The workshop focused on developing a selling framework for acquiring enterprise customers, emphasizing buyer types, sales stages, and the importance of addressing customer needs and objections. Key exercises included identifying buyer motivations, constructing value statements, and mapping sales processes to maintain control over sales conversations. Participants were encouraged to understand the factors that drive enterprise purchasing decisions and how to effectively implement solutions.

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