Preparing to Sell

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Nothing happens until a sale is made -
Accounting Text Book
Preparing to Sell
Javier Quezada OneHemisphere 408.834.4225 javier_at_o
nehem.com
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Sales Approach
Strategy
Execution
Marketing
Sales
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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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Sales Mantra

• Hope is not a Sales Strategy

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Sales is a Process
DemandGeneration
SalesEngagement
SalesClosure
Delivery
Awareness
Sales Pipeline
Sales Forecast
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Preparing to Sell

• 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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Where to Find Prospects

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

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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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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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_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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Sample Sales Tools
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Sample Sales Tool
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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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_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