Startup Selling: Sell More Stuff

Build Your Sales Process with the Sales Model Canvas
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  • Lectures 84
  • Contents Video: 5 hours
    Other: 1 hour
  • Skill Level Beginner Level
  • Languages English
  • Includes Lifetime access
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About This Course

Published 11/2013 English

Course Description

Most sales courses, training, and workshops focus on "selling" when in fact, you need to know your customer's buying process. That's what you'll learn in this class.

By identifying the components of the buying and selling process, you can increase your conversion rates and accelerate your time-to-sale. Enterprise sales (i.e. business-to-business), purchasing decisions can take 3, 6, or 12 months (or more!) with many decision-makers, influencers, and individual buyers involved.

We use the Sales Model Canvas as your framework to achieve these objectives. The Sales Model Canvas is a simple process to follow starting from the first conversation with your prospective customer all the way through the sales and buying process, and to successful implementation your solution with your new client.

The course includes case studies from various industries and solutions, including:

  • Software-as-a-Service (SaaS), Data-as-a-Service (DaaS), Platform-as-a-Service (Paas)
  • University & college educational products and sales
  • Government and Request-for-Proposal (RFP) sales situations
  • Clean Tech & Renewable Energy
  • Services-based companies, including consulting and web development services.
  • Examples from both startups and established companies.

All of the materials, course lectures, and case studies have been presented at live, in-person workshops with startup and technology groups including:

  • The 2012 Lean Startup Conference
  • Startup Grind
  • The Lean Startup Circle-San Francisco
  • The Lean Startup-Orange County
  • The Lean Startup-Portland
  • Bootstrapper's Breakfast
  • Entrepreneur's Organization
  • SARTA

Workshop Testimonials

"I attended a live workshop for this course. I have this stuff on my desk. It's our sales compass - where are we on each deal? Are we on track? Where are we going?"

- Arthur Bart-Williams, Founder, Canogle, Speaker & Mentor at the Lean Startup Conference

"Very practical Quickstart for a non-salesperson to do lead discovery and conversion. I’d previously read Solution Selling to overcome a feeling that I’m an engineer not a salesperson, but found the book too theoretical to help. This workshop was a hit-the-ground-running introduction where I left feeling that I can do sales. Highly recommend it."

- Riaz Rizvi, Principal at Kickstart Platforms

"Scott was instrumental in developing our enterprise sales process by teaching us how to navigate through target prospects and developing sales experiments to optimize our process."

- Patrick White, CEO at Synata, Best New Enterprise Product at LAUNCH 2013

Book Reviews for "Startup Selling" and "52 Sales Questions Answered" (by the course author)

"I found this book useful as we all sell something to someone no matter what our job is. The customer could be your manager or co-workers, and you might be selling your new idea rather than a product. No matter what you sell, you bound to pick up useful ideas in this book."

- Ali Julia, Amazon #1 Reviewer, Review of "Startup Selling"

"There is a wealth of information here - the book makes the reader feel like being in attendance at one of his seminars. Sambucci is bright, witty, focused, and right there on the front lines of success. Just buy into it."

- Grady Harp, Amazon Top 50 Reviewer, Review of "52 Sales Questions Answered"

"If you are an entrepreneur who wants to get up to speed quickly on selling to business, in particular selling software, the book belongs on your short list of must reads."

- Sean Murphy, Founder SKMurphy, Review of "Startup Selling"

What are the requirements?

  • Enthusiasm and need to improve sales performance.
  • While it is helpful to have specific sales opportunities in mind when taking this course, it's not necessary.

What am I going to get from this course?

  • Improve sales performance by better understanding your customer's needs and creating an infinite sales cycle for every client.
  • Identify Customer Needs and Buyer Types involved with the purchasing decision, then learn how to develop Value Statements to meet these buyer needs.
  • Develop strategies to identify and overcome objections, obstructions, and obstacles in the sales process.
  • Create an Implementation Plan that you can use during the sales process to instill confidence in your prospective customer.
  • Identify Stages of the Sale, then develop Milestones & Metrics with you customer to insure that you're progressing through the sale process.
  • Avoid debilitating stalls during the sales cycle. "Yeah... can you call me back in a few weeks..."
  • Develop creative Work Agreements that match both your customer's needs, and yours.

What is the target audience?

  • Startup CEOs
  • Sales Reps at startups
  • Sales Development Reps
  • Sales Team Leaders & Sales Managers
  • Technical leaders & engineering teams looking for more visibility in the enterprise sales process.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: The Sales Model Canvas - Introduction
03:58

Welcome to Startup Selling: Sell More Stuff, a course designed and built for aspiring entrepreneurs, CEOs, and all salespeople to better understand the buying process at companies and to help you create a repeatable, measurable process for navigating it.

01:39

Feel free to contact me with any questions or comments at scottsambucci@salesqualia.com.

