Sales and Marketing

Source: Justinas Taruska

and 70Ventures
Tools of environment analysis:

 Products are sold because they solve a problem

or fill a need.
 Not every product solves problems.
 Some provide fun or information, others
glamour or romance.

The Startup Owner’s Manual. The Step-by-Step Guide for Building a Great Company. Steve Blank and Bob
Dorf. 2012
Customer Types

Decision
Maker
Economic
Buyer
Recommenders

Influencers

End Users
 Decision
Maker

Economic
End Users
Buyer

1. The day-to-day users of a

product push the buttons,
Recommenders
touch the products, use it, love
it, and hate it.
2. A deep understanding of their
Influencers needs and motivations is vital,
recognizing that the end user
may often the last influence in
End Users
the sales or adoption process.
Influencers
1. An influencer is an individual
who has the power to affect
purchase decisions of others
because of his/her authority,
knowledge, position or
relationship with his/her
audience.
 Recommenders
 They influence purchase decisions but
differ from influencers because their
opinions can make or break a sale.
 A recommender could be a blogger,
recommend a new online game.
 Netflix, YouTube, Tinder, and Amazon are
all examples of recommender systems in
use. The systems entice users with
relevant suggestions based on the
choices they make.
 Decision
Maker

Economic
Economic Buyers
Buyer

 Economic buyers They sit

further up decision chain and
Recommenders
often control or approve the
purchase or budget.
 Low cost of ownership, good
Influencers budget fit, financially
responsible,

End Users
Decision-makers
 Decision maker as a “person who
decides things, especially at a high
level in an organization.”
 A decision maker might be
responsible for
strategic decisions like acquisitions,
business expansion or capital
investment.
 ... or MAM, DAD, Honey
Saboteurs (Haters)
 They can lurk anywhere and
hold titles including CFO, CIO,
child, spouse, or purchasing
agent with friends. Their veto
can slow dramatically.
 Find them, identify patterns
that reveal where they're
hiding in the decision process.
How

Discover how
customers „work“
and write it down,
delineating a day
in their life.
 Having deeper understanding of a
customer‘s typical day, you realize that except
in rare cases, must customers don‘t work by
themselves.
Consumers with friends and family, while
businesspeople interact with their colleagues.
 Who Your Customers Are?
Archetype Highlights Customer Acquisition Guidance
Age 45-55, high income Use for targeting mass banner ad, textlink campaigns
Two working professionals Don’t advertise or promote during the workday, inefficient

Buy fresh gourmet produce
Drive luxury cars
Frequent business travelers
Cooks only on weekends
Entertain friends at home often
Reach these bloggers, co-promote with gourmet food
sites
Consider co-promotion offers from high- end auto
Websites
Send press realeases to travel Web sites, bloggers
Don’t run AdWords during the week to save dollars send –
mail blast, Tweets, text Thursday/Friday
Co-opromote with home, entertainment sites, blogs

A customer archetype combines everything you know about your “most typical” customers or
users into one or more complete profiles.

A guide to Using Customer/ Archetypes to Drive Strategy

 Where will you find your customers?
“Day in the Life” Highlights Customer Acquisition Guidance
o Under 15min/day on social nets Facebook, social media a low marketing priority
o 3 texts daily, mostly with Forget Twitter for this audience
spaouse
o Read cooking magazines, sites Big PR push in this arena: recipes, press releases

o Watch celebrity chefs 2-3x/week Try to get founders as guests on shows; co-promote

o Hour a day reading news sites Reach food/lifestyle editors at news publications
o 20 min/day online not for work Test before spending on e-mail blasts, online ad
campaigns

Create a “day in the life” scenario using 15 minute increments from wakeup to bedtime,
paying close attention to time spent on web/mobile devices.What Your customers is
actually doing on the device and hoe long.
A guide to Using A Day-in-the- Life to Drive Strategy
Source:
https://www.slideshare.net/mobiledreams/the-new-multiscreen-world-understanding-cros
splatform-consumer-behavior
Channels
 Web/Online

OEM

System Integrators
Our Company Our Costumers
Direct Sales Force

Value – Added
Reseller

Dealers

Distributors

Resellers/Mass
Merchant
Physical Distribution Channel Choices
Web/Online

OEM – Original Equipment Manufacturers. OEM’s buy a product to make ir part of their
larger product. PC maker.
System Integrators – These organizations sell principally in technology insdustries in
business-to-business sales.

Direct Sales Force –The Salespeople sell direct to end users or to resellers.

Value – Added Reseller

Mass merchandiser - Huge retail store offering a very wide range of product categories such
as accessories, appliances, clothing, furniture, office equipment and stationery, and shoes.

Distributors/Resellers – Often are selling products from manufacturer to distributors.

Dealers – Dealers are usually independent retailers or small chains that display and promote
what’s generally a limited selection of products.
 Web/Mobile Distribution Channel Choices

Dedicated E-Commerce. Your Web

site – directly sales by your own.

