Selling to the Sell-Side

Sam Perl DealRoom by Fundology

Our Two Sales Challenges

1) We’re selling to salespeople 2) We’re selling in a competitive, consolidated, commodity market

We’re selling to salespeople

Investment bankers sell money & service…commodities Their strategy is to sell reputation & expertise

We’re selling to salespeople

Ex: Free Market Outlooks Content marketing meshes w/ their service

We’re selling to salespeople

Stage 1: Sell their service Stage 2: Sell their client Salespeople are hard to sell!

We’re selling in a competitive market

3 Firms… 80% of the market 20 Firms… 20% of the market

We’re selling in a competitive market

Barriers to entry at high end: Risk aversion, relationships, principal/agency problem Barriers to entry at low end: Price competition

Our Two Sales Solutions

1) If you can’t beat’em, avoid’em 2) Sell the way your clients sell

If you can’t beat’em, avoid’em

Researched ways to differentiate product Created a new market to avoid competitive barriers

Sell the way your clients sell

Become an expert in your value proposition Content marketing that meshes with offering

Takeaways

Take advantage of research, redefine your competitive market, and understand target psychology