Sales Development Success
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1. The document summarizes a sales presentation given by Roel Jansen, CCO of Usabilla. 2. The presentation covered Usabilla's company history and growth, their sales process, strategies for lead generation, social selling, referrals, online demo structure, and closing learnings. 3. The agenda included sections on Usabilla's background, sales pipeline, lead generation tactics, using relationships and referrals to find leads, best practices for online demos, and final remarks on lessons learned.
Sales Development Success
- 1. The new standard in user feedback Sales Hacker Series Amsterdam Roel Jansen, CCO Usabilla May 28th, 2015
- 2. Sales Hacker Series Amsterdam, May 2015 1. About Usabilla & Company History 2. Sales Process 3. Suspect Phase 4. Lead Generation Phase 5. Social Selling 6. The Power of Referrals 7. Structure of the Online Demo 8. Closing Learnings from Usabilla Agenda
- 3. 3 • Founded in 2009 • HQ in Amsterdam • 27 FTE • Profitable • Triple digit growth • 15% revenue from NL, 20% from US, rest globally spread • Open positions… Facts About Us Usabilla - the new standard in user feedback
- 4. 4 Company history Usabilla • Founded by Paul Veugen • ABN AMRO Summerschool & Tilburg University Starterslift Founded 2009 • Seed Investment by founders of Funda • Building first prototypes • Small team of 4 FTE (2 in NL and 2 remote) Start 2010 • 1M USD raised by informal investors • Scaled the team to 10 FTE • Hired Marc van Agteren as CTO Series A Investment 2011
- 5. 5 • Launch of a new product: Usabilla Live • Commercial focus, downsize the team • Change in management, Paul steps back, Marc CEO, Roel Jansen hired as CCO. Pivot 2012 • Enterprise software sales take off • Focus on the Usabilla Live product • Growth of the sales team with 3 FTE Break-even & profitable 2013 • 300% growth in revenue • Hire more engineers, replace and add new sales reps, customer succes • International growth Exponential growth 2014 • Grow the team to 27 FTE, of which 8 Sales and 2 Succes • Open sales office in NYC • 300% growth in revenue Growth and expansion 2015
- 6. 6 Business Sales Process Suspect Online Demo Trial preparation Trial Contract Negotiation OrderLead generation • Industry (E commerce) • Size (500K pageviews) • B2C preferably • Customer login • Strategic value • Marketing/ analytics budget • Open to share DMU • Open to share Business Goals • Open to agree on added value • Corrective website changes • Care for feedback • Resources, Personnel+ Financial for trial • DMU • Clear goals, smart for trial (qual.+quant.) • Completed value matrix for ctc person • Business Goals • Ticked check list with timeline • Our order value • Halfway call scheduled • Trial objectives clear and smart • Technical implementation possible • Completed value matrix for all DMU • DMU involved in trial set-up • Allocated budget • Security issue • Results are fitting objectives first set • Offer approved • Budget approved • Terms and conditions accepted • Starting date contract known • Signature/ PO Number • Demo agenda • Solution painpoints acceptance • Goalsetting • Define success • What if trial is a success • Halfway meeting • Optiomize trial or get order • Proof of concept • Proposal • Contract signed • Different departments legal/ • Getting in touch • Identify painpoints • DMU selection • In Pipedrive Criteria per phase Customer contact 1 2 3 4 5 6 7 Sales Process @ Usabilla
- 7. 7 Business Sales Process where you outline everything: - Prospecting - The elevator pitch - Activities - don’t be afraid to manage them (# outbound calls, # demo’s, etc.) - Calling best practices - Scheduling demos - Demo scripts - Email templates - Daily and weekly schedules (salesmeetings, one-on-ones, blocks in personal agenda’s) - Team structure - CRM - If it’s not in there, it never happened… Sales Development Succes Outline everything in a ‘Playbook’
- 8. 8 “New customers come from the actions of past customers” Industry & vertical Funding & market cap # employees Geography Role Budget LinkedIn, LinkedIn Groups Crunchbase Conference attendee/ exhibitor lists Angellist Similarweb Suspect Phase Define who you are targeting Eric Ries Ideal Customer Database
- 9. 9 1. Prepare before you reach out to someone. 2. In order to have engaged selling time, always check before contacting whether your prospects wants to be contacted via phone, email or Inmail. 3. Look back: why did your customer choose for you? Than reach out to others with that reason. 4. What is the purpose of the first sentence in an email? To read the second…! 5. Don’t forget to always act as if you’re big…! Don’t say you’re a startup. Why buy anything? Why buy from your company? Why buy now? Hyper personalise Template (with dynamic fields) Personalise with dates Lead Generation Outreach Sales 10 / 80 / 10 Some ‘hacks’…
