Preparing to Sell

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From Zero to Sales
Preparing to Sell
Javier Quezada OneHemisphere 408.834.4225 javier_at_o
nehem.com
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OneHemisphere Background
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Sales Approach
Strategy
Execution
Marketing
Sales
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What You Need To Sell

• Committed US Business Team
• Legal US Business Entity Established
• Product / Service Definition
• Differentiated Value Proposition (Positioning)
• Americanized Website
• Formal Powerpoint presentation
• Sales Contracts and Forms
• Business Cards
• Brochures
• 30 Second Pitch
• 1 Page Letter of Intro
• List of 100 Prospects
• Pipeline / Activity Tracking System

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What You Need to Sell Cont..

• GTM Strategy
• Sales Execution Strategy
• Venture Capital Strategy
• Goal acquisition Strategy

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Mexico vs USA A Cultural Perspective

• Market Comparison
• Mexico Big Competition / Small Market
• USA Big Competition / Big Market
• In Technology Mexico 2.5 of USA Market
• Business Values
• Specialization
• Cannot be All things to All People
• Professionalism
• Product Expertise
• Industry Expertise
• Trusted Partner of the customer
• Americanization
• .com not .com.mx
• Relationships Contacts and Connections
• Get you an introduction Not a sale
• Your Brand is important
• Company and Personal
• Perception of Time
• Mid to Long Term Perspective vs. Short Term

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Mexico vs USA A Cultural Perspective

• Perception of Time
• On Time vs. Latino Time
• Mid to Long Term Perspective vs. Short Term
• Mañana
• Self-Perception
• Confidence

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Sales is a Process
DemandGeneration
SalesEngagement
SalesClosure
Delivery
Awareness
Sales Pipeline
Sales Forecast
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Sales Mantra

• Hope is not a Sales Strategy

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Sales Preparation (Strategy)

• Determine your Reason for Existence
• Assess Your Market Opportunities
• Perform a Market Analysis / Positioning
• Perform a Competitive Analysis / Positioning
• Determine your Go To Market Execution Strategy

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Reason for Existence

• Why do you do what you do
• Vision / Mission
• Core Purpose
• What market need are you satisfying
• What value do you bring to your Customer
• ROI
• TCO
• How do your customers Perceive you
• Mexico
• USA
• _at_ACTION ITEM Your Message to the World
• Develop your 30 second Pitch
• Formalize it in a 1 Page Letter for a key
  decision maker

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Assessing Market Opportunities

• Market Trends
• Who has money to spend?
• Why are they spending money and for what
  projects?
• Target Prospect Profile
• By Industry
• By Revenue
• By Company size
• Value Proposition
• What can you do for these targets
• Prospecting
• Network, Network, Network
• Online Research
• _at_ACTION ITEM
• Research 10 prospects
• Use Local Public Library Tools
• ReferenceUSA Recommended

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Market Analysis / Positioning

• How will you position yourself in the market
  place
• Differentiation?
• Price?
• Capabilities?

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Competitive Analysis / Positioning

• Who is your competition?
• What are their Strengths?
• What are their Weaknesses?
• You
• What are your Strengths?
• What are your Weaknesses?
• How are you Different
• What makes you special?

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Your Go To Market Execution Strategy

• Who are your Target Prospects
• Who do you need to meet?
• Where are they located?
• What relationships can you leverage?
• How will you go after them
• Direct / Indirect or Both?
• Leverage existing relationships
• Network, Network, Network
• Local Business Organizations
• Chambers of Commerce
• Hispanic Business Organizations
• Technology Networking Organizations
• How will you measure your results
• Goals and Objectives
• Time frames
• Pipeline Tracking Tool

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Sales Preparation (Execution)

• Determine Sales Execution Strategy
• Target Prospect Profiles
• Develop List of Target Prospects
• Determine Value Proposition and Match
• Know Your Competition
• Networking Strategy
• Measure Your Efforts / Successes

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Determine Direct / Indirect Sales Model

• Direct Sales Advantages
• Committed Sales Force
• Ability to Control more effectively
• Accountability
• Direct Sales Disadvantages
• Higher Cost of Sales
• Difficult to recruit the right sales person

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Determine Direct / Indirect Sales Model

