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Day 2 Afternoon - Accelerating Sales To First Customers Randy Whitcroft
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Day 2 Afternoon - Accelerating Sales To First Customers Randy Whitcroft


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  • 1. Lead to Win Accelerating Sales to First Customers July 29, 2009 Randy Whitcroft – Ideas2Revenue
  • 2. Agenda
    • Introduction
    • Sales Fundamentals
    • Early Adopters Program
    • Q&A
    • Wrap Up
  • 3. Introduction
    • My Background?
    • What stage are you at?
    • B2B vs. B2C?
    • How many Web vs. Traditional?
    • What do you want from this session?
  • 4. Sales Fundamentals
  • 5. Sales is not a Solo Sport Sales Marketing Support Development
  • 6. Sales has changed Over 70% of B2B prospects start their search on a search engine 2007 Enquiro Survey
  • 7. F – A - B
    • Features – Functionality or capability of your solution
    • Advantages – What is the advantage of that particular feature?
    • Benefits – What is in it for me?
    This is what people buy.
  • 8. What are the benefits?
  • 9. Which one would you choose?
    • - Groceries for your family
    • - New Blu-ray player
    • New furniture for your office
    • Hire a sales rep
    • New UI for your product
    • Target Market Tradeshow
  • 10. Want vs. Need
    • A “Need” is something you can’t live without. Obvious examples of needs include; air, food, water, clothing, shelter, sleep for individuals and consumers. However, a need is a little different for an organization, and falls into one of two categories: The Need to Save Money, or The Need to Make Money. The need to make money can also be broken down further into the following categories: to gain a competitive advantage (Increase Revenues), or to catch up to a competitor (Increase Revenues).
    • A “Want” is best described as something you would like to have, such as a TV or vacation. It is not absolutely necessary, but you have an overwhelming desire to obtain it. This definition is the same for both individuals (consumers) and organizations.
    • “ Wants” always compete with other “Wants” . “Needs” list is shorter and always trump “Wants”
  • 11. Buying Stakeholders User Buyer Influence – Person(s) to represent the interests of the user community. End user Technical Buyer Influence – Person(s) who are focused on making your solution work within their environment Economic Buyer Influence – Person(s) who own the budget and sign off on purchase
  • 12. Tools
  • 13. Early Adopters Program
  • 14. Overview 12 – 18 Months Forward
  • 15. Overview
    • “ More Startups fail from a lack of customers than from a failure of Product Development” – Steve Blanks (UC Berkley)
    Product Development Alpha/Beta Test Launch / 1 st Ship Concept/ Bus. Plan Customer Discovery Customer Validation Customer Creation Company Building Product Development Customer Development
  • 16. Step 1 – Get Clear Who is your Target Market? What is the flow of money? Who are the buying influences? Value of your solution?
  • 17. Step 2 - Sponsors Product Development Alpha/Beta Test Launch / 1 st Ship Concept/ Bus. Plan CVS DVS SVS Concept Validation Sponsor – Help you to validate your concept or idea before investing precious time and money into developing something that people do not need or will not pay for. Development Validation Sponsor – Transition from CVS. Validation resource during your development. Solution Validation Sponsor – Transition from DVS. Alpha / Beta tester for your solution. Industry Validation Sponsor – Industry expert or thought leader.
  • 18. Step 2 – Sponsors Cont’d.
    • CVS – Minimum 5. Maximum is based upon how much time and effort you want to invest. We typically provide 10-15. Law of averages (30 to 40 = 10).
    • DVS – Ideally have 5 to work with through the development cycle.
      • Sounding Resource
    • SVS – Should be same number as CVS. The more you have the more sales opportunities you are going to have.
    • IVS – No more than 3.
  • 19. Step 2 – Sponsor Identification
    • Friends & Family
    • Previous roles
    • Associations
    • Usergroups
    • Networking
    • Social Media & Internet
    • Resellers
    • Complimentary Vendors
  • 20. Take 5 Minutes….
    • Take 5 Minutes to identify 5 potential sponsors that you may know today…
  • 21. Step 2 – Why would they want to help? Recognition People who are motivated by "Recognition" are interested in respect, admiration, notoriety and celebrity. They want to be recognized by people around them as someone important, credible, and someone to be associated with. Influence People whose primary motivator is "Influence" find power, control, competition, independence, and order to be most important. These people are similar to recognition seekers in many ways; however it is more about what they feel the recognition will give them. They may view this power, or influence, as something they need to accomplish their goals. Internal Some people are motivated by "Internal" factors like morals, duty, intellect, creativity, philanthropy, and honor. These people are less affected by what others say than they are about what they say about themselves. This inner voice is what will make them take action, if they believe in the cause. Profit "Profit" motivated people strive for success with money, possessions, acquisitions, wealth, income and growth. Most often people who are in this category will be very upfront and direct about it, which makes it easier to understand and work with them.
  • 22. Step 3 – Make Contact
    • Call Preparation
      • Introduce yourself
      • Set the Stage – Not looking for a job or to sell them anything.
      • Give Background (Build Credibility) – How did you find out about them. What do you know about them.
      • Questions. Get them engaged.
      • Gain Commitment
      • Thank You & Next Steps
    • Do a bit each day
    • Follow up email
      • Thank you for call
      • Example of some questions you may ask
      • Confirm agreement / Meeting. (NDA)
    • Important Note: You are not selling anything!
  • 23. Step 4 – Sponsor Interviews
    • RECITE
    • R ole
    • E xpectations
    • C hallenges
    • I deas
    • T ell
    • E valuate
  • 24. Step 4 – Measurable Value What is the challenge? How big is this challenge? What are the impacts? Who Cares? Answer Answer Answer Measureable (Time / Money) “ So What?” Cycle
  • 25. Step 4 – Make sure you…
    • What are the alternatives? How are they doing it today?
      • Competitors, Complimentary Solutions, Status Quo
    • What is the process for them to adopt a new solution? Who is involved?
      • How did they decide upon their current solution? Understand why and how.
    • Would they be willing to spend money to solve?
      • Licensing / Delivery model
      • Pricing
    • If you need more info, schedule another meeting
    • Tell them how the information is to be used
    • Set expectations for them to be DVS, and SVS
    • Thank You E-Mail / Card
  • 26. Step 5 - Development
    • Review information gathered. Pull out the information / data that is common to the majority.
    • Send note letting them know the functionality / features being developed based upon majority of feedback
    • Set regularly scheduled calls. Suggest quarterly
    • Involve several parts of the organization in the communications
  • 27. Step 6 – Solution Validation
    • Give them notice – 30 to 45 days.
    • Set expectations as to what you would like them to test and measure. Use measure data from interviews.
    • Confirm expectations as to who will need to be involved on their end.
    • Set start date, timelines, success criteria, end date .
    • Prepare your proposal.
  • 28. Step 7 - Proposal Pricing – A fair exchange of money for value ROI – Based upon the information gathered during Interviews and testing. Ideally, show how it makes the customer MAKE money…not just save it! Implementation Plan – Services required, responsibilities, timelines, success criteria. Challenge Moving Forward: Find a way to lower your barrier to entry. Subscription Models, Assessments, Consulting, Success Based, etc. Use the opportunity with the Sponsors to identify ways to get it in the door!
  • 29. Step 8 – Ask for the order
  • 30. Q & A
  • 31. Resources
    • Building Sales Momentum Through Client Focused Development – 92 page e-book that walks through this whole process. Send me an email [email_address] and I will send you a complimentary copy.
    • All required documents are available by visiting or by sending me an email.
    • The Four Steps to The Epiphany – Book by Steve Blank