The Sales Opportunity Canvas enables startup CEOs, sales managers, and sales professionals to identify key strengths and gaps in their sales process with individual customers. Users identify the people and develop the process required to move a prospect to a paying customers. Beginning with Customer Needs, the "People" section of the Sales Opportunity Canvas focuses on Buyer Types, Value Statements, and Sales Resistance the user can expect to encounter. The process section of the Sales Opportunity Canvas focuses on the Stages of the Sale, Key Milestones, and Sales Mapping. After identifying the people and developing the sales process, users apply this learning to creating an Implementation Plan and Work Agreement collaboratively with their customers to insure a successful, long-term customer relationship. The Sales Opportunity Canvas includes the developing of the 1:1:1:1:1:1 Framework for Sales Mapping and Implementation Planning. Presented by SalesQualia Founder Scott Sambucci to the Sacramento Regional Technology Association (SARTA) on August 21, 2013. The Sales Opportunity Canvas will soon be available for purchase, and is developed specifically for startup CEOs, Sales Managers, and Sales Professionals.

1. +
Finding Your First [Enterprise]
Customer, Then 10 More…
SARTA Workshop
Sacramento, CA
August 21, 2013

2. +
Today’s (very aggressive) Objectives
By the completion of today’s workshop, you will
be able to:
Construct a Sales Framework;
Evaluate gaps and voids in the sales process;
Identify Buyer Types, Stages of the Sales, and
Stalls;
Develop Value Statements.
Define milestones & metrics.

3. +
 Exercise
Think of a Prospective Customer(s)
[2 minutes]

4. +
Sales Opportunity Canvas

5. +
Customer Needs

8. +
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk

9. +
Stated vs. Actual Needs

10. Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here:
http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf

11. "You‘ve got to start with the customer
experience and work back toward the technology -
not the other way around.“
- Steve Jobs, May 1997, World Wide Developers Conference
(Obligatory
Steve Jobs
reference)

12. +
1. Situation Questions
Fact-finding questions to establish a mutual
understanding of the customer’s present
operation.
SPIN Framework for Needs Analysis

13. +
2. Problem Questions
Questions about a customer’s difficulties or
dissatisfactions.
(uncover Implicit Needs  Explicit Needs)
SPIN Framework for Needs Analysis

14. +
3. Implication Questions
Questions about the effects or consequences
of a customer’s problems.
(shared understanding)
SPIN Framework for Needs Analysis

15. +
4. Need-Payoff Questions
Questions about the value or utility the
customer see from your proposed solutions to
problems.
(clarify the benefit)
SPIN Framework for Needs Analysis

16. +
OTOH…

17. +
Exercise
Use a current sales situation
Develop two (2) of each question:
 Situation
 Problem
 Implication
 Need-Payoff
[7 minutes]

18. +
Buyer Types

19. +
USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION

20. +
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk

21. +
Identify the purchasing motivation for
each buyer
[EXERCISE]

22. +
Exercise
Use a current sales situation & your points of
contact at your prospective customer
Draw a 4-column grid:
Buyer Type| Person’s Name | Motivation | [Blank]
What is the primary motivation for each Buyer to
use your solution?
[4 minutes]

23. +
Value Statements

24. +
Value Statement Construction
1. It’s not what your product does
2. What customer needs does your
solution satisfy?
3. Think numbers

25. + “What job are your customers hiring you to
do?”
-Clayton Christensen
Now… Write your Value Statement for
each Buyer Type, framing your
statement in terms of the customer’s
problem, not your product.
Hint: Remember the four (4) reasons people buy.
“For [insert buyer type], we …”

26. +
Exercise
Buyer Type| Person’s Name |
Motivation | Value Statement
What is the primary reason each Buyer would
use your solution?
How does your Value Statement reflect their
purchasing motivation?
[10 minutes]

27. +
Competition & Objections

28. +
Paranoia
“Just because you think everyone’s
out to get you doesn’t mean they
aren’t.” [paraphrase]
- Joseph Heller
[EXERCISE]

