unSEXY Conf 2013: Ryan Damico, Box
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Transcript of unSEXY Conf 2013: Ryan Damico, Box
Sales 4 Geeks:
What I Learned about Selling to Enterprise & SMBs
Prerequisite:
Win on Product
2. Solve it 10X better than anyone else
1. Find a major pain point
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
ERA WebNotes Crocodoc
Consumer Enterprise
Flash HTML5
Generalists Specialists
Lessons Learned
Build Trust
Fight startup perception
Build rapport
Be super responsive(+ sales hack)
Demonstrate commitment
Understand the Customer
Know key players
Identify evangelist
Ask candid questions
Example: Wrong decision maker
Generate Momentum
Momentum can make or break deal
Follow up proactively
Share steady stream of updates
Example: Missed opportunity
Make it Easy to Say “Yes”
Know what’s important to customer
Do the customer’s homework for them
Sales hack: Mockups and browser plugins
Build sexy, sharable demos
Establish Business Terms
Separate business vs. legal terms
Know basic types of terms
Iterate on pricing and discounting
Seek help from investors/advisors
Negotiate
Optimize for the relationship
Establish key principles
Understand all deal levers
Always say “Yes,” with caveats
Close the Deal
Avoid putting all eggs in one basket
Be flexible
Pay attention to tone and momentum
Be appreciative and positive
SMB Sales
Dedicate time to cultivate SMBs
Experiment with features & pricing
Build self-service first, sales later
Promote and pamper your customers
Wrap-Up
Win on product
Build trust and understand customers
Generate momentum
Make “Yes” easy
Negotiate terms and close deal
Avoid SMB sales pitfalls
Q & A