1. Sales
Strategy
Guide
v1.0
A comprehensive manual on
how to holla for the dolla and
shift bytes
Contents
1. Product Information
2. Lead generation
3. Marketing material
4. Handling pushback from non­believers
5. Deal closing

2. 6. Post­sale management
1. Product info: What are we selling?
‘Soundninja is just a website plug­in, as Adsense is also just a banner ad.’
Soundninja is on a mission to revolutionize how music is discovered by online readers, how
musicians sell concert tickets, and how online music news publishers generate revenue.
Our product is a website plug­in that at its core, corrals and displays relevant information to
internet users on blogs and other music­related websites. The plug­in can be utilized on both
desktop and mobile platforms.
Our plug­in recognizes musician names on an internet page and automatically pulls song
previews from Spotify, as well as information from concert platform APIs (Application
Programming Interface). These platforms sell concert and show tickets, and would give us
affiliate commission with every ticket sold through our plug­in. Currently our API is Songkick, but
plans have been made to include TicketFly in the future.
Soundninja can be installed on Wordpress, Blogger, Weebly, other Content Management
Systems as well as on static websites that employ a simple javascript file.
2. Lead generation
Setup
Before starting on leads, ensure your email address is setup with @soundninja.com.
After obtaining an email address, download the following chrome plug­ins and familiarize
yourself with them:
Streak:​ A gmail CRM (customer relationship management) plug­in that requires google chrome.
It stores customer information in ‘boxes’ and provides a sales pipeline from new lead to closed
deals.
Email Hunter:​ Google chrome plug­in, helps find emails of key people on LinkedIn
Rapportive:​ Google chrome plug­in that shows social media profiles of people you send an
email to.
Crystal: ​The most cutting­edge sale tool in the world. Adds a button to LinkedIn, Facebook and
Twitter profiles that gives you key information about how best to persuade that person.
Other tools:
Slack:​ Make sure you have this to communicate with the rest of the Soundninja team. Join
#Marketing to stay up to date with sales, customer success and other Marketing information.

3. Trello​: The dev team has a Trello board set up to track tasks and bugs for the Soundninja
plug­in. You will need to use it to log any bugs you encounter. Ask for an invite to the board if
you are not already on it. Board link: ​https://trello.com/b/sVDcFJEC/sn­script
Thrust.io:​ Email finder based on domain URL. Use for a backup to Email Hunter
Finding leads
You’ll find a list of leads inside Streak so you won’t need to dohunting yourself but this guide will
be useful should you find a new lead yourself.
Soundninja’s target market is music blogs, music/pop culture/celebrity news sites, and any
website that posts articles about musicians, whether they include song titles or not.
Leads are currently found via Google by searching popular music genres and using “[genre
name] blog” or “[genre name] news”.
A blog lead will often list other music blogs on their site that could be viable.
** Finding leads tip 1 **
Finding new leads can be done by going to the blogs of existing leads and looking for a link or
friend’s list. Ensure that any leads you gain this way have not already been added to the list.
Qualifying Leads
Music blogs and news sites generate content that draws in readers with an interest in music
who will utilize Soundninja’s music discovery functionality. Readers that utilize Soundninja’s
music discovery functionality are exposed to concert listings.
Soundninja is most beneficial to readers on websites that ​present written content​. Smaller
websites or tumblr blogs that do not present written content [and only media] are not viable.
Sites must be text driven in order to utilize Soundninja.
These websites are familiar with online content monetization techniques and may already have
affiliate revenue systems or other advertising systems like Adsense on their website.
Recording Leads
After finding a new lead, you must record these details into the CRM (currently Streak):
­ Company name
­ Company website
­ Facebook page likes
­ CEO/owner/editor­in­chief name
­ Title (CEO or owner or editor)
­ CEO/owner/editor first name
­ CEO/owner/editor email address

