Presentation for the Eleven VC in Bulgaria portfolio on Setting up and Scaling yoru Sales Machine. Topics Covered Building, Training and Personal Development of your Sales Team Sales as an Energy Exchange Defining your ICP - Verticals and Personas Marketing, the flywheel and Inbound vs Outbound Prospecting, Referrals, LinkedIn Sales Process Value Based Conversation Qualification Criteria Selling with a Story and the power of Introverts International Expansion

1. Vlady Rusev
AUBG Elevate 2020
Founders Institute Goto Market 2019
Launchub Sales 2020
The Energy Revolution

2. Wizcom / Sciant
● One of the first big
outsourcing companies
in Bulgaria, founded by
AUBG graduates.
● Grew company to 150
employees and sold to
VMWare in 2008.

3. Connecto.ai
• Conversational Chatbots for
Marketing used by Viber,
Coca Cola, Visa
• Exit to Leanplum

4. ● Joined Leanplum on a mission to master SaaS Sales and share with
other entrepreneurs
● Vlady - responsible for DACH, CEE, MENA

5. Building and Scaling your Sales Machine
1. Building, Training and Personal Development of your
Sales Team
2. Sales as an Energy Exchange
3. Defining your ICP - Verticals and Personas
4. Marketing, the flywheel and Inbound vs Outbound
5. Prospecting, Referrals, LinkedIn
6. Sales Process
7. Value Based Conversation
8. Qualification Criteria
9. Selling with a Story and the power of Introverts
10.International Expansion

6. Building your Sales Team
1. Top Sales Traits
a. Positive Attitude
b. Coachability
c. Curiosity
d. Work Ethic
e. Prior Success as a Salesperson
2. Your first sales Hires
a. The SVP of Sales
b. The Sales Person
c. The Entrepreneur
Note: Who can accelerate you faster to product market fit?

7. Training your Sales Team
● Sales Mentorship and Coaching
○ Best Sales managers are Mentors/Coaches
○ Sales Ramp time = 6+ months. Hire
more/experiment. Culture fit.
○ Sales role - big attrition. Promote from within -
SDR to AE.
○ Sales Playbook for fast onboarding
● Sales Resources
○ Vlady’s Sales Books and Resources
○ Sales Gravy University and Podcast
○ Force Management

8. Personal Development for your Sales Team
● Characteristics of the The Sales Job
○ Stress
○ Rejection
○ Burnout
● Personal Development for Sales Teams
○ Optimize.me - book summaries, coach
○ Mindvalley - various courses
○ WildFit - food consciousness, coach
● Daily Rituals (the 5 a.m. club)
○ Breathing, Mediation
○ Gratitude, Journaling
○ Movement

9. Sales as an Energy Exchange
● Always be positive and optimistic
○ Be a knowledge expert. Give first.
○ Provide value in emails and LinkedIn without expectation
○ Be brief and state what you want.
○ Be confident and not needy!
● Know the company and the person you are approaching
○ Avoid the Seller Deficit Disorder
○ Do your homework - research the company/person
○ Find the common factors to break the ice
● Be different and memorable
○ Best camera, lighting, sound. Dress for success.
○ Be energetic, human and provide comic relief
○ Offer to connect with partners

10. Defining your Ideal Customer Profile (ICP)
● Define your Top 2-3 Verticals
○ Domain expertise
○ Easiest to convert, fastest sales cycle
○ Patch (Territory) File with accounts and personas
● Define your Personas
○ CEO, Co-Founder
○ Marketing Manager
○ Product Manager
○ Linked-In Outreach Matrix with templates for outreach
● Learn the pains/KPIs and language of the verticals and personas

11. Marketing Activities and Assets
1. VIDEO Material
2. DEMO Version
3. Case Studies
4. EBooks /White Papers
5. Data sheets
6. Educational Webinars
Note: Assets should be vertical/persona focused using their language
*Goal:
Lead Generation,
Awareness.

