The document provides guidance on various sales and business development skills and strategies. It discusses prospecting, understanding customer pain points, gaining commitment, developing personal and job skills like product knowledge and sales experience. It also covers increasing account size and importance, different sales channels like direct and indirect sales. The document emphasizes the importance of understanding stakeholders, developing a unique value proposition, validating the product/market fit, and targeting the right customer segment.

2. Ilse
Be creative. Use unconventional thinking. Become strategic.

4. Sales Skills
Prospecting
Asking Questions
Finding Pain
Uncovering Budget
Gaining Commitment
Personal Skills
Goal Achieving
Resilency
Self-starter
Reslts Oriented
Self Management
Job Skills
Product or Industry
Knowledge
Sales Experience
Market Knowledge
Education

5. Increasing
Account Inside
Direct
Solu1on
Selling
Size Sales
Sales
And
Importance
Retail
/
Indirect
/
Online
Partners
Increasing Complexity of Transaction

6. Let your Customer
help you choose.
Big is not always
best for a startup.
PARTNER
MARKETING

7. Prospects 10%
Validated 25%
Qualified 10% 1 in 10 chance of
success at each
Best Few 90%
stage
Won
POST Start up is closer
to 1 in 25

8. Marke1ng
campaigns
Sales
Sheets
Presenta1ons
Reference
Story
Prospects 10% Solu1on
Sales
Sheets
Customized
Presenta1ons
Validated 25% Demo
Sponsor
LeAer
Custom
Value
Proposi1on
Qualified 10%
Solu1on
Blue
Print
Proposal
Best Few 90%
Specific
Pricing
Won Implementa1on
POST
Billing
Customer
Management
Stable
Opera1ons

9. Social media is the
new cold call.
Thought leadership
over social media
channels creates a
pull effect.
Adds the “network
effect” to your sales
funnel.

11. Stakeholder
Map
Economic
Buyers
User
Buyers
final
authority
to
use
or
supervise
the
release
the
funds
use
of
your
product
Technical
Buyers
Coaches
judge
and
rule
on
your
guide
you
in
the
sale
product s
specs
Create
WIN
WIN
with
each.
Determine
and
rank
degrees
of
influence
honestly.
Analyze
your
posi1on
with
each
honestly.

12. Partners
Licensors
Simplicity
Pilot
Reference
Revenue
Margin

13. For
every
10
You
may
get
To
generate
cold
calls
to
make
3
made
presenta1ons
1
sale
Note Startups have
the 25-3-1 rule

14. Good sales people face rejection every
day and still smile!

16. Be
clear
on
..
• what’s
in
it
for
them
• mee1ng
purpose
• your
value
proposi1on
• 1me
allotment
• who’s
aAending
• facili1es

17. ¨ Title
¨ Problem hook
¨ Problem explanation
¨ Customer impact
¨ Big idea insight
¨ Solution (value proposition)
¨ Underlying magic
¨ Team and credentials
¨ Partners and customers
¨ Summary

21. 2
ears
&
1
mouth
Use
in
that
propor1on!

22. Nathan Monk (‘Digital Cowboy’)
Sr. Associate, Info. Technology, Communications & Entertainment (ICE)
Bio:
• ICE advisory team member with focus on consumer ent. &
ecommerce companies
• Have a strong passion for entrepreneurship
• ‘Lean Startup’ practitioner
• Digital marketer, sales and BD professional
• Experience: CBC, CanWest, OgilvyOne and Yahoo!
Follow me:
@Cowboytweets
Linkedin.com/in/nathanmonk
marsdd.com/blog/author/nmonk/feed/

23. How
do
we
break
through
the
noise?

24. ‘Posi1oning
is
not
what
you
do
to
a
product.
Posi1oning
is
what
you
do
to
the
mind
of
the
prospect.
That
is,
you
posi1on
the
product
in
the
mind
of
the
prospect.’
-­‐
Al
Ries,
Posi1oning

25. 5
steps
to
start
‘breaking
through
the
noise’:
1. Understand
your
Product
(Unique
Selling
Prop.)
and
validate
it.
2. Understand
your
Market
(Where
am
I
selling?)
and
validate
it.
3. Understand
your
Target
(Who
am
I
selling
to?)
and
validate
it.
4. Understand
your
Timing
(When
do
I
sell?)
and
validate
it.
5. Understand
your
Tac;cs
(How
do
I
reach
them?)
and
validate
it.

