Sponsored by Women's Startup Lab in Menlo Park, CA, this in-person workshop focuses on using SalesQualia's "Sales Model Canvas" to lead buyers through the purchasing process and how to build a repeatable sales framework for your sales opportunities. Key topical areas discussed: - Customer needs, customer discovery - Buyers, buyer types, personas - Constructing effective Value Statements - Objections, product questions, and dealing with status quo bias - Implementation planning & Customer Success - Developing key milestones and metrics for your sales process. - Identifying differences in "consumer" vs "enterprise sales" and customer decisions

1. + The Sales Model Canvas:
Find Your First Customer, Then 10 More…
Women’s Startup Lab | Menlo Park, CA
April 20. 2015

2. +
Today’s (very aggressive) Objectives
By the completion of today’s workshop, you will be
able to:
 Construct a Sales Framework for your product by
identifying risk in your process;
 Identify Buyer Types & Sales Zombies
 Develop Value Statements.
 Create an Implementation Plan for your future
customers
 Define Milestones & Metrics in your sales process.

3. The Sales Model Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

4. The Sales Model Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

5. +
Your customers are lazy cows…

7. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

8. +
Nobody cares about your product

9. +
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk

10. +
1. Increase Revenue

11. +
2. Decrease Costs

12. +
3. Increase Efficiency

13. +
4. Decrease Risk

14. +
Exercise: Why does you
Customer buy your product?
 Why does your Customer buy your product?
+ Revenue?
- Cost?
+ Efficiency?
- Risk?
[3 minutes]

15. +
Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here:
http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf
Implied vs Explicit Needs

16. +How big is the problem?

17. +
In other words, find this…

18. +
4 problems worth solving… (yes, there
are more…)

19. +
Problem #1: Improve coordination
Image source: Galbraith “Designing Organizations: An Executive Guide to Strategy, Structure, and Process Revised “

20. +
Problem 2: Reduce friction.

21. +
Problem #3: Create information
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01101001
01101110
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00001010

22. +
Problem #4: Solve for X-Efficiency

23. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

24. +
Companies don’t make decisions.
People at companies make
decisions.

25. +
USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION

26. +
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk

27. +
Identify the purchasing motivation for
each buyer
[EXERCISE]

28. +
Economic
Buyer
User Buyer
Technical
Buyer
Product
Champion
+ Eff - Risk- Costs+ Revenue

29. +
Most buyers are novices

30. +
Beware of the Purchasing Zombies!

31. +
Zombie #1: The buyer that talks
price in the first conversation.

32. +
Zombie #2: “I make the decision on
this."

33. +
Zombie #3: “Send me a one-pager
and I’ll present at the next meeting."

34. +
Zombie #4: The job of
IT, procurement, &
vendor management is
to keep their job.

35. +
Remember: There is never a shortage
of interesting conversations.

36. +
Find the decision-maker.

37. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

38. +
Value Statement Construction
1. What need does your solution fill?
2. It’s not what your product does, it’s
about the problem it solves.
3. Think numbers (%, $, days, units).

39. +
“We help you increase revenue
by enabling your calling agents
to target the right leads and to
make up to 35% more calls per
day.”

40. +
“We help you decrease costs by
25% by coordinating business
units through collaborative
workflow and real-time
information sharing.”

41. +
“We help you decrease your
company’s risk by providing a
real-time view into your
manufacturing processes and
assessing workplace safety with
daily reports.”

42. + “What job are your customers hiring you to
do?”
-Clayton Christensen
Now… Write your Value Statement for
each Buyer Type, framing your
statement in terms of the customer’s
problem, not your product.
Hint: Remember the four (4) reasons people buy.
“For [insert buyer type], we …”

43. +
Economic
Buyer
User Buyer
Technical
Buyer
Product
Champion
+ Eff - Risk- Costs+ Revenue

44. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

45. +
Status quo is the biggest competitor.

46. +
[People at] Companies are risk
averse.

47. +
 Exercise
Why will your customer do nothing?
What is the biggest objection you’ll face?
Who are your competitors?
How will you address this?
[6 minutes]

48. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

49. +
Implementation & Support

50. + Build a “work plan”
(not a proposal…)

51. + Phased
Parallel
Big Bang
Changeovers

52. +
The “What happens next?”
Framework
 The first minute?
 The first hour?
 The first day day?
 The first week?
 The first month?
 The first quarter?
 The first year?

53. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

54. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

55. +
Stages of the Sale
1. Needs Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation
http://www.amazon.com/SPIN-Selling-
Fieldbook-Practical-
Exercises/dp/0070522359

56. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

57. +
Who’s in control of the next step?

58. +
Key Metrics & Milestones:
Examples
Non-disclosure Agreement
Introductions to additional buyers (i.e.
technical, economic, user)
Onsite visit to your office
Technology audits to estimate configuration
costs
Implementation planning

59. +
Strategy #1: Create deadlines

60. +
Strategy #2: Create scarcity

61. +
Strategy #3: Run a [paid] pilot.

62. +
 Exercise
What are the key milestones and metrics
that both you and the customer can
agree upon for your sales process?
[4 minutes]

63. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

64. +
Sales Mapping

65. +
Think: “What happens next?”
 The first minute?
 The first hour?
 The first day day?
 The first week?
 The first month?
 The first quarter?
 The first year?

66. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

67. + Executives think: “What can this
product do for me? How can I put it
to work for my business?”

68. +
 Exercise
 How many seat licenses?
 Billing cycles?
 Budget cycles?
 Signatory?
 Renewal clauses?
 Right to cure?
[3 minutes]

69. The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale
7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics

70. +
Wrapping up…

71. +
Where to find us…

72. +
Products & Solutions
 Self-Learning: Books & online courses
 Workshops & Training
 Advisory, Consulting & 1:1 Coaching
 Talent Recruiting & Team Development

73. +
“Startup Selling” Kit
 Two (2) books: “Startup Selling” & “52 Sales
Questions Answered” ($20)
 Udemy course: Lifetime access to “Startup
Selling: Sell More Stuff” ($79)
 Two-part webinar: “Using LinkedIn for
Customer Development & Sales” ($99)
 2 x one-hour 1:1 coaching calls ($300)
This is a $500 product package!

75. +
 Two (2) books: “Startup Selling” & “52
Sales Questions Answered” ($20)
 Lifetime access to “Startup Selling: Sell
More Stuff” Udemy course ($79)
 Two-part webinar: “Using LinkedIn for
Customer Development & Sales” ($99)
 2 x 1-hour private coaching calls ($300)

76. +
Scott Sambucci, Founder
scott@salesqualia.com | (415) 596-0804 |
@scottsambucci
www.quora.com/Scott-Sambucci
www.linkedin.com/in/scottsambucci
Robert Wharton, Production Manager
robert@salesqualia.com | (405) 414-9712