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Using the Sales Model Canvas: Find your first customer, then 10 more...

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Hosted by SARTA, this presentation was part of a live workshop teaching entrepreneurs how to use SalesQualia's "Sales Model Canvas" to lead buyers through the purchasing process and how to build a repeatable sales framework for your sales opportunities.

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Using the Sales Model Canvas: Find your first customer, then 10 more...

  1. 1. + Finding Your First [Enterprise] Customer, Then 10 More… SARTA Workshop Sacramento, CA March 18, 2015
  2. 2. + Today’s (very aggressive) Objectives By the completion of today’s workshop, you will be able to: Construct a selling framework; Identify risks in your sales process; Identify Buyer Types, Stages of the Sales, and Stalls; Develop Value Statements. Define milestones & metrics.
  3. 3. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  4. 4. +  Exercise Think of a Prospective Customer(s) [1 minute]
  5. 5. + Your customers are lazy cows…
  6. 6. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  7. 7. + Nobody cares about your product
  8. 8. + Why [People at] Enterprises Buy + Revenue + Efficiency - Cost - Risk
  9. 9. + 1. Increase Revenue
  10. 10. + 2. Decrease Costs
  11. 11. + 3. Increase Efficiency
  12. 12. + 4. Decrease Risk
  13. 13. + Exercise  Why does your Customer buy your product? + Revenue? - Cost? + Efficiency? - Risk? [3 minutes]
  14. 14. Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here: http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf Implied vs. Explicit Needs
  15. 15. +How big is the problem?
  16. 16. + In other words, find this…
  17. 17. + 4 problems worth solving…
  18. 18. + Problem #1: Coordination Image Source: http://www.slate.com/blogs/the_vault/2014/02/05/the_first_modern_organizational_chart_is_a_thing_of_beauty.htm l
  19. 19. Image source: Galbraith “Designing Organizations: An Executive Guide to Strategy, Structure, and Process Revised “
  20. 20. + Problem 2: Reduce transaction costs
  21. 21. +
  22. 22. + Problem #3: Create information 01110011 01101111 01101101 01100101 01110100 01101000 01101001 01101110 01100111 00001101 00001010
  23. 23. + Problem #4: Solve for X-Efficiency
  24. 24. + Companies don’t make decisions. People at companies make decisions.
  25. 25. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  26. 26. + USER BUYER ECONOMIC BUYER TECHNICAL BUYER PRODUCT CHAMPION
  27. 27. + Why [People at] Enterprises Buy + Revenue + Efficiency - Cost - Risk
  28. 28. + Identify the purchasing motivation for each buyer [EXERCISE]
  29. 29. + Most buyers are novices
  30. 30. + Beware of the Purchasing Zombies!
  31. 31. + Zombie #1: The buyer that talks price in the first conversation.
  32. 32. + Zombie #2: “I make the decision on this."
  33. 33. + Zombie #3: “Send me a one-pager and I’ll present at the next meeting."
  34. 34. + Zombie #4: The job of IT, procurement, & vendor management is to keep their job.
  35. 35. + There is never a shortage of interesting conversations.
  36. 36. + Find the decision-maker.
  37. 37. + Exercise Use a current sales situation & your points of contact at your prospective customer Draw a 4-column grid: Buyer Type| Person’s Name | Motivation | [Blank] What is the primary motivation for each Buyer to use your solution? [4 minutes]
  38. 38. + Economic Buyer User Buyer Technical Buyer Product Champion + Eff - Risk- Costs+ Revenue
  39. 39. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  40. 40. + Value Statement Construction 1. It’s not what your product does 2. What need does your solution fill? 3. Think numbers (%, $, days, units)
  41. 41. + “What job are your customers hiring you to do?” -Clayton Christensen Now… Write your Value Statement for each Buyer Type, framing your statement in terms of the customer’s problem, not your product. Hint: Remember the four (4) reasons people buy. “For [insert buyer type], we …”
  42. 42. + Economic Buyer User Buyer Technical Buyer Product Champion + Eff - Risk- Costs+ Revenue
