Y Combinator Startup Class #19 : Sales and Marketing 1/2
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Slide utilisé dans le cours n°18 de la Y Combinator Startup Class de Standford (http://startupclass.samaltman.com/) donné par Tyler Bosmeny Publiée sur slideshare pour pouvoir être intégrée à l'article http://startupeers.co/y-combinator-startup-class-19-sales-and-marketing-how-to-talk-to-investors/
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Y Combinator Startup Class #19 : Sales and Marketing 1/2
- 1. Sales & Marketing $0-1 Million Tyler Bosmeny
- 2. The Mystique What is Sales? • Impossibly charming • Well connected • Perfect lines • Incredible golfers • #1 Goal = Get People to a Yes or a No • “I’ll give you a maybe without even “We’ll just work on the product and then hire the salespeople”
- 3. The Reality • …It’s You • “Build or sell - nothing else matters” • Pick a founder to own this • Founder passion trumps sales experience!
- 4. The Almighty Funnel 1. Prospecting 2. Conversations 3. Closing 4. Revenue / Promised Land
- 5. The Mission • Find the innovators (2.5%) • It’s a numbers game! • Reach out to >100 companies • Top 3 methods: • Your network / conferences / cold emails
- 6. Conferences
- 7. Conferences!
- 8. Cold Email John – my name is Tyler and I’m the CEO of Clever. My company has developed new technology that reduces the time spent doing SIS integrations by 80%. I figured this might be of interest to you given the new middle school reading software Scholastic just released. I’d love to get your feedback even if you’re not in the market for this right now. Do you have 20 minutes this week? It looks like I’m open Tuesday at 1 or 2pm ET if either may work. Tyler
- 9. Once You’re On the Phone Them 20% You 80% Them 70% You 30% What You’ll Naturally Do How to Win Deals
- 10. Religious Follow Up introduced met in person email (no response) email (no response) email schedule a call have a call email (no response) email (no response) email schedule next call pricing call #1 pricing call #2 send a quote answer ? via email send contract send references send financials email (no response) email redlines #1 redlines #2 redlines #3 redlines #4 call with ceo redlines #5 agree “we’re close” execute contract
- 11. Closing Traps: Redlines • Final step is to send them an agreement. • YC has open sourced their template! • Don’t quibble over minor points.
- 12. Closing Traps: 1 More Feature • Usually a polite pass. • Building it will not get you the sale! • Either: • Sign a conditional agreement, or • Wait to hear demand from more customers
- 13. Closing Traps: Free Trials • Early on you need commitment, validation, and revenue • “Free trial” gets you none of these • Instead: Offer a 30 day cancellation period on an annual contract
- 14. Looking Forward • 5 ways to build a big business • Flea / Mice / Rabbits – Marketing • Deer – Inside Sales • Elephants - Field Sales k k k k k Source: Christoph Janz
- 15. Q&A tyler@clever.com ? jobs@clever.com