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Selling More thanSales
Founder Institute 2013
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Founder Institute
A BIT OF
BACKGROUND
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Founder Institute
GENERALIST MANIFESTO
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Founder Institute
LET’S TALK ABOUT SOME SPECI
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Individuals
Anthropology
Psychology
Game Theory
Behavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
Individuals
People are the key to selling.Understand people -- reallyunderstand people, and you’llnever have trouble selling
things.
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Individuals
Anthropology
Psychology
Game Theory
Behavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
Face/Body
LanguageAcademics tend to say that90% of all communication isnon-verbal. Dr. House sayseverybody lies. If either of them are right, then learning
to read facial expressions andbody language could beincredibly helpful.
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Individuals
Anthropology
Psychology
Game Theory
Behavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
AnthropologyUnderstand individuals willallow you to get things done.Understanding groups of people, even entire societies,and you’ll be able to predictthe future.
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Individuals
Anthropology
Psychology
Game Theory
Behavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
Psychology
Psychology. Neurolinguisticprogramming. Mirroring.Anchoring. This stuf is superuseful. Learn it.
7/28/2019 SVFI June 18, 2013 Marketing & Sales - Russell Klusas
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Individuals
Anthropology
Psychology
Game Theory
Behavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
Game Theory
The study of strategic decisionmaking. Does that sound likea bad skill to have?
7/28/2019 SVFI June 18, 2013 Marketing & Sales - Russell Klusas
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Individuals
Anthropology
Psychology
Game Theory
Behavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
BehavioralEconomics
People are shockinglyirrational, yet oftenpredictable human beings.
Open this can of worms, andyou will get addicted.
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Individuals
Anthropology
Psychology
Game Theory
Behavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
Problem SolvingProblem solving / creativethinking is a muscle. Exerciseit. Grow it. Learn to seeopportunities whereeverybody else can only seeroadblocks.
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Individuals
Anthropology
Psychology
Game Theory
Behavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
Finance / Math
Learn enough about financeand math to understand abalance sheet, read an incomestatement and calculate an
ROI.
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Founder INstitute
Individuals
Anthropology
Psychology
Game Theory
Behavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
Code
There is no excuse forsomeone working in tech notto understand at least thefundamentals of webdevelopment.
Learn some basic HTML & CSS.It’s way easier than you think.
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Founder INstitute
Individuals
Anthropology
Psychology
Game TheoryBehavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
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Founder INstitute
Individuals
Anthropology
Psychology
Game TheoryBehavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
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Founder INstitute
Individuals
Anthropology
Psychology
Game TheoryBehavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
Legal
Save yourself thousands of dollars, potentially millions inprofits and countless unhappysurprises. Learn to read, writeand assemble boilerplatecontracts.
http://startupcompanylawyer.com
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Founder INstitute
Individuals
Anthropology
Psychology
Game TheoryBehavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
NetworkingA large and influential networkof friends and colleagues thatlike, trust and preferably oweyou a favor may be the mostpowerful thing you can have in
sales.
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Founder INstitute
Individuals
Anthropology
Psychology
Game TheoryBehavioral
Econ
Problem
Solving
Finance / Math
Code / Tech
Legal
Networking
Deception
Deception
It would be great if everyonewas a “good person,” butthey’re not -- so it’sirresponsible not to learn thedeception/manipulationtechniques that will be usedagainst you.
Warning: These are defensivetactics. Use them of ensively andyou will get burned.
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Founder Institute
KNOW YOUR SHIT . . .
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Founder Institute
YOU
YOUR COMPETITION
YOUR COMPANY
SALES
PROCESS
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Founder Institute
YOU
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Founder INstitute
Your worth
Your reputation is everything.
Protect it at all costs.
Don’t sell shit.
Don’t sell shit shitty.
Your worth
Product worth
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Founder INstitute
Product Worth
Don’t price based strictly oncosts, margins or anythingelse -- price based on thevalue your product provides to
the customer.
Your worth
Product worth
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Founder Institute
YOUR COMPETITION
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Founder INstitute
Founder’s background
Funding
How do they make th
Age
Revenue
Biggest expenses?
Customers
Staf /Hiring
Sa
Industry Averages
Decision Makers
What keeps them awake at night?
Features
Benefits
Pivots
Wh
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Founder INstitute
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Founder INstitute
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Founder Institute
YOUR COMPANY
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Founder INstitute
Type of Business
• Price
• Features
• Marketing
•
Niche
• Sustaining vs Disruptive
Type of Business
Type of
Revenue
Sales Method
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Founder INstitute
Type of Revenue
• Advertising
• Commerce
• Subscription
• Transaction Processing
• Referral or Peer-to-Peer
• Licensing
• Data
Type of Business
Type of
Revenue
Sales Method AVC - Wilson
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Founder INstitute
Sales Method
• Price/Feature Based
• ROI
• Consultative
• S.P.I.N
Type of
Business
Type of
Revenue
Sales Method
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Founder Institute
SALES
SELLING MORE THAN SALES ACTUAL
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Founder INstitute
WindOppListensomet
to gconveconve
ListeningDon’t use the time yourcustomer is talking to thinkabout the next thing you’regoing to say.
Open Ended
Question Never ask a question thatcould be answered with one
word. Ask questions that willresult in significant sharing.
Interest GeneratorWhat are you going to say inthe first 10-15 seconds thatwill keep them from walkingaway, hanging up or hittingdelete.
Lear“No”You’re
Learn motiva “no”be a “
CRMCustomer RelationshipManagement gets more and
more important as you grow.At first it’s memory, thenemail, then excel/google doc,then Asana/Highrise, thenSalesforce/SugarCRM/etc.Watch out for RelateIQ --huge potential.
Closing TechniquesMost closing techniques areshit. The only one you HAVE
TO know is “Ask for the sale.”That being said, the followingcan be useful in deployed inthe proper context: trial,alternative, assumptive,conditional, and yes.
OvercomingObjectionsWrite down every objection
you hear. Come up with 3-5rebuttals. Try them out. Findthe 2-3 that work and haveeveryone on the teammemorize them.
SELLING MORE THAN SALES ACTUAL SKILLS
SELLING MORE THAN SALES ACTUAL
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Founder INstitute
SELLING MORE THAN SALES ACTUAL SKILLS
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Founder Institute
THE PROCESS
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Founder INstitute
Step 1: Rank your potential customer 1
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Founder INstitute
Step 2: Attack from the bottom up.
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Founder INstitute
Step 3: Be realistic with numbers 100 - 10 -1
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Founder INstitute
Step 4: It’s not as scary as you think. Just
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Founder INstitute
Step 5: Cold Call . . .I mean Cold Ema
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Founder INstitute
Step 6: Get the meeting? Great! Now shut-listen.
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Founder INstitute
Step 7: Get past the first meeting? Refer bbeginning.
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Founder INstitute
Step 127: Close the deal.
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Founder INstitute
Step 128: Count your money.
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Founder INstitute
Step 129: Ask for a referral. Referrals are
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Questions?Russ Klusas
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