- 10. 10 1. Appeal first to the emotional part of the brain: - Personal interests - School pride - Articles and posts - Recommendations - Achievements can also be ‘warm’. A cold outreach 2. … before challenging the logical part of the brain: - Insights - Data - Rankings
- 11. 11 Question: By spending 10% more time on what can you increase sales revenue by more then 10%? Sales Time is the most precious commodity. Q A Answer: Engaged selling time per seller = engaged selling time Establish a professional presence on LinkedIn with a complete profile Prospect efficiently with powerful search capabilities (LinkedIn SalesNavigator) Discover and share valuable information to initiate or maintain a relationship Expand your network to reach prospects and those who can introduce you to prospects Create a professional brand Find the right people Engage with insights Build strong relationships Prospecting
- 12. 12 Selling trough relationships - introductions Remember: we are asking for a Social Selling Disrupt the ways you conduct selling Request intros when they have the most impact SILVER BULLETS Offer to ghost-write the intro email MAKE IT EASY Close the loop with the introducer FOLLOW - THROUGH favour
- 13. 13 Fast and lightweight, yet powerful Best used on less senior prospects or if connection is tenuous Appropriate to namedrop without permission “I saw you’re connected with… how did you meet?” Selling trough relationships - name drop Get the value of an intro with a fraction of the effort
- 14. 14 Referral leads convert 30% better 5 times happier with B2B purchases. than leads generated from other marketing channels. Peer recommendations make buyers 84% of the B2B decision makers 16% higher lifetime value.start the buying process with a referral. Referred customers have a (Most Important Leads) Your customers are your only unique asset… Are you investing enough to strengthen that relationship? Customer Marketing Referrals are your MILs. The Power of ReferralsSurround selling
- 15. 15 Track advocates in your CRM Connect with customers and end users Surround prospects with social proof Building the Referral Engine 1 Use connections Use your existing connections, to refer to your prospects. Note: you don’t need to be in the middle. 2 Use history Try to get introduced via a former employee of your prospect to whom you are connected. 3 Use geography If you’re planning a visit to a certain city, ask your contacts for recommendations. 4 Be a matchmaker Introduce similar profiles to one another (without a direct personal gain). 5 Share THEIR content Share ‘connected’ content. Send blogposts or comments on them, to your prospect. 6 The best logo slide ever Use relevant and happy logos. Encourage prospects to reach out to these customers who are in the same industry, geography or at prior companies. 6 ‘hacks’ for getting referrals The Direct Ask The Indirect Connect
- 16. 16 When a prospect says ‘NO’ to you… Ask for a referral! Who would be a good contact (at company x) to talk to about our solution…? When asking for referrals, make it easy. Be very specific with whom you want to get in touch, ‘ghost write’ the email and always ‘close the loop’ (thank them for the referral). Some referral ‘hacks’…
- 17. 17 Online Demo - Structure GROW ROI G Goals What objectives does the prospect have for himself? For the business line? For the organisation? Roadmap R What does the path to accomplish these goals look like? Obstacles O What challenges does he anticipate along the way? Are there challenges he might be unaware? Widen W Reframe the conversation. Help understand that the problem and solution are larger and more significant than anticipated. Reference R Teach trough storytelling. Be relevant. Outcome O What impact did your solution have? Introduce I The process, the expectations (ROI) and the next steps. TeachLearn
- 18. Sales Hacker Series Amsterdam, May 2015 18 What have we learned… Some closing remarks from Usabilla EU countries are segmented and it takes a long time to develop your sales, US is more ahead and is an easier sell. International Focus: Why not?External coaching. Team Fit.Crucial when hiring: And make sure sales & operations actually bond. Focus early on renewals and start with a Customer Succes Team. Trade shows:go for them or not? Increase deal sizes: crucial for exponential growth! Demo’s and client meetings via screen sharing or in-person?
- 19. The new standard in user feedback Any Questions ?