4. ­ Genre of music (if known)
If the owner/CEO/editor name and email is not listed on their website. You will need to use
LinkedIn and follow the steps to find their email address.
***To find the CEO/owner/editor email address follow these instructions: ***
1. Search for the business name on LinkedIn/Google
2. Find the CEO or Owner or Editor of the business
3. Use https://thrust.io/mail to find email addresses of those persons by entering their name +
the company website domain.
*** ! If https://thrust.io/mail does not work: ***
Use https://emailhunter.co/ with the company website domain. What is the email pattern for this
company? eg.
firstname.lastname @ company.com (michael.bay@newswebsite.com) or
firstname@company.com (michael@newswebsite.com) or
firstnameletter.lastname@company.com (m.bay@ newswebsite.com) etc.
Once you know the pattern, you can guess the person's email address. Use
https://www.guerrillamail.com to test if you have the right email address by sending a test email.
3. Marketing Material
Sending Cold Emails
You can send emails using one of the cold email templates provided in Streak. Here is a guide
to using Streak and sending emails:
https://docs.google.com/document/d/1_Wg8DxooYk31Nfoc9GHrUt7KLCWR3YxknmQQ8AvWT
4E/edit
As more experience is acquired, you can add your own flavour to a cold email, such as a sports
team news if you know where the blog is located, something you know about the region they are
based in, or industry related news.
● When after sending the first email, change the status of the box from lead to email 1
● Follow up after 2­3 business days, using the email 2 template.
● When sending the first follow­up, change the status from email 1 to email 2
● When sending the 2nd follow­up, change the status from email 2 to email 3
● Send at least 3 emails before sending the ‘firing’ email template. Change status of box to
‘Fired’.

5. Data has shown that the optimal time to send cold emails are Tuesday and Thursday morning.
Using this knowledge, the ideal cold email and follow up schedule should look like this:
1. Tues week 1​ ­ Send Email 1
2. Thurs week 1​ ­ Send Email 2
3. Tues week 2​ ­ Send Email 3
4. Thurs week 2​ ­ Send Email 4 (firing)
To start, follow this process on 10 leads in your first week (let’s call them group A). If you are not
receiving an overwhelming amount of response from those 10, add another 10 leads (we’ll call
them group B) into your flow in the second week, and so on. Your new schedule should like this:
1. Tues week 1​ ­ Send Email 1 ​(group A​)
2. Thurs week 1​ ­ Send Email 2 (​group A​)
3. Tues week 2​ ­ Send Email 3 (​group A​), Send Email 1 (​group B​)
4. Thurs week 2​ ­ Send Email 4 (firing) (​group A​), Send Email 2 (​group B​)
5. Tues week 3​ ­ Send Email 3 (​group B​), Send Email 1 (​group C​)
6. Thurs week 3​ ­ Send Email 4 (firing) (​group B​), Send Email 2 (​group C​)
7. Tues week 4​ ­ Send Email 3 (​group C​), Send Email 1 (​group D​)
8. Thurs week 4​ ­ Send Email 4 (firing) (​group C​), Send Email 2 (​group D​)
And so on.
Following this process you should be reaching out to 40 leads per month. With practise, sending
your 10 or 20 emails on Tuesday or Thursday should take no longer than 1­2 hours, giving you
more time to take your responders through the deal flow.
Responding and communicating with existing partners and responders is important, but startups
are defined by their ​ability to grow​.
Stopping or pausing the cold outreach process is effectively eliminating growth, so ensure you
allow time on Tuesday and Thursday to complete it. ​Using Streak you can prepare emails and
send them at a later time​, so if you are busy on Tuesday and Thursday you can use Monday or
Wednesday night to prepare them and have them sent out at 10am perfectly the next day.
Emoji
Emojis are great to seem like a chill person but only drop 1 per 5 sentences. Going any more
than that and you seem like a child or drug addict.
Sales flow
After getting a response from a lead first respond to their concerns [if any] using the handling
pushback section below.

