Startup Marketing & Sales

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Tips for selling and marketing in the startup space. Including minimum viable partnerships and the importance of stepping outside of your comfort zone.

Business

Deliver Powerful
Pitches to Investors
in 10 Minutes
Start-up
Sales + Marketing
Top 10 Things To Know
Caroline Cummings | @iamcarolina

Innovators
Ideators
Growers
Starters
Exiters

Include Customers in your R&D
Ask
Listen
Implement
Reward
Thank

Know what
word(s)
you want to own in the mind of
the consumer…

If you were about to give a
speech to a large audience, and
someone asked,
“what is your talk about?”
You’d say
__________________!

Know what you want to own
How you will defend it

Your Competition
Clearly communicate your Value Proposition

Due Diligence
on Competition
City/
Local
Focus
No
Character
Limitations
Free to
Post
Can
Include
Images
Social
Media
Friendly
Easy to
search
Local
Newspaper
✪
✪
✪ ✪ ✪ ✪ ✪

Target Markets
2nd 1st
3rd
5th 4th
Beta Market, Addressable Market, Market Segments,
% of Revenue/Market, Potential Market...
Highlight any Key Research

TAM: total
possible demand
for your product
SAM: based on
your current
business model
SOM: based
on practical limits
of your business
model

Target Markets
1st Harvard/Stanford
2nd Ivy League
3rd Colleges/Univs
4th 14 – 34 yrs old
Fastest growing demographic 5th Businesses…
Women 55+ years old

Acquiring Your Customers?
Including the cost to acquire a customer

Assumptions are King!
It’s the #’s Behind the Numbers that
matter!

• Monitor
• Learn
• Compare
• Respond
www.google.com/alerts
Listen Online

Respond!
“Nice to see a
large
company
listening.”

Citizen marketers
Customer evangelists who generate media
(primarily online) on behalf of products, services,
companies, or people who generate inspiration.

“Anything
Worthwhile is
Difficult.”
-- Coco Chanel

Caroline Cummings
VP of Biz Dev & Sales
Palo Alto Software
How to Step Outside of Your
Comfort Zone and Sell Faster,
Better, Smarter…

Comfort Zone =
A type of mental
conditioning that causes a
person to create and
operate mental boundaries

# 1 Public speaking
# 2 Heights
# 3 Insects and Bugs
# 4 Financial Problems
Comfort
Zone # 5 Deep Water

Comfort
Zone
Public
Speaking
Starting
a Vlog
Toast
Masters
Making
Sales
Calls

Anxiety can improve
performance…
…but, if you step beyond
your optimum performance
zone…

Danger Zone
As levels of anxiety or
discomfort increase to high
levels – performance can
decline rapidly

Traveling to Cairo
During Social
Unrest…

If you don’t step out of your
comfort zone
you WILL miss opportunities

“Enchantment
transforms situations
and relationships.
It converts hostility
into civility.
It reshapes civility
into affinity.
It changes skeptics
and cynics into
believers.”

Opportunities like:
Raising funds
Winning customers
Recruiting talent
Landing partnerships
Getting promotions
…

 Due diligence
 Media mentions
 Linkedin profiles
 Interests
 Competitors
 Think quality not quantity

Tip #4
Find a Minimum
Viable Partnership

One way I am going to
step outside of my
comfort zone is by
_________________.

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THE NEED FOR A SALES PROCESS PROBLEM The results of a recent study conducted by The Sales Board confirmed what we have known for some time. Prospects are speaking up about how they feel about salespeople who are less than professional. We thought that you would like to see these statistics as they reinforce the need for a sales process and challenge you to improve your qualifying efforts. DIAGNOSIS The study showed the following startling facts. Can you relate to them as a salesperson or as a buyer? Fact: 82% of salespeople fail to differentiate Result: They lose the business, fail to sell value Fact: 86% of salespeople ask the wrong questions. Result: They miss selling opportunities and end up wasting time while appearing unprofessional. Fact: Only 18% of salespeople close without discounting price. Result: Discounting becomes a habit and profit margins are eroded. Fact: 95% of customers say salespeople talk too much. Result: Customers are bored and feel salespeople don’t care about understanding their problems. Fact: 62% of salespeople do not earn the right to ask questions. Result: They fail to position the sale properly and don’t gain commitment. Fact: 85% of salespeople use a selling process that is extremely ineffective, compared to the buyer’s system. Result: They close less than 50% of the business that they should close, with disastrous effects on their companies’ sales and their personal incomes. You may be ‘winging it’ if you find yourself relating to any of the following: (a) chasing prospects who don’t return calls; (b) hearing ‘think it over’ all too often when you ask for the business; (c) cutting price in an effort to obtain or keep business; and (d) spending most of your time in front of people who are not decision makers. SOLUTION 1. Stop assuming that your prospect needs what you’re selling. 2. Learn how to ask more questions to see if the prospect has any serious ‘pain’ issues that your product or service can resolve. 3. Learn a sales process to help you stay in control of the sales interview.

