Sales for Startups Presentation (06.13.12)


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Some of the lessons from my time at Crittercism. From when I started until current time, when we've added a seasoned VP of Sales, and my focus has changed to more strategic business development.

// @noahbarr

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  • Me, personal backgrounds, non-traditionalOur Customers (LargeStoriesStages of companies / sales org changes
  • This works but isn’t scalable. Only good for early adapters. Give Hearst example
  • Anybody like a used car sales man? When was the last time you were impressed with a sales experience? When were you sold really well?
  • White Elephant:perfect product/timing fit, Must establish customer demand/interest
  • Why talk with a developer who has one app vs 1000 apps
  • Take first couple minutes to understand their needsCater the messageTHEY’LL BASICALLY TELL YOU HOW TO “SELL” THEM
  • Strengths out of your inherit weaknesses
  • You care about features….Customerscare about benefitsTalk about features: SymbolicationReal Time monitoring not that useful. Amoniture
  • “Value proposition” = stories that resonates w/ customers“Establish” = A/B test themesfrom one customer on another.Look for the sparkle in their eyes. Signal to noise ratio
  • Adobe example
  • Enter as high as possible. Talk about Yammer
  • IBM example
  • ID’ing right way inPprocess, repeated conference callscontracting,cycle timeMisc BS
  • 5 minutes to integrateI want your business, but don’t need it
  • Sales for Startups Presentation (06.13.12)

    1. 1. Startup Sales Noah Barr @noahbarr BD @crittercism@noahbarrBD @crittercism
    2. 2. Quick Background Me Crittercism Enterprise SaaS: / B2G(eek)@noahbarrBD @crittercism
    3. 3. Me engineering background management consulting private equity startups@noahbarrBD @crittercism
    4. 4. What we do Mobile Crash reporting/error diagnostics for “in-the-wild” apps -- Mobile APM (App Performance Monitoring)@noahbarrBD @crittercism
    5. 5. Role is strategic BD, but needed lighthouse customer. Only non-technical employee@noahbarrBD @crittercism
    6. 6. This is what I learned along the way (Thanks Jason)@noahbarrBD @crittercism
    7. 7. Initial sales approach “Let me show you what we’ve been working on ...Isn’t it cool?”@noahbarrBD @crittercism
    8. 8. Couple key concepts@noahbarrBD @crittercism
    9. 9. People don’t want to be sold to … they want to buy@noahbarrBD @crittercism
    10. 10. Buying your widget probably isn’t their #1 priority (yet!)@noahbarrBD @crittercism
    11. 11. Aim big@noahbarrBD @crittercism
    12. 12. Don’t jump into a tech demo right away@noahbarrBD @crittercism
    13. 13. Never leave a meeting without next steps@noahbarrBD @crittercism
    14. 14. Guerilla warfare strategy@noahbarrBD @crittercism
    15. 15. Features v. Benefits Don’t know what customers will value@noahbarrBD @crittercism
    16. 16. Establishing value proposition@noahbarrBD @crittercism
    17. 17. Strike when the iron is hot@noahbarrBD @crittercism
    18. 18. Dealing with big companies (It can be worth the pain)@noahbarrBD @crittercism
    19. 19. Enter as high as possible Get buy-in from up-high Timebox POC  MSA (Holy Grail)@noahbarrBD @crittercism
    20. 20. Cheer up… Whole teams selling into a specific org@noahbarrBD @crittercism
    21. 21. One last thought on big companies@noahbarrBD @crittercism
    22. 22. All the pain = Potentially big financial reward + Barriers to entry for others  (But I wouldn’t want to rest my hat on it)@noahbarrBD @crittercism
    23. 23. Other Learnings Pain thresholds Messaging/Positioning affects pricing Be Persistent, but not annoying (A Little Guilt) goes a long way Keep your head high@noahbarrBD @crittercism
    24. 24. Stages@noahbarrBD @crittercism
    25. 25. BD Sales Marketing@noahbarrBD @crittercism
    26. 26. Good luck @noahbarr@noahbarrBD @crittercism