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Startup Sales 101

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A general framework for early stage sales. This presentation includes a 50,000 ft view of how to obtain your first client, make your first sales hire, seek and establish product market fit, and establish a scalable sales process and revenue from nothing. This presentation is ideal for early stage sales hires and founder-led selling.

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Startup Sales 101

  1. 1. STARTUP SALES 101 a general framework for early stage sales Miles J. Varghese
  2. 2. CREDIBILITY ● From “finance guy” ● To “startup sales guy” ● Proud LiveNinja Alum ● Current: Cetus Labs
  3. 3. “SALES IS AN _______art.”X
  4. 4. “SALES IS A ____________________process.”(That’s tightly tied to Product + Marketing)
  5. 5. YOUR FIRST SALES HIRE:
  6. 6. PRODUCT MARKET FIT MARC ANDREESSEN a16z, Netscape MIKE MAPLES, JR. Floodgate Capital ANDY RACHLEFF Benchmark Cap, Wealthfront
  7. 7. HOW DO YOU GET TO P.M.F ? ● Prove your product’s Hypothesis ○ Great Idea ≠ Great Product ● Build, Deploy, Sell. (Iterate)
  8. 8. CUSTOMER DEVELOPMENT
  9. 9. MUST READ:
  10. 10. SO WHO DO YOU HIRE? ● 2009 CEB Inc study ● 6,000+ interviews. ● 5 Different Profiles: ○ The Relationship Builder ○ The Challenger ○ The Problem Solver ○ The Lone Wolf ○ The Hard Worker ● Which of these would you hire?
  11. 11. THE CHALLENGER 💪🏾: 53% of customer loyalty is driven by the sales experience - not brand, price, or even the product.
  12. 12. MUST READ:
  13. 13. SO HOW DO YOU HIRE? “Employees, managers, and employees need a new relationship framework where they make promises to each other that they can keep.” -REID HOFFMAN LinkedIn
  14. 14. THE HIRING FRAMEWORK ● Lifetime Employment = 💀 ● Employment is an Alliance (NOT a “family”) ● Alliance Agreement ○ “Tours of Duty” ● Measure for intellectual curiosity ● Sales role play ○ Ex. live sales cold call
  15. 15. MUST READ:
  16. 16. MODERN CANDIDATE PROFILE: “ABL”
  17. 17. “ALWAYS BE LEARNING” 1. TechCrunch 2. TechMeme 3. ReCode 4. Marketplace Tech (APM) 5. WSJ Tech News 1. Bowery Capital 2. SaaStr 3. SalesHacker 4. First Round Capital 5. Founding Sales 1. Lean Startup 2. Predictable Revenue 3. Hacking Sales 4. Fanatical Prospecting 1. SalesStack (Slack) 2. #MiaTech (Slack) 3. Closing Call 4. Rainmaker (Conf)
  18. 18. SO HOW DO YOU SELL? ● strategy ● process ● methodology
  19. 19. SALES STRATEGY: strategy = revenue generation model = inbound vs. outbound vs. hybrid inbound = content to capture prospects = to produce qualified leads (MQLs) outbound = proactive sales activity = to produce qualified leads (SQLs) hybrid = Account Based Marketing (ABM)
  20. 20. SALES PROCESS
  21. 21. SALES METHODOLOGY: methodology = the “approach” you use = challenger selling = solution selling = consultative selling = SPIN selling = trigger-based selling = social selling = agile selling = ….hit your KPI’s + close.
  22. 22. EXAMPLE: 1. AUTHORITY 2. NEED 3. URGENCY 4. MONEY 1. Money 2. Economic Buyer 3. Decision Process 4. Decision Criteria 5. Identifying Pain 6. Champion 7. Competition
  23. 23. MUST READ:
  24. 24. SALES STACK: sales stack = the tools, vendors, and processes that support sales activities = at scale = internal (SLA) = prospecting = to CRM = to signature
  25. 25. EXAMPLE:
  26. 26. CUSTOMER SUCCESS: ● Account Management ● Quota carrying ● “Farming”
  27. 27. Q+A: thx!

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