Using the Sales Model Canvas: Find your first customer, then 10 more...
Download as PPTX, PDF10 likes5,218 views
The workshop focused on developing a selling framework for acquiring enterprise customers, emphasizing buyer types, sales stages, and the importance of addressing customer needs and objections. Key exercises included identifying buyer motivations, constructing value statements, and mapping sales processes to maintain control over sales conversations. Participants were encouraged to understand the factors that drive enterprise purchasing decisions and how to effectively implement solutions.
![+
Finding Your First [Enterprise]
Customer, Then 10 More…
SARTA Workshop
Sacramento, CA
March 18, 2015](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-1-320.jpg)
![+
Exercise
Think of a Prospective Customer(s)
[1 minute]](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-4-320.jpg)
![+
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-9-320.jpg)
![+
Exercise
Why does your Customer buy your product?
+ Revenue?
- Cost?
+ Efficiency?
- Risk?
[3 minutes]](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-14-320.jpg)
![+
Why [People at] Enterprises Buy
+ Revenue
+ Efficiency
- Cost
- Risk](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-28-320.jpg)
![+
Identify the purchasing motivation for
each buyer
[EXERCISE]](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-29-320.jpg)
![+
Exercise
Use a current sales situation & your points of
contact at your prospective customer
Draw a 4-column grid:
Buyer Type| Person’s Name | Motivation | [Blank]
What is the primary motivation for each Buyer to
use your solution?
[4 minutes]](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-38-320.jpg)
![+ “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 …”](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-42-320.jpg)
![+
[People at] Companies are risk
averse.](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-46-320.jpg)
![+
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]](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-47-320.jpg)
![+
Exercise
Where, how, and why are your sales
conversations stalling?
How can you maintain control?
[5 minutes]](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-58-320.jpg)
![+
Exercise
What are the key milestones and metrics
that both you and the customer can
agree upon for your sales process?
[4 minutes]](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-64-320.jpg)
![+
Exercise
Draw a 2-column table:
Time Period | Action
Write down what you would need to do in the
first minute, hour, day, week, month, quarter,
and year.
[4.5 minutes]](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-68-320.jpg)
![+
Exercise
How many seat licenses?
Billing cycles?
Budget cycles?
Signatory?
Renewal clauses?
Right to cure?
[3 minutes]](https://image.slidesharecdn.com/sartafindyourfirstcustomer2013-08-21final-150319104420-conversion-gate01/85/Using-the-Sales-Model-Canvas-Find-your-first-customer-then-10-more-73-320.jpg)
Using the Sales Model Canvas: Find your first customer, then 10 more...
- 1. + Finding Your First [Enterprise] Customer, Then 10 More… SARTA Workshop Sacramento, CA March 18, 2015
- 2. + Today’s (very aggressive) Objectives By the completion of today’s workshop, you will be able to: Construct a selling framework; Identify risks in your sales process; Identify Buyer Types, Stages of the Sales, and Stalls; Develop Value Statements. Define milestones & metrics.
- 3. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 4. + Exercise Think of a Prospective Customer(s) [1 minute]
- 5. + Your customers are lazy cows…
- 7. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 8. + Nobody cares about your product
- 9. + Why [People at] Enterprises Buy + Revenue + Efficiency - Cost - Risk
- 14. + Exercise Why does your Customer buy your product? + Revenue? - Cost? + Efficiency? - Risk? [3 minutes]
- 15. 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
- 16. +How big is the problem?
- 17. + In other words, find this…
- 18. + 4 problems worth solving…
- 19. + Problem #1: Coordination Image Source: http://www.slate.com/blogs/the_vault/2014/02/05/the_first_modern_organizational_chart_is_a_thing_of_beauty.htm l
- 20. Image source: Galbraith “Designing Organizations: An Executive Guide to Strategy, Structure, and Process Revised “
- 21. + Problem 2: Reduce transaction costs
- 22. +
- 23. + Problem #3: Create information 01110011 01101111 01101101 01100101 01110100 01101000 01101001 01101110 01100111 00001101 00001010
- 24. + Problem #4: Solve for X-Efficiency
- 25. + Companies don’t make decisions. People at companies make decisions.
- 26. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 27. + USER BUYER ECONOMIC BUYER TECHNICAL BUYER PRODUCT CHAMPION
- 28. + Why [People at] Enterprises Buy + Revenue + Efficiency - Cost - Risk
- 29. + Identify the purchasing motivation for each buyer [EXERCISE]
- 30. + Most buyers are novices
- 31. + Beware of the Purchasing Zombies!