12. 1. Marketing should
focus on Lead
Generation and Lead
Nurture.
1. Sales should focus on
prospects who are in
intent and
evaluation.
The Traditional Marketing Funnel

13. Traditional Funnel VS Flywheel
Abundance
Digital Webinar

14. Put Existing Customers at the core of your sales
strategy
● Who are your best customers?
● Easier to retain and upsell
existing customers (x7 times)
● Focus on Customer Success to
Avoid Churn and protect your
turf
● Use existing customers for
referrals, success stories and
advocacy

15. Inbound vs Outbound
● Focus on driving thought leadership and value to the marketplace
● Inbound is far more successful in conversions than outbound
● Do not scale Outbound team before Inbound engine is working
● Hiring more SDR and AEs will not necessarily increase revenue
● Hiring AEs without significant inbound will not set them up for success.

16. Prospecting
1. Time Blocking - in the morning best time.
2. Separate Hunting from Farming
3. Use a mixed strategy covering all
channels.
4. Law of Familiarity - more touch points the
better.
5. When reaching out - provide value, be
human and personalise.

17. Leveraging Referrals
1. Mastering Referral Based Selling
(Course)
a. Build a system around it.
b. Track performance.
c. Ask everyone in the organization to
do it.
Note: Give First and Give Back! Be a connector.
User your investors, vendors and clients for referrals. Say Thank you!

18. Mastering LinkedIn
1. Master LinkedIn and Sales navigator
(Course)
- Create Prospect List, Accounts Lists,
Reminders
1. See Roles Changes, Funding, Company news
and congratulate.
2. Ask How can I help in your new role?
Note: After call always connect over LinkedIn. Add emails and
phones to CRM. Pro tip: Check if they have Viber/WhatsApp and
send a short message.

19. Sales Process: the Complex Tech Sale
1. Marketing Qualified Lead (MQL)
2. Sales Qualified Lead (SQL) - by SDR
a. 30 min intro call - value based
conversation
3. Sales Accepted Lead (SAL) - by AE
a. 15-30 minute use cases call -
qualification criteria
4. Demo product by Sales Engineer (SE) -
90 min
5. Deal Negotiation/Close - by Account
Executive (AE)
a. No negotiation on small deals. Use
templates and price list

20. Stay
with the
PAIN!
Ask questions so that prospect himself realises that he needs your solution.

21. Quantifiable measurements of the business
benefits of the solution
Individual within the organization who has the
final “yes”
Formal solution requirements in which each
decision maker will evaluate the solution
How the customer will evaluate, select, and
purchase a solution
Pain is the catalyst for the buyer solving the
problem within a set timeframe.
A person with influence in the buying
organization. Personally vested in your success
An alternative to your solution. It may be another
company, “do it internally”, or “do nothing”
Qualification Criteria

22. Sales 2.0 - Sell with a Story
1. Stories are the least frictionless and most
memorable way to establish credibility and trust,
present challenges and insights, differentiate and
share your company’s values
2. The 7 Stories are:
a. Connect - Your personal Story, Key Staff,
Company Creation
b. Differentiate - Insight stories, Success Stories
c. Close - Values, Teaching
3. Create your company's 7 Stories and train your
salespeople to tell them purposefully during the
sales cycle

23. Sales 2.0 The Introverts Edge
● Introverts are more successful in the current sales
environment as it does not require in person meetings
and networking while they can follow process
● Key parts of the process:
○ Establish Likeability and trust and set agenda
○ Find the Bleeding
○ Qualify and make sure you speak to the right
person
○ Sell and cover objections with stories
○ Do a trial close and assume the sale

24. International Expansion
● Local Representation
○ Hire a local SVP with a big rolodex
○ Berlin, Denver, Atlanta - lower cost
○ Amsterdam, London, San Francisco New York - High cost
○ Remote work is the new normal
● Initiate hiring process
○ Ask what would you do if you had to develop market
● Local Agencies and Tech Partners
○ Partner Academy, Certification
○ Commissions on sales
○ Value Add potential
● Look for and learn from success stories
○ GtmHub, OfficeRnD, Payhawk