5 elements that I have learned when building a new category. - Embrace your customer's problem, not your product - Reach your customers on “their” terms, not yours - Don’t call them Prospects! You serve customers & future customers - “Selling is essentially the transfer of feelings” by Zig Ziglar - Make customers “heroes” in their organizations

1. How To Sell & Market Like a
Category Leader
Sangram Vajre

2. ©2018 Terminus Software, Inc. @SangramVajre
Sangram Vajre
• Co-Founder & Chief Evangelist @Terminus
• Founder, #FlipMyFunnel movement
• Previously, Head of Marketing @Pardot,
@Salesforce
• Recovering lead-addict

3. ©2018 Terminus Software, Inc.
Check out the daily
#FlipMyFunnel podcast on
iTunes
I wrote a book on #ABM!
@SangramVajre

4. ©2018 Terminus Software, Inc.
To prepare for this presentation, I (re)read:
@SangramVajre

5. ©2018 Terminus Software, Inc.
Key Elements to Sell & Market
like a Category Leader
5
@SangramVajre

6. Embrace your customer’s problem.
Not your product.1

7. You want your customers to think about you in
the shower

8. ©2018 Terminus Software, Inc. @Handle #Hashtag
Most B2B Marketers and Salespeople Only Like
“ONE NIGHT STANDS”

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Let’s prove it.
@SangramVajre

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How do you measure
success today?
@SangramVajre

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Conversions Conversations
@SangramVajre

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Downloads Engagement
@SangramVajre

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Deals Relationships
@SangramVajre

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#FlipMyFunnel
@SangramVajre

15. ©2018 Terminus Software, Inc.
It’s easier to get people to agree
on a common problem than a
solution.
Tweet this!
@SangramVajre
@SangramVajre

16. ©2018 Terminus Software, Inc.
Law of the few
Uniqueness
Are you a one-night stand marketer or sales person?
Stickiness
Create urgency
to learn more
Power of
context
You care and are
relevant
1 2 3
@SangramVajre

17. Attach a personal feeling
to your brand
2

18. ©2018 Terminus Software, Inc.
“Selling is essentially
a transfer of feelings.”
My view:
Selling is essentially a transfer of enthusiasm.
@SangramVajre

19. ©2018 Terminus Software, Inc.
“Selling is essentially
a transfer of feelings.”
My view:
Selling is essentially a transfer of enthusiasm.
emotions.
@SangramVajre

20. ©2018 Terminus Software, Inc.
“Selling is essentially
a transfer of feelings.”
My view:
Selling is essentially a transfer of enthusiasm.
emotions.
passion.
@SangramVajre

21. ©2018 Terminus Software, Inc.
“Selling is essentially
a transfer of feelings.”
My view:
Selling is essentially a transfer of enthusiasm.
emotions.
passion.
insights.
@SangramVajre

22. ©2018 Terminus Software, Inc.
Serves 75,000 cookies a
day with a smile!
@SangramVajre

23. ©2018 Terminus Software, Inc.
An SDR makes
75 calls a day
with a smile!
@SangramVajre

24. ©2018 Terminus Software, Inc.
YES! NO!
@SangramVajre

25. ©2018 Terminus Software, Inc.
Your customers want to know
that you care MORE!
Tweet this!
@SangramVajre
@SangramVajre

26. ©2018 Terminus Software, Inc.
A great
sales pitch
How will your last 5 customers and future customers
remember you?
He/she
understood
my problem
He/she cared
about me
@SangramVajre

27. Take a #OneTeam approach3

28. ©2018 Terminus Software, Inc.
Take a #OneTeam Approach
@SangramVajre #SalesTO

29. ©2018 Terminus Software, Inc.
#OneTeam
is a mindset
#OneTeam
has one
scorecard
You have to
operationalize
the #OneTeam
approach
#OneTeam has
one customer
experience
#OneTeam revenue machine
@SangramVajre #SalesTO

30. ©2018 Terminus Software, Inc.
#OneTeam Real Talk
Chief Revenue Officer VP of Sales Development
“Fire me if
this doesn’t
work!”
“SDRs save
4 hours a day
that they used to
spend
prospecting.”
“No one in our company
cares how many leads
we get. It’s all about
engagement.”
VP of Marketing
@SangramVajre

31. ©2018 Terminus Software, Inc.
You are #OneTeam
because you trust, respect
and care for each other.
You are not #OneTeam because
you work together.

32. ©2018 Terminus Software, Inc. @SangramVajre #SalesTO
Tweet this!
@SangramVajre
There’s no such thing as Lead
Executives. We call salespeople
Account Executives.

33. ©2018 Terminus Software, Inc.
Align on
one
scorecard
Align on
touch points and
messaging
Align on
team work
What could you do to build a #OneTeam experience
for your customer?
@SangramVajre #SalesTO

34. Reach your customers on
their terms
4

35. ©2018 Terminus Software, Inc.
@richyoung
@SangramVajre #SalesTO

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Get personal with your customer
Personalized
email!
Daily
#FlipMyFunnel
Podcast
Socialize!
@SangramVajre #SalesTO

37. ©2018 Terminus Software, Inc.
You only serve customers and
future customers.
@SangramVajre #SalesTO
Tweet this!
@SangramVajre

38. ©2018 Terminus Software, Inc.
Put them in
a static
nurture
program
What do you do to keep your future customers engaged?
Harass them
with multiple
calls
Be so relevant
and personal
that they
call you
@SangramVajre #SalesTO

39. Make Your Customers Heroes in
their Organizations
5

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Keep an empty chair so that the
customer is always in the room.

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WIFE HEROISM
My wife, Manmeet
My lifelong
customer!
MY IMPACT GRAPH
@SangramVajre #SalesTO

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Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Clean cars, pay the bills on
time, take kids to soccer
Try to become both Mom and Dad
on the weekends and let her have
some personal time Do dishes when she is away
Flowers on a Wed
Asking her, “What do you want for
Christmas or your birthday?”
WIFE HEROISM
MY IMPACT GRAPH
@SangramVajre #SalesTO

43. ©2018 Terminus Software, Inc.
YOUR IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Email newsletter
nurture programs
Blog and website updates
Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based
advertising/messaging
or LinkedIn Ads
CUSTOMER HEROISM
@SangramVajre #SalesTO

44. ©2018 Terminus Software, Inc.
YOUR IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
What if you stopped
doing what’s here?
And focused on
everything here?
CUSTOMER HEROISM
@SangramVajre #SalesTO

45. ©2018 Terminus Software, Inc.
Embrace your
customer’s
problem and
not your
product
Attach a
personal
feeling to
your brand
Take a
#OneTeam
approach
Reach your
customers on
their terms
Remember:
future
customers
are NOT
prospects!
Category Leaders Do This!
@SangramVajre #SalesTO

46. THANK YOU!
@sangramvajre
Check out the daily #FlipMyFunnel podcast