Instinctually, we all do sell, in our personal and professional lives. You sold your merits to win your partner, date, or spouse. You sold yourself to get a job.
All members of a technology startup are selling in a way, through hustle, and sheer will.
But sales is a science and an art, and people can be coached. Some are better than others, but at least you should understand the basics, the vocabulary, the process, and what can work.
Coders, in particular, have probably not held a position where they are paid a living wage to find and close deals - i.e., get a customer to pay you money. Coders may have participated in a deal, but it's dramatically different once you're in the game full-time.
This presentation, which I offer as a conference call or in person style, outlines what I learned, as a computer science major and 'coder' before getting into direct sales several years ago.
Even if you do not end up in a sales career, learning the language is helpful, and makes you credible with your management and sales colleagues.
The knowledge can even position you to 'fake it til you make it' and earn a seat at the table, if you choose to switch careers.
Good luck, and good selling.
Mark
2. Mission
Teach the basics of Tech Enterprise Sales
no question is stupid
goal to make you sell ‘smart’
Copyright 2013-2014 Mark Milligan
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3. About Mark Milligan
Digital marketing soft ware seller at
IBM
15+ years direct sales experience
6 startups IBM and Sybase/SAP
CS degree / using Rails now
From Virginia, moved to ATX August
http:/
/about.me/markmilligan
Copyright 2013-2014 Mark Milligan
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4. Topics To Cover
Sales Terminology
Prospect
Pro-gress
Close
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6. Negatives to Selling
Get measured - daily
Chair kicked, fired
Competitive - not a big team sport
Emotional / drama
Travel
Lack of respect
Not comfortable
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7. Terminology
Accounts ( Fortune500, Inc. )
Contacts ( Steve Smith, CIO )
Activities ( 4/5/13, Onsite demo )
Opportunities ( $500k, Widget abc, 8/1,
40%, Validated, S. Smith, R. Jones, TCO
preso )
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9. Contacts
People who are employed by the Account
Get their title, email, phone, address
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10. Activities
Events involving your Contacts and
Opportunities
Email, phone call, conference call,
meeting, proposal sent, demo, etc.
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11. Opportunities
The potential revenue from an Account
buying your product
THE MOST IMPORTANT DATA TO
CAPTURE, UPDATE AND REPORT ON
Opportunities make up your Pipeline
Copyright 2013-2014 Mark Milligan
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12. Why Opportunities?
Lets you, investors measure revenue
progress and success
Easy, automated way to collect data
Reality check versus where you think
you should be
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14. Forecast
Opportunities you think will close
For a given period of time
What’s my Q1 or 1H forecast?
And rank them with probability, or
other types like solid, risk, stretch
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15. Sales Stages
Describes how qualified the opportunity
is
Lets you rank opportunities
Shows progress or lack of progress for
opportunities
No standards for stages ( i.e., don’t get
hung up on naming; agree on a few )
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16. Tools
SaaS-based ( Salesforce.com, Netsuite )
On-premise soft ware ( Oracle/Siebel,
SalesLogix, Goldmine )
The old-fashion way: spreadsheet, or a
database
Buy a notebook
Sign up at events.developerforce.com/signup
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17. Prospecting
It’s a numbers game - most leads or
prospects, won’t lead to a sale ... NOW
Warm ( marketing ) and cold ( target
accounts )
Multiple attempts and regular
Don’t take it personal
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18. Bad prospects for now
Going through re-org, merger
New CIO
Other project taking priority and
resources
PUT YOURSELF in their shoes
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19. Cold - Getting Contacts
Conference lists
Sign up at events.developerforce.com/signup
Google / LinkedIn searches, by job title,
product account ( VP IT, Hadoop,
FortuneABC, Inc. )
Jigsaw, iProfile ( paid access )
Learn email structure ( first initial +
last name, first name . last name )
Google HQ switchboard number
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20. Cold - Contact Methods
Email
Phone / voice mail
Mail ( brochure, t-shirt )
Social media ( LinkedIn ) - be careful
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21. Pro-gress
The deliberate process of moving
opportunities down or out of the
pipeline/funnel
You can’t move a mountain by yourself
The definition of insanity is doing the
same thing over and over and expecting
different results
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22. Update v. Pro-gression
‘Waiting on IT Director to commit to
nth demo’
v.
‘Invite his worker-bees to a local tech
event’ ‘Cold call another LOB contact
about same project’
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23. Types of Buyers
Early Adopter
This person sees major competitive
advantage in buying a new technology
Everyone Else
This person sees risk in a new
technology; will only buy when other
companies have bought the same
product.
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24. Early Adopter
Can be a person or an Account
If person, often someone w/ a
personal agenda - to make a name for
themselves
Look for articles quoting them or
speaking at conferences
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25. See Mores
Contact asks to ‘s ee more’
information about your product
Often does not have authority to buy
or approve
Can be a sign the opportunity is not
qualified
DO NOT think that helping See Mores
is pro-gressing
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26. Very Important Top
Officer (VITO)
http:/
/www.vitoselling.com/
Tony Perinello
The top person who can make a
decision/approve
Keep it simple - they don’t do details
or jargon -WHY?
Talk business value ‘my soft ware can
save FortuneABC $3m / year’
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27. People Buy From People
They Like
Cliche, but true
Not just you, your company
How to get liked?
Have EMPATHY
Do what you say
Earn trust
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28. DEMOs
‘They want them’ oh See mores...
They do check off a box / don’t close
Get something in return
‘We’ll demo if the VP attends’
‘If demo goes well, will you submit
budget request’
USE AS A QUALIFYING EVENT
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31. Direct Sales
You get ‘face-time’ with Accounts
and contacts
Are tagged with pre-sales
technical / product experts
Your job is to pro-gress and close
opportunities
Good direct sellers also PROSPECT
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32. Pre-Sales
Make or break a company
Experts on the product
Present and demo
Do Proof-of-Concepts...
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33. Proof-of-Concepts
Treat them like Demos - only if
necessary
Get something in return
Limit scope - limit even more
Necessary if competitive
Use as qualifying events
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34. Partners
You get out what you put in
Partners sell for sellers they like
Empathy
Can be icing on the cake
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35. Compensation
Base pay + Variable compensation
Types of Comp Plans
Target incentive % of quota
Eat what you kill
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36. % of Quota
Quota is $1m revenue
Target incentive if quota
achieved = $100k
Close $500k - rep gets $50k
500/1000=50% x $100k =
$50k
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37. Eat What You Kill
Still have quota - to judge you
8% of every closed opportunity (
an example )
Close $500k - rep gets $40k
$500k x 8% = $40k
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38. Closing
Convert an opportunity into a
signed order and contract
Cliche but true - most sellers do
not ask for the order
Lean In / Pressure - whatever
you call it - most times, sellers
have to push things along
Understand the steps to close
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39. Example Steps
Your formal quote
Purchase order ( request )
PO approval
Legal reviews/changes your
license or usage agreement
Point: Your buyer saying ‘Yes’
does not mean ‘Done deal’
anytime soon
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40. Lingo
Goose egg
Sand bag
What are you calling?
Hope is not a strategy
Sc$#wed the pooch
Punt
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