Selling for the Lean Startup: Customer Development Workshop

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Presented by Scott Sambucci, SalesQualia.

About the Workshop:
To test an MVP, you need customers. And Customer Development means you need to know the a few basic sales skills. This workshop focuses on understanding the customer pain (Customer Discovery) and then showing them you can solve it (Customer Validation).

This 3 hour activity-based workshop began with effective methods for finding potential customers (salespeople call this "prospecting"), then what to say and how to say it to your potential customers (a.k.a "making sales calls"). These first customers enable you to validate your product idea and build your business model.

By employing a few simple principles and developing a structure for your Customer Discovery calls, you'll accelerate your learning. Work smarter, not harder.

Skills covered:

- How to research referrals before you call them;
- How to identify new potential customers;
- How to maximize your time at conferences & industry events.

The last part of the workshop discussed "Sales Mapping" - a technique to plan and prepare for any Customer Development conversation.

- Convert your potential customers into paying customers;
- Reduce sales call anxiety;
- Focus on your product development and learning.

This workshop was organized and hosed by the Lean Startup Circle Meetup Group on 12/17/12:
http://sanfrancisco.leanstartupcircle.com/events/92283432/

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  • Good slides. I like the exercises and how it sets realistic expectations for contact attempts and success ratios. I would like to read more on early sales meeting organization/conduct, one of the topics I wrote about in Lean B2B: Build Products Businesses Want, but am always looking to improve. Thanks.
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Selling for the Lean Startup: Customer Development Workshop

  1. 1. + Selling for the Lean Startup Scott Sambucci | SalesQualia www.salesqualia.com Lean Startup Circle 2012-12-17
  2. 2. + About Me @salesqualia | www.salesqualia.com 415-596-0804 | scott@salesqualia.com
  3. 3. + What we’ll cover  Prospecting  Finding,Researching, Calling  Value Statements  Voicemails  Conferences  Sales Mapping Long Term Goal: Develop a predictable, replicable, scalable sales framework that you can hand over AND manage.
  4. 4. +Prospecting Researching Finding Calling
  5. 5. + Prospecting is coding  Need to do it consistently for long, focused stretches.  Andyou need to do it. Code wont improve itself and neither will your sales channel.  Build. Measure. Learn.  Work smarter, not harder.
  6. 6. + Cold Calls are dead. New Calls are necessary.  Find a handle. Add value. Customize your message.  Confirm. Ask. Explore.  Lookfor Groups and Titles that match your economic buyer. (i.e. Analyst, VP, Managing Director, Director of Marketing, VP of Sales, CFO, CTO)  Predictable Revenue (Aaron Ross)
  7. 7. + LinkedIn: Case Study  Agency CMO & RMBS Group  Lead: Neal Aggarwal, Jeffries & Company  Formerly with C12 Capital  Google Search: Jeffries & Company
  8. 8. + Shared Connections
  9. 9. + Value Statement “We’ve developed a mortgage risk indicator that can predict defaults in currently performing mortgages assets with a 75% accuracy rate. For a typical non- agency RMBS, that equates to more than a $500,000 differential over the life of the security.”
  10. 10. +  “Hi Neil. This is Scott Sambucci with CoreLogic. I saw that you were a member of the RMBS group on LinkedIn and thought you’d be a good person to call.”  “Are you primarily trading non-agency RMBS?” (Confirm)  “How are you evaluating potential defaults of currently performing assets in your securities?” (Ask)  [Value Statement] (Explore)
  11. 11. + Stop calling people  Cap yourself at 2 VMs, then push to drip campaigns  [spreadsheet example]  Iftheyre not returning youre calling, theyre:  Not interested  Youre using the wrong medium  They are really busy, in which case they are an ideal candidate for your product…
  12. 12. + Voicemails What is you value statement for THAT person?
  13. 13. + Prospect Call Framework For Every Call… 1. Value Statement 2. Voicemail Message 3. Industry Topics • Recent news article • Upcoming or recent Conference • Press Release about their company
  14. 14. + EXERCISE  Locate a target candidate 1. Develop a Value Statement for THAT person 2. Script a Voicemail 3. Locate three (3) “Go-to” topics for the conversation  Share with the class [20 minutes]
  15. 15. +
  16. 16. +Prospecting Go Forth & Multiply
  17. 17. + Find Your Inbound Leads  Huh?  Remember: No one cares about you.
  18. 18. Add value, add+ value, add value “I saw this article on HousingWire. What do you think about...?”
  19. 19. + EXERCISE • Find two (2) places where you can contribute to your industry’s conversation. • Outline two (2) topics that you can write about by Friday. [10 minutes]
  20. 20. +Prospecting@Conferences
  21. 21. + Pre-Conference
  22. 22. + Pre-Conference  Usethe conference agenda to find speakers. Add value, add value, add value.  Set up meetings before the conference  Setmeetings first before you buy a plane ticket. My rule is 3 meetings/day  Offer to volunteer in exchange for a badge  Make a friend with someone who can get you attendance list  Marketing agencies, sponsors, big customers
  23. 23. Pre-Conference
  24. 24. Pre-Conference
  25. 25. + The email text (~1000 sent , ~60 replies) Just a quick check in to see if youre attending next weeks ASF conference in Orlando. Ill be there with our Market Analytics team (booth and all!) from Sun-Wed. Weve got some very cool new applications launching soon - would love to give you a sneak preview. If you are, shoot me a quick reply so we can get together - - coffee, meeting before/after sessions - whatever works. (I know these conferences dont always line up with your day- to-day work, but figured its always good to ask.) Many thanks - looking forward to your reply. - Scott [spreadsheet]
  26. 26. + At the Conference
  27. 27. At the Conference
  28. 28. At the Conference
  29. 29. + http://www.imn.org/main/news.cfm
  30. 30. + At the Conference Don’t Sell. Discover.
  31. 31. At the Conference
  32. 32. + At the Conference  Set day/time block goals & objectives  Twitter  Blog & Post about speakers  Discover, don’t sell  No Demos  Stick & move
  33. 33. + Post-Conference
  34. 34. + Post-Conference  "Iwas at Dreamforce last week and saw a really interesting presentation that think youd be interested in…”  Add value, add value, add value.
  35. 35. + EXERCISE • Identify two (2) industry conferences in the next six months • Find the speaker & attendee list • Find the conference organizer and schedule a time to contact them directly. [15 minutes]
  36. 36. +Free Book(Because that’s how I roll)
  37. 37. +Sales Mapping
  38. 38. + Sales Mapping: Build. Measure. Learn  Build:  State Your Call Objective  Consider All Possibilities And Outcomes  Identify Tasks That Lead To Your Objective  Visualize The Process  Measure:  Document What Happened  Learn:  Iterate Your Map
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  41. 41. 49
  42. 42. 50
  43. 43. 51
  44. 44. 52
  45. 45. 53
  46. 46. 54
  47. 47. 55
  48. 48. 56
  49. 49. 57
  50. 50. + EXERCISE  Build Your Sales Call Map 1. What is Goal For This Call? 2. Assume Prospect Answers: What Is The First Question You Will Ask? 3. List 2-3 Common Answers 4. What Will You Say Next [15 Minutes]
  51. 51. + What we did  Prospecting  Finding& Researching  Value Statements  Voicemails  Conferences  Sales Mapping  Exercises
  52. 52. + Find Me Scott Sambucci| SalesQualia @salesqualia | www.salesqualia.com www.youtube.com/salesqualia www.quora.com/scott-sambucci-salesqualia 415-596-0804 | scott@salesqualia.com

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