  43. 43. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  44. 44. + Status quo is the biggest competitor.
  45. 45. + [People at] Companies are risk averse.
  46. 46. +  Exercise Why will your customer do nothing? What is the biggest objection you’ll face? Who are your competitors? How will you address this? [6 minutes]
  47. 47. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  48. 48. + Build a “work plan” (not a proposal…)
  49. 49. + Phased Parallel Big Bang Changeovers
  50. 50. + The “What happens next?” Framework  The first minute?  The first hour?  The first day day?  The first week?  The first month?  The first quarter?  The first year?
  51. 51. + Implementation & Support
  52. 52. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  53. 53. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  54. 54. + Stages of the Sale 1. Needs Analysis 2. Evaluation of Options 3. Resolution of Concerns 4. Implementation http://www.amazon.com/SPIN-Selling- Fieldbook-Practical- Exercises/dp/0070522359
  55. 55. + Stages + Stalls A. Qualification 1 . NEEDS ANALYSIS B. Initial Demo 2. EVALUATION OF TOPIC C. Proposal Work Plan 3. RESOLUTION OF CONCERNS D. Technical Demo 4. IMPLEMENTATION
  56. 56. + Where do deals usually stall? A. Qualification B. Initial Demo C. Proposals D. Technical Demo
  57. 57. +  Exercise Where, how, and why are your sales conversations stalling? How can you maintain control? [5 minutes]
  58. 58. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  59. 59. + Who’s in control of the next step?
  60. 60. + Key Metrics & Milestones: Examples  Non-disclosure Agreement  Introductions to additional buyers (i.e. technical, economic, user)  Onsite visit to your office  Technology audits to estimated configuration costs  Implementation planning
  61. 61. + Strategy: Create deadlines
  62. 62. + Strategy: Create Scarcity
  63. 63. +  Exercise What are the key milestones and metrics that both you and the customer can agree upon for your sales process? [4 minutes]
  64. 64. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  65. 65. + Sales Mapping
  66. 66. + Think: “What happens next?”  The first minute?  The first hour?  The first day day?  The first week?  The first month?  The first quarter?  The first year?
  67. 67. +  Exercise Draw a 2-column table: Time Period | Action Write down what you would need to do in the first minute, hour, day, week, month, quarter, and year. [4.5 minutes]
  68. 68. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  69. 69. + Executives think: “What can this product do for me? How can I put it to work for my business?”
  70. 70. + Zombie #1: The buyer that talks price in the first conversation.
  71. 71. + Strategy: Run a pilot.
  72. 72. +  Exercise How many seat licenses? Billing cycles? Budget cycles? Signatory? Renewal clauses? Right to cure? [3 minutes]
  73. 73. The Sales Canvas 1. Customer Needs 4. Objections, Competitors, Status Quo 5. Implementation & Support 3. Value Statements 2. Buyers & Buyer Types 6. Stages of the Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
  74. 74. + Sales Interactions per Revenue Revenue per year # of sales interactions $10 1 $100 2 $1000 4 $10,000 8 $100,000 16 $1,000,000 32 $10,000,000 64 $100,000,000 132
  75. 75. + Wrapping up…
  76. 76. + Products & Solutions Self-Learning: Books & online courses Workshops & 1:1 Coaching Advisory & Consulting Talent Recruiting & Team Development
  77. 77. “Startup Selling: Sell More Stuff” Coupon Code: SARTA-2015
  78. 78. www.slideshare.net/SalesQualia
  79. 79. + FREE Webinar: Using LinkedIn for Customer Development & Sales
  80. 80. + Scott Sambucci, Founder scott@salesqualia.com | (415) 596-0804 | @scottsambucci www.quora.com/Scott-Sambucci www.linkedin.com/in/scottsambucci Robert Wharton, Production Manager robert@salesqualia.com | (405) 414-9712
  81. 81. + How was today’s workshop?
  82. 82. + SURVEY: http://bit.ly/SQ-SARTA- March-2015 LinkedIn: www.linkedin.com/in/scottsambucci Quora: www.quora.com/Scott-Sambucci Twitter: @scottsambucci Email: scott@salesqualia.com

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