Sales For Start Ups

S l f St tSales for Start upsWhat professional salespeople can … and can’t … What professional salespeople can … and can t … do for you

David A. Jarvis, Ph.D.Technical Sales Consultants, LLCMiddletown, Maryland, [email protected]@techsalesconsultants.comwww.techsalesconsultants.com

S l f St t U O iSales for Start Ups - Overview

E i i l f d CEO 1. Everyone is in sales: founder, CEO, scientist

2 When to hire a professional when not to2. When to hire a professional … when not to3. What professional sales people do … and

don’t do4. Other methods to generate sales5. Who to hire and how to hire

H l f lt t6. Help from consultants

© 2009 Technical Sales Consultants, LLC

S l Skill f ESales Skills for Everyone

T i i f CEO f d i i Training for CEOs, founders, scientists, accountants, receptionists, etc.The 30-second message simple & clearThe 30 second message … simple & clearAsking questions, listening to answersThe 30 minute seminar … simple, with pmore stories & support dataUnderstanding objectionsU d t di i di id l dUnderstanding individual needs


Wh t F d d llWhat Founders do well

C d i dibiliCommand instant credibilityLeverage position powerImproviseImproviseSee new possibilitiesGive in-depth explanationsGive in depth explanationsMake it work when others can’tConvince people to try it when others can’t

But these abilities can be difficult to transfer to others …


Wh t l l d llWhat salespeople do well

E l i h d H l f l Explain the product or serviceIndividualize the

Help customers feel valuedEngage in two-way Individualize the

presentationKeep the buying

Engage in two way conversationsUnderstand

process movingEstablish lasting relationships

competitionOvercome objectionsrelationships

Negotiate dealsobjectionsmultiply a successful process


Wh t l l d ’t d llWhat sales people don’t do well

R h l bReach large numbersIncrease awarenessImprovise a new strategyImprovise a new strategyDeal with ambiguityReduce costsReduce costsReplicate what the founder has done


Wh t hi lWhen to hire a salesperson

P b bl Probably not yet …. When you can afford a salaryAfter the first successful customersAfter the first successful customersAfter determining the ideal customerAfter getting your story straightAfter getting your story straightWhen you can’t respond to all the inquiries


Fi t Thi Fi tFirst Things First

G iGenerate responses via:EmailSearch Engine marketingg gPrint advertisingDirect mailConferences: talks posters exhibits sponsorshipConferences: talks, posters, exhibits, sponsorship

Follow up by telephoneMake your offering user-friendlyy g yDevelop reference customers


G ill M k ti fi tGuerilla Marketing comes first

W i & ill hi 1. Write & illustrate a white paper2. Network!3 Adjust your story and your product until 3. Adjust your story and your product until

you have a predictable revenue flow4. Use phone support & follow upp pp p5. Then hire a salesperson to triple your

revenue flow


L t fLow cost conferences

S b i i i b f lkSubmit an exciting abstract for a talkMake it a great talkBe available just after the talkBe available just after the talkPrepare a poster as wellUse the poster to collect business cardsUse the poster to collect business cardsMeet other presenters, exchange cardsCheck out the exhibit trafficRent the conference attendance list


Wh t hiWho to hire

A hA person who:Has good relationships in the target customer basecustomer baseUnderstands your technologyUnderstands your marketyBroad experience in sales & marketingHas a stable and solid history

But beware of inexperience and puzzling resumes

© 2009 Technical Sales Consultants, LLCresumes

H b id lHybrid roles

T h i l l h l k iTechnical people who learn marketingPhone Sales and Tech SupportSales / Marketing / Business DevSales / Marketing / Business Dev.Technical seminar speaker to technical salesApplications scientist and technical sales


H t hiHow to hire

Y k f f i d d ll1. Your network of friends and colleagues2. Recruiters3 Online services3. Online services4. Get expert help with interviewing and

decision makingg


H l f lt tHelp from consultants

ffConsultants can be a cost-effective way to get started:

Pl i th t tPlanning the strategyDeveloping the storyInterviewing hiring training coachingInterviewing, hiring, training, coachingMaking introductions


T h i l S l C lt t LLCTechnical Sales Consultants, LLC

Our clients say we help them:Make sales people more effectiveH l t l t t d lHelp create a sales strategy and planProvide valuable training and coaching for managers and salespeoplemanagers and salespeopleTeach scientists & CEOs to sell and train

We’re excited about helping new technology companies get to profitability quickly, so that drug discovery becomes successful again!


SSummary

E b d i i l i h llEverybody is in sales; train them wellHire a professional when ready; the best you can findyou can findConsider a hybrid skill setUse multiple marketing techniques in p g qparallel


Sales For Start Ups

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