Launch 2013: Eliminating The Sales Stigma w/Kyle York

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Get the slides from Kyle York's 2013 Launch presentation on eliminating the sales stigma with startups. (Say that 10 times fast.) Note that upon download, that first slide isn't yellow. That's a SlideShare issue.

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Launch 2013: Eliminating The Sales Stigma w/Kyle York

  1. 1. Dyn @ Launch Festival • March 2013@kyork20 @DynincEliminating the Sales StigmaKyle YorkChief Revenue Officer@kyork20 @Dynincat
  2. 2. Dyn @ Launch Festival • March 2013@kyork20 @DynincWho is @kyork20?Chief Revenue OfficerStarted in 2008
  3. 3. Dyn @ Launch Festival • March 2013@kyork20 @DynincWho is @kyork20?
  4. 4. Dyn @ Launch Festival • March 2013@kyork20 @DynincWho is @kyork20?
  5. 5. Dyn @ Launch Festival • March 2013@kyork20 @DynincWho is @kyork20?
  6. 6. Dyn @ Launch Festival • March 2013@kyork20 @DynincWho is @kyork20?Married.Father of a 6 month old son.Middle child of five boys.I’m also still learning andfiguring it all out.
  7. 7. Dyn @ Launch Festival • March 2013@kyork20 @Dyninc“You’re notworth $1/hr.”
  8. 8. Dyn @ Launch Festival • March 2013@kyork20 @DynincLadder Climbing:– Intern– Marketing Assistant– Biz Dev Rep– Inside Sales– Outside Sales– Regional Director of SalesWhy SaaS Startups?
  9. 9. Dyn @ Launch Festival • March 2013@kyork20 @DynincWhat I’m Selling You Today• What is the Sales Stigma?• 12 Foundational Parts to Build a Sales Machine• Eliminate the Sales Stigma• Startup Examples:• Ultimate Revenue Accountability: New, Upsell, Retention• Disruption, Relevance Wins Above All Else• Five Ingredients for Successful Sales Hiring
  10. 10. Dyn @ Launch Festival • March 2013@kyork20 @DynincWhat is theSales Stigma?(Social Response)
  11. 11. Dyn @ Launch Festival • March 2013@kyork20 @DynincWhat is the Sales Stigma?(Social Response)• Github – @markimbriaco @kyork20 It means people wasting my time withendless calls & 10 rounds of back and forth negotiation. Doesnt have to be thathard.• Upthere – @kaigray @kyork20 It means people fishing for "fit" - wanting me toexplain to them how they can sell me something.• AWS – @chrismunns @kyork20 assumptions about lack of technical knowledge.assumptions about not really caring about the customers biz• AWS #2 – @chrismunns @kyork20 thoughts of being over sold ( either pricewise or purchase wise ), feeling force fed a "bundle" of products
  12. 12. Dyn @ Launch Festival • March 2013@kyork20 @DynincWhat is the Sales Stigma?(Social Response)• Bridgeline Digital – @Sully @kyork20 Too many cases where the goals ofsales/customer werent aligned. Sales wanted a deal, cust wanted a solution.• PixelMEDIA – @Jimdufresne @kyork20 The source of sales stigma comes frombag carriers that cant add value to the conversation. Theyre order takers, notexperts.• Magnus Health – @jillajudd @kyork20 Ill prepared phone calls. Namemispronunciations and too many "ums" are like nails on a chalkboard.• DeltaCore Energy – @albertaguilar1 @kyork20 most lookin for a sale areinterested n just that-build trust, create a relationship w consideration on bothsides
  13. 13. Dyn @ Launch Festival • March 2013@kyork20 @DynincWhat is the Sales Stigma?(Dyn Tech Guys)• Dyn #1 – @JakeAtDyn @kyork20 Get my quote/order right. I want it fast, butmore importantly, I want it accurate.• Dyn #2 – stuffcarlsays @kyork20 Come chat up a former used car salesman… Illtell you why.• Dyn #3 – @neilschelly @kyork20 Customers know at some level severalcompetitors can meet their needs. Sales wins on a relationship. Need to be waryof a fake.• Dyn #4 – @chriswidner @kyork20 sales reps who don’t care about thecustomer’s needs and only want a deal. Not respecting the customer’sboundaries and pushy.• Dyn #4 – @chrisgonyea @kyork20 It’s all about trust, respect, & facts. If salesrep is honest, I’ll listen. If not, I won’t.
  14. 14. Dyn @ Launch Festival • March 2013@kyork20 @DynincWhat is the Sales Stigma?(Dyn Sales Leadership)“Bottom line… Deal with the stigma.It’s there, both internally and externally.Don’t try to change the way people view you. Makethem see you as valuable.”Yours truly,Josh DelisleDyn, VP, Worldwide Sales@jadelisle @Dyninc
  15. 15. Dyn @ Launch Festival • March 2013@kyork20 @Dyninc12 FoundationalParts To BuildA Sales Machine
  16. 16. Dyn @ Launch Festival • March 2013@kyork20 @Dyninc12 Foundational Parts To Build The Modern Well-Oiled Sales Machine• Executive Buy-In• Sales Leadership• Go-to Market Strategy• The Pitch• Bag of Tricks• Sales Process• Forecasting & Pipeline• Pricing Strategy• Compensation Plans• Quota Models• Sales Team Structure• Hiring Road MapTWEET THIS… WE DON’T HAVE TIME!!!!!! - @kyork20
  17. 17. Dyn @ Launch Festival • March 2013@kyork20 @DynincEliminate the Stigma:3 Essential Items
  18. 18. Dyn @ Launch Festival • March 2013@kyork20 @Dyninc1 The Pitch
