Klaus-M. has 20 years of experience from enterprise sales to B2B SaaS inbound and outbound sales. This presentation gives a holistic overview of sales and many insights into his learnings.

1. SALES,
ING In the
B2B POND!

2. Hello!
My name is Klaus-M.
SCHremser
A lot of my gray hair is coming from being
a serial entrepreneur for 20+ years

3. Why AM I HERE?
× Founded my first company 1998.
× Evolved to Gentics, leading CMS vendor in AT
× Lead Sales Department (Gentics, has.to.be)
× Was responsible for 25m € in sales
× HR: Hired around 100 and laid off at least 25
× Enterprise projects up to 2,000 person days
× Longest sale took 6 years, highest was 1 m €

4. Why AM I Here?

6. 15 Years = Long Time to collect Experiences
Hire & FIRE, TEam, Strategy, M&A

7. “The reason why companies fail
is not because of lack of ideas
or ambitious people. But
because of lack of traction
and sales! “

8. Your business target are companies
● More decision makers, decision processes
● Longer sales cycles
● Higher price points
● More intense relationships & a lot more
touchpoints
B2B

9. They come to you vs. you go to them
Business target are individuals
● Lower prices
● 1 or 2 decision makers
● Much shorter sales cycles
B2B vs.

10. IF you ARE SELLING in B2b
A lot of questions aRISE

11. Questions to ask yourself if you’re in B2B
× What can we do better for clients than our competitors?
× Who are the ideal customers?
× Do we know our ideal customer yet?
× How do we qualify them?
× How do we get reliable and growing sources of qualified leads?
× Do we have a sales process and conversion funnel that
produces repeatable results?
× Can we estimate our Customer Life Time Value CLTV?

12. Questions to ask yourself if you’re in B2B
× Can we estimate our Customer Life Time Value CLTV?
× How many clients do we need for our sales plan?
× # phone calls, customer visits, presentations needed
× # salespeople to generate volume
× Do we use the right B2B marketing strategies to generate
leads for sales?
× Are our compensation programs motivating our sales staff?
× What is distracting our sales team?
× Which countries are the future of our market?

13. Three *3* Foundations in Life
STRUCTURED
YOU mUST BE!
Else No Jedi you will
become.

14. ● SALES CAN’t be rePRODUCED, because LOW
HANGING FRUITS SALES!
● SALES WITHOUT PROCESS S*CKS!
● BEFORE SALES PROCESS, you NEED a SALES
MODEL
SALES FAILS .. WHY?

15. B2B SALES MODEL
The Sales Model is just like a business model,
only limited to sales operations. It’s
organisation, strategy and processes.
Includes skills needed by sales team. Uses Value Proposition,
demographics , price, customer acquisition costs and sales
process.

16. POsitioning
× How do you want to be seen? Branding.
× Why should customers buy from my company?
× What is the difference to other companies?
× What is our value proposition?
× Do we have a special competence?
× What problems are your products solving?
× >> SHOULD be done by the whole team!

17. EASY, AYE?
🦄

18. SEGMENTS
● Target groups /
Ideal customer?
● Challenges
● Business model of customer
● Which products do they use
● How do you make them
successful
● What ROI can we produce for
them?!
MARKET
● Market data
● Business data
● Market share
→ potential
● Countries
● etc
SALES MODEL
PLAN
● Sales is about
Numbers
● Planned revenue,
planned units
sold, etc

19. “before we start We have to set
up the sales process.
The SALES PRoCESS FOLLOWS AN
UNDERSTANDING OF THE
CUSTOMER’S BUYING PROCESS.”

20. CREATING A B2B SALES PROCESS
DEFINITION:
A sales process is a series of interactions and
events which follows the customer buying process
/ journey.

21. WHY SHOULD YOU DEFINE A SALES PROCESS?
■ Higher conversion rate
■ More efficient, use of better sales tools
■ Team can handle bigger deals
◆ sales person find out why, when and how bigger
companies buy, and execute a proactive plan
■ Sales people waste less time on wrong deals
■ Know when a deal is lost early
■ Give sales persons a clear goal and directions
■ Increase predictability

22. Customer BUYING PROCESS

23. Place your screenshot here
Understand
Your
customer!
Talk to your customers
& create personas!

24. “BASED ON THE BUYING PROCESS
WE DEFINE THE SALES PROCESS
AND THE FUNNEL.”