26. Unique
Value
Proposi;on
‘A
single,
clear
and
compelling
message
that
states
why
you
are
different
and
worth
buying.’
-­‐
Steve
Blank,
The
Four
Steps
to
the
Epiphany

27. Features
5
steps
to
developing
clear
and
compelling
features:
1. Pick
the
‘most
valuable’
features
(beware
of
feature
creep).
2. Pick
what
makes
it
different
to
the
target.
3. Pick
the
greatest
solu1on
to
the
problems
the
target
has.
4. Build
a
‘back
story’
(elements
which
make
it
magne1c).
5. Validate,
validate
and
validate
with
your
targets!

28. ‘Your
objec;ve
is
to
find
a
big
enough
market
you
can
reach
with
customers
who
need
your
product
that
will
pay
a
price
you
can
build
a
business
around.’
-­‐
Ash
Maurya,
Running
Lean
5
steps
to
market
discovery:
1. Find
greatest
customer
segment
with
the
biggest
pain.
2. Ease
of
reach:
find
the
quickest
path
to
customers.
3. Price:
pick
a
customer
segment
that
allows
you
to
maximize
on
price.
4. Start
in
smaller
markets,
then
go
large.
5. Validate,
validate
and
validate!

29. But
how
do
you
determine
you
have
the
correct
product/market
fit?
1. When
40%
of
your
users
are
returning
month
over
month
(Running
Lean)
2. When
you
pass
the
Sean
Ellis
test
by
asking
users:
How
would
you
feel
if
you
could
no
longer
use
the
(product):
• Very
disappointed
• Somewhat
disappointed
• Not
disappointed
(it
isn’t
really
that
useful)
• N/A
–
I
no
longer
use
(product)
• *If
over
40%
of
users
are
very
disappointed
you’ve
got
the
right
market
3. Get
paid.

30. 5
steps
to
define
your
Target:
1. Find
the
greatest
customer
segment
with
the
biggest
pain.
2. Ease
of
reach:
find
the
quickest
path
to
sustainable
customers.
3. Price:
pick
a
customer
segment
that
allows
you
to
maximize
on
price.
4. Start
in
smaller
markets,
then
go
large
5. Validate,
validate
and
validate!

31. 5
deciding
factors
for
1ming
considera1on:
1. Budget
and
tac1cs.
2. Product
stage:
early
or
late
adopters?
3. When
&
where
is
the
target
most
recep1ve?
4. What
are
compe1tors
doing/have
done?
5. Is
there
any
event
you
can
1e
your
marke1ng
message
around?

32. Tac1cs
for
your
considera1on
and
‘budget’:
1. Online:
display,
SEM,
SEO
&
video
2. Mobile:
(tablet
and
smart
phone)
3. eMail
4. Print
5. OOO
6. TV
7. Events
&PR:
release,
blogs
&
community
outreach
8. Word-­‐of-­‐Mouth
and
Social
Media

33. Before
you
start
marke1ng/selling:
1. Check
out
IAB
Canada:
iabcanada.com.
2. Sign
up
for
eMarketer
&
mMarketer.
3. Build
a
one
page
marke1ng
plan
with
tac1cs.
4. Define
your
metrics
(See
Pirate
Metrics
for
StartUps.)
5. Check
out
marke1ng
op1miza1on
sonware
(e.g:
gShin
Labs
&
Highrise)
to
see
what
works
best.
6. Contact
ad
networks
for
low
cost
inventory.
7. Read:
StartUp
Marke1ng
Blog
by
Sean
Ellis
.
8. Read:
Posi1oning
by
Al
Ries
and
Running
Lean.

