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Selling More than Sales

Founder Institute 2013

A B IT O F BAC KGROUND

Founder Institute

Selling More Than Sales

GENERA LIS T MA NIF ES TO

Founder Institute

Selling More Than Sales

LET’ S TA LK A BO U T S O ME S P EC IF IC S

Founder Institute

Selling More Than Sales

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 -- really understand people, and you’ll never have trouble selling things.

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Face/Body Language
Academics tend to say that 90% of all communication is non-verbal. Dr. House says everybody lies. If either of them are right, then learning to read facial expressions and body language could be incredibly helpful.

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Anthropology
Understand individuals will allow you to get things done. Understanding groups of people, even entire societies, and you’ll be able to predict the future.

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Psychology
Psychology. Neurolinguistic programming. Mirroring. Anchoring. This stuff is super useful. Learn it.

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Game Theory
The study of strategic decision making. Does that sound like a bad skill to have?

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Behavioral Economics
People are shockingly irrational, yet often predictable human beings. Open this can of worms, and you will get addicted.

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Problem Solving
Problem solving / creative thinking is a muscle. Exercise it. Grow it. Learn to see opportunities where everybody else can only see roadblocks.

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Finance / Math
Learn enough about finance and math to understand a balance sheet, read an income statement and calculate an ROI.

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Code
There is no excuse for someone working in tech not to understand at least the fundamentals of web development. Learn some basic HTML & CSS. It’s way easier than you think.

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Legal
Save yourself thousands of dollars, potentially millions in profits and countless unhappy surprises. Learn to read, write and assemble boilerplate contracts. http:// startupcompanylawyer.com

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Networking
A large and influential network of friends and colleagues that like, trust and preferably owe you a favor may be the most powerful thing you can have in sales.

Founder INstitute

Selling More Than Sales

Individuals Anthropology Psychology Game Theory Behavioral Econ Problem Solving Finance / Math Code / Tech Legal Networking Deception

Deception
It would be great if everyone was a “good person,” but they’re not -- so it’s irresponsible not to learn the deception/manipulation techniques that will be used against you.
Warning: These are defensive tactics. Use them offensively and you will get burned.

Founder INstitute

Selling More Than Sales

KN O W YO U R S HIT . . .

Founder Institute

Selling More Than Sales

YO U YO U R C O MP ETITIO N YO U R C O MP A NY S A LES P R O C ES S

Founder Institute

Selling More Than Sales

YO U

Founder Institute

Selling More Than Sales

Your worth
Your worth Product worth

Your reputation is everything. Protect it at all costs. Don’t sell shit. Don’t sell shit shitty.

Founder INstitute

Selling More Than Sales

Product Worth
Your worth Product worth

Don’t price based strictly on costs, margins or anything else -- price based on the value your product provides to the customer.

Founder INstitute

Selling More Than Sales

YO U R C O MP ETITIO N

Founder Institute

Selling More Than Sales

Biggest expenses?
Decision Makers

Features

Funding
Staff/Hiring
Benefits

Age
Pivots

Sales Pitch
Customers

Founder’s background
Revenue

Sales Process

Industry Averages
What’s Next What keeps them awake at night?

How do they make their profit?
Founder INstitute
Selling More Than Sales

Founder INstitute

Selling More Than Sales

Founder INstitute

Selling More Than Sales

YO U R C O MP A NY

Founder Institute

Selling More Than Sales

Type of Business
Type of Business Type of Revenue Sales Method
• • • • •

Price Features Marketing Niche Sustaining vs Disruptive

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Selling More Than Sales

Type of Revenue

Advertising Commerce Subscription Transaction Processing Referral or Peer-to-Peer Licensing Data AVC - Fred Wilson

Type of Business Type of Revenue Sales Method

• • • • • •

Founder INstitute

Selling More Than Sales

Type of Business Type of Revenue

Sales Method
• • •

Price/Feature Based ROI Consultative S.P.I.N

Sales Method

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Selling More Than Sales

S A LES

Founder Institute

Selling More Than Sales

SELLING MORE THAN SALES ACTUAL SALES SKILLS
Interest Generator
What are you going to say in the first 10-15 seconds that will keep them from walking away, hanging up or hitting delete.

Open Ended Question
Never ask a question that could be answered with one word. Ask questions that will result in significant sharing.

Listening
Don’t use the time your customer is talking to think about the next thing you’re going to say.

Window of Opportunity
Listen for the customer to say something that will allow you to guide or pivot the conversation down the conversion path.

Overcoming Objections
Write down every objection you hear. Come up with 3-5 rebuttals. Try them out. Find the 2-3 that work and have everyone on the team memorize them.

Closing Techniques
Most closing techniques are shit. The only one you HAVE TO know is “Ask for the sale.” That being said, the following can be useful in deployed in the proper context: trial, alternative, assumptive, conditional, and yes.

CRM
Customer Relationship Management gets more and more important as you grow. At first it’s memory, then email, then excel/google doc, then Asana/Highrise, then Salesforce/SugarCRM/etc. Watch out for RelateIQ -huge potential.

Learn to love the “No”
You’re going to hear it a lot. Learn to embrace it. Let it motivate you, and realize that a “no” today won’t necessarily be a “no” tomorrow.

Founder INstitute

Selling More Than Sales

SELLING MORE THAN SALES ACTUAL SALES SKILLS

Founder INstitute

Selling More Than Sales

THE PROC ESS

Founder Institute

Selling More Than Sales

Step 1: Rank your potential customer 1 - n

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Selling More Than Sales

Step 2: Attack from the bottom up.

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Selling More Than Sales

Step 3: Be realistic with numbers 100 - 10 - 5 - 3 1

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Selling More Than Sales

Step 4: It’s not as scary as you think. Just do it.®

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Selling More Than Sales

Step 5: Cold Call . . .I mean Cold Email.

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Selling More Than Sales

Step 6: Get the meeting? Great! Now shut-up and listen.

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Selling More Than Sales

Step 7: Get past the first meeting? Refer back to beginning.

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Selling More Than Sales

Step 127: Close the deal.

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Selling More Than Sales

Step 128: Count your money.

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Selling More Than Sales

Step 129: Ask for a referral. Referrals are KING.

Founder INstitute

Selling More Than Sales

Questions?
Russ Klusas rklusas@gmail.com 815-603-5101