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Build A Sales Machine: Avoid The 7 Fatal Sales Mistakes & Double New Revenue
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Build A Sales Machine: Avoid The 7 Fatal Sales Mistakes & Double New Revenue

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  • It is perfect timing for PebbleStorm, because business has changed, and it will never be the same
  • BRENT
  • Be overly specific about your targets It doesn’t matter how many people you talk to if they are the wrong ones!
  • BRENT
  • Short and clear explanation of why you’re emailing the target. Credibility statement What kind of response rate do you think you can get from CEOs and other C-level execs? 1%? 2%? Try 9%.
  • Transcript

    • 1. From A Salesforce.com Executive: How To Avoid The 7 Fatal Sales Mistakes CEOs And VP Sales Make & Double New Revenue
    • 2. Aaron Ross - My Story
      • Stanford Undergrad + GSB dropout
      • CEO of LeaseExchange: -$5 Million
      • Ironman Triathlon, Boulder Outdoor Survival School
      • Sr. Director at Salesforce.com: $100 Million
      • ‘ Entrepreneur-in-Residence’ at Alloy Ventures ($1B)
      • On 10 advisory boards + investor in six companies
      • Now: PebbleStorm , with three coaching programs:
        • Sales Machine: “Create Predictable Revenue”
        • CEOFlow: “Turn Your Employees Into Mini-CEOs”
        • U nique Genius Coaching for individuals
    • 3. Created A $100M Inside Sales Team At Salesforce.com A“Cold Calling 2.0” process and team that helped increase recurring revenue for Salesforce.com by $100 million & grew F5000 bookings by more than 60%
    • 4. And Years Of Consulting/Advising
    • 5. Why Am I Doing This?
      • After so many years of coaching/advising CEOs and VP Sales…
      • I see the same mistakes made over and over again
      • I made them myself as a CEO
      • They are simple to avoid!
    • 6. Coming: Summer 2010
    • 7. A Wave Of Change
    • 8. What Works In Sales Has Changed
      • Field Sales = 90% of prospecting
      • ABC / Always Be Closing
      • Dials per day, appointments
      • Cold calls
      • Cheesy sales tricks work
      • “ I hate this job”
      • Long letters & emails
      • CRM hurts productivity
      1.0 2.0 Sales Dev = 90% of prospecting Is there a mutual fit? Qualified opportunities / month Research, referral calls Authenticity works “ I learned a lifetime skill” Short and sweet text emails CRM multiplies productivity
    • 9. The 7 Fatal Growth-Killing Sales Mistakes CEOs and VP Sales Make
    • 10. 1. Not Taking Responsibility For Understanding Sales & Leadgen
      • Everything begins with the CEO
      • The CEO must understand the fundamentals of sales and lead generation
      • Avoid arbitrary goals, assumptions and plans
      • Solution: the CEO must take full responsibility for educating & developing themselves
    • 11. 2. Thinking Salespeople Should Prospect (Make Salespeople Jacks-Of-All Trades)
      • Salespeople should fulfill deals
      • Only prospect 20% of the time, to Top 10 Strategic Accounts or to current customers
      • “ Lumping” is when salespeople do it all: qualify, cold call, close and manage accounts
      • Solution: specialize! You only need two salespeople to begin to specialize
    • 12. Separate the Four Core Functions “ Outbound” Customer Success & Renewal Sales Frontline Sales Organic & Marketing Leads “ Inbound” Qualified Opportunities New Customers
    • 13. 3. Assuming Channels Will Do Your Selling For You
      • They won’t
      • You have to control your own destiny
      • The channels will come AFTER you are successful
      • Solution: you must control your own destiny first. Focus on direct sales success before counting channel chickens.
    • 14. 4. “Sales 1.0” Talent Approach (Hiring, Training, Incenting)
      • Hiring wrong, especially in sales leadership
      • Insufficient training (esp. new hires)
      • Misguided expectations, esp. on ramp times
      • Promoting the wrong people
      • Using comp as the main motivator
      • Solution: get coaching on how to hire, train & incent, or find local companies to model.
    • 15. Chinese Proverb
      • If you want one year of prosperity, grow grain
      • If you want ten years of prosperity, grow trees
      • If you want one hundred years of prosperity, grow people
    • 16. Train New Employees In Support/Services Intern With Services or Lead Qualification (2-4 Weeks) Call Stale Leads (1 Week) Call Fresh Leads / Stale Opptys (1-2 Weeks) Degree of Risk Time Call Cold Executives Example: training salespeople in non-sales roles
    • 17. 5. Being “Product-Out” Rather Than “Customer-In”
      • Unclear Ideal Customer Profile
      • No one cares what you do, they only care what you do for them
      • Little executive time spent with customers (should be 25% of your time)
