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Driving Sales at Your Startup

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A presentation delivered to the companies participating in the Western University Accelerator Program (http://uwo.ca/accelerator/). At the end of the day, Sales Fixes Everything.

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Driving Sales at Your Startup

  1. 1. Private and Confidential — Eric Janssen 2017 1 Sales Fixes Everything ejanssen.com
  2. 2. Intellitix is the leading global independent technology platform for live events.
  3. 3. From farm fields to fairways, Crossfit to Comic-Con. THEY TRUST US
  4. 4. Build or Sell There is nothing else.
  5. 5. Lesson #1: Know your Sarah.
  6. 6. 6
  7. 7. Private and Confidential — Intellitix 2017 7 She’s a hardass, but in the end she’s pretty great. MEET FESTIVAL SARAH About Her She is passionate about her career and views organizing festivals and events as a mission not a job. She’s wants growth (monetary) and the optics of success, but needs the certainty that trusted partners bring. Significance Certainty Growth Her Needs
  8. 8. Ideal Customer Profile Who is she? What does she want? What does she value? How does she find us? What would help her at each stage of the buyers journey?
  9. 9. 9
  10. 10. 10 Want to see a great process?
  11. 11. Lesson #2: Get validation early.
  12. 12. 12
  13. 13. 13 3 Simple Ideas 1. Talk to every customer that you have and ask them why they work with you.
  14. 14. 14 “My goal is to understand what you like about us, don’t like about us and what we can do to make our product better. I’ll let you take the floor.”
  15. 15. 15 3 Simple Ideas 1. Talk to every customer that you have and ask them why they work with you. 3. Talk to 100 potential customers and log everything.
  16. 16. 16 Date Biggest Challenges Quantified Pain What are the things you would fire someone over? Customer 1 Customer 2 Customer 3 Customer 4
  17. 17. 17 3 Simple Ideas 1. Talk to 100 potential customers and log everything. 2. Talk to every customer that you have and ask them for feedback. 3. Reach out to every new customer and ask them why they joined.
  18. 18. What motivated you to sign up? Why specifically did you choose us?
  19. 19. Everything product roadmap, pitch deck, discovery script, website… 19 Feedback from 100 Prospects Feedback from New Customers Feedback from Current Customers
  20. 20. Lesson #3: Learn to tell a story.
  21. 21. 21
  22. 22. Private and Confidential — Eric Janssen 2017 22 Meet Zac Alsop.
  23. 23. Private and Confidential — Eric Janssen 2017 23
  24. 24. Private and Confidential — Eric Janssen 2017 24
  25. 25. 25
  26. 26. 26 Start With: Who is my audience and what is my main message to them?
  27. 27. Lesson #4: Tell the story where your customers are.
  28. 28. 28 Cast a net!
  29. 29. 29 http://do.thelandingpagecourse.com/
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. Lesson #5: Focus on the big rocks. (with a little task list)
  34. 34. Tier 1:Top 25; focus on 5/month Tier 2: Next 100; semi-automated lead-gen Tier 3: Practice
  35. 35. 35 Who is your dream customer? What could you do to get their attention?
  36. 36. 36 What would you spend to sell this?
  37. 37. 37 What would you spend to sell this?
  38. 38. Vendor Overload The Goal: Get a Response Be a Real Person
  39. 39. 39
  40. 40. 40 Initiative Cost Impact Potential Confidence Time Required Impact Timing Total 1 ABM Campaign Low High Medium Medium Q3 (1-3 Score) 3 3 2 2 3 13 2 New Website High High Medium High Q4 (1-3 Score) 1 3 2 1 1 8
  41. 41. Do things that don’t scale.
  42. 42. Lesson #5.5: Don’t be Frank.
  43. 43. 44 Focus on the ‘red zone’.
  44. 44. ejanssen.com

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