The document discusses sales training for software development companies in Pakistan. It outlines the goals of transforming average consultants and MBAs into effective salespeople through focused training. The training would cover key sales concepts like lead generation, qualification, and closing. It seeks companies and individuals interested in more predictable sales growth and efficient use of resources. Details are provided around content, delivery approach, pricing, and benefits of the training program.
2. Why
Small companies and young
entrepreneurs have difficulty
understanding how to sell to a western
markets
Large companies want predictable-stable
growth but are usually faced with a
sporadic pipelines that are very hard to
plan against.
3. What
A training exercise that
Takes an average consultant on bench and
transforms them into an inside sales asset
Takes an average MBA-marketing and
converts him into an IT services sales rep
Focused on professional education that
develops awareness of patterns,
techniques
4. What it isn't
Doesn’t address long term grooming
aspects
5. Who would be interested?
Small software houses looking to grow
their sales
Companies looking to develop their
projects into products
Mid-sized companies looking to make
their pipelines more predictable
Mid-sized companies looking to efficiently
use their bench
6. How?
Gather up various sources
Compile a sales execution manual
Validate
Develop a delivery methodology against
it
Validate
Develop teacher-training material
7. Why should you participate?
Skill development for senior consultants
8. High level course content /
Questions answered
Lead Generation
Lead Nurturing (Follow ups)
Call Setup
Familiarity with a CRM / Other Lead
management system
The IT Services Eco-system
9. Defined focus areas
Services vs. Products
Inside sales vs. Outside sales
DIY vs. Building a team
What part of the sales process (early vs.
closing)
Size of company? (Fortune companies vs.
SMEs)
Geography
New Sales vs. Expanding accounts
Who will deliver it. First trainers…
13. Sales is a pipeline
Revenue depends on
How many prospects you can talk to
Their conversion to Leads
Persistence and perseverance
How good a job you do to turn leads into
clients
14. Know the forest
Types of players
Customers
Services firms
Infrastructure vendors
License resellers
Value added players
Interdependencies
List Sellers
Companies that setup interviews
15. Tools
Contact Generation and Enrichment
Net Prospex
Jigsaw
Hoovers
Linked In
Intelligence and Prospecting
InsideView
beenverified.com
Rain King
Discover Org
20. How to warm up a cold-mail
Know the company basics (Size, Partners, Industry, Location)
Know the partners
Review their social profiles (Google, linkedIn, facebook etc.. )
ENGAGE
TO COME WITH
Something that makes it look like you have done your research (talk
about the location, an event on their facebook page, something
interesting on their website.. )
Presenting something that they would value (advice on the website,
tools that can help their cause… )
Make the research count
KEEP IT BRIEF
Research the key people on LinkedIn
Prove that you are not a bot
Mention the location
21. Emotional Triggers
Fear: Insurance companies often appeal to the
emotion of fear with messages like "Don't get
caught with too little insurance."
Guilt: Nonprofit organizations use the guilt trigger
effectively in copy such as "Don't let them suffer
anymore.“
Trust: Financial companies are leading the way
with messages like "no hidden fees.“
Value: "If you find a better price for the same
product, we'll match it" are effective in piquing
feelings related to value.
Belonging: "You're part of the family."
22. Emotional Triggers 2
Competition: Copy like "Make them drool" is a great example of a
message that elicits feelings of competition.
Instant Gratification: Use words like now, today, in one hour or less,
within 24 hours, and so on to appeal to the emotional trigger of
instant gratification.
Leadership: Phrases such as "Be the first on your block" effectively
appeal to the emotional trigger of leadership.
Trend-setting: Variations of "all the cool kids are doing it" are
commonplace in copywriting and can be used to market a wide
variety of products and services to an even wider audience.
Time: Marketing messages that appeal to that desire for more free
time are extremely effective, such as "Cut the time it takes to
vacuum your house in half."
34. Who do I Sell To?
Influencer - Judgers
Some people are there to give an opinion of you and your services. Their
sole goal is to apply some form of expertise (often technical) to allow
the decision-makers to make a good decision. Find out what criteria
these folks are using and give them lots of detail to let them see what
great services you have and how helpful you are.