  19. 19. Dyn @ Launch Festival • March 2013@kyork20 @DynincThe Pitch• Define your message• Be honest, accessible, relevant• Create foot soldiers• Tell the story consistently• Ensure your audience buys in, relatesand become advocates for your brand‘The Pitch’ Is Not Only Alive And Well: It’s More Important Than Ever1
  20. 20. Dyn @ Launch Festival • March 2013@kyork20 @Dyninc2 CompanyCulture
  21. 21. Dyn @ Launch Festival • March 2013@kyork20 @DynincCompany Culture2• Set direction from the top…• …but naturally evolve it from the ground up• Get employee buy-in; all stakeholders matter• “This place was great until you arrived.”• Culture means something different to everyone• Culture is brand: brand is cultureThree Keys To Building An Engaged Community, Culture & Customers
  22. 22. Dyn @ Launch Festival • March 2013@kyork20 @Dyninc3 CustomerRelationships
  23. 23. Dyn @ Launch Festival • March 2013@kyork20 @DynincCustomer Relationships3• People buy from people they like• Consultative selling creates trust• Companies stick with companies they enjoyworking with• Build relationships for the right reasons• Learn from your customers• Rising tides rise all boatsA Life Of Loyalty: A Message To Employees, Customers, Partners, Fans & Community
  24. 24. Dyn @ Launch Festival • March 2013@kyork20 @DynincStartup Examples
  25. 25. Dyn @ Launch Festival • March 2013@kyork20 @Dyninc“We put a sign-up link on our website,but no one is buying our enterprise product.We hired two experienced sales guys,but they can’t sell.”• The Pitch• Create foot soldiers• Tell the story consistently• Ensure your audience buys in,relates and becomes advocatesfor your brand
  26. 26. Dyn @ Launch Festival • March 2013@kyork20 @Dyninc“No one can sell our services better thanour founding team. We are so experiencedand passionate.”• What do you do when the CEO/founder is the best?• You don’t always get it right the first time• Consultative premium enterprise approach• Hard to advise when no sales leader in place• They are trying to find the ‘right’ sales leader in NYC:careers@catchpoint.com
  27. 27. Dyn @ Launch Festival • March 2013@kyork20 @Dyninc“Do we say we have a sales forcevs. we don’t have a sales force?”• Establish passionate micro/SMB customer base• Sales activity historically inbound only. Userswant human interaction during theprocess, creating product comfort, deeperengagement, loyalty• Heavy focus on accountdevelopment, consultative sales and coaching touse the product better
  28. 28. Dyn @ Launch Festival • March 2013@kyork20 @DynincUltimate RevenueAccountability
  29. 29. Dyn @ Launch Festival • March 2013@kyork20 @DynincUltimate AccountabilityThe Rise Of The CRO & Ultimate Accountability Between Marketing & Sales“Choose an established ornon-established market andbe as disruptive as possible.”@richardbranson
  30. 30. Dyn @ Launch Festival • March 2013@kyork20 @Dyninc“You are who you were in high school. Embrace youridentity & personality andmake it a part of your company brand.”@kyork20Ultimate Accountability
  31. 31. Dyn @ Launch Festival • March 2013@kyork20 @DynincDisruption, RelevanceWins Above All Else
  32. 32. Dyn @ Launch Festival • March 2013@kyork20 @DynincStudent Council Campaigns:9th Grade: I’m Just Like You10th Grade: The Other White Meat11th Grade: Don’t Pork York12th Grade: Get the SensationDisruption, RelevanceWins Above All Else
  33. 33. Dyn @ Launch Festival • March 2013@kyork20 @DynincYouTube Channel:http://www.youtube.com/user/DynIncHistory of Dyn’s Campaigns:2009: Break Free2009: DynTinis2010: DNS Is Sexy2010: Tweet Nerdy To Me2011: Music Meets Tech2012: Get Some IaaS2012: Dyn’s Ready2013: Most Reputable SenderDisruption, RelevanceWins Above All Else
  34. 34. Dyn @ Launch Festival • March 2013@kyork20 @DynincFive Ingredients forSuccessful Sales Hiring
  35. 35. Dyn @ Launch Festival • March 2013@kyork20 @DynincFive Ingredients forSuccessful Sales HiringExecutive buy in and sales leadershipSales people need comp plans and quota modelsThe bag of tricks: case studies, references, pricingplans, contractsWell-rounded: not just a sales guy/gal. Accountmanagement, project management, brand advocacy.5 Steps Before Hiring Your First Salesperson1234
  36. 36. Dyn @ Launch Festival • March 2013@kyork20 @DynincMost Important Ingredient5thHonesty, Passion & PersistenceEnsure hires fit into the company culture, workhard for the brand and become a part of theoverall storyHow I Scored an Easy A in College & Got Valuable Advice to Live By
  37. 37. Dyn @ Launch Festival • March 2013@kyork20 @DynincFinal Takeaways• Tact – No dbag policy• Everyone must be in sync• Hire people who can grow with you• Get “The Pitch” down• Know what you don’t know• Use your resources• Your founder isn’t (and is!) your best sales guy• Keep trying. We’re all still figuring it out.
  38. 38. Dyn @ Launch Festival • March 2013@kyork20 @DynincQUESTIONS?COMMENTS?Let’s sell(without the stigma)

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