Selling for the Lean Startup: Customer Development Workshop
-
Upload
scott-sambucci-salesqualia -
Category
Business
-
view
764 -
download
4
description
Transcript of Selling for the Lean Startup: Customer Development Workshop
![Page 1: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/1.jpg)
+
Selling for the Lean StartupScott Sambucci | SalesQualiawww.salesqualia.com
Lean Startup Circle2012-12-17
![Page 3: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/3.jpg)
+What we’ll cover
ProspectingFinding, Researching, CallingValue StatementsVoicemailsConferences
Sales Mapping
Long Term Goal: Develop a predictable, replicable, scalable sales framework that you can hand over AND manage.
![Page 4: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/4.jpg)
+
ProspectingResearching
FindingCalling
![Page 5: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/5.jpg)
+Prospecting is coding
Need to do it consistently for long, focused stretches.
And you need to do it. Code won't improve itself and neither will your sales channel.
Build. Measure. Learn.
Work smarter, not harder.
![Page 6: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/6.jpg)
+Cold Calls are dead. New Calls are necessary.
Find a handle. Add value. Customize your message.
Confirm. Ask. Explore.
Look for Groups and Titles that match your economic buyer. (i.e. Analyst, VP, Managing Director, Director of Marketing, VP of Sales, CFO, CTO)
Predictable Revenue (Aaron Ross)
![Page 7: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/7.jpg)
+LinkedIn: Case Study
Agency CMO & RMBS Group
Lead: Neal Aggarwal, Jeffries & Company Formerly with C12 Capital
Google Search: Jeffries & Company
![Page 8: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/8.jpg)
+Shared Connections
![Page 9: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/9.jpg)
+Value Statement
“We’ve developed a mortgage risk indicator that can predict defaults in currently performing mortgages assets with a 75% accuracy rate. For a typical non-agency RMBS, that equates to more than a $500,000 differential over the life of the security.”
![Page 10: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/10.jpg)
+ “Hi Neil. This is Scott Sambucci with
CoreLogic. I saw that you were a member of the RMBS group on LinkedIn and thought you’d be a good person to call.”
“Are you primarily trading non-agency RMBS?” (Confirm)
“How are you evaluating potential defaults of currently performing assets in your securities?” (Ask)
[Value Statement] (Explore)
![Page 11: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/11.jpg)
+Stop calling people
Cap yourself at 2 VMs, then push to drip campaigns [spreadsheet example]
If they're not returning you're calling, they're: Not interested You're using the wrong medium They are really busy, in which case they are
an ideal candidate for your product…
![Page 12: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/12.jpg)
+Voicemails
What is you value statement for THAT person?
![Page 13: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/13.jpg)
+Prospect Call Framework
For Every Call…1. Value Statement2. Voicemail Message3. Industry Topics• Recent news article• Upcoming or recent Conference• Press Release about their company
![Page 14: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/14.jpg)
+EXERCISE
Locate a target candidate
1. Develop a Value Statement for THAT person
2. Script a Voicemail
3. Locate three (3) “Go-to” topics for the conversation
Share with the class
[20 minutes]
![Page 15: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/15.jpg)
+
![Page 16: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/16.jpg)
+
ProspectingGo Forth &
Multiply
![Page 17: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/17.jpg)
+Find Your Inbound Leads
Huh?
Remember: No one cares about you.
![Page 18: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/18.jpg)
+
Add value, add value, add value
Drag picture to placeholder or click icon to add
“I saw this article on HousingWire. What do
you think about...?”
![Page 19: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/19.jpg)
![Page 20: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/20.jpg)
![Page 21: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/21.jpg)
![Page 22: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/22.jpg)
![Page 23: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/23.jpg)
![Page 24: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/24.jpg)
![Page 25: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/25.jpg)
+EXERCISE
• Find two (2) places where you can contribute to your industry’s conversation.
• Outline two (2) topics that you can write about by Friday.
