Sponsored by the Nordic Innovation Group in Palo Alto, CA, this in-person workshop focuses on using SalesQualia's "Sales Model Canvas" to lead buyers through the purchasing process and how to build a repeatable sales framework for your sales opportunities. Key topical areas discussed: - Customer needs, customer discovery - Buyers, buyer types, personas - Constructing effective Value Statements - Objections, product questions, and dealing with status quo bias - Implementation planning & Customer Success - Developing key milestones and metrics for your sales process. - Identifying differences in "consumer" vs "enterprise sales" and customer decisions

1. + Find Your First Customer, Then 10 More…
Nordic Innovation Group| Palo Alto, CA
April 25, 2015

2. +
Today’s (very aggressive) Objectives
By the completion of today’s workshop, you will be
able to:
 Construct a Sales Framework for your product by
identifying risk in your process;
 Identify Buyer Types & Sales Zombies
 Create an Implementation Plan for your future
customers
 Define Milestones & Metrics in your sales process.
 Discuss strategies for using LinkedIn.

3. +
Build-Measure-Learn your Sales
Process
Sales
Process

4. +
Do Sales “Sprints”

6. The Sales Model Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

7. The Sales Model Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

8. +
Your customers are lazy cows…

10. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

11. +
Nobody cares about your product

12. +
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk

13. +
1. Increase Revenue

14. +
2. Decrease Costs

15. +
3. Increase Efficiency

16. +
4. Decrease Risk

17. +
Exercise: Why does you
Customer buy your product?
 Why does your Customer buy your product?
+ Revenue?
- Cost?
+ Efficiency?
- Risk?
[3 minutes]

18. +
“5 Whys” Analysis

19. +
Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here:
http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf
Implied vs Explicit Needs

20. +How big is the problem?

21. +
In other words, find this…

22. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

23. +
Companies don’t make decisions.
People at companies make
decisions.

24. +
USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION

25. +
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk

26. +
Identify the purchasing motivation for
each buyer
[EXERCISE]

27. +
Economic
Buyer
User Buyer
Technical
Buyer
Product
Champion
+ Eff - Risk- Costs+ Revenue

31. +
Most buyers are novices

32. +
Beware of the Purchasing Zombies!

33. +
Zombie #1: The buyer that talks
price in the first conversation.

34. +
Zombie #2: “I make the decision on
this."

35. +
Zombie #3: “Send me a one-pager
and I’ll present at the next meeting."

36. +
Zombie #4: The job of
IT, procurement, &
vendor management is
to keep their job.

37. +
Find the decision-maker.

38. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

39. +
Value Statement Construction
1. What need does your solution fill?
2. It’s not what your product does, it’s
about the problem it solves.
3. Think numbers (%, $, days, units).

40. +
“We help you increase revenue
by enabling your calling agents
to target the right leads and to
make up to 35% more calls per
day.”

41. +
“We help you decrease costs by
25% by coordinating business
units through collaborative
workflow and real-time
information sharing.”

42. +
“We help you decrease your
company’s risk by providing a
real-time view into your
manufacturing processes and
assessing workplace safety with
daily reports.”

43. + “What job are your customers hiring you to
do?”
-Clayton Christensen
Now… Write your Value Statement for
each Buyer Type, framing your
statement in terms of the customer’s
problem, not your product.
Hint: Remember the four (4) reasons people buy.
“For [insert buyer type], we …”

44. +
Economic
Buyer
User Buyer
Technical
Buyer
Product
Champion
+ Eff - Risk- Costs+ Revenue

45. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

46. +
Status quo is the biggest competitor.

47. +
[People at] Companies are risk
averse.

48. +
 Exercise
Why will your customer do nothing?
What is the biggest objection you’ll face?
Who are your competitors?
How will you address this?
[6 minutes]

49. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

50. +
Implementation & Support

51. + Build a “work plan”
(not a proposal…)

52. +
The “What happens next?”
Framework
 The first minute?
 The first hour?
 The first day day?
 The first week?
 The first month?
 The first quarter?
 The first year?

53. + Phased
Parallel
Big Bang
Changeovers

54. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

55. The Sales Model Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
v
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

56. The Sales Model Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

57. +
Stages of the
[Enterprise]
Sale

58. +
4 Stages of the [Enterprise] Sale:
1. Need Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation
http://www.amazon.com/SPIN-
Selling-Fieldbook-Practical-
Exercises/dp/0070522359

59. +
Stage 1: Needs Analysis
 Similar to “Customer Discovery”
Think: Confirm | Ask | Explore
 The customer must state the problem –
don’t “lead the witness…”
 Focus on what the customer is
communicating, not what they are
saying…

60. Stated vs. Actual Needs

61. +
Stated Need:
“We’re looking for a new web meeting software.”
Actual Need:
“Our sales team is entirely phone-based we’re
seeing a large drop-off in our pipeline after product
demos.”

62. +
How far you can move the sale
WITHOUT showing your product?