6.
After getting a response and responding to concerns, offer to show them a personalized demo
of Soundninja on their site as well as a breakdown of revenue generation system. Get an OK,
and then speak with engineering to get a demo prepared for them.
Demonstrating Product Functionality
Whenever demonstrating product make sure to explain how to use it to using the Streak snippet
‘A Demo’
Explaining Revenue Generation System
Use the snippet ‘Explain revenue’. Replace ‘this post’ with the personalized demo. Find a
concert from an artist mentioned in the post on Songkick that is in the lead’s country and has
the highest ticket value [aim for >$300 festival tickets] and use that to fill in the rest of the
information. Key is getting a high ticket value event in the same country as the lead.
4. Handling Pushback
Address any pushback by directly speaking to it. Try to re­use their own vocab in your response.
Take one sentence to summarize their concern and then reuse one of the below
pushback­destroyers to create your response.
Blogs: ”I am not into advertising on blog”
Response:
Soundninja provides music previews of the artist’s you mention first and has concert advertising
of those artists as an add­on.
Blogs: ”I don’t like CPAs (Cost per Acquisition), can you do CPM (Cost per Impression)?”
First off, we need to know the difference between CPA and CPM. CPAs pay affiliates when an
actual ticket is sold, whereas CPM pays the blog, but not us every time the ad is actually
displayed. The blogs want zero risk with associating with us, so they can get paid anyway. We
want to forge a partnership, using their blogs as a deployment platform so that we can build
ourselves out in the digital space.
Response:
Websites with Soundninja see a x% increase in time spent on­page due to the user­focused
features of the plug­in. Sites with the advertised concert space removed see a lower time spent
on­page and tests with banner ad replacements dramatically reduce that time further.
Blogs: ”I am worried users will leave my site and go to Spotify”
Response:
Our data shows users rarely interact with the outbound Spotify links and users can follow artists
and add songs to their library directly through the plug­in, removing the need to go away to
Spotify.

7.
Additionally, if your site has it’s own artist pages, links to artist’s Spotify pages can be changed
to your own artist pages.
5. Deal Closing
Once their concerns have all been met and they like the mock demo of the product your close is
to
get them to join the trial program and see a live demo.
To get a live demo or any implementation of Soundninja on their website a client must sign the
End User License Agreement (EULA). See the ‘EULA time’ snippet for details.
6. Post­Sale Management
Overview
So you got a sale, great! Post­sale management is equivically as important as winning a sale.
Soundninja is a beta product and requires partner participation to be successful.
Goals
1) Ensure the client is using Soundninja
You must ensure the client is using Soundninja properly by checking their website
frequently and seeing the recent posts. Are they using SN admin to manually recognize
artists that were not automatically recognized in recent posts? ​CHECK EVERY WEEK.
2) Create a positive relationship
Your clients needs to enjoy communicating with us and you are their point of contact
who determines that. Be cool, interested, helpful and most importantly cool in all your
contact with them.
3) Get more from them!
Build your relationship with your client by following the previous 2 steps to a level that:
­ You can ask them for a shoutout on Social media [teaching their readers]
­ You can ask them for a post about Soundninja
­ You can ask them for a referral to other potential leads
4) Discover bugs and get feedback
By keeping an open channel of communication and keen interest in your client’s
thoughts about Soundninja, they will help us build a high­quality product even without
expensive automated testing and user experience development.
Guides to give to clients:

8.
Guide for using the Soundninja Wordpress plug­in:
https://blog.soundninja.com/getting­started­with­soundninja­for­wordpress/
Guide for using SN admin and adding unrecognized artists to the page manually:
https://blog.soundninja.com/using­soundninja­admin/
Additional guide for disabling false positive recognized words:
https://blog.soundninja.com/disabling­soundninja­recognized­artists/
Tips:
● Account managers should use Google Calendar to schedule weekly catchup emails to
clients.
● Make sure you are assigned to the client in Streak or current CRM
● If the client is being transferred to you then the account manager transferring the client to
you should send an introductory email with you cced.
● Check the sites of the clients you are managing and see if they are using SN admin
properly to put artists on the whitelist. Do that at the weekly catchup email time
Reporting bugs:
Follow this guide for getting the right details to fix bugs your clients are experiencing:
https://docs.google.com/a/getsoundninja.com/document/d/1UvmNQogklsQEHVYjhjdEhbTcAkM
KytJMUNTzrLUcnOU/edit?usp=sharing