34. 5
things
to
know
about
Online:
Display,
SEM
and
Video
1. It
can
be
very
cost
effec1ve
and
highly
targeted:
loca1on,
1me
of
day
etc.
2. It’s
priced
CPM
or
CPC
(CPM
=
brand
awareness)
&
CPC
(CPC=direct
sale.)
3. You
can
have
ad
units
built
easily
on
Elance.com,
Dribbble
or
independents.
4. You
can
find
sites
which
meet
your
target
criteria
on
Alexa.com.
5.
See
examples
of
ad
units
at:
IAB.net/guidelines…look
for
UAP
example.s
Tip:
For
SEM
marke1ng
check
out
Google
Adver1sing
programs

35. 5
things
to
know
about
Mobile
adver1sing:
1. It’s
underu1lized,
can
be
cost
effec1ve
and
highly
targeted
(higher
CTR).
2. You
can
reach
folks
on-­‐the-­‐go
in
a
very
personal
environment.
3. You
can
reach
folks
across
different
devices:
BB,
iPhone,
Android
etc.
4. Easier
to
form
partnerships
with
mobile
app
developers
to
use
inventory.
5. Need
to
have
a
mobile
strategy
including
mobile
op1mized
site
(min),
app
or
site
across
smartphone
and
tablets
(max.).
Tip:
Checkout
AdMob.com
for
more
informa1on.
Many
CDN
publishers
have
mobile
ad
opportuni1es
as
well.

36. 5
things
to
know
about
eMail
marke1ng:
1. A
great
way
to
reach
new
users.
2. A
great
way
to
engage
exis1ng
users.
3. An
exact
ROI
can
be
tracked
from
eMail.
4. A
great
way
to
obtain
feedback
and
test.
5. A
way
to
promote
across
proper1es
(site,
facebook,
twiAer
and
blog).
Tip:
Check
out
MailChimp.com
for
more
informa1on.

37. 5
things
to
know
about
Print,
OOO
&
TV:
1. Can
be
more
expensive
then
other
media.
2. Can
reach
a
far
greater
amount
of
folks.
3. Can
be
costly
to
produce.
4. Can
not
be
tracked
as
easily.
5. Strong
brand
awareness
due
to
reach.
Tip:
Visit
the
Canadian
Marke1ng
Associa1on
for
more
informa1on
on
using
tradi1onal
media.

38. 5
things
to
know
about
Events
and
PR:
1. Low-­‐cost
&
high
impact
mediums
for
startups.
2. Can
be
highly
targeted
and
effec1ve.
3. Allows
you
to
build
rela1onships
with
media.
4. Can
be
tracked
via
metrics.
5. Creates
awareness
and
provides
credibility.
Tip:
Build
a
PR
and
events
database
of
key
events,
bloggers
and
media
you
need
to
reach

39. 5
things
to
know
about
Social
Media
&
Word-­‐of-­‐Mouth:
1. Social
Media
is
the
most
popular
consumer
ac1vity
according
to
Nielsen.
2. SM
allows
you
to
connect,
engage
and
build
rela1onships
across
mediums.
3. It’s
LOW
COST
J
4. A
great
way
to
get
‘socially
endorsed’.
5. An
amazing
way
to
test
and
validate!
Tip:
Visit
HubSpot
for
info
and
this
TechCrunch
ar1cle:
‘Social
Proof
is
The
New
Marke1ng’

40. Last updated: <ACME COMPANY>
Prepared by:
Launch date:
Audience Industry Investors
Description
Objectives
1
2
3
4
5
Location Global North America
Flights
MaRS Commons
Key Media
Tactics
Video
Social Media
PR
Events
Partners
Media Buy
Print
TV
OOO
Blog
eMail
Key Messages
1
2
3
4
Boilerplate

41. Nathan Monk (‘Digital Cowboy’)
Sr. Associate, ICE Advisory Practice
Bio:
• Focus on consumer ent. & ecommerce companies
• Have a strong passion for entrepreneurship
• ‘Lean Startup’ practitioner
• Digital marketer, sales and BD professional
• Experience: CBC, CanWest, OgilvyOne and Yahoo!
Follow me:
@Cowboytweets
Linkedin.com/in/nathanmonk
marsdd.com/blog/author/nmonk/feed/