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B2B Sales Training - Vladi Rusev.pptx
This document summarizes an upcoming B2B sales workshop. The workshop will cover topics like building and training a sales team, defining an ideal customer profile, prospecting tools and strategies, conducting discovery conversations, marketing funnel strategies, doing proofs of concept, and creating enterprise commercial proposals. Specific tools and frameworks will be discussed for various stages of the sales process for complex enterprise deals.
B2B Sales Training - Vladi Rusev.pptx
- 1. B2B Sales Workshop VladiRusev July 7, 2023
- 2. Vlady Rusev Launchub Sales2021 The Energy Revolution
- 3. 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.
- 4. Connecto.ai • Conversational Chatbotsfor Marketing used by Viber, Coca Cola, Visa • Exit to Leanplum
- 5. Vlady Rusev • JoinedLeanplum on a mission to master SaaS Sales and share with other entrepreneurs • Joined FullStory on a mission to master Enterprise Sales and teach the startup ecosystem
- 6. Enterprise Sales Insightsand Tools 1. Building and Training your Sales Team. Tools 2. Sales Process and additional steps in Enterprise Deals 3. Defining your ICP 4. Prospecting 2.0. Tools 5. Discovery 2.0 - Value based conversation and Qualification Criteria 6. Marketing, the flywheel and Inbound vs Outbound 7. Doing POCs 8. Enterprise Commercial Proposals
- 7. Building your SalesTeam 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?
- 8. Training your SalesTeam ● 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
- 9. Sales Team trainingtools • Seismic • All sales trainings and tools in one place • Track views and usefulness • Thought Industries • Product trainings and certifications • Track employee views and completion • Certification program for clients • Gong • Record calls and share best practices • Listen to your own calls and get better • Share calls with clients • Enablement Manager • Onboarding plan for new employees • Custom topic trainings for team
- 10. Sales Process: theComplex Tech Sale 1. Marketing Qualified Lead (MQL) 2. Sales Qualified Lead (SQL) • value based conversation 3. Sales Accepted Lead (SAL) • qualification criteria 4. Demo product by Sales Engineer (SE) • Use cases & customisation 5. POC - Proof of Value, ROI • Success Criteria 6. Compliance 7. Procurement 8. Legal and Signatures
- 11. Additional steps inEnterprise Deals 1. Compliance • Data Storage and Personal Data • Templates to send ready • Get certified • Tools - OneTrust, SafeBase 2. Procurement • Thresholds and selection criteria • Help them! Question to consider when doing RF • Vendor registration -SAP Ariba, Coupa 3. Legal • Use templates (MSA, DPA, SO) • Tools - SpotDraft, Ironclad
- 12. Defining your IdealCustomer 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 • Who can be your champion? • Innovation, Digital, Commercial • Chief Product Officer, CTO, CIO • Linked-In Outreach Matrix with templates for outreach • Learn the pains/KPIs and language of the verticals and personas • Follow personas on LinkedIn
- 13. Prospecting 2.0 -Partnerships • Your Technical Partners • The tech stack of your prospects - BuiltWith, Apptopia • Partnership tools - Reveal, Crossbeam • Your Onboarding Partners • Value added partners • Account mapping • Your Marketing Partners • Agencies • Event organisers, Industry events • Get Attendee, Speaker List (ouch - GDPR!) • Infrastructure providers • Visa, Google, Amazon, Microsoft • Infrastructure marketplaces
- 14. Prospecting 2.0 -Competitors • Competitor Research • G2 and other places prospects will research • G2 Signals to Slack • Competitive Intelligence Tools - Crayon • Battle Cards with feature comparison • Why do we win or lose? • Email and PDF templates ready for sending
- 15. Prospecting 3.0 AccountResearch • Show me you know me • CEO and Chairman statements and videos • Latest press releases • ChatGPT (challenges, products) • Speak my language • Annual Report Key priorities and language of the company • Social Proof • Who else in their vertical using us? • Did someone using a competitor come to us?
- 16. Sales Tools forProspecting • LinkedIn Sales Navigator • Follow companies and personas • Connect and grab phones • LinkedIn Voice Messages • ZoomInfo and Lusha • Grab Names, Emails and Phones • Research companies • Website Visitors • G2, 6Sense, Drift, Qualified, UserGems • Slack integration and notifications • Email Cadences • SalesLoft/Outreach • SalesForce/HubSpot/Google Integration
- 17. Discovery 2.0: TheValue Based Conversation Note: From Force Management
- 18. Discovery 2.0 :Qualification Criteria 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”
- 19. The Marketing Funnel 1.Marketing should focus on Lead Generation and Lead Nurture. 2. Sales should focus on prospects who are in intent and evaluation.
- 20. Marketing Funnel VSFlywheel Abundance Digital Webinar
- 21. Put Existing Customersat 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 ● Track movement of users to new companies and approach them
- 22. 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.
- 23. Marketing Activities andAssets 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
- 24. Doing a POC 1.Help your champion sell internally • Create Insights Deck • Do ROI analysis • Present to internal committee 2. Success Criteria and Mutual Success Plan • Define Timelines and responsible persons • What can you do in parallel • Control timeline
- 25. Enterprise Commercial Proposal 1.What enterprises care about • Low lift, easy to implement • Onboarding and Training • Customer Success (different tiers) • Professional Services (add-on) 2. Pricing • Addons for enterprise - SSO, Multi-Org • Recommend addons and services • Expect to have several rounds of pricing discussions (champion, procurement, final) • What is their budget and what can pass through a faster procedure? • Get in and upsell later.
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