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By Harlan Tytus Beverly
Rev. 0.2 7/2/12
Harlan Titus Beverly
• PhD from OSU (est. 2016)
• MBA from UT 2004
• BSEE from ONU 1999
• Programmer (Networking)
• Chip Designer/Architect
2xkids, 3xdogs, 5xhorses
•Currently: President & CEO of Key
Ingredient, Inc. (Social Food)
•Founder/CEO Karmaback, Inc. (social
Network Marketing) Acquired Jan 2013.
•Founder/CEO Bigfoot Networks &
Designer Killer NIC* Raised over
$20MM in VC funding. Acquired in 2011
• 15 Issued Patents, across
Networking, Security, and Game Tech.
• Designed “World's first” 10-Gig
Ethernet Adapter at Intel.
* CPU Mag Product of the year 2009
Co-founders & Employees
“When I was CEO, my main job was selling. I was
constantly selling to someone.” - Harlan
If your selling feels slimy, you are either:
NOT CONFIDENT ENOUGH ABOUT THE “VALUE” your
Your PRODUCT is not as good as you are saying.
Avoid Slimy selling at all costs. Be honest. Provide Value.
If you can’t solve customers problem/provide value… don’t sell
it to them! Find the RIGHT customers!
Investors want to know… what is YOUR sales model.
WE don’t want to know… it’s A today, and B tomorrow.
(prove B now!) even on a small scale.
Get 1 or 2 customers with B and show me how you will scale it.
We care about sales ONLY to strangers. (non-friends/family)
You will have a sales-team that calls people/meet virtually. (e.g. they don’t leave their
Your sales-people are Face-to-Face but outside their place of business, such as Door-
to-door, trade shows, etc.
You will not have a sales-team… but will close deals by:
Phone in-order, etc.
1. Get some leads. (see Marketing section; part 2)
2. Qualify some leads – call them/email them/meet them, find out if
they HAVE the problem you solve, and ARE in the market or
3. Each Call/Email/etc. should be about “LEARNING” about your
prospect and his needs… ASK QUESTIONS! (book: SPIN selling:
Situation ( questions )
Problem ( questions )
Implication ( questions )
Need-payoff ( questions )
4. Each Call/Email is a “level-up” and you should always close the call
with “next step”… e.g. follow-up call… next meeting.. Etc.
5. Let the customer decide to close! “do not pressure”…
1. Good: “As always, if you are interested to order feel free to call or
2. Bad: “Are you ready to place your order now?”
You must make it REALLY easy to “say yes or no.”
Clean, simple offering… with 1 Call-to-action: Buy Now
You must give confidence to the buyer that you will deliver..
And you will not fraud them.
Paypal, Visa logos, SSL sites, etc.
FEWEST CLICKS POSSIBLE
BUILD an amazing Landing Page
(see: The Conversion Scientist)
Use Internet Marketing to “pre-qualify” web traffic. (see
Sell the VISION!
A great opener tells a story about a CORE PROBLEM.
If your business idea does not “solve a problem” for “a
customer”.. Go back to the drawing board.
Show the Business Model. (how you make money)
Show how it will ‘scale’ and get big.
Show some financials… yes even to employees… let
them know your GOAL is to get X..
Be Honest and Passionate above all else.
Always wear your Positivity Goggles.
First, start with really understanding the basics of
Marketing. (from Harlan’s blog):
4 Ps. 5 Cs.
customer_action = customer_need * demand(product(5cs),
place(5cs), price(5cs), promotion(5cs));
Positioning is VERY IMPORTANT
You cannot be everything for everybody….
You must be SOME thing for SOME body.
THE STATEMENT… DO THIS NOW!
_____ is a ______ that does ______ for _________.
(product) (category) (core benefit) (target customer)
Unlike other _____ products, _____ does _____ .
(category) (product) (unique benefit)
A lot of marketing that seems important isn’t.
Your Logo can be basic.
Your Website can be simple.
Your Design/style can be plain. (as long as it matches your target-
A Social page does not have to be fancy/have a lot of followers.
So don’t waste too much time/resources on this.
Focus on conveying the CORE value of your products & getting the core
& unique BENEFITS across.
Focus on trust-building and GETTING SALES>
DO NOT FOCUS ON FEATURES!!!! (Benefits are more important).
Good: “Our product can reduce your Lag in games by 15%”.
Bad: “We have Ping-Reduction and 1GBPs connectivity.”
In an early-stage startup.. BRAND is not the goal.
Your goal is to enable early sales to happen.
FOCUS on helping the sales-team get “QUALIFIED”
leads.. (see next 2 slides).
THEN, build your brand on your early successes.
Since a “human being” is involved in direct sales…
marketing can best help by:
Getting qualified leads for the humans.
Targeted Advertising -> email/phone acquisition -> list.
SEO -> email/phone acquisition -> list.
(if possible capture some qualifying data for the
NEVER LOSE SIGHT:
Investors/your company needs to be “somewhat
scalable”… so the marketing you do, needs to be scalable
Lots of Web Traffic is NOT the goal… the goal is to get “Qualified” web traffic:
Visitors that have the problem you solve
Visitors that are in a “buying mood”
Visitors that are “ready to click” BUY NOW
Targeted Advertising (google/facebook)… targeting people who are your Target Market
Searching for what you solve.
Like competing products.
Fit a customer profile.
Focus on building great landing pages for each product.
A/B test them if you can… so you will always get the best results.
A/B test ads too… A/B test everything if you can.
Did I mention A/B testing… you MUST know how your site performs to know what is
Enable Google Analytics, and use any tools you can to measure “sales conversions”
See “the funnel” (next slide)
Direct or Indirect sales, you will always have customers at
various stages. MEASURE AND TRACK stages of prospects
Try to keep in mind that customers have a “buying process”
of their own... Learn it! Ex: who has to approve?
Do price based on the VALUE you deliver.
Do not price based on your costs for the solution.
Do price high if you can. (higher than you think).
Do look at competitors price, and figure out your position.
Realize, if you don’t offer the full solution, you can charge the full
Do not discount, unless it has a set limit (expiration)
Do use coupons/discounts for ‘helping to close’, but always with
Do give volume discounts.
Do not drop price. Ever.
Do try to differentiate customers & price descriminate…
(although if you are targeted enough you won’t have to).