Hosted by SARTA, this presentation was part of a live workshop teaching entrepreneurs how to use SalesQualia's "Sales Model Canvas" to lead buyers through the purchasing process and how to build a repeatable sales framework for your sales opportunities.

1. +
Finding Your First [Enterprise]
Customer, Then 10 More…
SARTA Workshop
Sacramento, CA
March 18, 2015

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

3. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

4. +
 Exercise
Think of a Prospective Customer(s)
[1 minute]

5. +
Your customers are lazy cows…

7. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

8. +
Nobody cares about your product

9. +
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk

10. +
1. Increase Revenue

11. +
2. Decrease Costs

12. +
3. Increase Efficiency

13. +
4. Decrease Risk

14. +
Exercise
 Why does your Customer buy your product?
+ Revenue?
- Cost?
+ Efficiency?
- Risk?
[3 minutes]

15. 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
Implied vs. Explicit Needs

16. +How big is the problem?

17. +
In other words, find this…

18. +
4 problems worth solving…

19. +
Problem #1: Coordination
Image Source:
http://www.slate.com/blogs/the_vault/2014/02/05/the_first_modern_organizational_chart_is_a_thing_of_beauty.htm
l

20. Image source: Galbraith “Designing Organizations: An Executive Guide to Strategy, Structure, and Process Revised “

21. +
Problem 2: Reduce transaction
costs

22. +

23. +
Problem #3: Create information
01110011
01101111
01101101
01100101
01110100
01101000
01101001
01101110
01100111
00001101
00001010

24. +
Problem #4: Solve for X-Efficiency

25. +
Companies don’t make decisions.
People at companies make
decisions.

26. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

27. +
USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION

28. +
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk

29. +
Identify the purchasing motivation for
each buyer
[EXERCISE]

30. +
Most buyers are novices

31. +
Beware of the Purchasing Zombies!

32. +
Zombie #1: The buyer that talks
price in the first conversation.

33. +
Zombie #2: “I make the decision on
this."

34. +
Zombie #3: “Send me a one-pager
and I’ll present at the next meeting."

35. +
Zombie #4: The job of
IT, procurement, &
vendor management is
to keep their job.

36. +
There is never a shortage of
interesting conversations.

37. +
Find the decision-maker.

38. +
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]

39. +
Economic
Buyer
User Buyer
Technical
Buyer
Product
Champion
+ Eff - Risk- Costs+ Revenue

40. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

41. +
Value Statement Construction
1. It’s not what your product does
2. What need does your solution fill?
3. Think numbers (%, $, days, units)

42. + “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 …”

43. +
Economic
Buyer
User Buyer
Technical
Buyer
Product
Champion
+ Eff - Risk- Costs+ Revenue

44. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

45. +
Status quo is the biggest competitor.

46. +
[People at] Companies are risk
averse.

47. +
 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]

48. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

49. + Build a “work plan”
(not a proposal…)

50. + Phased
Parallel
Big Bang
Changeovers

51. +
The “What happens next?”
Framework
 The first minute?
 The first hour?
 The first day day?
 The first week?
 The first month?
 The first quarter?
 The first year?

52. +
Implementation & Support

53. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

54. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

55. +
Stages of the Sale
1. Needs Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation
http://www.amazon.com/SPIN-Selling-
Fieldbook-Practical-
Exercises/dp/0070522359

56. +
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

57. +
Where do deals usually stall?
A. Qualification
B. Initial Demo
C. Proposals
D. Technical Demo

58. +
 Exercise
Where, how, and why are your sales
conversations stalling?
How can you maintain control?
[5 minutes]

59. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

60. +
Who’s in control of the next step?

61. +
Key Metrics & Milestones:
Examples
 Non-disclosure Agreement
 Introductions to additional buyers (i.e. technical,
economic, user)
 Onsite visit to your office
 Technology audits to estimated configuration costs
 Implementation planning

62. +
Strategy: Create deadlines

63. +
Strategy: Create Scarcity

64. +
 Exercise
What are the key milestones and metrics
that both you and the customer can
agree upon for your sales process?
[4 minutes]

65. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

66. +
Sales Mapping

67. +
Think: “What happens next?”
 The first minute?
 The first hour?
 The first day day?
 The first week?
 The first month?
 The first quarter?
 The first year?

68. +
 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]

69. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

70. + Executives think: “What can this
product do for me? How can I put it
to work for my business?”

71. +
Zombie #1: The buyer that talks
price in the first conversation.

72. +
Strategy: Run a pilot.

73. +
 Exercise
How many seat licenses?
Billing cycles?
Budget cycles?
Signatory?
Renewal clauses?
Right to cure?
[3 minutes]

74. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

75. +
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

76. +
Wrapping up…

77. +
Products & Solutions
Self-Learning: Books & online courses
Workshops & 1:1 Coaching
Advisory & Consulting
Talent Recruiting & Team Development

78. “Startup Selling: Sell More Stuff”
Coupon Code: SARTA-2015

79. www.slideshare.net/SalesQualia

80. +
FREE Webinar:
Using LinkedIn for Customer
Development & Sales

81. +
Scott Sambucci, Founder
scott@salesqualia.com | (415) 596-0804 |
@scottsambucci
www.quora.com/Scott-Sambucci
www.linkedin.com/in/scottsambucci
Robert Wharton, Production Manager
robert@salesqualia.com | (405) 414-9712

82. +
How was today’s workshop?

83. +
SURVEY:
http://bit.ly/SQ-SARTA-
March-2015
LinkedIn:
www.linkedin.com/in/scottsambucci
Quora:
www.quora.com/Scott-Sambucci
Twitter:
@scottsambucci
Email:
scott@salesqualia.com