63. +
Nobody cares about your product

64. + Stage 2: Evaluation of Options
 Can be the “Sales Graveyard”
 “Business Demo” (Demo #1) vs.
“Technical Demo” (Dem0 #2)
 Goal: Keep the opportunity moving

66. +
Keep the “Business Demo” short.

67. +
Not this…

68. +
Demo #1: The “Business Demo”
[Exercise]
If you could show only one (1) screenshot or
aspect of your product, what would it be?
Why?
[Discuss]

70. +
“Great Demo!” (book)
http://www.amazon.com/Great-
Demo-Stunning-Software-
Demonstrations/dp/059534559X

71. +
A few words about Pricing

72. +
“Looks great!
Send me a proposal.”

73. +

74. +
NO Discounts!
YES “Anchors”

75. + Freemium is a Business Model.
Free is a hobby.

76. +
Run a [paid] pilot.

77. +
 EXERCISE
How can you maintain control of the
sale?
[5 mins]

78. +
Stage 3: Resolution of Concerns
 Objections vs Questions
 The “Technical Demo”
 “What if we wanted to get started?”

79. +
Objections vs. Questions

80. +
Demo #2: The “Technical Demo”

81. +
“What if we wanted to get started?”
 Pricing
 Contracts
 Information Security
 Training
 Support

82. +
Stage 4: Implementation

83. +
For your prospect to implement your
solution, what would you 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?
Stage 4: Implementation

84. +
Recap: 4 Stages of the Sale
1. Needs Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation

85. The Sales Model Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

86. +
Who’s in control of the next step?

87. +
Examples: Key Metrics &
Milestones
 Non-disclosure Agreement (“NDA”)
 Intros to additional buyers (i.e. technical,
economic, user)
 Onsite visit to your office
 Technology audits to estimate
configuration costs
 Implementation planning (a.k.a. “Work
Plan”)

88. +
 Exercise
What are the key milestones and metrics
that both you and the customer can
agree upon for your sales process?
[4 minutes]

89. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

90. +
Sales Mapping

91. +
Sales Mapping:
“What happens next?”
 The first minute?
 The first hour?
 The first day day?
 The first week?
 The first month?
 The first quarter?
 The first year?

92. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

93. + Executives think: “What can this
product do for me? How can I put it
to work for my business?”

94. +
Strategy: Run a [paid] pilot.

95. +
Do things that don’t scale
http://paulgraham.com/ds.html

96. +
 Exercise
 How many seat licenses?
 Billing cycles?
 Budget cycles?
 Signatory?
 Renewal clauses?
 Right to cure?
[3 minutes]

97. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

98. +
The Rules of
Enterprise
Selling

99. +
Pick. Up. The. Phone.
Remember:
Get out of the building!

100. +

101. +
The sale always takes longer
than you think it should and
longer than the prospect tells
you it will.
Assume 1 month per $10,000

102. There is always more than
one decision-maker.

103. The decision-maker that counts
the most is generally invisible to
you.

104. It’s never about price.

105. +
Strategy #1: Create deadlines

106. +
Strategy #2: Create scarcity

107. +
Strategy #3: Run a [paid] pilot.

108. +
Wrapping up…

109. +
What did we
learn?

110. + What did we learn?


111. +

112. +
Resources
Recap

113. +
Books & Resources recap
Book: ‘GreatDemo!” by Peter Cohan
Book: “Major Account Sales Strategy” by
Neil Rackheim
Website: Huthwaite.com
Phone calls: SalesBuzz.com

114. +
The most important books:
“Startup Selling” &
“52 Sales Questions Answered”

115. +
Where to find us…

116. +
Products & Solutions
 Self-Learning: Books & online courses
 Workshops & Training
 Advisory, Consulting & 1:1 Coaching
 Talent Recruiting & Team Development

117. +
“Startup Selling” Kit
 Two (2) books: “Startup Selling” & “52 Sales
Questions Answered” ($20)
 Udemy course: Lifetime access to “Startup
Selling: Sell More Stuff” ($79)
 Two-part webinar: “Using LinkedIn for
Customer Development & Sales” ($99)
 2 x one-hour 1:1 coaching calls ($300)
This is a $500 product package!

119. +
 Two (2) books: “Startup Selling” & “52
Sales Questions Answered” ($20)
 Lifetime access to “Startup Selling: Sell
More Stuff” Udemy course ($79)
 Two-part webinar: “Using LinkedIn for
Customer Development & Sales” ($99)
 2 x 1-hour private coaching calls ($300)

120. +
Scott Sambucci, Founder
scott@salesqualia.com | (415) 596-0804 |
@scottsambucci
www.quora.com/Scott-Sambucci
www.linkedin.com/in/scottsambucci
Robert Wharton, Production Manager
robert@salesqualia.com | (405) 414-9712

121. +
BLANK

122. +
4 problems worth solving… (yes, there
are more…)

123. +
Problem #1: Improve coordination
Image source: Galbraith “Designing Organizations: An Executive Guide to Strategy, Structure, and Process Revised “

124. +
Problem 2: Reduce friction.

125. +
Problem #3: Create information
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126. +
Problem #4: Solve for X-Efficiency

127. +
Remember: There is never a shortage
of interesting conversations.