Influencer - Blockers
Blockers are a bit like gatekeepers in that they have a solely negative
function in shutting you out. They tend to have more power, however, in
influencing the decision-maker. A financial director, for example, may
put his or her foot down to say that your product is too expensive. A
technical expert may say that you lack the latest gizmos. You often
cannot go around blockers, so find out their negative criteria they use to
shut you out and find ways of getting through them.
35. Who do I Sell To?
Decision Makers
These are the real people you want to get to, though you may have to
go through a lot of others. They are the people with the actual authority
to decide to buy your services. They have the budget and the ability to
spend it. Whilst courting these individuals is of course important, do
remember that you have to keep the rest of the client’s organization
happy as well. Any one of them can make or break your day.
Users
Users may have one or more of the roles above. They may also have no
say at all in the proceedings. Remember that the benefits of the product
that you are selling are mostly for these people. Also remember that the
influencers themselves often do not understand the users very well. It
can be a helpful act to bring these people into the equation. If you can
get a naive user into a state of trust, they can become effective
champions.
36. The SPIN Model
Situation Questions
About the existing client situation to establish the background and framework
to ask…
Problem Questions
About client challenges, difficulties, or dissatisfactions which reveal Implied
Needs. This is a client statement of challenges with the existing situation. You
then develop these problems using…
Implication Questions
About the effects or consequences of the client’s challenges so that the
challenges become clearer and more significant, leading to…
Need-Payoff Questions
About the value or importance of a solution to the client’s challenges so that
the attractiveness of your solution is increased. This leads to Explicit Needs or
a client’s statement of a clear want and desire in which your products or
services can resolve. You are then able to show the benefits of how your
products or services can resolve the Explicit Need.
37. How do I Handle the Sales Call?
Opening
Identify yourself and your organization.
Establish the purpose of the sales call.
Gain agreement for you to ask questions and take notes.
Investigating
Use the SPIN sales questions.
Demonstrate Capabilities
Show how your product or service Benefits the client by resolving Explicit Needs which
have been expressed.
Obtain Commitment
Check that you have covered all key concerns.
Summarize the benefits.
Propose an appropriate commitment and advance.
38. Reading List
Managing professional Services, David
Maister
Predictable Revenue, Aaron Ross
40. Push Marketing (40% of your effort)
Contact generation
Bought Leads
Custom/Make your own
Jigsaw: 1$ / contact, cheaper if you can get a data entry guy to upload your contacts
ZoomInfo: ??
NetProspex
Bundled
Example/ Cost ???
LinkedIn
Your contacts
Create groups of interest
Facebook
Twitter
Company listings
Chambers of commerce
Public Directories
Network with local partners
ELance type regional search, PSEB listing
Appointment setting firms (meeting with qualified leads)
Salesify.com , 600-1000$/meeting (5000$ or so minimum)
Trade shows
Telemarketing
Cold Calling
Inside Sales
Email marketing
41. Pull Marketing (60% of your
effort)
Search engine optimization (SEO)
800$ or so per month
Pay per click (PPC) advertising
Google AdSense: $$??
Blogging and leveraging the blogosphere
SMM
Seesmic – good tool to broadcast to linkedin, facebook, twitter etc.
Wish it could also do company blogs since that is supposed to be the
most effective way to get in touch.
Buzz marketing
Targeted landing pages
Conversion tools
Sophisticated analytics
You tube
Get a video made about Allied/Products
42. Common activities
Article writing
3-4000, for a 1 page, high quality
formatted article
Company research
Manta.com
43. Follow the money
Growth or Revenue?
Company growth usually has a high
correlation with IT project activity
High growth is usually strongly correlated
to geography and industry.
Growth in one industry usually spills over to
supporting industries (e.g. Discovery of Oil
also supports Resellers, Logistics suppliers,
Professional services etc..)
44. Experiences with Lists
Live with the hunted
Categories of lists
By Tech
By Types of people
By Geography
By Industry
By Job function
Pros and Cons