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Sales 4 Geeks:
What I Learned about Selling to
Enterprise & SMBs
Prerequisite:
Win on Product
2. Solve it 10X better than
anyone else
1. Find a major pain point
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
ERA WebNotes Crocodoc
Consumer  Enterprise
Flash  HTML5
Generalists  Specialists
Lessons Learned
Build Trust
 Fight startup
perception
 Build rapport
 Be super responsive
(+ sales hack)
 Demonstrate
commitment
Understand the Customer
 Know key players
 Identify evangelist
 Ask candid
questions
 Example: Wrong
decision maker
Generate Momentum
 Momentum can
make or break deal
 Follow up
proactively
 Share steady
stream of updates
 Example: Mi...
Make it Easy to Say “Yes”
 Know what’s
important to
customer
 Do the customer’s
homework for them
 Sales hack:
Mockups ...
Establish Business Terms
 Separate business
vs. legal terms
 Know basic
types of terms
 Iterate on pricing
and discount...
Negotiate
 Optimize for the
relationship
 Establish key
principles
 Understand all
deal levers
 Always say “Yes,”
with...
Close the Deal
 Avoid putting all
eggs in one basket
 Be flexible
 Pay attention to
tone and
momentum
 Be appreciative...
SMB Sales
 Dedicate time to
cultivate SMBs
 Experiment with
features & pricing
 Build self-service
first, sales later
...
Wrap-Up
 Win on product
 Build trust and
understand
customers
 Generate
momentum
 Make “Yes” easy
 Negotiate terms an...
Q & A
unSEXY Conf 2013: Ryan Damico, Box
unSEXY Conf 2013: Ryan Damico, Box
unSEXY Conf 2013: Ryan Damico, Box
unSEXY Conf 2013: Ryan Damico, Box
unSEXY Conf 2013: Ryan Damico, Box
unSEXY Conf 2013: Ryan Damico, Box
unSEXY Conf 2013: Ryan Damico, Box
unSEXY Conf 2013: Ryan Damico, Box
unSEXY Conf 2013: Ryan Damico, Box
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unSEXY Conf 2013: Ryan Damico, Box

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Transcript of "unSEXY Conf 2013: Ryan Damico, Box "

  1. 1. Sales 4 Geeks: What I Learned about Selling to Enterprise & SMBs
  2. 2. Prerequisite: Win on Product
  3. 3. 2. Solve it 10X better than anyone else 1. Find a major pain point
  4. 4. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 ERA WebNotes Crocodoc
  5. 5. Consumer  Enterprise Flash  HTML5 Generalists  Specialists
  6. 6. Lessons Learned
  7. 7. Build Trust  Fight startup perception  Build rapport  Be super responsive (+ sales hack)  Demonstrate commitment
  8. 8. Understand the Customer  Know key players  Identify evangelist  Ask candid questions  Example: Wrong decision maker
  9. 9. Generate Momentum  Momentum can make or break deal  Follow up proactively  Share steady stream of updates  Example: Missed opportunity
  10. 10. Make it Easy to Say “Yes”  Know what’s important to customer  Do the customer’s homework for them  Sales hack: Mockups and browser plugins  Build sexy, sharable demos
  11. 11. Establish Business Terms  Separate business vs. legal terms  Know basic types of terms  Iterate on pricing and discounting  Seek help from investors/advisors
  12. 12. Negotiate  Optimize for the relationship  Establish key principles  Understand all deal levers  Always say “Yes,” with caveats
  13. 13. Close the Deal  Avoid putting all eggs in one basket  Be flexible  Pay attention to tone and momentum  Be appreciative and positive
  14. 14. SMB Sales  Dedicate time to cultivate SMBs  Experiment with features & pricing  Build self-service first, sales later  Promote and pamper your customers
  15. 15. Wrap-Up  Win on product  Build trust and understand customers  Generate momentum  Make “Yes” easy  Negotiate terms and close deal  Avoid SMB sales pitfalls
  16. 16. Q & A
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