SalesMasters Meetup presentation deck (as presented on Oct 28th, 2015 at the CampusTLV): Startup Sales 101. The presentation is about the best practices for Technology Startups looking to begin selling their innovative technology overseas JOIN our LinkedIn group: http://www.linkedin.com/grp/home?gid=8404006 JOIN our Meetup group: http://www.meetup.com/Sales-Masters/ JOIN our Facebook group: https://www.facebook.com/groups/483102775201392/

1. Startup Sales 101

2. Content Marketing Tactics: Effectiveness Vs. Difficulty
Startup Sales 101
A presentation about the best practices for technology Startups looking to begin selling their technology

3. Hi, thanks for checking this out,
My Name is Dominik Suter,
a Hi-Tech start-up
Growth Hacker,
Marketing + Sales leader
since 2002 US/ Israel
@DominikSuter
(+972) 058-4785492

4. So you’ve been working
on building a great
product or service, at least
you and your team
believes its the best thing
since the invention of
sliced bread, great, what’s
next?
Startup Sales 101

5. Thinking the heavy
lifting is all behind
you?
Startup Sales 101
Well, sorry to break the news to you:
The hard part is only about to BEGIN..

6. Sales is typically an
activity that follows
other activities such as:
• List Building
• Marketing
• Lead Generation
• Sales
Development
Startup Sales 101

7. and is often followed by activities such as:
• Customer Success
• Up-Sales & Cross-Sales
• Retention
• and Winbacks
Startup Sales 101

8. Here are the 3 main ingredients needed to launch
you company’s sales:
1. Sales Planning
2. Sales Activities
3. Sales Essentials
Startup Sales 101

9. In a young startup, where the team and budget are
small, following are the 6 key questions you
need to consider when discussing
• What you offer?
and
• Who are you dealing with on the other end of
the table?
Sales planning:
What do you sell and Who is your customer?

10. 1. What problem does your product or service solve?
2. Who is your typical customer? (the User)
3. Who is the DM? (decision maker)
4. Are there influencers?
5. How are buying decisions made in this company?
6. How important is your product or service to this
company? (Nice to have OR Must have)
Sales planning:
What do you sell and Who is your customer?
Explanation next

11. 1. What are you really selling? What
Problem do you solve?
Sales planning:
What do you sell and Who is your customer?
Disney Theme Parks are amusement parks, but the company is actually selling family togetherness and family memories.
Rolex is a watch company, but it is really selling luxury and status.
(Source: Eileen Rudden and Marissa Lowman are co-founders of LearnLaunch)

12. 2. Who is your
typical
customer?
(the User)
Sales planning:
What do you sell and Who is your customer?
What industry/ Vertical? Company size? Revenue? B2B/ B2C/ B2B2C? C-Level? Mid-management? Region?

13. 3. Who is the DM? (decision maker)
Sales planning:
What do you sell and Who is your customer?
Be sure to know who it is. Is he/ She involved in the evaluation? Should you approach him/ her? How to approach?

14. 4. Are there influencers?
Sales planning:
What do you sell and Who is your customer?
Be sure to know who they are. Are they involved in the evaluation? Should you approach them separately?

15. 5. How are buying
decisions made in
this company?
Sales planning:
What do you sell and Who is your customer?
Get your potential customer to talk as much as possible so you can find out what matters most to them.
..Salespeople need to find out from a potential customer how decisions are made in their organization
(Source: Eileen Rudden and Marissa Lowman are co-founders of LearnLaunch)

16. 6. How important is your
product or service to this
company?
(Nice to have OR Must have)
Sales planning:
What do you sell and Who is your customer?
The half Full as opposed to the half Empty cup has been effective for me over the years: ‘Buy this product and you
Do A+B+C’, and than circle from the other end, ‘Don’t buy this product and your competition will ride circles around
You with A+B+C….How will Not buying effect your business in the long run?’

17. following are the 3 key questions you need to consider
when discussing how to present and sell your product
or service: The sales process
1. Do you present face-to-face or via web conference?
2. What are the steps of the sales process?
3. Who should participate in each of the calls?
Sales planning: The sales process
Explanation next

18. 1.Do you present
face-to-face or
via web
conference?
Sales planning: The sales process
If your meeting takes place either on the phone or via web conference, you will miss all of the visual cues that
generally help you gauge a prospect’s reaction to you and what you are presenting…web meeting, should, be
more visual and fast paced than an in-person meeting. Asking a lot of questions and being extremely passionate
about your product will help a potential customer stay engaged.
(Source: Eileen Rudden and Marissa Lowman are co-founders of LearnLaunch)

19. 2. What are the steps of the sales
process?
Sales planning: The sales process
Typical steps include: Disco call, Demo, Free Trial, Proposal, Decision, Account kickoff call, etc

20. 3. Who should
participate in
each of the
calls?
Sales planning: The sales process
Typically: Sales, Product specialist, Customer success, Executive

21. 1. 1st Touch
2. Introduction
3. POC
4. Proposal
5. Decision
6. KickOff
Sales Activities: 6 Steps
Explanation next

22. Cold Calling & Cold Emailing
Sales Activities: 1st touch
Cold calling is defined as the solicitation of business from potential customers who have had no prior contact
with the salesperson conducting the call, therefore making the call cold. Cold calling is used to attempt to
convince potential customers to purchase either the salesperson's product or service.(Source: Wikipedia)
Cold emailing is a tactic that focuses on sending relevant, personalized emails to prospects that you've previously
had no contact with. It's an outbound sales tactic that has gotten really popular and effective in the recent years.
(Source: Pipetop)
Pre-Sales/ SDR

23. Sales Activities: Introduction
Disco Call & Demo
Demo is Not always relevant/ required
Sales + Product Specialist (sometimes)

24. Sales Activities: POC
POC is Not always relevant/ required
Sales + Product Specialist
POC: Free Trial/ Pilot

25. Sales Activities: Proposal
Sales
Proposal/
Order Form

26. Sales Activities: Decision
Sales
Decision:
Signup

27. Sales Activities: KickOff
Sales + Customer Success
Account
KickOff

28. Things you need before selling?
Here is a list of things
salespeople need to do their job
Sales Essentials
Explanation next

29. • Website signups: contact us, demo requests, trial
requests,
• customer referrals,
• winbacks,
• Trade show info requests
Sales Essentials: Leads

30. • Website
• Email templates
• Product-Service one pagers
• Videos
• Customer testimonials
• Customer referrals
Sales Essentials: Collaterals

31. • Voice solution for international dialing
• Web conference
• CRM
• Email
• Email nurture automation
• Email analytics
Sales Essentials: Tools 1 of 2

32. Sales Essentials: Tools 2 of 2
• Prospecting tools to locate DMs and
Influencers
• Website analytics
• Social tools to engage
• Sales accelerator
- Sales automation

33. Bottom line, Sales is the ultimate test of the
performance of your product or service development
process, your design, your marketing and your
leadership.
Selling is the peak of all your other company activities
and being that, be sure to prepare well when moving
from sales planning to sales activities
Bottom Line

34. Thank you for watching