effective sales tactics - not tricks

1. G R O W T H H A C K I N G I S
M O S T L Y A L I E , O R
effective sales tactics for start-ups that
actiually drive revenue
@ a n n a f o a t
Big Dog Sales Consulting
Presents

2. Y O U C A N N O T H A C K A N
U N D E R D E V E L O P E D P R O D U C T
01
Product:Market
Fit is Hard
It takes time

3. L E A D S D O N O T E Q U A L
S A L E S . P E R I O D .
02
To create a great
product you need a
collaboration of
marketing,product
and support

4. G O I N G V I R A L I S N O T
A P L A N
03
If your product
requires explanation
its almost impossible -
if not it is like
winning the lottery

5. SALES ARE NOT
BUILT ON:
The colour optimization of a
button on your website
Secret sign up links
Viral loops
@annafoat
...if it was, it would be WAY easier!

6. CONTINUUM
SALES AND MARKETING
ARE TWO ENDS ON SAME
SALES IS NARROW AND DEEP
MARKETING IS BROAD
AND SHALLOW
THIS IS
MARKETING
THIS IS
SALES
@annafoat

8. YOUR JOB
IS TO
FOCUS
1.RETAIN CURRENT USERS
(IF YOU HAVE THEM)
2.ATTRACT MORE USERS
THROUGH ANY MEANS
NECESSARY
3.MONETIZE THROUGH
VALUE THEN SCALE

9. SPEAK
FOCUS MEANS:
TO A SMALL NUMBER OF CUSTOMERS THAT ARE SERIOUSLY INTERESTED
IN BUYING YOUR PRODUCT OR SERVICE

10. IT IS A SOLITARY RUN IN THE
BEGINNING
...BUT NECESSARY FOR SUCCESS
@annafoat

11. APPLE
Homebrew Computers =
APPLE STARTED WITH A COMPUTER
STEVE WOZNIAK MADE TO IMPRESS
HIS FRIENDS AT THE HOMEBREW
COMPUTER CLUB. THERE WEREN’T A
LOT OF THEM, BUT THEY WERE REALLY
INTERESTED

12. FACEBOOK
Harvard University =
FACEBOOK STARTED OUT
JUST FOR HARVARD
UNIVERSITY STUDENTS.
NOT A LOT OF POTENTIAL
USERS, BUT THEY REALLY
WANTED IT.
@annafoat

13. B I G G E R I S N O T B E T T E R ,
Y O U M U S T T A R G E T !
R E A L I T Y C H E C K :
R E S O U R C E S A R E N O T
I N F I N I T E

14. DOLLARS =
QUALIFIED INTEREST
THE CUSTOMERS THAT MATTER ARE
THE ONES WHO WILL PAY

15. Hustle =
THE FOUNDERS
FLEW TO NYC,
MET WITH HOSTS
AND TRAINED
THEM ON HOW
TO BE
SUCCESSFUL
AND ASKED
EXISTING HOSTS
FOR INTROS TO
POSSIBLE NEW
HOSTS

16. Hustle =
EARLY STAFF INSTALLED
DIRECTLY ON THE SPOT
RATHER THAN SENDING NEW
USERS A LINK TO DOWNLOAD
@annafoat

17. PINTEREST
Hustle =
THE FOUNDER
WALKED INTO CAFES
IN PALO ALTO
HIMSELF AND ASKED
PEOPLE TO TRY THE
APP TO GET QUICK
AND DIRECT
FEEDBACK

18. GO NARROW AND DEEP =
AQUIRE MORE USERS
ABILITY TO DEFINE PRODUCT SUCCESSFULLY
LESSON: IF YOU FOCUS ON THE BROAD AND SHALLOW
YOU WILL MISS ESSENTIAL PRODUCT FEEDBACK
...do not stick
your head in the
sand!

19. ...every first
product is less
than ideal.
...rejection
sucks
BUT failure
because you are
in a vacuum is
worse

20. Hunker down
Do the work
Especially the unsexy grind -
that is where insight is buried
@annafoat

21. How to avoid
Mistakes
Common
...as much of the roller coaster as possible
@annafoat

22. S P E N D I N G O N
M A R K E T I N G T O O E A R L Y
01
...get smart before
you open your
wallet

23. H I R I N G A V I C E
P R E S I D E N T O F S A L E S
02
whether this person
is junior with a big
title (bad) or a very
experienced person
(worse)

24. B U I L D I N G A
F L A W E D S A L E S P R O C E S S
03
trying to apply a
process to chaos -
wait until a pattern
emerges

25. B U I L D I N G T H E N O N
T E C H T E A M T O O Q U I C K L Y
04
if they do not code
or sell
*exclusively* ask
yourself - are they
needed

26. H O W T O
L I G H T U P
Y O U R
S A L E S
R E S U L T S
@annafoat

27. IT IS THIS
SIMPLE...
WHAT DOES SUCCESS LOOK LIKE FOR YOUR
CUSTOMER IF THEY BUY YOUR STUFF
GET A PIPELINE
GENERATE LEADS
IDENTIFY TARGETS
THIS IS THE HOOK AND UNIQUE SELLING
PROPOSITION

28. Q U A L I F I E D L E A D S
W H O I S W O R T H C H A S I N G
Engaged Decision Maker
Identified Budget with Timeline
Direct tie to business objectives

29. I F Y O U
R E A D
F R O M A
S C R I P T
Y O U
C A N N O T
L I S T E N
if you are not listening you will not sell

30. people buy an
OUTCOME not a
PRODUCT
CONSIDER HOW YOU GET SMART ON THE OUTCOME OF YOUR
CUSTOMER VERSUS THE FEATURES AND BENEFITS OF YOUR PRODUCT
IF YOU CAN ARTICULATE THIS YOU HAVE INSTANT CRED