25. STEPS OF SALES PROCESS (CAN VARY WILDLY)

26. ExAMPLES
Tech Company
1. Research
2. Intro Meeting
3. Presentation
4. Demo
5. Product Evaluation
6. Product Approval
7. First Order Received
Solution Sale
1. Suspect
2. Un-Qualified Prospect
3. Qualified Prospect
4. Strong Interest in Solution
5. Selects Solution
6. Solution Deployment
Marketing&Sales
a Attract strangers and
generate leads
b Build interest&create vision
c Marketing Qual. Lead MQL
d Sales Qualified Lead SQL
1. Qualified
2. Solution Definition
3. Proposal Submitted
4. Shortlisted
5. Project confirmed
6. Contract Negotiation
7. Contract Closure

27. Three *3* Foundations in LifeFor EACH STAGE A GOAL
AND ACTIONS YOU MUST
HAVE.

28. SALES TOOLS
SUPPORTING THE SALES PROCESS

29. CRM
2nd
Most important
TOOL

30. OTHER SALES TOOLS
Automated Emails for
New Leads
Make everybody feel loved
and cared
PERSONA GUIDE
Overview of each buyer
persona
Product Demos
If this s*cks, you lose
Amazing Sales
Presentations
It’s a key tool in b2b
Pre-Written Emails
Have amazing emails
Competitor INFO

31. Mailchimp does
automated Emails For
FREE!!!

32. Use SLIDESHARE to find
AWESOME SALES
PRESENTATION EXAMPLES

33. ● Understand your product demo
● Keep it short.
● Focus on the pain and the solution
● Ask them questions.
● End with next steps and commitment
○ Go all the way to the sale!!!
Your Product Demo
Sucks Because It's
Focused on Your Product

34. OTHER SALES TOOLS
PRICELISTS
CONVERSATION GUIDES
Questions to ask
CUSTOMER REFERENCES +
SToRIES
BROSCHURESPRODUCT SHEETS
PROMOTION ARTICLES

35. CUSTOMER HAVE TO SHARE
YOUR PRODUCT INTERNALLY.

36. CUSTOMER TESTIMONIALS
ARE POWERFUL1. Build Trust &
Credibility
With Social Proof
2. Persuade the Mind
with Emotion
3. Nothing Captures
Attention Like a Good
Story

37. OTHER SALES TOOLS
Analysts STATEMENTs
Are you Gartner’s cool
vendor?
CONTRACTS + OFFERSVIDEO CONFERENCING TOOLS
+ ONLINE PRESENTATION
TOOls
Gotomeeting, join.me
ROI CALCULATIONS
Show your customer the value
the get if they invest in you
PROSPECTING TOOLS
I.e. persistiq, datanyze
hunter.io
LINKEDIN HELPERS
Dux soup, GPZ Web

38. PERSISTIQ - AUTOMATE
WHATEVER POSSIBLE

39. Be in the magic
Quadrants of Gartner

40. FIND your Customers in
LINKEDIN

41. THERE IS MORE TO COME

42. MARKETING TOOLS
➔ Amazing Website
➔ Whitepapers
➔ Landing pages for each
target group
➔ Content Marketing / Blog
➔ SlideShare Presentations
➔ Webinars
➔ Email Marketing !
➔ Mail Order / Snail Mail
➔ Call Centers
➔ Uncover your leads on your
website

43. LANDING PAGES in B2b
1. Know your goals
2. Make it streamlined
3. Have clear CTAs
4. Provide rich content
5. Use Video Content
6. Have multiple landing pages for multiple products
7. Use the correct targeting
8. Show credibility

44. Email Marketing

45. NOW
SALES
PLAN!

46. SALES PLAN
× define a set of sales targets
× choose sales strategies
× identify sales tactics for your sales team
× activate, motivate and focus your sales team
× budget and clarify steps you'll take to achieve
your targets
× review your goals periodically and improve
your approaches to sales.

47. Use 19 Traction Channels $$$ (Great Book!)
➔ Targeting Blogs
➔ Viral Marketing (B2C)
➔ SEO!
➔ SEM
➔ Social & Display Ads
➔ Email Marketing!
➔ Partnership!
➔ PR!
➔ Unconventional PR
➔ Offline Ads (B2C)
➔ Existing Platform / Seeding
➔ Tradeshows!
➔ Speaking Engagements!
➔ Community Building
➔ Sales!!
➔ Affiliate Program
➔ Engineering As Marketing
➔ Content Marketing!
➔ Snail Mail

48. WHAT TO USE DEPENDS ON

49. ● Sales Model
● Sales Process
● Sales Funnel
● Sales Tools
● Sales Campaigns
WHERE ARE WE?