13 pages

This workbook is meant as a place for you to write down notes about how the course content specifically relates to your business. Each Section of the course is accompanied by a page from the workbook.

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 2: Customer Needs - Needs Analysis
05:35

Page 2 of the Workbook.

Needs Analysis is the basis for the sales process - this act alone places you in the problem from the client's perspective. It's never about your product, your technology, or the code you use. It's about solving customer needs.

What is most and least important to the customer?

How is this need fundamentally hurting the prospect's business?

How did you uncover this need?

Did you verify this need with other individuals at the target client?

06:24

Putting the concepts into action, Scott talks about identifying customer needs in a real world case study.

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 3: Buyers & Buyer Types
09:36

Page 3 of the Workbook.

Who is involved with this purchasing decision? This includes the Economic, User, and Technical aspects of the purchase.

Who are your Buyer Types?

  • Product Champions
  • Economic Buyers
  • Technical Buyers
  • User Buyers

Who are these people at your target account? How do you know? How can you verify?

What is the best way to establish a 1:1 Needs Analysis meeting with them? Who can help you?

Has your Product Champion changed since your initial approach/introduction?

Do you have multiple Product Champions? How can you develop multiple Product Champions?

Who are your Detractors/Antagonists?

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 4: Value Statements
15:39

Page 4 of the Workbook.

A Value Statement is not a Product Statement. It is not about what your product does. A Value Statement is about what customer needs your solution solves, specific to each Buyer Type.

What quantifiable benefit does your solution provide for each Buyer Type?

Define the specific Value Statements to address each of the Buyer Types, and how your solution delivers on one or more of the primary business drivers.

  • Product Champions
  • Economic Buyers
  • Technical Buyers
  • User Buyers
06:58

Page 4 of the Workbook.

A Value Statement is not a Product Statement. It is not about what your product does. A Value Statement is about what customer needs your solution solves, specific to each Buyer Type.

What quantifiable benefit does your solution provide for each Buyer Type?

Define the specific Value Statements to address each of the Buyer Types, and how your solution delivers on one or more of the primary business drivers.

  • Product Champions
  • Economic Buyers
  • Technical Buyers
  • User Buyers
22:43

See a real world example of the use of Value Statements in this case study.

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 5: Competitors, Objections, and the Status Quo
25:40

Page 5 of the Workbook.

What is the 10x advantage that your solution offers to the prospect's existing process?

Why would the prospect purchase a competitor's product?

Has the customer purchased a competing product, or is this a new purchase?

What does the customer perceive as the top three challenges to implementing your product/solution?

What is the main reason your customer will NOT use your product?

What is the primary unstated objection? What isn't the prospect telling you?

Why might the customer do nothing/stay with the status quo?

How will you turn positive buyers into Product Champions?

How will you turn neutral buyers into positive buyers?

How will you neutralize detractors?

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 6: Implementation & Support
06:12

Pages 6 of the Workbook.

Who is the Point of Contact for receiving and implementing after the purchase?

Is your solution packaged or integrated into existing systems? Which ones? What are the challenges facing packaging/integration?

Setup or training fees?

What is the chain of communication post-sale? Do you have a Client Director assigned? Do you have Customer Service setup? What is the customer service phone/email (avoid missing the obvious)?

Is your customer support software tied to CRM/email? How will you know if there is a customer service issue?

Do you have separate customer service contacts for technical, non-technical including training, user name and password retrieval, and billing? Who is responsible for each of these?

What are your Disaster Recovery Plans?

08:49

Scott shows us how the 7x1's plan for implementation works in a real world case study.

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 7: Customer Needs: Part II
18:02

Page 7 of the Workbook.

How has your assessment of customer needs changed after considering each Buyer Type?

Do your Value Statements address each Customer Need?

Is a path forming to work with each buyer individually and answer the prospect's questions?

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 8: Stages of the Sale
09:43

Page 8 of the Workbook.

Where can the sales conversation stall?

Where has it stalled in previous sales opportunities? Why?

How can you maintain control of the sales process to avoid stalls?

18:32

Page 8 of the Workbook.

Where can the sales conversation stall?

Where has it stalled in previous sales opportunities? Why?

How can you maintain control of the sales process to avoid stalls?

16:08

In this lecture, we will discuss the importance of setting metrics to measure ourselves against throughout the Stages of the Sale.

06:49

In this lecture, we will look at a real life case study as it applies to the Stages of the Sale.

13:00

In this lecture, we will look at a real life case study as it applies to Stages of the Sale.

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 9: Key Metrics & Milestones
12:01

Page 9 of the Workbook.

How will you assess progress? Does your client agree with these milestones?

What are the mutually agreed upon milestones?

  • Business Demo
  • Technical Demo
  • Purchase Options & Budget
  • Beta Test & Test Metrics
  • Budest Request & Approval
  • Contract Process - Initial & Conclusion
  • Invoice Date
  • Activation Date
  • Training & Implementation Date

What action is your prospect taking that indicates progression of the sales conversation?

