Startup Selling: Sell More Stuff
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Startup Selling: Sell More Stuff

Build Your Sales Process with the Sales Model Canvas
3.7 (13 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
2,962 students enrolled
Created by Scott Sambucci
Last updated 11/2013
English
Current price: $10 Original price: $45 Discount: 78% off
1 day left at this price!
30-Day Money-Back Guarantee
Includes:
  • 5 hours on-demand video
  • 54 Articles
  • 1 Supplemental Resource
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • 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.
View Curriculum
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.
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"

Who 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.
Students Who Viewed This Course Also Viewed
Curriculum For This Course
Expand All 84 Lectures Collapse All 84 Lectures 05:58:21
+
The Sales Model Canvas - Introduction
7 Lectures 07:39

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.

Preview 03:58

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

Preview 01:39

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.

DOWNLOAD: Course Workbook
13 pages

An external resource.

Article: The Very Most Basic Things Your Company Needs to Know About Sales
00:50

An external resource.

Article: Building the Sales and Marketing Machine
00:39

An external resource.

Article: Why Your Startup Needs a Sales Methodology
00:22

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.

We Want to Learn! - Please Provide Feedback
00:09
+
Customer Needs - Needs Analysis
7 Lectures 13:49

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?

Preview 05:35

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

Identifying Customer Needs - Case Study
06:24

An external resource.

The SPIN Selling Approach, by Neil Rackham
00:39

An external resource.

Article: To Sell Anything You Need to Know What Makes You Unique
00:16

An external resource.

Article: 3 Sales Tips for Startups - Creating a Burning Platform
00:20

An external resource.

Article: Useful Value Proposition Examples (and How to Create a Good One)
00:24

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.

We Want to Learn! - Please Provide Feedback
00:09
+
Buyers & Buyer Types
8 Lectures 11:36

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?

Buyers & Buyer Types
09:36

An external resource.

Article: Personas for Customer Development
00:15

An external resource.

Free Activity Template: Marketer's Guide to Creating Buyer Personas
00:19

An external resource.

Webinar Series: Market Persona Series
00:23

An external resource.

Article: The One Key Person That Will Help You Improve Sales
00:16

An external resource.

Article: Why Focusing on Only One Buyer Will Lose You Sales
00:16

An external resource.

Article: Can an 8-Person Startup Sell to a CIO? Yes - If You Understand the...
00:19

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.

We Want to Learn! - Please Provide Feedback
00:09
+
Value Statements
5 Lectures 45:48

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
Value Statements - Construction
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
Value Statements - Guidelines
06:58

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

Value Statements - Medical Software Platform Case Study
22:43

An external resource.

Article: Why Startup Entrepreneurs Need to Communicate More Like George Bush...
00:18

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.

We Want to Learn! - Please Provide Feedback
00:09
+
Competitors, Objections, and the Status Quo
8 Lectures 28:16

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?

Impediments - Overview
25:40

An external resource.

Article: The Three-Minute Rule
00:36

An external resource.

Article: What is Someone Going to Stop Doing When They Start Using Your Product?
00:19

An external resource.

Article: What To Do When Your Prospect Says, "Sorry, We Have No Budget"
00:21

An external resource.

Article: The Secret to Handling Objections
00:38

An external resource.

Article: Ten Reasons Salespeople Lose Deals
00:17

An external resource.

Article: What No Means
00:13

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.

We Want to Learn! - Please Provide Feedback
00:09
+
Implementation & Support
8 Lectures 17:04

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?

Implementation - Overview
06:12

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

Implementation - 7 1's of Implementation Case Study
08:49

An external resource.

White Paper: Closing the Delivery Gap
00:34

An external resource.

InfoGraphic: 10 Best Practices to Improve Customer Service
00:16

An external resource.

Article: Why Churn is So Critical to SaaS
00:18

An external resource.

Article: Understand, Believe, Act
00:18

An external resource.

Article: Want Happy Customers? Implement the 5-Visits-Plus-2-Badges Rule
00:26

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.

We Want to Learn! - Please Provide Feedback
00:09
+
Customer Needs: Part II
2 Lectures 18:11

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?

From Implementation Back Into Customer Needs - Altos Case Study
18:02

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.

We Want to Learn! - Please Provide Feedback
00:09
+
Stages of the Sale
14 Lectures 01:08:10

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?

Stages of the Sale - Overview
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?

Stages of the Sale - Stalls
18:32

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

Stages of the Sale - Progress Signals
16:08

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

Stages of the Sale - Altos Case Study
06:49

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

Stages of the Sale - Textbook Case Study
13:00

An external resource.

Book: "Major Account Sales Strategy" by Neil Rackham
01:08

An external resource.

White Paper: Shining a Light in Pipeline Problems
00:28

An external resource.

How to Present at Big Meetings without Going Down a Rat Hole
00:21

An external resource.

Article: The Danger of Crocodile Sales
00:22

An external resource.

Article: When Proposals Hurt Deals
00:29

An external resource.

Article: Giving Demos is Marketing Not Sales
00:17

An external resource.

Article: Every Presentation Worth Doing Has Just One Purpose
00:18

An external resource.

TEDx Video: The Secret Structure of Great Talks
00:23

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.

We Want to Learn! - Please Provide Feedback
00:09
+
Key Metrics & Milestones
5 Lectures 31:05

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
Key Metrics & Milestones - 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
Key Metrics & Milestones - Metrics
11:43

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.

Key Metrics & Milestones - Layering with Stages of the Sale
06:52

An external resource.

Article: Using Process Milestones for Accurate B2B Sales Forcasts
00:20

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.

We Want to Learn! - Please Provide Feedback
00:09
+
Sales Map
4 Lectures 18:12

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
Sales Cartography: Understanding the Sales Map
05:35

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).

Sales Cartography - From Product Champion to the Sale
12:15

An external resource.

External Resources: Help Us Find Some!
00:12

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.

We Want to Learn! - Please Provide Feedback
00:09
3 More Sections
About the Instructor
Scott Sambucci
4.5 Average rating
43 Reviews
11,418 Students
2 Courses
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."