presents
Founder Selling: How to
Win Deals & Close Critical Sales
JIM HENDERSON
Principal, The Exemplary Group
Jim Henderson
An engineer by degree and business geek at
heart, Jim Henderson learned to sell unproven
solutions and win a...
Founder Selling
How to Win Deals and Close Critical Sales
A Bit About Me
u Jim Henderson
u Founding Partner, Exemplary Group
u jim@exemplarygroup.com
u 774-545-5184
u Skype: j...
My Goal Today
u That you will learn one thing that will help make you more
successful and that you can apply tomorrow.
Selling, 2014
u Marketing:
u Defining your product/service.
u Answering ‘Are you right for my problem?’ online.
!
u Sa...
Four Core Mental Tenants
u Be a Respected Physician
u Be a Trusted Guide
u Have an Abundance Mentality to Offset Anxiet...
Don’t Be Be
Product Hawker Respected Physician
Don’t Be Be
Don’t Have Do Have
Anxiety Mentality Abundance Mentality
Does Your Buyer Trust You This Much?
Physician Mentality, 

Physician Process
Match
Triage
Diagnose
Prescribe
Physician Mentality, 

Physician Process
Match
• Are you the right solution for their problem?
• Web research, or old-scho...
Exercise 1: Complete this sentence
u We have ___(unique thing you do)_____________________________
!
u And have heard fr...
Physician Mentality, 

Physician Process
Match
Triage
• Vitals, summary of situation, ballpark price
• What, why, who, whe...
Don’t Do
Be Everything to Everyone Focus on Fit
Exercise 2: Define when you are NOT a
fit for a prospective buyer
Exercise 2B: Questions that let you
know if someone is NOT a fit
Physician Mentality, 

Physician Process
Match
Triage
Diagnose
• In-depth understanding of pain, motivation, ability to ch...
Don’t Don’t
Open with Answers Talk too much
(Listen 60% or more)
Do Do
Set Goal for
Meeting
Use Agenda and
Checklist
Do Don’t
Exercise 3: 

Write a sample goal and checklist of 3 items for a meeting



Write Down 3 Hard Questions You Need to Ask
Physician Mentality, 

Physician Process
Match
Triage
Diagnose
Prescribe
• Your solution, costs
• Trade-offs, process, agr...
Do Do
Clearly agree on
next step
Cover price, return
Don’t Do
Get Lost in Details Contrast Now, Then
Remind of ‘Why’
Exercise 4: 

Describe picture of buyer’s life with your solution. 



Use emotions and senses.



Contrast to ‘With Pain’...
Founder Specific Notes
u Don’t give investor pitch. Give the customer pitch.
u Parts of the investor pitch can be used t...
Founder Specific Notes
u Don’t hire the sales pro from a big company
u They are used to a support system and defined pro...
Four Core Mental Tenants
u Be a Respected Physician
u Be a Trusted Guide
u Have an Abundance Mentality to Offset Anxiet...
Everyone in Class – Call or email if you have
questions on a specific deal or concept here
u Jim Henderson
u jim@exempla...
Course Title	
  
Course Title
INSTRUCTOR NAME
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Founder Selling: How to Win Deals & Close Critical Sales

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Instructor: Jim Henderson

Sales--you can't live without making them. And oftentimes you can't move forward in bootstrapping your company or gaining early the traction investors want without them.
But what do you do when the odds are stacked against you? What do you do when you’re not that charismatic, polished salesperson?
The good news is that the answer to these questions is the same - and it’s not complicated, nor a mysterious process that gets bestowed on only a few people. It’s a simple set of steps that every founder, employee, or salesperson can master and use to win deals that launch or grow your company.

What You'll Learn
The steps that move you from your vision to a new customer
How to prepare for and execute each step
Critical do’s and don’ts
Tips to manage the process mentally and emotionally

Published in: Business
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Founder Selling: How to Win Deals & Close Critical Sales