29. +
 Exercise
Why will your customer do nothing?
What is the biggest objection you’ll face?
Who are your competitors?
How will you address this?
[6 minutes]

30. +
Customer Needs

31. +
Stages of the Sale

32. +
Primary Stages of the Sale
1. Needs Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation

33. +
Where do deals usually stall?
A. Qualification
B. Initial Demo
C. Proposals
D. Technical Demo

34. +
Stages + Stalls
A. Qualification
1 . NEEDS ANALYSIS
B. Initial Demo
2. EVALUATION OF TOPIC
C. Proposal Work Plan
3. RESOLUTION OF CONCERNS
D. Technical Demo
4. IMPLEMENTATION

35. +
 Exercise
Where, how, and why are your sales
conversations stalling?
What can you do to prevent this?
How can you maintain control?
[10 minutes]

36. +
Key Metrics & Milestones

37. +
 Exercise
What are the key milestones and metrics
that both you and the customer can
agree upon?
[4 minutes]

38. +
Sales Mapping

39. +
1:1:1:1:1:1 Framework
 What needs to happen in the next quarter for the
prospect to implement your solution?
 What needs to happen in the next month?
 What can you do you in the next week?
 The next day?
 The next hour?
 The next minute?

40. +
Who’s in control of the next step?

41. +
Customers Needs

42. +
Implementation & Support

43. +
1:1:1:1:1:1 Framework (again)
If your prospect decided to implement your
solution, what would you do:
In the first minute?
 In the first hour?
 In the next day?
 In the next week?
 In the next month?
 In the next quarter?
 In the next year?

44. +
 Exercise
Draw a 2-column table:
Time Period | Action
Write down what you would need to do in the
first
minute, hour, day, week, month, quarter, and
year.
[4.5 minutes]

45. +
Contracts & Economics

46. +
 Exercise
How many seat licenses?
Billing cycles?
Budget cycles?
Signatory?
Renewal clauses?
Right to cure?
[3 minutes]

47. +
Customers Needs

49. +
The Rules of [Enterprise] Selling

50. +
The sale always takes longer
than you think it should and
longer than the prospect tells
you it will.
Assume 1 month per $10,000

51. The decision-maker that counts
the most is usually invisible to
you.

52. There is always more than
one decision-maker.

53. It’s never about price.

54. +
Sales Interactions per Revenue
Revenue per year # of sales interactions
$10 1
$100 2
$1000 4
$10,000 8
$100,000 16
$1,000,000 32
$10,000,000 64
$100,000,000 132

55. +
About SalesQualia
 Mission: Improve Sales Performance.
 Services & Solutions
 Knowledge Products
 Advisory & Consulting
 Enterprise Sales Recruiting
 People
 Scott Sambucci, Founder
 scott@salesqualia.com | (415) 596-0804 | @salesqualia
 Robert Wharton, Production Manager
 robert@salesqualia.com | (405) 414-9712

56. +
Knowledge Products
 In-person Workshops
 Books & Learning
 “Startup Selling: How to sell if you really, really have to and don’t
know how.” (www.amazon.com/dp/1468159240)
 “52 Sales Questions Answered: A Q&A Guide to Sales & Customer
Development.” www.amazon.com/52-Sales-Questions-Answered-
Development/dp/1484916352)
 Sales Opportunity Canvas
 Sales Model Canvas (Fall ’13)

57. +
Advisory & Consulting
 Tailored ½ and full day onsite workshops
 Longer Advisory Engagements
 Weekly/bi-weekly sales coaching for CEOs,
Managers, & Individual Sales Professionals
 Sales Compensation Plan development

58. +
Enterprise Sales Recruiting
 Sales Development Representations
 Account Executives
 Client Directors
 Sales VPs

59. +
www.salesqualia.com
@salesqualia
Scott Sambucci, Founder
scott@salesqualia.com | (415) 596-0804 | @salesqualia
http://www.quora.com/Scott-Sambucci
Robert Wharton, Production Manager
robert@salesqualia.com | (405) 414-9712