SalesLab: Влад Воскресенский (Invisible CRM) - How to sell your technology B2B?

How to sell your technology
to B2B?
Vlad Voskresensky,
CEO, InvisibleCRM

www.InivisibleCRM.com
InvisibleCRM: General overview
Achieved visibility
Analysts and Industry Experts insights
InvisibleCRM named Cool vendor in 2006. “…
innovative, impactful and intriguing…”
Gartner
InvisibleCRM offers unique 5 hours ROI
Nucleus Research
Larry Ellison, CEO of Oracle Corporation,
showcased a product built on InvisibleCRM
technologies during his closing keynote at Oracle
Open World trade show
Change the Software not the People
Awards and Certificates
"With applications built on the Microsoft Office, it is
easier for employees to connect to information and
business processes“. Illustrating the opportunity, Gates
showcased InvisibleCRM
Bill Gates, Chairman, Microsoft

Partners / OEM Channels

Market Penetration - CRM
Figure 1. Magic Quadrant for Sales Force Automation, 2007
Current InvisibleCRM
In Process
Active CRM Pipeline

You are not selling technology,
you are selling experience
• This is the mantra of any B2B sale
• It seem to any business that they can do what other
business did and it seem to them that is easy
• B2B sale is not only selling value of your product, but also
convincing people that its not worth to do it themselves
• Selling through features is dead end, sell through
experience
– You’re more skilled than competitors
– You’re better than internal people in what you sell.
• Sell the roadmap, not current version.

Lead generation & “harvesting”
• Old good cold calling still works for B2B, but you need to
know your people
• Google and LinkedIn are main sales tools
• Do not come to leads with your value, come to them with
their problems
• Build awareness
– Meet as many people,
as you can (events, meet-ups,
trade-shows, etc)
– Make sure you look solid
(website, forums, blogs, references)

• Never think you’re done once you get good contact at the
account
• Try to understand personal interest of people who you are
dealing with – why they want a deal with you?
• Principal decision is typically made by tops within 5-10 min
Keep fishing!
– Make sure that there is
someone who is sponsoring you
– Make sure that you
have enough supporters
– Make sure they have
answers to other’s objections

Typical sales cycles and how to
speed it up
• Build an interest, based on wide awareness
• Work through customers!
• Get to owners (how to know who is that?)
• Find your champion (should be one, but have your subs)
• Know your enemies (not only competitors, internal as well)
• Get the handshake deal, proceed to procurement
– When getting handshake deal, make sure you have it in writing,
emails are good
• Procurement: trade hard
• Legal: make sure you don’t sell your soul
• Closing

How to close technology sales –
swim with the sharks

How to close technology sales –
swim with the sharks
– R&D typically sees its budget as their potential money and they have much
– They don’t. As sharks don’t eat people, big companies don’t eat you as
– But as sharks may bite you to death, big company can do it either
• Do not overpromise to yourselves, stay calm until the closure
– Whatever you discuss with decision makers may be killed at procurement
– Whatever you negotiate with procurement, may be killed by legal
– Be ready to drop-off something, ask for more than you expect
• When deal is signed, it is not over. Amendments and Addendums
• You have enough enemies within the account
closer access to decision makers
• Myth: big company wants to fool you, kill you, eat you…
well.
can pervert the deal, be ready for that!

What is the best deal structure
for you?
• Worry about IP, exclusivity, “best terms”, termination
rights, source code escrow, support terms
• Think about other agreements you may sign in future –
what may harm it?
• Think about your exit strategy – what may be a stopper
• Think about your company evaluation – what do you need?
• Know your focus:
– Money?
– Partnership?
– Reference?
– Other?

• Dozen “NO” may be followed by one “YES” easily
• Business is not a person, it does not have mind, does not
have opinion, does not have feelings
– There are people, some more powerful, some less
– Search those who are for you, they can make a change
• So deal with it cold-blooded
• And remember, you are not selling the product, you are
selling experience!
Never ever give up!

Thanks!
www.invisiblecrm.com
inquiries@invisiblecrm.com

SalesLab: Влад Воскресенский (Invisible CRM) - How to sell your technology B2B?

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SalesLab: Влад Воскресенский (Invisible CRM) - How to sell your technology B2B?