate in the TINC fall 2014 program. The participants have four intense weeks ahead where they will be able to test their products on potential customers, industry experts, and investors in Silicon Valley. This workshop is an introduction workshop for these companies, focusing on several key sales strategy topics, including: - Developing a value statement - Why companies & individuals buy - Buyer Types - Prospecting using online networks such as LinkedIn & - Stages of the sale


  • 1. +Startup Selling: WorkshopScott Sambucci & Robert WhartonSalesQualia |`October 24, 2014

2. +Your GoalDevelop a predictable, testable, andscalable sales framework that you canmanage. 3. +The Hardest Thing About Sales 4. +[Exercise] 5. +Path Dependency 6. +Your Customer 7. + Upon successfully completing todaysworkshop, you will be able to Create Value Statements; Define Buyer Types; Find Prospective Buyers; Identify the Stages of the Sale. 8. +Part I:CreatingValueStatements 9. +Why [People at] Enterprises Buy 10. +1. Increase Revenue 11. +2. Decrease Costs 12. +3. Increase Efficiency 13. +4. Decrease Risk 14. +Why [People at] Enterprises Buy+ Revenue+ Efficiency- Cost- Risk 15. + What job are your customershiring you to do?-Clayton Christensen 16. +Constructing Value Statements1. Focus on the problem you solve.2. What customer needs does yoursolution satisfy?3. Think numbers.Remember: The vast majority of startups fail notbecause they couldnt build their product Butbecause nobody WANTED their product. 17. + What job are your customers hiring you todo?-Clayton ChristensenWrite your Value Statement, framingyour product in terms of the why acustomer buys.Hint: Remember the four (4) reasons people buy.[EXERCISE][5 mins] 18. +Why [People at] Enterprises Buy+ Revenue+ Efficiency- Cost- Risk 19. +5 Whys 20. +Part II:IdentifyingBuyer Types(think Personas) 21. + Buyer TypesUSER BUYERECONOMIC BUYERTECHNICAL BUYERCHAMPION 22. 145321 Program Manager2 Marketing Communication3 CEO4 Contracting5 Information Technology 23. + EXERCISEValue Statements for each Buyer Type:For [insert buyer type], we [10 minutes] 24. +FindingBuyersa.k.a.Prospecting 25. +Or look for this 26. +CTRL+F: Keyword Search 27. Why?What?Who am I?PersonalityCommonality 28. +InMail success19 cold Inmails sent 9 responses to meet 5 meetings 2 people could not meet 2 not at conference 29. +LinkedIn Groups 30. + 31. 32. 33. +(If your InMail goes unnoticed) 34. 35. +[Exercise]Identify Five (5) LinkedIn Groups Five (5) Meetup Groups Five (5) Industry Conferences that you can use to find your buyers 36. +Part III:Stages of the[Enterprise]Sale 37. +4 Stages of the [Enterprise] Sale:1. Need Analysis2. Evaluation of Options3. Resolution of Concerns4. Implementation 38. +[Exercise]For your prospect to implement your solution,what would you need to do:In the first minute?In the first hour?In the first day?In the first week?In the first month?In the first quarter?In the first year? 39. +Stage 1: Need Analysis 40. +Stage 1: Needs Analysis Similar to Customer DiscoveryThink: Confirm | Ask | Explore The customer must state the problem dont lead the witness Focus on what the customer iscommunicating, not what they aresaying 41. Stated vs. Actual Needs 42. +Stated Need:Were looking for a new web meeting software.Actual Need:Our sales team is entirely phone-based wereseeing a large drop-off in our pipeline after productdemos. 43. +Look for SignalsIs the prospect actively seeking a solution?You vs CompetitionHow long has this been a problem?Who might be a detractor in the decision? 44. + EXERCISEWhat are the early warning signals inyour sales process?[2 mins] 45. +Needs Analysis: Mistakes to avoid Never assume client problems. Remember:Assume = ASS + U + ME Never insult: With our system you can getrid of that home-grown piece of junk that youhave. Interviewing only one buyer or Buyer Type 46. +Stage 2: Evaluation of Options 47. + Stage 2: Evaluation of Options The Sales Graveyard Business Demo vs. Technical Demo Keep the opportunity moving 48. +The Product Demo 49. +How far you can move the saleWITHOUT showing your product? 50. +Product Demo:Keep it short. 51. +Demo #1: TheBusiness Demo[Exercise]If you could show only one (1) screenshot oraspect of your product, what would it be?Why?[Discuss] 52. +Whos in control of the next step? 53. +The Power of Inertia Important vs Urgent Maintain Control 54. +ContinuationAdvance 55. +Looks great!Send me a proposal. 56. + EXERCISEHow can you maintain control of thesale?[5 mins] 57. +Stage 3: Resolution of Concerns 58. +Stage 3: Resolution of Concerns I thought we were friends? Thats a good question Trial closes 59. +Objections vs. Questions 60. +Demo #2: The Technical Demo 61. +Review &Summary 62. + What we covered today How to Create Value Statements; Who are the Buyer Types; How to find Prospective Buyers; What are the Stages of the Sale. 63. + 64. +Whats Next? 65. Sambucci, | (415) 596-0804@scottsambucci | QuoraRobert Wharton, Customer | (405) 414-9712