DCBCN DEMAND SUCCESS

1A proven sales process that is repeatable & scalable

WHAT WE’RE LEARNING TODAY

2A prospecting plan that is poised for quick success

3A quick primer on Sales Psychology

WHAT THE HELL DO I KNOW? AKA THE “CHOPS” SLIDE

Hired, Trained, & Led 300+ Sales Pros on 4 ContinentsSoftware Revenue Growth:

• Sniffer Technologies ($0 to $2M in 18 months)• Trend Micro (NZ: 850% in 2 years from $200k to $1.9M)• Trend Micro (AU: 305% from $4.2M to $17M in 2 years)• Ground Labs - $500k ARR to $500k QRR in <6 months $5M ARR goal in 2 years

Rapid Productized Service Success:• Linchpin 1.0 ($28k MRR in 12 months)• Linchpin 2.0 ($35k MRR in 6 months)• Demand Genesis ($52k MRR in 12 months)• Salesability ($63k MRR in 6 months: $100k by EOY)

Rob Walling calls me his“Go-to Guy for Sales Advice” #NotSoHumbleBrag

1Sales System is a “Philosophical Approach” to selling, a connected collection of strategies & tactics.

SYSTEMS, PROCESSES, & METHODOLOGIES OH MY!

2Sales Process is a Clearly Defined Procedure that is REPEATABLE & Scalable.

3Sales Methodology is a fancy word for System to sell more books & for Consulting Firms to charge more $$$.

WHY FOLLOW A SALES PROCESS?

SALES IS A PROCESS, STOP IMPROVISINGDamianism

”

D.E.M.A.N.D. SALES PROCESSD EMAND

- DISPLAY Insight & Understanding- ESTABLISH AUTHORITY & EXPERTISE- MUTUALLY DEFINE SUCCESS CRITERIA- AGREE TO BUYING/SELLING PROCESS- NEGOTIATE ON VALUE & COMMITMENT, NOT PRICE- DEPLOY SOLUTION & DEVELOP REFERRAL RELATIONSHIP

SIMPLE ISN’T EASYDamianism

”

D E M A N D

D.E.M.A.N.D. SALES STAGES

Discovery

Demonstration

Evaluation

Negotiation

Success

Presentation

Display Insight & Understanding

Establish Authority & Expertise

MutuallyDefined Success Criteria

Agree to Buying /Selling Process

Negotiate on Value & Commitment not Price

Deploy Solution & Referral Relationship

10% 20% 30% 60% 100% or 0%40%

• It’s ALL About Them NOT you

• Industry Expertise is a GREAT differentiator

• Understanding vertical triggers, issues, & opportunities builds Rapport

DKey Points

DISPLAY INSIGHT & UNDERSTANDING

PSYCHOLOGIST + DETECTIVE + BS DETECTOR = SALES PRO

Damianism

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• This is the initial but crucial sales stage, get it right, don’t rush

• Qualify People OUT of your funnel as aggressively as you ADD them to it. Don’t Waste time with unqualified

• Bring the value, Law of Reciprocity FTW

Sales Stage: DISCOVERY

• Chops are under-rated• People buy from

Experts• Authority as a

Competitive Advantage are GREAT barrier to entry

EKey Points

ESTABLISH AUTHORITY & EXPERTISE

SALES IS NOT A NUMBERS GAME, IT’S A PROFESSIONAL GAME. SO BE A FUCKING PRO

ALREADYDamianism

”

• You’ve shown you understand them, let them “get” your genius

• Confidence in capability makes you look like an expert to your prospect

• Expertise breeds opportunity awareness & ability to see “around corners” for traps & issues

• Your product/service is great but people buy other people

Sales Stage: DEMONSTRATION

• You can’t hit a target you don’t see

• If you feel it, say it. • A yes is good, a No is

OK too. I’ll think it over is a fail.

MKey Points

MUTUALLY DEFINE SUCCESS CRITERIA

ALL INTEREST IS SELF INTEREST.Damianism

”

• Help them Picture your solution in their environment.

• This is a CRITICAL qualification stage

• Focus on customers you can truly help, some people are beyond help, just ask Marcus!

Sales Stage: EVALUATION

• If YOU don’t follow a STRICT sales process you will default to their buying process.

• Key Questions:• When you say yes, what

happens next?• How do you issue a

PO? Payment? Timeframes?

• Who else is involved? Do they know how vital this is?

AKey Points

AGREE TO BUYING/SELLING PROCESS

• We don’t send proposals, we present solutions

• Propose this call as a “draft review”

• Stop trying to automate everything, get personal “buy-in”

• You don’t sell light-bulbs you sell store-owners ability to be open during the evening to make more $$$

Sales Stage: PRESENTATION

• It’s NEVER About Price• Ad Hoc discounting is

a sucker’s bet. Full Price or Free is your Mantra

• Commitment begets commitment

NKey Points

NEGOTIATE ON VALUE & COMMITMENT NOT PRICE

IT’S NEVER ABOUT PRICE.Damianism

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• It’s never about price• If it is about budget then get

creative on terms, length, staged solution delivery, etc.

• this is the FINAL stage you are engaged heavily in, make it count, but don’t rush here

• Did I mention it’s NEVER about price

Sales Stage: NEGOTIATION

• When the sale is “over” the hard work begins

• Customers are best lead source, & they are happiest at TIME of Sale.

• Referrals increase retention & lower acquisition costs

DKey Points

DEPLOY SOLUTION & DEVELOP REFERRAL RELATIONSHIP

SOME WILL, SOME WON’T, SO WHAT, WHO’S NEXT

Damianism

”

• A Yes OR a No is the Goal• 0% or 100%• Think it Over, or Get Back

to Me are wastes of time.• Reframe “No” as a Success,

don’t focus your time & attention on dead deals.

Sales Stage: SUCCESS

ONE LAST THOUGHT…

STOP BEING A WUSS, PICK UP THE DAMN PHONE. EMAIL IS MARKETING, SALES IS ALL

ABOUT THE PHONE.Damianism

”

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