Presented July 3, 2013 at Start-Up Chile In this presentation, I shared the philosophy, tools, and strategies I learned selling ads for Yelp, and how I've adapted them in selling Simplecrew to SMBs.

1. simplecrew sales strategy
Alan VanToai, Co-Founder
Start-Up Chile – July 3, 2013

2. about me
simplecrew
Co-Founder
Regional Brand Manager Account Executive

3. “For a company to be successful, there are
literally only two functions the company has to
perfect. Building and Selling. Thats it.”
- micah baldwin
the importance of sales
@VanToai

4. building & selling = all that matters
Everything Else is Peripheral
@VanToai

5. hacker/hustler duo
@VanToai

6. are you technical?
@VanToai

7. are you *not* technical?
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8. who is this for?
@VanToai

9. 1. The Pipeline
2. The Sales Pitch
3. General Sales Advice
4. Tools of the Trade
what you will learn
@VanToai

10. Email: alan@simplecrew.com
Tweet: @vantoai
questions…
@VanToai
stop me at any time.

11. 1. the pipeline
2. The Sales Pitch
3. General Sales Advice
4. Tools of the Trade
@VanToai

12. • Local Business Search & Reviews
• 102M Unique Visitors/mo (Q1 2013)
• 39M Reviews
• 21 Countries
• $2.22B Market Cap (NYSE: YELP)
overview
@VanToai

13. search results ads
Ads Above Search Results

14. competitive ads
Ads on Competitors Pages

15. premium profiles
HD Slideshow
3 min Video
Announcement
Removal of Competitors Ads

16. advertising packages
• $350/mo - $1,050/mo
• # of Ad Impressions
• # Impressions Varied by Industry
• 3, 6, 12 Month
Contracts
@VanToai

17. the ad sales job
• 60-80 Phone Calls/Day
• 3-5 Hours/Day
• Mostly On-Script
• $20k/month Quota
@VanToai

18. • Mobile Photos for Teams
• 17 Paying Customers
• $59/mo Average Revenue/Customer
• $1,015/mo Total Revenue
overview
@VanToai

19. product
Photos
Names, Dates & Times
GPS Locations
Reports
Team Stats

20. pricing/packages
• 14-Day Free Trial
• No Long-Term Contracts
• Upgrade/Downgrade/Cancel Any Time
@VanToai

21. Leads
Trying to Reach
Decision-Maker
In Contact with DM
Pitch
Appointment Set
Pitched
Warm or Hot
Won
Lost
phone sales, hard close
@VanToai

22. Leads
Trying to Reach
Decision Maker
In Contact w/
DM
Interested
Free
Trial
Lost Won
email sales, free trial
@VanToai

23. 1. What is Yelp?
2. What is SimpleCrew?
3. Yelp’s Pipeline
4. SimpleCrew’s Pipeline
summary: the pipeline
@VanToai
questions?

24. 1. The Pipeline
2. the sales pitch
3. General Sales Advice
4. Tools of the Trade
@VanToai

25. 1. Ask Questions
2. Sell the Company
3. Sell the Product
4. Ask for the Close
4b. Handle Objections
anatomy of a sale
@VanToai

26. • Build Foundation of Trust
• Show Understanding
• Part of the Community
• *Uncover Pain Points
• *Reveal Buying Process
1. ask questions
@VanToai

27. • Yelp = Social Proof
– Press pieces
– Success stories/case studies
– Google Trends analysis
2a. sell the company:
@VanToai

28. • Startup = Tell Your Story
–Part of the Community
–Basis for authority
–Press & Case Studies
2b. sell the company - you
@VanToai

29. • Walk Through the Demo
• Relate Features to Pain Points
3. sell the product
@VanToai

30. product overview
Photos
Names, Dates & Times
GPS Locations
Reports
Team Stats

31. • Be Assumptive
• Make Next Steps Clear
4a. ask for the close
@VanToai

32. • Dig for the Real Objection
• Answer with a Question
• Math, Logic & ROI? No.
• Use Emotion
• Money = Non Issue
4b. handle objections
@VanToai

33. summary: the sales pitch
1. Ask Questions
2. Sell the Company
3. Sell the Product
4. Ask for the Close
4b. Handle Objections
@VanToai
questions?

34. 1. The Pipeline
2. The Sales Pitch
3. general sales advice
4. Tools of the Trade
@VanToai

35. ask questions
@VanToai

36. observe “buying questions”
@VanToai

37. closed-lost often
"Spend less time trying to convince people, spend more
time trying to find people who are already convinced"
@VanToai

38. @VanToai

39. further along = more touch points
@VanToai

40. Leads
Trying to Reach Decision
Maker
In Contact with DM
Pitch
Appointment Set
Pitched
Warm
Pitched
Hot
Won
Lost
@VanToai

41. balance: reminding vs annoying
@VanToai

42. Self-Service
Email
Phone
In-Person
time/energy/cost
depthofrelationship
@VanToai

43. 1. Ask Questions
2. Observe “Buying Questions”
3. Closed-Lost Often
4. Further Along = More Touch Points
5. Balance Reminding vs Annoying
6. Self Service < Email < Phone < In-Person
summary: the pipeline
questions?
@VanToai

44. 1. The Pipeline
2. The Sales Pitch
3. General Sales Advice
4. tools of the trade
@VanToai

45. the toolbox
@VanToai
CRM Email Productivity
Customer Insights Notes & Religion

46. • phonebook
• notepad
• to-do list
• calendar
collaborative
(or other CRM)
@VanToai

47. how we use CRM
1. Contact Info & Notes
2. Logging Interactions
3. Scheduling To-Dos
4. Managing The Pipeline
@VanToai

48. contact info & notes

49. logging interactions

50. scheduling to-dos

51. managing the pipeline

52. how we use it
1. Tracking Opens & Clicks
2. Email Templates
3. Email Reminders
@VanToai

53. tracking opens & clicks

54. email templates
Track CRM

55. email reminders

56. how we use it
Contact Insights.
@VanToai

57. contact insights

58. how we use it
1. Notes During Sales Calls
2. Everything
@VanToai

59. one example…

60. evernote (respect.)
shout out to the boss hog, @plibin
@VanToai

61. 1. Salesforce (or other CRM)
2. Yesware
3. Rapportive
4. Evernote
summary: tools of the trade
@VanToai

62. Slides: www.SimpleCrew.com/Sales
Alan VanToai, Co-Founder
Alan@SimpleCrew.com
@VanToai
thanks!