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Startup Marketing & Sales

1. Deliver Powerful Pitches to Investors in 10 Minutes Start-up Sales + Marketing Top 10 Things To Know Caroline Cummings | @iamcarolina

2. Innovators Ideators Growers Starters Exiters

4. What’s Wrong?

5. Include Customers in your R&D Ask Listen Implement Reward Thank

7. MVP

8. A

9. Know what word(s) you want to own in the mind of the consumer…

10. If you were about to give a speech to a large audience, and someone asked, “what is your talk about?” You’d say __________________!

11. Driving

12. Safety

13. Social Network

14. Building a company Means Selling things Means… Building a brand!

15. Know what you want to own How you will defend it

16. Your Competition Clearly communicate your Value Proposition

17. Due Diligence on Competition City/ Local Focus No Character Limitations Free to Post Can Include Images Social Media Friendly Easy to search Local Newspaper ✪ ✪ ✪ ✪ ✪ ✪ ✪

18. Who are you selling to? Target Markets

19. Target Markets 2nd 1st 3rd 5th 4th Beta Market, Addressable Market, Market Segments, % of Revenue/Market, Potential Market... Highlight any Key Research

20. TAM: total possible demand for your product SAM: based on your current business model SOM: based on practical limits of your business model

21.

22. Target Markets 1st Harvard/Stanford 2nd Ivy League 3rd Colleges/Univs 4th 14 – 34 yrs old Fastest growing demographic 5th Businesses… Women 55+ years old

23. Acquiring Your Customers? Including the cost to acquire a customer

24. Assumptions are King! It’s the #’s Behind the Numbers that matter!

25. Selling & Marketing is Listening

26. • Monitor • Learn • Compare • Respond www.google.com/alerts Listen Online

27. Respond! “Nice to see a large company listening.”

28. Gather Citizen Marketers

29. Citizen marketers Customer evangelists who generate media (primarily online) on behalf of products, services, companies, or people who generate inspiration.

30.

31.

32.

33. “Anything Worthwhile is Difficult.” -- Coco Chanel

34. Caroline Cummings VP of Biz Dev & Sales Palo Alto Software How to Step Outside of Your Comfort Zone and Sell Faster, Better, Smarter…

35. Comfort Zone = A type of mental conditioning that causes a person to create and operate mental boundaries

36.

37. Comfort Zones Define Us

38. What’s it look like?

39.

40.

41. Fear

42. # 1 Public speaking # 2 Heights # 3 Insects and Bugs # 4 Financial Problems Comfort Zone # 5 Deep Water

43. Comfort Zone Public Speaking Starting a Vlog Toast Masters Making Sales Calls

44. A Healthy Dose of Anxiety

45. Anxiety can improve performance… …but, if you step beyond your optimum performance zone…

46. Danger Zone

47. Danger Zone As levels of anxiety or discomfort increase to high levels – performance can decline rapidly

48.

49.

50. Traveling to Cairo During Social Unrest…

51.

52.

53. If you don’t step out of your comfort zone you WILL miss opportunities

54.

55.

56.

57.

58. How to do it?

59.

60. Unleash Your Inner Hero

61. Defending the Underdog

62.

63. Convince in Style

64.

65. Kick Ass Take Names

66.

67. Don’t sell… Enchant !!

68. “Enchantment transforms situations and relationships. It converts hostility into civility. It reshapes civility into affinity. It changes skeptics and cynics into believers.”

69. If you don’t step out of your comfort zone you WILL miss opportunities

70. Opportunities like: Raising funds Winning customers Recruiting talent Landing partnerships Getting promotions …

71. 4 Tips for Winning Sales

72. Tip #1 Never make a cold call!!

73.  Due diligence  Media mentions  Linkedin profiles  Interests  Competitors  Think quality not quantity

74. Tip #2 View a “No” as an opportunity

75.

76. Negotiations Open…

77. Tip #3 Fail Fast or Scale Fast

78. Tip #4 Find a Minimum Viable Partnership

79. One way I am going to step outside of my comfort zone is by _________________.

80. Caroline Cummings VP of Biz Dev & Sales Palo Alto Software How to Step Outside of Your Comfort Zone and Sell Faster, Better, Smarter…

Startup Marketing & Sales

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