Subinder Khurana

1. Subinder Khurana
September 9, 2018

5. “I understand you
have a great
Product.”

7. Visible Remarkable Memorable
Relevant Unique Consistent
Demonstrable Halo Actionable
STAND FOR SOMETHING!

8. 1. There are no Rules.
2. Rules are made by brands that Rule.
3. The best brands break the Rules.
4. Get noticed. Stand out. Lead the pack. Rule.
5. Stand for something. Be Relevant. Be Authentic.
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9. 1. Consistent
2. Clear
3. Remarkable
4. Multichannel
5. Use Stories!!
Branding is everyone’s job!

10. All activities designed to increase
the efficiency and effectiveness
of customer acquisition, retention and growth

11. Increase Customer Value
•Relevance, Stickiness, Perceptions
Improve Sales Efficiency
•COCA, Lead generation, Engagement, Reach, Collateral
Tie everything together
•Product, People, Message, Communication

12. 1. Be sharp: Decide what NOT to do
2. Be authentic: align with your values, strengths and actions
3. Be consistent: messages, product, behaviour
4. Target precisely and sharply
5. Understand your customer and sell value, not features
Marketing is everyone’s job!

13. 1. Every customer believes they are unique, want the best
2. You have limited resources, use them well
3. Messaging can be tailored even for standard products
4. You want to build word-of-mouth within customer networks
5. Let’s be honest – the product is not really generic across segments

14. First establish proposition, MVP, product-market fit
Second customer profiles, channels and sales proposition
Third Optimize and scale with processes and metrics

15.  Growth hacks are like coding hacks – will cause problems over time
 If you read it somewhere, the tactic is already fatigued
 Disciplined and consistent execution will win in the long run
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16. COCA vs. LTV
Customer Retention and Repeat rate
NPS and Referral rate
Lead Volume and Conversion rate
Pricing and Margins
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17.  Generation of order and revenue
 Moment of truth
 Transference of your feeling to the prospect
Sales is everyone’s job!

18. As an Entrepreneur or CxO, Sales is your MAIN job
 You sell to Customers
 You sell to Investors
 You sell to Employees
 You sell even to your Family and Yourself!

19. No Need No Want No Hurry
No Money No Trust

21. Initially, founder-led, sell the concept
Next, sell to early adopters, create a sales engine
Finally, scale and optimize the sales engine

22. 1. Build Trust
2. Establish Value, not recite features
3. Persistence pays
4. Discount only as a last resort
5. Always be selling!
Sales is everyone’s job!

23. Sales Activities
Lead Generation
Nurturing, Qualification
Closure
Engagement
Lead
Opportunity
Customer
Champion
Regular

24. Process
Team
Metrics
Experiments
Analysis & Improvement
Lead
Opportunity
Customer
Champion
Regular

28. Discussion
Role of Online vs. Offline vs. Personal channels
Level of sales force required
Team selling vs. individual hunter
Direct vs. Channel vs. Online sales
Can you do all three?

29. Think abundance and
disrupt yourself
SUBINDER KHURANA
subinder@gmail.com