• Indirect Channel Advantages
• Lower Cost of Sales
• Faster Go to Market
• Leverage existing install base of clients
• Mitigate Risk
• Indirect Channel Disadvantages
• Difficult to Control
• Compete for Mindshare
• Less sales commitment

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Target Prospect Profile

• Describe an ideal prospect
• Company Size
• Revenue
• Employees
• Target Decision Maker
• Industry
• Territory / Geography
• Money to spend?
• Pain Point

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Develop List of Target Prospects

• 100 Target Prospects
• Match to ideal prospects
• Proactively search

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Where to Find Prospects

• Online
• Warm calling vs. Cold calling
• Networking, Networking, Networking
• Chamber of Commerce
• Silicon Valley Organizations
• Partner Technologies
• Other Techba companies

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Measuring activity, results
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Measuring activity, results
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Pipeline Development A Start

• Goal Generate Meetings
• Create a 1 Page Introduction Letter
• Targeted Audience Key Decision Maker (CEO, CFO,
  CFO, CAOetc)
• Include Compelling statement regarding your
  company
• Include measured success stories and results
• Include reference Quote
• Develop a list of Targeted Prospects
• 100 Targets
• Excel Spreadsheet
• Decision maker names and contact information
• Mail letters to selected key decision makers
• Develop your 30 second sales pitch
• Focused, clear and compelling value proposition
• Follow up with Phone calls and ask for meeting

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Awareness

• 30 Second Pitch
• 1 Page Letter / Email Introduction
• Telephone Script and QA
• Marketing Materials
• Differentiate yourself

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Demand Generation

• Focus on the Right Prospects
• Prospecting
• Networking
• Generate Interest
• Volume Word of Mouth

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Sales Engagement

• Confidence, Confidence, Confidence
• Clean, concise sales presentation
• Goal oriented sales meeting
• Sales Meetings dos and donts
• Always leave the door open
• Concrete next steps / activities
• No Not now
• Be open to Beta/Try and Buy
• Ask for the Purchase Order

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Sales Closure

• Goal is customer signed Purchase Order
• Get Customer to commit by signing something

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Delivery

• Be accurate in establishing delivery expectations
• Tell them what you are going to do, Do it, and
  tell them what you did
• Deliver 100 on Expectations
• Successful delivery Repeat Business!!

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Its a Numbers Game

• Awareness
• The more prospects you touch and know that you
  exist, the higher the chances of generating
  demand
• Demand Generation
• The more interested prospects that you
  generate, the higher your chances to engage in
  sales opportunities
• Sales Engagement
• The more sales engagements you participate in,
  the higher your chances of closing new customers
• Sales Closure
• The more sales you close..
• Delivery
• The more times you work with customers, and
  deliver on customer satisfaction, the more new
  opportunities you generate
• Rule of thumb
• 100 targets should generate 10 sales
  engagements
• 10 sales engagements should generate 2 sales

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• Sales Prep
• Seminar Part II

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Agenda

• Revisit past Action Items
• 30 Second Pitches
• Recap of individual sessions
• Go To Market Strategies
• Sales (Goals) Execution Strategies
• Check List for New Action Items

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_at_ACTION ITEMS

• Register with a local public library
• Look for FREE Business Resources at your local
  library
• ReferenceUSA
• Develop Pipeline Tracking System
• Excel Spreadsheet
• Target Prospect Names
• Addresses
• Key Decision Makers (Leaders, Financial,
  Operations etc..)
• Develop your 1 Page Introduction Letter
• Develop your 30 Second Sales Pitch

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_at_ACTION ITEMS Part 2

• Ensure you have an Americanized Website
• Ensure you have a valid .com email addressNOT a
  .com.mx email address
• Develop a PowerPoint Presentation
• Develop a Company and Product/Service Brochure

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_at_ACTION ITEMS Part 3

• Recommended Books
• Selling to VITO Anthony Parinello
• Little Red Book of Selling Jeffrey Gitomer
• The Art of the Start Guy Kawasaki
• Recommended Movies
• Glengarry GlenRoss
• The Boiler Room

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30 Second Pitches
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Recap of Individual Sessions

• Clarity of GTM strategy
• Clarity of Sales Execution Strategy
• Product? Service? Both?
• Sales versus Venture Capital
• Presence Commitment
• What are your challenges / questions?