CONNECTS ON SALES ASALESWORKSHOPFebruary1,2018

AchievingSalesResults,LLCImprovisingtheOffice,LLC

Target Audience

•  Start-ups•  Smartpeoplewithanidea•  Earlystagecompaniestryingtogrow• Companiestryingtofigureoutwhytheycan’tsell• CEOswhothinktheycansell,butnotsurewhytheyhaven’t

Agenda

• Howtogetyourfirstcustomer•  Theimportanceofareference• Hiringasalesperson• Managingasalesperson• GeQnginthedoor• Closingthesale• QuesSoningtechniques•  SeQngsalesgoals

Finding Your First Customer

•  Earlyadopter•  Experimental–proofofconcept

•  CollaboraSonwithpotenSalcustomer*

• Betatest•  Yourproductorservicesolvesaproblemtheycan’tsolvethemselves•  Local• NoiniSalbilling–willcoverlater• Knowsomebodywhocangetyouin

Your First Customer

•  Solvingbusinessproblems•  Listtheproblemsyourproductorservicesolves•  Explainhowitsolvesthem•  Focusonindustriesorcompaniesthathavetheseproblems•  Bringabrick*

•  Specialarrangement(noiniSalbilling)•  MakeadealfornoiniSalrevenue,butitwillkickinlater•  Betenacious–onsitefrequently–checkingonprogress•  Dealbroadlywithmorethanonecontact•  Besuretogettheirpermissiontobeareferenceifitworks

The Value of the Reference

• Nurturethereference•  Trynottooveruse•  Treatthemwell–thankyous,holidaygi^s,etc.• Determineiftheyreallydospeakwellofyourcompany–How?•  ItwouldbegreatiftheyarewellknownandpresSgious• Makethemawareofthesecondandthirdcustomers

Hire your first Salesperson

• Whattolookfor:•  Trackrecord–quota%,sizeofquota,consistency•  Comparewhattheysoldtowhatyouareselling•  Between5-15yearssalesexperience•  Passionforselling;AsserSveness•  Cantheyconvinceyou?

• Whattoavoid:•  Toomanyjobs(morethan2peryear)•  Unknowncompanies•  Poorreferences•  Mustunderstandstart-ups

Your first salesperson

• Wheretofindthem:•  Yourindustry•  Throughtrustedadvisors•  Networkingsessions•  EmployedatcompeStors•  LocaluniversiSes•  ReferredbyPrivateEquitycompanies

• Howtohirethem:•  Trialbasis(“Hireslow,Firefast”)•  Smallsalary,bigpotenSalcommission•  Equity

Manage your salesperson

•  Setspecific,measurable,achievablegoals•  90days,180daygoals• ProvidepropertrainingandorientaSon• Putyourselfintheirplace–wouldyouworkunderthosecondiSons?*• ConstantconversaSon,butgivethemrope(donotmicromanage!)• BeflexibleinchanginggoalsifyouoveresSmatedresults• Butexpectprogress

GeEng in the Door • Mustfindanareaofneedfortheprospect• Mustsolveaproblemtheycurrentlyhave• Researchandprobe–useLinkedIntoaskpeopleatthecompanywhatbusinessproblemstheyhave•  Selecttherightlevelandrole• WriteanemailthatidenSfiestheir“problem”–askforverificaSon•  ExplainyoursoluSon• DonotdescribethesizeofyourcompanyiniSally–solvetheirproblemfirstandthenthesizeofthecompanywillbelessimportant

GeEng in the Door

• Withinaweekofemail,callonthephone•  IniSallydonotleaveamessage;callthenextday•  Thirdtry–leaveamessage–bebrief•  Ifa^er2-3weeks,goontosomeoneelseatthecompany•  TrygoingtotheCEO’sadministratorandbefriendingthem•  TrygeQngareferralfromsomeonetogetinthedoor•  Bepersistent,keeptrying•  CallatdifferentSmesoftheday–7:30AMor6:30PMatnight•  RehearseyouropeningmanySmessoit’ssmooth*

Closing the Sale

•  Fivestepsofasalescall1.  Opening,establishrapport2.  Probing–askinggoodquesSons;determineneed3.  SoluSonpresentaSon4.  AskinghowthesoluSonimpactsthebusiness–nicetohaveormust

have?5.  Askfortheorder–close

•  Fivequalifiersforanopportunity•  Areyoudealingwiththedecisionmaker?•  Whatarethedecisioncriteria?•  Isthereagoodfitwithourproductorserviceandtheproblem?•  Isthereabudgettosolvethisproblem?•  WhatistheSmingofyourdecision?

QuesHoning Techniques – An Exercise

•  ListexamplesofquesSonsyoumightaskatthestartofafirstcallonanewprospectsellingyourownproductorservice

QuesHoning Techniques – Two main types

•  SituaSonQuesSons•  ProvidebasicfactsaboutthecurrentsituaSon•  Givebackgrounddetailswhichhelpyoujudgewhereproblemsmayexist

• ProblemQuesSons•  Askaboutproblems,difficulSesordissaSsfacSonswiththecurrentsituaSon•  Uncoverneeds

QuesHoning Techniques - Examples

•  SituaSonQuesSons(GoogleAnalyScsconsultant)•  AreyouusingananalyScsprogramnow?•  HowareyouusinganalyScsnow?• Whathaveyoutriedbefore?• WhousesanalyScsinyourdepartment?

• ProblemQuesSons•  AreyousaSsfiedwiththeintegrityofyourdatanow?• WhatarethedisadvantagesofnottrusSngyourdata?•  Doesthelackofameasurementstrategycauseproblems?

•  Listeningtechniques*

QuesHoning Techniques - Categorize

• GobacktoyourlistofquesSonsonthefirstcall.• MarkallexamplesofSituaSonQuesSonswithan“S”• MarkallexampleofProblemQuesSonswitha“P”

Problem Development QuesHons

• Havetheseproblemsledto…?• What’stheimpactofthatonyourbusiness?• Whateffectdoesthathaveon…?

• HowareproblemdevelopmentquesSonsimportant?•  Theyareimportantwhensellingcomplexproductsandservices•  Theyhelpdecisionmakersunderstandthesizeoftheproblem•  TheyhelptojusSfyaddedvaluesales

SoluHon Development QuesHons

• Wouldithelpifyouhadmorequalifiedsearchtraffic?• Whyisthatimportanttoyou?• Whatisthevaluetoyourbusiness?• HowelsecouldourservicehelpyouranalyScsprocess?

• WhyUseSoluSonDevelopmentQuesSons?•  TheycreateaposiSveclimate•  Theygetthecustomertotalkaboutvalueandbenefits•  TheymovethediscussionforwardtowardsacSonandcommitment

Sales AdministraHon

•  Trackandmeasureyourprogressagainstgoals• Keepapipeline–spreadsheet,CRM,Salesforce.com,etc.•  TrackstaSsScsoverSme•  Lookatfrequencyofcalls,emails,conversaSons,appointments,proposalsandsales• CommunicatethisinformaSontothecompany• Calculatecommissionsbackwards

Sales Collateral

• Alwaystootechnical–twoversions• Workonverbiagetoexplainwhatyouandyourproductdoes• Designandprintprofessionally• Developyourbrandingandimage•  Listentowhatcustomersarelookingfor•  Listtheproblemsyousolve• Casestudies,tesSmonials

Group Q&A