1. Sales 4 Geeks:
What I Learned about Selling to
Enterprise & SMBs

5. Prerequisite:
Win on Product

6. 2. Solve it 10X better than
anyone else
1. Find a major pain point

7. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
ERA WebNotes Crocodoc

12. Consumer  Enterprise
Flash  HTML5
Generalists  Specialists

13. Lessons Learned

14. Build Trust
 Fight startup
perception
 Build rapport
 Be super responsive
(+ sales hack)
 Demonstrate
commitment

15. Understand the Customer
 Know key players
 Identify evangelist
 Ask candid
questions
 Example: Wrong
decision maker

16. Generate Momentum
 Momentum can
make or break deal
 Follow up
proactively
 Share steady
stream of updates
 Example: Missed
opportunity

17. 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

20. Establish Business Terms
 Separate business
vs. legal terms
 Know basic
types of terms
 Iterate on pricing
and discounting
 Seek help from
investors/advisors

21. Negotiate
 Optimize for the
relationship
 Establish key
principles
 Understand all
deal levers
 Always say “Yes,”
with caveats

22. Close the Deal
 Avoid putting all
eggs in one basket
 Be flexible
 Pay attention to
tone and
momentum
 Be appreciative and
positive

23. SMB Sales
 Dedicate time to
cultivate SMBs
 Experiment with
features & pricing
 Build self-service
first, sales later
 Promote and
pamper your
customers

24. Wrap-Up
 Win on product
 Build trust and
understand
customers
 Generate
momentum
 Make “Yes” easy
 Negotiate terms and
close deal
 Avoid SMB sales
pitfalls

25. Q & A