- 32. + Zombie #1: The buyer that talks price in the first conversation.
- 33. + Zombie #2: “I make the decision on this."
- 34. + Zombie #3: “Send me a one-pager and I’ll present at the next meeting."
- 35. + Zombie #4: The job of IT, procurement, & vendor management is to keep their job.
- 36. + There is never a shortage of interesting conversations.
- 38. + Exercise Use a current sales situation & your points of contact at your prospective customer Draw a 4-column grid: Buyer Type| Person’s Name | Motivation | [Blank] What is the primary motivation for each Buyer to use your solution? [4 minutes]
- 39. + Economic Buyer User Buyer Technical Buyer Product Champion + Eff - Risk- Costs+ Revenue
- 40. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 41. + Value Statement Construction 1. It’s not what your product does 2. What need does your solution fill? 3. Think numbers (%, $, days, units)
- 42. + “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 …”
- 43. + Economic Buyer User Buyer Technical Buyer Product Champion + Eff - Risk- Costs+ Revenue
- 44. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 45. + Status quo is the biggest competitor.
- 46. + [People at] Companies are risk averse.
- 47. + 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]
- 48. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 49. + Build a “work plan” (not a proposal…)
- 51. + 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?
- 53. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 54. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 55. + 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
- 56. + Stages + Stalls A. Qualification 1 . NEEDS ANALYSIS B. Initial Demo 2. EVALUATION OF TOPIC C. Proposal Work Plan 3. RESOLUTION OF CONCERNS D. Technical Demo 4. IMPLEMENTATION
- 57. + Where do deals usually stall? A. Qualification B. Initial Demo C. Proposals D. Technical Demo
- 58. + Exercise Where, how, and why are your sales conversations stalling? How can you maintain control? [5 minutes]
- 59. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 60. + Who’s in control of the next step?
- 61. + Key Metrics & Milestones: Examples Non-disclosure Agreement Introductions to additional buyers (i.e. technical, economic, user) Onsite visit to your office Technology audits to estimated configuration costs Implementation planning
- 64. + Exercise What are the key milestones and metrics that both you and the customer can agree upon for your sales process? [4 minutes]
- 65. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 66. + Sales Mapping
- 67. + 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?
- 68. + Exercise Draw a 2-column table: Time Period | Action Write down what you would need to do in the first minute, hour, day, week, month, quarter, and year. [4.5 minutes]
- 69. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 70. + Executives think: “What can this product do for me? How can I put it to work for my business?”
- 71. + Zombie #1: The buyer that talks price in the first conversation.
- 72. + Strategy: Run a pilot.
- 73. + Exercise How many seat licenses? Billing cycles? Budget cycles? Signatory? Renewal clauses? Right to cure? [3 minutes]
- 74. 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 Sale 7. Key Metrics & Milestones 8. Sales Map 9. Work Agreement & Economics
- 75. + Sales Interactions per Revenue Revenue per year # of sales interactions $10 1 $100 2 $1000 4 $10,000 8 $100,000 16 $1,000,000 32 $10,000,000 64 $100,000,000 132
- 76. + Wrapping up…
- 77. + Products & Solutions Self-Learning: Books & online courses Workshops & 1:1 Coaching Advisory & Consulting Talent Recruiting & Team Development
- 78. “Startup Selling: Sell More Stuff” Coupon Code: SARTA-2015
- 80. + FREE Webinar: Using LinkedIn for Customer Development & Sales
- 81. + 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
- 82. + How was today’s workshop?
Editor's Notes
- #20: One of the biggest problems you can solve for customers is “Coordination.” “Coordination is managing dependencies between activities.”
- #25: X-inefficiency is the difference between efficient behavior of businesses assumed or implied by economic theory and their observed behavior in practice.
- #31: Usually your buyers doesn’t know how purchasing decisions are made.
- #36: They don’t trust you. They don’t like you. They’ve seen you’re kind 100 times before and they know that you don’t know what you’re doing and that you’re going to pester them for the next six months with emails, phone calls, and otherwise asking them for help so that you can sell your product and earn a commission so you can buy a new 5-series BMW and take a vacation in Hawaii while they work in their cubicles for $55,000 a year hoping that it snows so the office closes so that they can get a free day off of work.
- #73: Don’t sell the whole thing. i.e. Trials with rules.