      • Solution: talk to customers to get clear on what you do for them, rather than how you do it.
    • 18. Nail Your Ideal Customer Profile
      • Industries?
      • Geographies?
      • Revenues/employees?
      • Culture clues?
      • Key metrics/datapoints?
      • Dealbreakers?
      • Dealmakers?
      • Ideal contact at targets?
    • 19. 6. Sloppy Tracking And Measurement
      • You have no predictability without a funnel
      • Are you measuring and tracking what you do and produce, or putting it off?
      • “ We’ll do that next [week, quarter, year…]”
      • Unless you understand what works and doesn’t work, you are guessing at how to improve
      • Solution: Start tracking 2-3 key activities / results now. Add something new each month.
    • 20. 7. Command-And-Control (“Push”) Management
      • Employees have few opportunities to contribute beyond their roles
      • More motivation than inspiration
      • Using long hours/hard work instead of creative problem solving
      • Exhausting employees (and management)
      • Solution: read “The Seven Day Weekend” by Ricardo Semler. Subscribe to CEOFlow.com.
    • 21. CEOFlow: “Pull Management”
    • 22. Bonus Mistake: Underinvesting in Customer Support
      • Too focused on new customer acquisition?
      • Ignore account management and support at your peril
      • We have a world of “Frictionless Karma” – bad customer experiences get around instantly
      • Solution: love & handhold your first 50 customers
    • 23. Trust => Extraordinary Growth
    • 24. The CEO Is The Pebble In The Pond
    • 25. CEO Sweet Spot
    • 26. Understanding Leads: Seeds, Nets & Spears
    • 27. Distinguishing types of leads
    • 28. Distinguishing types of leads
      • Lower volume
      • Highest quality
      • Harder to increase
      • Higher volume
      • Low value
      • Easier to increase
      • Lower volume
      • High quality
      • Medium work to increase
      • Grew Salesforce.com
      • revenue more than 40%!
    • 29. ___ Website Visitors ___ Leads (Registrations) ___ Qualified Leads ___ Qualified Opportunities $___ Pipeline $___ Bookings __% Conversion __% Accepted __% Converted $___ Avg /Oppty ___% Close SALES DEVELOPMENT SALES MARKETING Sales Cycle Length ____ __ Lead Qualification Reps per __ Leads per Month __ Account Execs per $__ Pipeline per Month Cost per Lead $___ Nets Funnel
    • 30. Example Spear: ColdCalling 2.0 Incremental
    • 31.
    • 32. Spears Funnel Add Target Accounts Add Contacts __ Call Connects __ New Opportunities __ Closed Deals Prepare Prospect Begin Sales Cycle Work Responses (9% Response Rate) __ Demos/Appointments Define Ideal Target Profile Send __ Cold Emails / Make __ Mapping Calls
    • 33. Prospecting Emails: Less Is More
      • State simply why you are reaching out – and be honest! (In every way)
      • Offer credibility (ex: customer names)
      • Make the email easy to read and respond to on a blackberry/mobile
        • No more than one question per email
        • Simple questions: don’t make them think
    • 34. Sell To Success
    • 35. How most companies sell
    • 36. “ Sell To Success”
    • 37. Build A Sales Machine Coaching
    • 38. The Transformation
      • An easy-to-follow sales development process that leads to predictable sales revenue and an ever-expanding pipeline with 20% close rates
      • Go from erratic and unpredictable leads and sales results to a reliable sales machine that generates pipeline even when no new marketing leads are coming in.
      • A clear step-by-step system to attract, develop, and retain the top sales people that will bring in the highest sales with the least amount of turnover, training and ramp time.
      • Free up your time and energy by making sales a self-managing system that runs itself.
    • 39. Testimonial: WPromote
      • Michael Stone, VP Sales, WPromote (#1 ranked Search Marketing Firm on the Inc 500):
      • “ Working with Aaron Ross has been nothing short of amazing…
      • His methods produced a profitable and scalable new stream of predictable revenue.
      • We saw at least 40+% new business growth .
      • Deal size is still growing.
      • We’re getting in the door with brands like Overstock, AT&T, IBM, etc. – people that would have never come to us.
      • The best part is, we had a blast while doing it!”
    • 40. Special 50% Offer Until 6pm Friday: Predictable Revenue Strategy & Action Plan Session
      • Format: 90-Minute Private Consultation by phone
      • You Walk Away With: Clarity on your bottlenecks and at least three concrete, results-changing, actionable solutions to create more predictable revenue and grow it by 40%+
      • 100% Money-Back Guarantee , if dissatisfied for any reason
      • Only $450 (value $900) for webinar registrants who sign up by 6pm Friday
      • To register:
      • www.CEOFlow.com/coaching

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