Email the CEO
Subject: Best point of contact
Who is the best point of contact to
discuss [the word descriptor]?
- Your Name
Setup a discovery call
Thank you [Name of CEO].
Do you have time for a quick call to discuss
[three word description]? We have/are building X
and would like to see if [CompanyName] would
be a good ﬁt.
- Your Name
Having a Sales Conversation
Understand the Current Situation
Identify their Values/Goals/Objectives
Conﬁrm Your Understanding
Identify All the Players
Answer the question:
Should we work together?
Who are your best customers?
What do they like about you? Dislike?
Who are your small/big competitors?
What do they do better/worse than you?
Where do you see yourself on that scale?
Walk me through (the core business
function you’ll affect).
Who’s involved? How will this impact them?
Discuss challenges and opportunities
How will solving them affect the core
Use the “5 Whys” technique
If you can’t put a $ on it, you haven’t gone
Identify 3-5 core outcomes that will
positively impact their business.
Calibrate your pitch based on their values
- ease of use
Ask them to deﬁne it - “what does service look
like to you?”
List back to them what you heard and ask
if you understand correctly.
Ask if you’ve missed anything.
Once you get the yes, you may start
talking about what you can do for them.
Do not pass Go
Do not collect $200...
Until you’ve had a conversation with each
Large & complex sales will have multiple
buying inﬂuences and will require you to
repeat the above steps with each group.
Don’t forget about:
Economic - one that writes cheques
Technical - one that assesses the details
User - one that uses or whose job will be
impacted by your solution
Close the Next Step
“It looks like we understand what you
need and can provide a solution that will
help you with X,Y, & Z.
What do you think our next steps should
Always ask for a commitment for the
Review the 3-5 outcomes you identiﬁed
earlier and match them with the beneﬁts
your product provides.
Ask, “does that sound like it will work for
you?” after each outcome.
Take good notes & write them up
immediately after your meeting.
Fill out the Selling “V” and you’ll have a
great outline for your presentation/
Go sell something...
Co-Founder & CEO