+ The Sales Model Canvas:

Find Your First Customer, Then 10 More…

Women’s Startup Lab | Menlo Park, CA

April 20. 2015

+Today’s (very aggressive) Objectives

By the completion of today’s workshop, you will be able to:

Construct a Sales Framework for your product by identifying risk in your process;

Identify Buyer Types & Sales Zombies

Develop Value Statements.

Create an Implementation Plan for your future customers

Define Milestones & Metrics in your sales process.

The Sales Model Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

The Sales Model Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Your customers are lazy cows…

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Nobody cares about your product

+Why [People at] Enterprises Buy

+ Revenue

+ Efficiency

- Cost

- Risk

+

1. Increase Revenue

+

2. Decrease Costs

+3. Increase Efficiency

+

4. Decrease Risk

+Exercise: Why does you

Customer buy your product?

Why does your Customer buy your product?

+ Revenue?

- Cost?

+ Efficiency?

- Risk?

[3 minutes]

+

Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here:

http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf

Implied vs Explicit Needs

+How big is the problem?

+In other words, find this…

+

4 problems worth solving… (yes, there

are more…)

+Problem #1: Improve coordination

Image source: Galbraith “Designing Organizations: An Executive Guide to Strategy, Structure, and Process Revised “

+Problem 2: Reduce friction.

+Problem #3: Create information

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+Problem #4: Solve for X-Efficiency

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Companies don’t make decisions.

People at companies make

decisions.

+

USER BUYER

ECONOMIC BUYER

TECHNICAL BUYER

PRODUCT CHAMPION

+Why [People at] Enterprises Buy

+ Revenue

+ Efficiency

- Cost

- Risk

+

Identify the purchasing motivation for

each buyer

[EXERCISE]

+

Economic

Buyer

User Buyer

Technical

Buyer

Product

Champion

+ Eff - Risk- Costs+ Revenue

+Most buyers are novices

+Beware of the Purchasing Zombies!

+Zombie #1: The buyer that talks

price in the first conversation.

+Zombie #2: “I make the decision on

this."

+Zombie #3: “Send me a one-pager

and I’ll present at the next meeting."

+

Zombie #4: The job of

IT, procurement, &

vendor management is

to keep their job.

+Remember: There is never a shortage

of interesting conversations.

+Find the decision-maker.

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Value Statement Construction

1. What need does your solution fill?

2. It’s not what your product does, it’s

about the problem it solves.

3. Think numbers (%, $, days, units).

+

“We help you increase revenue

by enabling your calling agents

to target the right leads and to

make up to 35% more calls per

day.”

+

“We help you decrease costs by

25% by coordinating business

units through collaborative

workflow and real-time

information sharing.”

+

“We help you decrease your

company’s risk by providing a

real-time view into your

manufacturing processes and

assessing workplace safety with

daily reports.”

+“What job are your customers hiring you to

do?”

-Clayton Christensen

Now… Write your Value Statement for

each Buyer Type, framing your

statement in terms of the customer’s

problem, not your product.

Hint: Remember the four (4) reasons people buy.

“For [insert buyer type], we …”

+

Economic

Buyer

User Buyer

Technical

Buyer

Product

Champion

+ Eff - Risk- Costs+ Revenue

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Status quo is the biggest competitor.

+[People at] Companies are risk

averse.

+ Exercise

Why will your customer do nothing?

What is the biggest objection you’ll face?

Who are your competitors?

How will you address this?

[6 minutes]

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Implementation & Support

+Build a “work plan”

(not a proposal…)

+Phased

Parallel

Big Bang

Changeovers

+The “What happens next?”

Framework

The first minute?

The first hour?

The first day day?

The first week?

The first month?

The first quarter?

The first year?

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Stages of the Sale

1. Needs Analysis

2. Evaluation of Options

3. Resolution of Concerns

4. Implementation

http://www.amazon.com/SPIN-Selling-

Fieldbook-Practical-

Exercises/dp/0070522359

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+Who’s in control of the next step?

+Key Metrics & Milestones:

Examples

Non-disclosure Agreement

Introductions to additional buyers (i.e.

technical, economic, user)

Onsite visit to your office

Technology audits to estimate configuration

costs

Implementation planning

+Strategy #1: Create deadlines

+Strategy #2: Create scarcity

+Strategy #3: Run a [paid] pilot.

+ Exercise

What are the key milestones and metrics

that both you and the customer can

agree upon for your sales process?

[4 minutes]

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+

Sales Mapping

+Think: “What happens next?”

The first minute?

The first hour?

The first day day?

The first week?

The first month?

The first quarter?

The first year?

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+ Executives think: “What can this

product do for me? How can I put it

to work for my business?”

+ Exercise

How many seat licenses?

Billing cycles?

Budget cycles?

Signatory?

Renewal clauses?

Right to cure?

[3 minutes]

The Sales Canvas

1. Customer

Needs

4. Objections,

Competitors,

Status Quo

5. Implementation

& Support

3. Value

Statements

2. Buyers &

Buyer Types

6. Stages of

the Sale7. Key

Metrics &

Milestones

8. Sales Map

9. Work Agreement

& Economics

+

Wrapping up…

+Where to find us…

+Products & Solutions

Self-Learning: Books & online courses

Workshops & Training

Advisory, Consulting & 1:1 Coaching

Talent Recruiting & Team Development

+“Startup Selling” Kit

Two (2) books: “Startup Selling” & “52 Sales

Questions Answered” ($20)

Udemy course: Lifetime access to “Startup

Selling: Sell More Stuff” ($79)

Two-part webinar: “Using LinkedIn for

Customer Development & Sales” ($99)

2 x one-hour 1:1 coaching calls ($300)

This is a $500 product package!

+

Two (2) books: “Startup Selling” & “52

Sales Questions Answered” ($20)

Lifetime access to “Startup Selling: Sell

More Stuff” Udemy course ($79)

Two-part webinar: “Using LinkedIn for

Customer Development & Sales” ($99)

2 x 1-hour private coaching calls ($300)

+

\

Scott Sambucci, Founder

scott@salesqualia.com | (415) 596-0804 |

@scottsambucci

www.quora.com/Scott-Sambucci

www.linkedin.com/in/scottsambucci

Robert Wharton, Production Manager

robert@salesqualia.com | (405) 414-9712