B2B Startup First vital Sales Steps that matter Vinay Kalyan Parakala President Sales Enablement Society, Bangalore
Sales Strategy Unraveled… “I keep six honest serving men, they taught me all I knew; Their names are… What and Where and Who and How and When and Why.” The key to building your sales strategy in 6 steps 1.1. What is the 2. Where is it 3. Who is it 4. When is it product/service being sold being sold to being sold 5. How is it 6. Why will being sold they buy it
Step 1: The ‘What’ What’s on the can? What’s the can? Do they know what Logical packaging they are buying The Offering – your product/service What’s the price? What you pay for is what you get (Free, Freemium, Premium) Key Q: Is your offering, Clear, Complete, Concise, Concrete & Correct (5C’s) ?
Step 2 & 3: The ‘Where’ & The ‘Who’ These steps overlap and are best deciphered together to define your Target Market and Target Customer PAM: Potential Addressable Market TAM: Total Addressable Market Lead: Suspect Prospect: List of Suspect: List of companies in companies that you suspects who show SOM should/can/have SAM: interest contacted Serviceable Addressable Market SOM: Serviceable Obtainable Market Key Q: What is your 1 st year’s revenue plan/What is your 1 st year’s customer roster?
Step 4: The ‘How’ Buyer Personas GTM Go To Market Ideal Customer Initiator, Influencer, plan Vertical, Size, Type Decision Maker, User This is the high activity zone of your sales strategy Pitch Hook, Intro, Database A list of Pain points, Story Campaign Inbound all individuals you telling, Solution, and/or outbound would like to talk to Positive outcome Sales process Self service, Inside Account Based sales, Field sales, Marketing (ABM) Channel sales Key Q: Who is your CRO?
Step 5: The ‘When’ Call/Email Social Selling Timing Timing Timing is everything in sales Budget/Deadline ABM Timing Timing Key Q: Are you being contextual?
Step 6: The ‘Why’ Cognitive Differentiators Reframing Vs & Competition Reacting Why will they buy? Consultative Core Group of Selling Influence Key Q: All bias aside, will you buy your product/service?
Other Key strategies • Objection Handling • Negotiation – The Roof & The Floor • Lead/Opportunity Qualification • BANT (Budget, Authority, Need, Timeline) • ICPD (Impact, Critical Event, Priority, Decision Process) • Lead to Logo: MQL to SAL to SQL to Logo • Sales Technology – CRM, Call, Automation, Chatbots • Outsourcing
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