Marketing & Sales
2013-07-03
Bryan Guido Hassin
Entrepreneur In Residence
With product-market fit, how to
connect the two?
Guess Guess
Valid
Guess
Guess
Valid
Guess
GuessGuess
2
Optimize channels to get, keep,
and grow your customers
3
http://web-books.com
Online models may use different
channels for users and payers
4
Branding creates an emotional
connection
http://matthewsonmarketing.com
5
Only three things are important in
branding
1. Consistency
2. Consistency
3. Consistency
6
Patrick Talley’s 8 Commandments
of Sales
1. Sales is a
process
2. A sale is “alive”
3. Balance the
sales triangle
4. ABP: ...
1. Sales is a process
Not black magic
8
2. A sale is “alive”
Potential Sale
Attention
Love
Nourishment
Sale
9
3. Balance the sales triangle
Sale
You
CustomerEmployer
Over- or under-serve one
stakeholder and risk the
entire sale
10
4. ABP: Always Be Prepared
• Know whom you need to reach
• Know how they can help you
• Be prepared with this information ...
5. Sales happens between people,
not robots
*People are
irrational
Sales
*Fear of loss >
Desire for gain
12
6. Know thy audience
VP1
VP2
VP3
Core Value
Proposition
1
2
3
13
6. Know thy audience
Source: Geoffrey Moore
Different value propositions are required for each phase
14
7. STFU and listen
*Ask open questions to get your client talking
15
8. Sales are driven by trust
• People buy from people they trust, not
from people they like
• Trust takes time to build
• ...
Marketing & Sales
2013-07-03
Bryan Guido Hassin
Entrepreneur In Residence
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Marketing and Sales for Startups

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Global cleantech entrepreneur Bryan Guido Hassin presents a high level overview of marketing and sales considerations in the lean startup process. This presentation is part of a 10-week program in entrepreneurship taught at Rice Unversity.

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Marketing and Sales for Startups

  1. 1. Marketing & Sales 2013-07-03 Bryan Guido Hassin Entrepreneur In Residence
  2. 2. With product-market fit, how to connect the two? Guess Guess Valid Guess Guess Valid Guess GuessGuess 2
  3. 3. Optimize channels to get, keep, and grow your customers 3 http://web-books.com
  4. 4. Online models may use different channels for users and payers 4
  5. 5. Branding creates an emotional connection http://matthewsonmarketing.com 5
  6. 6. Only three things are important in branding 1. Consistency 2. Consistency 3. Consistency 6
  7. 7. Patrick Talley’s 8 Commandments of Sales 1. Sales is a process 2. A sale is “alive” 3. Balance the sales triangle 4. ABP: Always Be Prepared 5. Sales happen between people 6. Know thy audience 7. STFU and listen 8. Sales are driven by trust 7
  8. 8. 1. Sales is a process Not black magic 8
  9. 9. 2. A sale is “alive” Potential Sale Attention Love Nourishment Sale 9
  10. 10. 3. Balance the sales triangle Sale You CustomerEmployer Over- or under-serve one stakeholder and risk the entire sale 10
  11. 11. 4. ABP: Always Be Prepared • Know whom you need to reach • Know how they can help you • Be prepared with this information in case you meet them unexpectedly, they return your call at an odd time, etc. 11
  12. 12. 5. Sales happens between people, not robots *People are irrational Sales *Fear of loss > Desire for gain 12
  13. 13. 6. Know thy audience VP1 VP2 VP3 Core Value Proposition 1 2 3 13
  14. 14. 6. Know thy audience Source: Geoffrey Moore Different value propositions are required for each phase 14
  15. 15. 7. STFU and listen *Ask open questions to get your client talking 15
  16. 16. 8. Sales are driven by trust • People buy from people they trust, not from people they like • Trust takes time to build • “I don’t know” builds trust • An honest mistake can be forgiven • Your name will be the only consistent item on your biz cards throughout your career so use it with integrity 16
  17. 17. Marketing & Sales 2013-07-03 Bryan Guido Hassin Entrepreneur In Residence

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