unsexy conf 2013: ryan damico, box

Sales 4 Geeks:

What I Learned about Selling to Enterprise & SMBs

Prerequisite:

Win on Product

2. Solve it 10X better than anyone else

1. Find a major pain point

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

ERA WebNotes Crocodoc

Consumer Enterprise

Flash HTML5

Generalists Specialists

Lessons Learned

Build Trust

Fight startup perception

Build rapport

Be super responsive(+ sales hack)

Demonstrate commitment

Understand the Customer

Know key players

Identify evangelist

Ask candid questions

Example: Wrong decision maker

Generate Momentum

Momentum can make or break deal

Follow up proactively

Share steady stream of updates

Example: Missed opportunity

Make it Easy to Say “Yes”

Know what’s important to customer

Do the customer’s homework for them

Sales hack: Mockups and browser plugins

Build sexy, sharable demos

Establish Business Terms

Separate business vs. legal terms

Know basic types of terms

Iterate on pricing and discounting

Seek help from investors/advisors

Negotiate

Optimize for the relationship

Establish key principles

Understand all deal levers

Always say “Yes,” with caveats

Close the Deal

Avoid putting all eggs in one basket

Be flexible

Pay attention to tone and momentum

Be appreciative and positive

SMB Sales

Dedicate time to cultivate SMBs

Experiment with features & pricing

Build self-service first, sales later

Promote and pamper your customers

Wrap-Up

Win on product

Build trust and understand customers

Generate momentum

Make “Yes” easy

Negotiate terms and close deal

Avoid SMB sales pitfalls

Q & A