  1. 1. presents Founder Selling: How to Win Deals & Close Critical Sales JIM HENDERSON Principal, The Exemplary Group
  2. 2. Jim Henderson An engineer by degree and business geek at heart, Jim Henderson learned to sell unproven solutions and win against tough competition while bootstrapping and growing his first company, KeyMark. Along the way, he perfected ways to build sales teams and tackle new markets. Applying those hard-earned skills led Keymark to the Inc 500 as one of America's fastest growing companies. Their first sale? Two guys with a laptop and no references beat IBM and Unisys. Today Jim is focused on helping other CEOs succeed though his advisory company, The Exemplary Group, and running his own startup. In his spare time, Jim loves having fun with his wife and 15 month old son; walking his 3 dogs; or playing board games.
  3. 3. Founder Selling How to Win Deals and Close Critical Sales
  4. 4. A Bit About Me u Jim Henderson u Founding Partner, Exemplary Group u jim@exemplarygroup.com u 774-545-5184 u Skype: jimh.skype
  5. 5. My Goal Today u That you will learn one thing that will help make you more successful and that you can apply tomorrow.
  6. 6. Selling, 2014 u Marketing: u Defining your product/service. u Answering ‘Are you right for my problem?’ online. ! u Sales: u Help applying product/service to solve your problem. u The human touch, trustworthy and likeable. ! u Sales is not: u Something you are born with. Nor something you master quickly. u Perfect performance and image.
  7. 7. Four Core Mental Tenants u Be a Respected Physician u Be a Trusted Guide u Have an Abundance Mentality to Offset Anxiety u Build Trust by Small, Genuine Actions
  8. 8. Don’t Be Be Product Hawker Respected Physician
  9. 9. Don’t Be Be
  10. 10. Don’t Have Do Have Anxiety Mentality Abundance Mentality
  11. 11. Does Your Buyer Trust You This Much?
  12. 12. Physician Mentality, 
 Physician Process Match Triage Diagnose Prescribe
  13. 13. Physician Mentality, 
 Physician Process Match • Are you the right solution for their problem? • Web research, or old-school lead generation Triage Diagnose Prescribe
  14. 14. Exercise 1: Complete this sentence u We have ___(unique thing you do)_____________________________ ! u And have heard from other __(title of your target buyer)__________ ! u That _____(pain you solve)______ is a problem. ! u We have helped companies such as ____(customer name for credibility) ! u See ___(change realized, hard number, preferably $ too.)_____
  15. 15. Physician Mentality, 
 Physician Process Match Triage • Vitals, summary of situation, ballpark price • What, why, who, where, when Diagnose Prescribe
  16. 16. Don’t Do Be Everything to Everyone Focus on Fit
  17. 17. Exercise 2: Define when you are NOT a fit for a prospective buyer
  18. 18. Exercise 2B: Questions that let you know if someone is NOT a fit
  19. 19. Physician Mentality, 
 Physician Process Match Triage Diagnose • In-depth understanding of pain, motivation, ability to change • Create rapport and trust Prescribe
  20. 20. Don’t Don’t Open with Answers Talk too much (Listen 60% or more)
  21. 21. Do Do Set Goal for Meeting Use Agenda and Checklist
  22. 22. Do Don’t
  23. 23. Exercise 3: 
 Write a sample goal and checklist of 3 items for a meeting
 
 Write Down 3 Hard Questions You Need to Ask
  24. 24. Physician Mentality, 
 Physician Process Match Triage Diagnose Prescribe • Your solution, costs • Trade-offs, process, agree on next step
  25. 25. Do Do Clearly agree on next step Cover price, return
  26. 26. Don’t Do Get Lost in Details Contrast Now, Then Remind of ‘Why’
  27. 27. Exercise 4: 
 Describe picture of buyer’s life with your solution. 
 
 Use emotions and senses.
 
 Contrast to ‘With Pain’ Condition.

  28. 28. Founder Specific Notes u Don’t give investor pitch. Give the customer pitch. u Parts of the investor pitch can be used to gain trust. u Learn how to address concerns about financial viability. Don’t overshare. u People will buy you, first and foremost. ! u Sell to gain buyer feedback. u Nothing shows value like asking people to fork over their money. u This is one of the highest value activities you will have. u Better results because Power sells to Power.
  29. 29. Founder Specific Notes u Don’t hire the sales pro from a big company u They are used to a support system and defined process u Use them as an advisor, or for help on a specific deal ! u People still sought out Dr. House u If you’re not easy to deal with, you can still sell. u Harder you are to deal with, the more pain they must be in or the more unique you must be. ! u Be who you are u Genuine integrity sells early
  30. 30. Four Core Mental Tenants u Be a Respected Physician u Be a Trusted Guide u Have an Abundance Mentality to Offset Anxiety u Build Trust by Small, Genuine Actions
  31. 31. Everyone in Class – Call or email if you have questions on a specific deal or concept here u Jim Henderson u jim@exemplarygroup.com u 774-545-5184 u Skype: jimh.skype
  32. 32. Course Title   Course Title INSTRUCTOR NAME
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