Presentation slides from the June 6, 2013 "Selling to the Enterprise" workshop presented by Scott Sambucci at PARISOMA in San Francisco, CA. The workshop focused on developing Value Statements, Identifying Buyer Types, and moving sales opportunities through the Stages of the Sale. Questions? Call or email Scott directly at (415) 596 0804 | scott@salesqualia.com

1. +
Selling to the Enterprise
Scott Sambucci | SalesQualia
www.salesqualia.com
PARISOMA
2013-06-06

2. +
Your Goal
Develop a predictable, replicable, and
scalable sales framework that you can
manage.

3. +
What we’ll cover today
1. Value Statements
2. Buyer Types
3. Stages of the Sale

4. +
Why Me?
@salesqualia | www.salesqualia.com
415-596-0804 | scott@salesqualia.com

5. +
The Mathematics of Selling
Solving Problems > Selling Products

6. +
Value
Statements

7. +
Osterwalder’s Value Proposition
Canvas
Source: http://www.businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-
proposition-designer.html

8. +
Value Statement ≠ Value Proposition
Value Proposition  Enterprise
Value Statement  Buyer

9. + “What job are your customers hiring you to
do?”
-Clayton Christensen
Write down your Value Statement.
[EXERCISE]
[2 mins]

10. +
Why do people buy?
1. Increase revenue
2. Reduce costs
3. Increase efficiency
4. Reduce Risk

11. + “What job are your customers hiring you to
do?”
-Clayton Christensen
Re-write your Value Statement, framing
your product in terms of the customer’s
problem, not your solution.
Hint: Remember the four (4) reasons people buy.
[EXERCISE]
[5 mins]

12. +
People:
Living organisms
that buy your stuff

13. +
Buyer Types (think: Personas)
USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
CHAMPION

14. +
About the Doorman…
An Introduction is NOT a Referral

15. 1
4
5
3
2
1 – Program Manager
2 – Marketing Communication
3 – CEO
4 – Contracting
5 – Information Technology

16. Hey Scott,
Received this email from Damien at The Presidio last night. This basically confirms
what you were talking about yesterday; let me know what kind of a response you
believe I should get back to him with.
Thanks,
-----
---------- Forwarded message ----------
From: ______
Date: Thu, Feb 28, 2013 at 6:07 PM
Subject: RE: _____follow up
To: ________
Hi ----,
Thanks for stopping by. As mentioned we don’t have a budget to work with at the
moment. That might change by summertime. Please give me a buzz then!
Thanks~
-----

17. +
Identify the purchasing motivation for each
buyer
[EXERCISE]

18. +
EXERCISE
Value Statements for each Buyer Type:
“For [insert buyer type], we …”
[10 minutes]

19. +
EXTRA EXERCISE
 Use a current sales situation & your points of
contact
 Draw a 3-column grid, then list your Buyer Types.
Buyer Type (Persona) | Name of Person |
Motivation
 Write down each buyer’s motivation to purchase
your product.
 How does your Value Statement change for each
person?

20. +
The Rules of
Enterprise
Selling

21. +
The sale always takes longer
than you think it should and
longer than the prospect tells
you it will.
Assume 1 month per $10,000

22. The decision-maker that counts
the most is generally invisible to
you.

23. There is always more than
one decision-maker.

24. It’s never about price.

25. +
Sales Interactions per Revenue
Revenue per year # of sales interactions
$10 1
$100 2
$1000 4
$10,000 8
$100,000 16
$$1,000,000 32
$$10,000,000 64
$$100,000,000 132

26. +
Stages of the
Sale

27. +
Stages of the [Enterprise] Sale
1. Needs Analysis
 Your Value Statement
& Initial questions
3. Resolution of Concerns
”Technical” Demo &
Objections Questions
2. Evaluation of
Options
 “Business” Demo
4. Implementation
 Decision, Contract &
Forever After
[EXERCISE}
Source: “Major Account Sales Strategy” by Neil Rackham

28. +
Stage 1: Needs Analysis
 Similar to “Customer Discovery”
Confirm | Ask | Explore
 Do NOT lead the witness.
 Prospect must state the problem
 “SPIN” Question Framework

29. +
Look for Signals
 Actively seeking a solution? You vs Competition
 How long has this been a problem?
 Who might be a detractor?
 “With our system you can get rid of that home-
grown piece of junk that you have.”

30. +
 EXERCISE
What are the early warning signals in
your sales process?
[2 mins]

31. + Stage 2: Evaluation of Options
Where deals go to die…
 Remember your Value Statements
Revenue-Cost-Efficiency-Risk

32. +
The Demo
 How far you can move the sale WITHOUT
showing your product?

34. +
“Looks great!
Send me a proposal.”

35. +
The Power of Inertia
 Important vs Urgent
 Maintain Control

36. +
 EXERCISE
How can you maintain control of the
sale?
[5 mins]

37. +
Stage 3: Resolution of Concerns
 I thought we were friends?
 “That’s a good question…”
 Trial closes

38. +
Stage 4: Implementation
“Let’s get started…”

39. +
EXERCISE
 Draw a 4-column grid.
 Think about 2-3 sales opportunities you are working right now.
 Label four (4) stages to the sale.
Client| Sales Stage| How do you know? | Next steps
1. Determine the stage for your opportunity
2. How do you know? (Hint: Remember the Buyer Personas
Exercise)
3. What are your next steps?
[10 minutes]

40. +
What we’ve covered today
1. Value Statements
2. Buyer Types
3. Stages of the Sale

41. +
A Few Resources
 Startup Selling (book): http://www.amazon.com/Startup-Selling-
sell-really-have/dp/1468159240/
 Personas for Customer Development:
http://grasshopperherder.com/personas-for-customer-
development/
 Buyer Types & Personas:
http://topliners.eloqua.com/servlet/JiveServlet/previewBody/166
3-102-2-2110/Persona%20Development.pdf
 Product Demos: http://www.amazon.com/Great-Demo-
Stunning-Software-Demonstrations/dp/059534559X

42. +
Startup Selling:
How to sell if you really, really have to and don’t
know how

43. +
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

44. +
Improve Sales
Performance.
Sell More Stuff.
Advisory | Coaching | Trainin
Software
Scott Sambucci
scott@salesqualia.com
@salesqualia
(415) 596-0804
www.salesqualia.com