women's startup lab: find your first customer, then 10 more
TRANSCRIPT
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+ The Sales Model Canvas:
Find Your First Customer, Then 10 More…
Women’s Startup Lab | Menlo Park, CA
April 20. 2015
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+Today’s (very aggressive) Objectives
By the completion of today’s workshop, you will be able to:
Construct a Sales Framework for your product by identifying risk in your process;
Identify Buyer Types & Sales Zombies
Develop Value Statements.
Create an Implementation Plan for your future customers
Define Milestones & Metrics in your sales process.
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The Sales Model Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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The Sales Model Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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+Your customers are lazy cows…
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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 Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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+Nobody cares about your product
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+Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk
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+
1. Increase Revenue
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+
2. Decrease Costs
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+3. Increase Efficiency
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+
4. Decrease Risk
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+Exercise: Why does you
Customer buy your product?
Why does your Customer buy your product?
+ Revenue?
- Cost?
+ Efficiency?
- Risk?
[3 minutes]
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+
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
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+How big is the problem?
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+In other words, find this…
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+
4 problems worth solving… (yes, there
are more…)
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+Problem #1: Improve coordination
Image source: Galbraith “Designing Organizations: An Executive Guide to Strategy, Structure, and Process Revised “
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+Problem 2: Reduce friction.
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+Problem #3: Create information
01110011
01101111
01101101
01100101
01110100
01101000
01101001
01101110
01100111
00001101
00001010
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+Problem #4: Solve for X-Efficiency
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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 Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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+Companies don’t make decisions.
People at companies make
decisions.
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+
USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION
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+Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk
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+
Identify the purchasing motivation for
each buyer
[EXERCISE]
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+
Economic
Buyer
User Buyer
Technical
Buyer
Product
Champion
+ Eff - Risk- Costs+ Revenue
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+Most buyers are novices
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+Beware of the Purchasing Zombies!
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+Zombie #1: The buyer that talks
price in the first conversation.
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+Zombie #2: “I make the decision on
this."
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+Zombie #3: “Send me a one-pager
and I’ll present at the next meeting."
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+
Zombie #4: The job of
IT, procurement, &
vendor management is
to keep their job.
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+Remember: There is never a shortage
of interesting conversations.
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+Find the decision-maker.
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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 Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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+Value Statement Construction
1. What need does your solution fill?
2. It’s not what your product does, it’s
about the problem it solves.
3. Think numbers (%, $, days, units).
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+
“We help you increase revenue
by enabling your calling agents
to target the right leads and to
make up to 35% more calls per
day.”
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+
“We help you decrease costs by
25% by coordinating business
units through collaborative
workflow and real-time
information sharing.”
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+
“We help you decrease your
company’s risk by providing a
real-time view into your
manufacturing processes and
assessing workplace safety with
daily reports.”
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+“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 …”
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+
Economic
Buyer
User Buyer
Technical
Buyer
Product
Champion
+ Eff - Risk- Costs+ Revenue
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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 Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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+Status quo is the biggest competitor.
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+[People at] Companies are risk
averse.
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+ 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]
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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 Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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+Implementation & Support
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+Build a “work plan”
(not a proposal…)
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+Phased
Parallel
Big Bang
Changeovers
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+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?
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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 Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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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 Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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+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
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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 Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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+Who’s in control of the next step?
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+Key Metrics & Milestones:
Examples
Non-disclosure Agreement
Introductions to additional buyers (i.e.
technical, economic, user)
Onsite visit to your office
Technology audits to estimate configuration
costs
Implementation planning
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+Strategy #1: Create deadlines
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+Strategy #2: Create scarcity
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+Strategy #3: Run a [paid] pilot.
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+ Exercise
What are the key milestones and metrics
that both you and the customer can
agree upon for your sales process?
[4 minutes]
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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 Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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+
Sales Mapping
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+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?
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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 Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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+ Executives think: “What can this
product do for me? How can I put it
to work for my business?”
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+ Exercise
How many seat licenses?
Billing cycles?
Budget cycles?
Signatory?
Renewal clauses?
Right to cure?
[3 minutes]
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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 Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
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+
Wrapping up…
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+Where to find us…
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+Products & Solutions
Self-Learning: Books & online courses
Workshops & Training
Advisory, Consulting & 1:1 Coaching
Talent Recruiting & Team Development
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+“Startup Selling” Kit
Two (2) books: “Startup Selling” & “52 Sales
Questions Answered” ($20)
Udemy course: Lifetime access to “Startup
Selling: Sell More Stuff” ($79)
Two-part webinar: “Using LinkedIn for
Customer Development & Sales” ($99)
2 x one-hour 1:1 coaching calls ($300)
This is a $500 product package!
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+
Two (2) books: “Startup Selling” & “52
Sales Questions Answered” ($20)
Lifetime access to “Startup Selling: Sell
More Stuff” Udemy course ($79)
Two-part webinar: “Using LinkedIn for
Customer Development & Sales” ($99)
2 x 1-hour private coaching calls ($300)
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Scott Sambucci, Founder
[email protected] | (415) 596-0804 |
@scottsambucci
www.quora.com/Scott-Sambucci
www.linkedin.com/in/scottsambucci
Robert Wharton, Production Manager
[email protected] | (405) 414-9712