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Selling to the Sell-Side
Sam Perl DealRoom by Fundology
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Our Two Sales Challenges
1) We’re selling to salespeople 2) We’re selling in a competitive, consolidated, commodity market
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We’re selling to salespeople
Investment bankers sell money & service…commodities Their strategy is to sell reputation & expertise
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We’re selling to salespeople
Ex: Free Market Outlooks Content marketing meshes w/ their service
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We’re selling to salespeople
Stage 1: Sell their service Stage 2: Sell their client Salespeople are hard to sell!
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We’re selling in a competitive market
3 Firms… 80% of the market 20 Firms… 20% of the market
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We’re selling in a competitive market
Barriers to entry at high end: Risk aversion, relationships, principal/agency problem Barriers to entry at low end: Price competition
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Our Two Sales Solutions
1) If you can’t beat’em, avoid’em 2) Sell the way your clients sell
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If you can’t beat’em, avoid’em
Researched ways to differentiate product Created a new market to avoid competitive barriers
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Sell the way your clients sell
Become an expert in your value proposition Content marketing that meshes with offering
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Takeaways
Take advantage of research, redefine your competitive market, and understand target psychology