[10 minutes]
![Page 26: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/26.jpg)
![Page 27: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/27.jpg)
+
Prospecting@Conference
s
![Page 28: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/28.jpg)
+ Pre-Conference
Drag picture to placeholder or click icon to add
![Page 29: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/29.jpg)
+Pre-Conference Use the conference agenda to find speakers.
Add value, add value, add value.
Set up meetings before the conference
Set meetings first before you buy a plane ticket. My rule is 3 meetings/day
Offer to volunteer in exchange for a badge
Make a friend with someone who can get you attendance list Marketing agencies, sponsors, big
customers
![Page 30: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/30.jpg)
Pre-Conference
![Page 31: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/31.jpg)
Pre-Conference
![Page 32: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/32.jpg)
+The email text(~1000 sent , ~60 replies)
Just a quick check in to see if you're attending next week's ASF conference in Orlando. I'll be there with our Market Analytics team (booth and all!) from Sun-Wed. We've got some very cool new applications launching soon - would love to give you a sneak preview.
If you are, shoot me a quick reply so we can get together - - coffee, meeting before/after sessions - whatever works. (I know these conferences don't always line up with your day-to-day work, but figured it's always good to ask.)
Many thanks - looking forward to your reply.
- Scott
[spreadsheet]
![Page 33: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/33.jpg)
+ At the Conference
Drag picture to placeholder or click icon to add
![Page 34: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/34.jpg)
At the Conference
![Page 35: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/35.jpg)
At the Conference
![Page 37: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/37.jpg)
+
Don’t Sell. Discover.
At the Conference
![Page 38: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/38.jpg)
At the Conference
![Page 39: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/39.jpg)
+At the Conference
Set day/time block goals & objectives
Blog & Post about speakers
Discover, don’t sell
No Demos
Stick & move
![Page 40: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/40.jpg)
+ Post-Conference
Drag picture to placeholder or click icon to add
![Page 41: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/41.jpg)
+Post-Conference
"I was at Dreamforce last week and saw a really interesting presentation that think you'd be interested in…”
Add value, add value, add value.
![Page 42: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/42.jpg)
+EXERCISE
• Identify two (2) industry conferences in the next six months
• Find the speaker & attendee list
• Find the conference organizer and schedule a time to contact them directly.
[15 minutes]
![Page 43: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/43.jpg)
![Page 44: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/44.jpg)
+
Free Book(Because that’s how I roll)
![Page 45: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/45.jpg)
+
Sales Mapping
![Page 46: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/46.jpg)
+Sales Mapping: Build. Measure. Learn
Build: State Your Call Objective Consider All Possibilities And Outcomes Identify Tasks That Lead To Your Objective Visualize The Process
Measure: Document What Happened
Learn: Iterate Your Map
![Page 47: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/47.jpg)
47
![Page 48: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/48.jpg)
48
![Page 49: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/49.jpg)
49
![Page 50: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/50.jpg)
50
![Page 51: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/51.jpg)
51
![Page 52: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/52.jpg)
52
![Page 53: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/53.jpg)
53
![Page 54: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/54.jpg)
54
![Page 55: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/55.jpg)
55
![Page 56: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/56.jpg)
56
![Page 57: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/57.jpg)
57
![Page 58: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/58.jpg)
![Page 59: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/59.jpg)
![Page 60: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/60.jpg)
+EXERCISE
Build Your Sales Call Map1. What is Goal For This Call?2. Assume Prospect Answers:
What Is The First Question You Will Ask?
3. List 2-3 Common Answers4. What Will You Say Next
[15 Minutes]
![Page 61: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/61.jpg)
+What we did
ProspectingFinding & ResearchingValue StatementsVoicemailsConferences
Sales Mapping
Exercises
![Page 62: Selling for the Lean Startup: Customer Development Workshop](https://reader031.fdocuments.net/reader031/viewer/2022013011/54b615124a795910158b45c4/html5/thumbnails/62.jpg)
+Find Me
Scott Sambucci| SalesQualia
@salesqualia | www.salesqualia.com
www.youtube.com/salesqualia
www.quora.com/scott-sambucci-salesqualia
415-596-0804 | [email protected]