50. MODERN SALES
ORGANISATION

51. HIRING A GReAT SALES PERSON
× This is a separate story and you can book
my online course for hiring a great sales
person for 2,595€ right now.

52. MODERN SALES ORGANiSATION - SPECIALIsATION
INBOUND LEAD
QUALIFICATION
OUTBO
UND
PROSPE
CTING
ACCOUNT
MANAGER -
make customer
successful
SALES
EXEC -
close
deals

53. MODERN SALES ORGANiSATION - SPECIALIsATION

54. HOW TO CREATE A
SUSTAINABLE PIPELINE

55. SUSTAINABLE PIPELINE - CHANGE APPROACH
➔ you must specialize your sales people
➔ use referral / researching approach rather than cold
calling
➔ focus on quality, not quantity of calls / leads
➔ train your outbound salespeople to be business(wo-)men
who sell
➔ simplify what you track in your CRM (few, best metrics)
➔ sell ideas not stuff (customers don't want to buy products,
they want to buy help)

56. Do research calls rather than sales calls
COLD

57. Cold Calling 2.0 - Funnel

58. HOW?
1. Open with emails (researching, asking for referrals)
2. Phone calls to follow up responders
3. Send regularly - that you get 10 responses per day
4. Build a success plan for a customer (picture of gains)
5. Customers want to get to know you in steps
6. Present logical next steps
7. Pulling sales, not pushing sales
8. Passing over leads is important!
9. Always follow-up. If NO, ask WHY.

59. EXERCISE
× Define a cold calling 2.0 process for
your company and send an email!

60. “ FOLLOW STELI EFTI ”

61. Sales - it’s all
About numbers
Track your numbers … → CRM

62. IT’S ALL ABOUT METRICS

63. Track everything,
so you can learn
from your data.

64. ● Conversion funnel from Lead -> Qualified -> Closed
● Average time to move from stages
● Average deal value per close
● Average cost per close
● # new leads per month
● % growth of # of new new leads per month
● % qualified leads that close
● # average time to close
● $ average close per close
● $ average revenue per close

65. ● Sales Deals - closed per month, YTD
● Sales Deals - added per month, YTD
● Sales Deals - lost per month, YTD
● Units per target group PLAN / REAL
● AVG time to close a deal
● AVG revenue per deal
● AVG CAC

66. Outbound Metrics
● new contacts per target group
● new leads per month (qualified)
● Leads qualified and forwarded to sales (conversion
of this lead funnel)

67. SALES PSYCHOLOGY

68. SALES PSYCHOLOGY
× B2B customers search online >> Inbound marketing!!
× DON'T SELL, bring value to your customer
× FOLLOW-UP, FOLLOW-UP, FOLLOW-UP
× 5 emails sent to a prospect gives 1 reply. It takes 21 meetings
to close a deal. This means you need to send a lot of emails and
attend a lot of meetings. It is a numbers game.
× 80% never ask for the order - Always closing
× It’s not the person her-/himself who make the decision, it’s an
organisation.
× There are a lot of influences.
× You have to ask a lot of questions.

69. To SUM
Up
1. DEFINE SALES MODEL
2. SET UP SALES PROCESS!
3. Analyse Funnel+CustomerS
4. HAVE A PLAN
5. ALWAYS FOLLOW-UP & CLOSE
6. MeaSURE, LEARN, REPEAT !!!

70. Growth Hackers are T-shaped marketeers.
They are experts in 1-2 things and barely
know the rest ;).
BEFORE YOU ASK

71. Still
Questions?
:-)

72. WE SCALE PRE-SERIES A BUSINESS THROUGH
TEAM → PRODUCT → TRACTION.
Connect w/ me for more info.
The Scaling

73. DID YOU LIKE IT?
FEEDBACk pLS

74. THANKS!Any questions?
You can find me at @webcms & klaus@schremser.com

75. Credits
Special thanks to all the people who made and
released these awesome resources for free:
× Presentation template by SlidesCarnival
× Photographs by Startupstockphotos