  • Infrastructure and systems integration needs
  • Budget Guidance
  • Approval Guidance
  • Additional options the prospect is considering
11:43

Page 9 of the Workbook.

How will you assess progress? Does your client agree with these milestones?

What are the mutually agreed upon milestones?

  • Business Demo
  • Technical Demo
  • Purchase Options & Budget
  • Beta Test & Test Metrics
  • Budest Request & Approval
  • Contract Process - Initial & Conclusion
  • Invoice Date
  • Activation Date
  • Training & Implementation Date

What action is your prospect taking that indicates progression of the sales conversation?

  • Infrastructure and systems integration needs
  • Budget Guidance
  • Approval Guidance
  • Additional options the prospect is considering
06:52

In this lecture, we look at how setting Metrics & Milestones throughout the Stages of the Sale provides us a framework to building a measurable, repeatable process.

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 10: Sales Map
05:35

Page 10 of the Workbook.

How have decisions like this been made in the past?

What is the process you will follow to reach implementation of your product?

7 x 1's Framework: What needs to happen in reverse order for you to begin client implementation?

  • 1 Year
  • 1 Quarter
  • 1 Month
  • 1 Week
  • 1 Day
  • 1 Hour
  • 1 Minute
12:15

In this lecture, we use a real world case study to create a Sales Map of how we are able to start with only a Product Champion and progress to the final sale (though sales are never final).

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 11: Work Agreement & Economics
12:03

Page 11 of the Workbook.

Now that you have a clear picture of Customer Needs, Buyers, and Implementation, how does the Work Agreement capture the economics of your relationship?

Does the client require a NDA or Master Services Agreement (MSA)?

How many seats are required?

How will you deal with shared licenses? Audits?

What are the normal billing cycles - annual, quarterly, monthly?

Where does your offered price sit relative to list price? Are you offering a significant discount to the client?

How will you recover discounted prices at time of renewal?

Whose budget?

15:51

Page 11 of the Workbook.

Now that you have a clear picture of Customer Needs, Buyers, and Implementation, how does the Work Agreement capture the economics of your relationship?

Does the client require a NDA or Master Services Agreement (MSA)?

How many seats are required?

How will you deal with shared licenses? Audits?

What are the normal billing cycles - annual, quarterly, monthly?

Where does your offered price sit relative to list price? Are you offering a significant discount to the client?

How will you recover discounted prices at time of renewal?

Whose budget?

06:02

In this lecture, we take a look at a real world case study of how the accounting process works.

14:12

In this lecture, we discuss how to create creative pricing plans to help work around financial obstacles at a target client.

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 12: Customer Needs - Performing Needs Analysis III
09:44

Page 12 of the Workbook.

How does your sales process address your Customer's Needs after acknowledging all of the other aspects of the sale so far?

How will you approach each Buyer as part of your sales plan?

How will you identify and address Competitors and Inertia while executing your sales plan?

How will you structure an Implementation Plan after evaluating the People and Process in your sales plan?

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

Section 13: The Sales Opportunity Canvas - Conclusion
09:59

Pages 1 & 13 of the Workbook.

Does your service, process, implementation, and economics address the Customer's Needs?

How are the Customer Needs changing? How they change next month? Next quarter? Next year?

01:39

Live Office Hours will be hosted on Google Hangout. Check the announcements section regularly to see when the next upcoming Live Session will take place.

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We built this course as a wall to learn and improve our own methods. We would greatly appreciate your time in filling out this VERY SHORT feedback form. Thank you.

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Instructor Biography

Scott Sambucci, Founder & Chief Sales Geek, SalesQualia

Founder of SalesQualia. Our company is dedicated to improving sales performance. We've presented at the 2012 Lean Startup Conference, and have led sales and company development workshops across the country with groups in Portland, Seattle, Los Angeles, Sacramento, Las Vegas, and San Francisco.

Throughout my career, I've sold educational products, software solutions, data services, and consulting engagements to:

  • Top universities, including Duke University, Columbia University, and the University of Pennsylvania;
  • Financial firms, including Wells Fargo, Bank of America, Morgan Stanley, and Freddie Mac;
  • United States government agencies, including the Federal Housing Financing Agency, the Department of Treasury, and the Federal Reserve Bank.

I also teaches university courses in Economics, Finance, Entrepreneurship, and Strategic Management and recently received a “Faculty Member of Excellence” award in 2012. The universities where I've taught include: University of San Francisco, the Hult International School of Business, Saint Leo University, Cal State East Bay. I'll be teaching Sales Management in the UC-Berkeley Extension Program in Summer 2014. I've also been interviewed on CNBC, NPR, and The Financial Times.

More about me:

LinkedIn

Quora

Twitter

Slideshare

Books on Amazon:

"Startup Selling: How to sell if you really, really have to and don't know how" .

"52 Sales Questions Answered: A Q&A Guide to Sales & Customer Development."

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