Presented by Scott Sambucci, SalesQualia. About the Workshop: To test an MVP, you need customers. And Customer Development means you need to know the a few basic sales skills. This workshop focuses on understanding the customer pain (Customer Discovery) and then showing them you can solve it (Customer Validation). This 3 hour activity-based workshop began with effective methods for finding potential customers (salespeople call this "prospecting"), then what to say and how to say it to your potential customers (a.k.a "making sales calls"). These first customers enable you to validate your product idea and build your business model. By employing a few simple principles and developing a structure for your Customer Discovery calls, you'll accelerate your learning. Work smarter, not harder. Skills covered: - How to research referrals before you call them; - How to identify new potential customers; - How to maximize your time at conferences & industry events. The last part of the workshop discussed "Sales Mapping" - a technique to plan and prepare for any Customer Development conversation. - Convert your potential customers into paying customers; - Reduce sales call anxiety; - Focus on your product development and learning. This workshop was organized and hosed by the Lean Startup Circle Meetup Group on 12/17/12: http://sanfrancisco.leanstartupcircle.com/events/92283432/

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Selling for the Lean Startup
Scott Sambucci | SalesQualia
www.salesqualia.com
Lean Startup Circle
2012-12-17

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About Me
@salesqualia | www.salesqualia.com
415-596-0804 | scott@salesqualia.com

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What we’ll cover
 Prospecting
 Finding,Researching, Calling
 Value Statements
 Voicemails
 Conferences
 Sales Mapping
Long Term Goal: Develop a predictable,
replicable, scalable sales framework that you
can hand over AND manage.

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Prospecting
Researching
Finding
Calling

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Prospecting is coding
 Need to do it consistently for long, focused
stretches.
 Andyou need to do it. Code won't improve itself
and neither will your sales channel.
 Build. Measure. Learn.
 Work smarter, not harder.

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Cold Calls are dead.
New Calls are necessary.
 Find
a handle. Add value. Customize your
message.
 Confirm. Ask. Explore.
 Lookfor Groups and Titles that match your
economic buyer. (i.e. Analyst, VP, Managing
Director, Director of Marketing, VP of Sales, CFO,
CTO)
 Predictable Revenue (Aaron Ross)

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LinkedIn: Case Study
 Agency CMO & RMBS Group
 Lead: Neal Aggarwal, Jeffries & Company
 Formerly with C12 Capital
 Google Search: Jeffries & Company

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Shared Connections

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Value Statement
“We’ve developed a mortgage risk indicator that can
predict defaults in currently performing mortgages
assets with a 75% accuracy rate. For a typical non-
agency RMBS, that equates to more than a
$500,000 differential over the life of the security.”

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 “Hi Neil. This is Scott Sambucci with CoreLogic. I
saw that you were a member of the RMBS group
on LinkedIn and thought you’d be a good person
to call.”
 “Are you primarily trading non-agency RMBS?”
(Confirm)
 “How are you evaluating potential defaults of
currently performing assets in your securities?”
(Ask)
 [Value Statement] (Explore)

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Stop calling people
 Cap yourself at 2 VMs, then push to drip campaigns
 [spreadsheet example]
 Ifthey're not returning you're calling, they're:
 Not interested
 You're using the wrong medium
 They are really busy, in which case they are an ideal
candidate for your product…

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Voicemails
What is you value statement for THAT
person?

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Prospect Call Framework
For Every Call…
1. Value Statement
2. Voicemail Message
3. Industry Topics
• Recent news article
• Upcoming or recent Conference
• Press Release about their company

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EXERCISE
 Locate a target candidate
1. Develop a Value Statement for THAT person
2. Script a Voicemail
3. Locate three (3) “Go-to” topics for the
conversation
 Share with the class
[20 minutes]

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Prospecting
Go Forth &
Multiply

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Find Your Inbound Leads
 Huh?
 Remember: No one cares about you.

18. Add value, add
+
value, add value
“I saw this article on
HousingWire. What do
you think about...?”

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EXERCISE
• Find two (2) places where you can contribute to
your industry’s conversation.
• Outline two (2) topics that you can write about by
Friday.
[10 minutes]

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Prospecting
@Conferences

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Pre-Conference

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Pre-Conference
 Usethe conference agenda to find speakers. Add
value, add value, add value.
 Set up meetings before the conference
 Setmeetings first before you buy a plane ticket.
My rule is 3 meetings/day
 Offer to volunteer in exchange for a badge
 Make a friend with someone who can get you
attendance list
 Marketing agencies, sponsors, big customers

30. Pre-Conference

31. Pre-Conference

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The email text
(~1000 sent , ~60 replies)
Just a quick check in to see if you're attending next week's
ASF conference in Orlando. I'll be there with our Market
Analytics team (booth and all!) from Sun-Wed. We've got
some very cool new applications launching soon - would
love to give you a sneak preview.
If you are, shoot me a quick reply so we can get together - -
coffee, meeting before/after sessions - whatever works. (I
know these conferences don't always line up with your day-
to-day work, but figured it's always good to ask.)
Many thanks - looking forward to your reply.
- Scott
[spreadsheet]

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At the Conference

34. At the Conference

35. At the Conference

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http://www.imn.org/main/news.cfm

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At the Conference
Don’t Sell. Discover.

38. At the Conference

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At the Conference
 Set day/time block goals & objectives
 Twitter
 Blog & Post about speakers
 Discover, don’t sell
 No Demos
 Stick & move

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Post-Conference

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Post-Conference
 "Iwas at Dreamforce last week and saw a really
interesting presentation that think you'd be
interested in…”
 Add value, add value, add value.

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EXERCISE
• Identify two (2) industry conferences in the next six
months
• Find the speaker & attendee list
• Find the conference organizer and schedule a
time to contact them directly.
[15 minutes]

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Free Book
(Because that’s how I roll)

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Sales Mapping

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Sales Mapping:
Build. Measure. Learn
 Build:
 State Your Call Objective
 Consider All Possibilities And Outcomes
 Identify Tasks That Lead To Your Objective
 Visualize The Process
 Measure:
 Document What Happened
 Learn:
 Iterate Your Map

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48. 48

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50. 50

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52. 52

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55. 55

56. 56

57. 57

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EXERCISE
 Build Your Sales Call Map
1. What is Goal For This Call?
2. Assume Prospect Answers:
What Is The First Question You Will Ask?
3. List 2-3 Common Answers
4. What Will You Say Next
[15 Minutes]

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What we did
 Prospecting
 Finding& Researching
 Value Statements
 Voicemails
 Conferences
 Sales Mapping
 Exercises

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Find Me
Scott Sambucci| SalesQualia
@salesqualia | www.salesqualia.com
www.youtube.com/salesqualia
www.quora.com/scott-sambucci-salesqualia
415-596-0804 | scott@salesqualia.com