Startup Selling: Sell More Stuff

Build Your Sales Process with the Sales Model Canvas
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  • Lectures 13
  • Length 2.5 hours
  • Skill Level Beginner Level
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 12/2013 English

Course Description

(Yes, this course really is free. Read more about why it's free here.)

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

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.

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

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.


Section 1: Introduction

Welcome to Startup Selling: Sell More Stuff, a course designed to help you better understand the buying process at companies and how to navigate your product or service to the point of the sale.

13 pages

Always have this workbook handy while taking the course. Filled with complementary material for the course, the workbook will help stimulate ideas and provide a place to write those ideas down.

Section 2: Customer Needs

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?

Section 3: Buyers & Buyer Types

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?

Section 4: Value Statements

In this lecture, we discuss the process of creating Value Statements that address the specific needs of each buyer type.

Section 5: Objections, Competitors, & the Status Quo

In this lecture, we discuss the different types of impediments that you might face during the sales process and how to properly foresee said problems, and work around them.

Section 6: Implementation & Support

In this lecture, we discuss the process of Implementation by using a real world case study.

Section 7: Stages of the Sale

In this lecture, we discuss how the creation and use of Progress Signals will have you navigate through the Stages of the Sale.

Section 8: Key Metrics & Milestones

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
Section 9: Sales Map

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).

Section 10: Work Agreement & Economics

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?

Section 11: Conclusion

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?


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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:





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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