Platform App Store- Apple. Android

Our Company e Distribution – Amazon (55%). Salles Our Costumers

on others e-commers sites

Aggregator – Zappos. Aggregate

Pick on distribution
many products from hundreds of
channel. You can add
manufacturers. The online equivalent
additional channels as you
of physical shopping mall.
scale and grow

Social Commerce – FB, Twiter

Flash Sales – Groupon. Offer a list
consumers deep discounts, an offers
expiring 24 or 48 ours.
 Awareness lets potential customers
know about your product or
service( radio ads saying – “Now you
can fly cheaper”.
 Interest means the message is no
longer being ignored even if the
prospect isn’t ready to act – I should
try low cost airlines
 Consideration – follows interest when
the message is powerful enough –
Why don’t I take JetBlue for next
month?
 Purchase – follows consideration. It’s
clearly the desired result of “get”
activities.
Earned and paid Media Feeding the “Get Customers” Funnel
Keep Customers Simple tactic, just
test one of them:
Loyalty programs;
Customer check-in: once per month, or a quarter simply to thank
them for their business and see how they like the product.
Launch a customer-satisfaction survey: Whether on the web or by
mail or e-mail, plana to check with customers about their use of and
satisfaction with the product or service.
Send product-update bulletins: create simple tip sheets or user
notes on how customers are making the most of the product.
Monitor customer- services issues;
Customer lock-in/high switching cost: If it’s relatively easy for your
customer to switch from your products to your competitors, you need
to find tactics for “locking in” customers to your product or solution.
 It’s 5-10x cheaper to keep a
customer than to acquire one.
Source: https://www.slideshare.net/sblank/xmba-296-t-lecture-4-demand-creation/41-
Keep_Customers_Contests_events_Blogs
Grow Customers

Once company has a customer, why not sell them

more, since it cost less than acquiring new customers?
Describe how the company will get more revenue from
its existing customer base with programs that sell more
and encourage customers to refer new ones to the
company.
Grow customers
 Upsell offers such as “spend
25 EUR more and get free
shipping
 In-pack promotional mailers of
offers, coupons, and samples
 Specials or premiums only
available to customers who
meet with a sales rep.
 First your image, then - sales

 H2H- Human To Human.

In this digital world, selling (particularly online)
is seen by some to have become unfriendly
and overly formal, losing that personal touch
and conversation that, of old, would allow us to
actually build a relationship with our
customers, rather than just perform a
transaction.
 The simple “how are you?” when you walk
into a store and the “have a lovely day”
when you leave.

Source: https://salesgamechangerprogram.com/b2b-b2c-sales/
Salesman VS Marketer
soft (SOFT) features: hard features:

 Cold calls Sales Engineering:

 Negotiations • Sales Process
 Product delivery • Sales Planning
 Close of deals • Tools (CRM, etc.)
 Value to the customer Customer Segmentation

Characteristics Of A Salesman
Spustelėkite piktogramą norėdami įtraukti paveikslėlį

1. SALES PROCESSES
2. ICP - IDEAL CUSTOMER
DESCRIPTION CHANNELS
3. FEATURES
4. PREPARATION (RELIABILITY
/ NETWORK)
5. TRAIN YOUR / TEAM /
COMPANY
1. TOOLS (CRM)
2. KNOWLEDGE
3. UNDERSTANDING SALES
4. SKILLS IN THE SALES PROCESS
5. SIMPLE SALES
WHAT IS THE PROBLEM CRM solves?

 INCREASE SALES

 MEASURES

 EDUCATES SALESPEOPLE

 PLANNER SALES / FORECAST

For sales automation
B2B - Business to business.
SaaS - Software as a Service.
Specialized Sales Team - A sales team consisting of three sales
positions. Each role has only one KPI to reach.
This set-up results in highly predictable outcomes.
GDPR - General Data Protection Regulation.
CRM - Customer Relationship Management system.
ICP - Ideal customer profile.
LRS - Lead Research Specialist.
SDR - Sales Development Representative.
AE - Account Executive.
CS - Customer Success team.
MRR - Monthly recurring revenue.
ARR - Annual recurring revenue.
TAM - Total addressable market in the number of companies.
Outbound - Sales process when company initiates
contact with potential customers by reaching out them directly.
Inbound - Sales process based on marketing efforts encouraging
potential customers to express interest in company’s information or
products before company directly contacts with them contact.
Data-Driven Sales framework allows early-stage
B2B startups testing and tuning up their market
assumptions in the most efficient way. It will help to
reach go-to-market or achieve product-market-fit as
economically and quickly as possible.
The Specialized Sales Team framework will help
you to build an efficient inside sales machine which
is easily scalable. With this framework, you will
validate or deny your assumptions about the
market, clarify who is your ideal customer and grow
your revenue in a predictable way.
Source: Jean-Baptiste (JB) Daguené
4% of Lithuanian companies use
CRM
Source: 2018 UAB “Informacijos konsultacijos
A Sales Chanel‘s

• EXHIBITIONS
• CONFERENCE /
WORKSHOP /
MEETUP
• NETWORKING
• SOCIAL NETWORK
• COLD CALL
• C2C
SALES PROCESS PURCHASES PROCESS
How long does your conversation
with the customer ?

 1 MIN.
 3 MIN.
 15 MIN.
 30 MIN.
 1 VAL.
 1.5 VAL.
Sales „pitching“
1. STORYTELLING
2. PROBLEM
3. HOW TO SOLVE?
4. CREDIBILITY
5. WORKING WITH X / Y / X
6. WE HAVE X NUMBER OF
CUSTOMERS
7. PRELIMINARY AGREEMENTS
8. IMPORTANT EVENT
WHAT IS IMPORTANT FOR
FIRST CUSTOMERS?

1. “SIMILIARITIES” IR “LIKE YOU”

2. CREDIBILITY
3. WHO YOU’RE
4. REFERENCES
5. WHY TO BUY FROM YOU NOT FROM IBM
6. GOOD SALES PITCH / SHOW •
7. PROBLEM SOLVER •
8. EARLY ADOPTER / EARLY EVANGELISTS
 • NO CREDIBILITY
• NO NETWORK
• I WILL BE FIRED
• TOO
COMPLICATED
• FROM NO WHERE
• ON WAITING LIST

How they see you ?

 SALES CYCLE

1. LEAD GENERATION /
POTENCIAL CUSTOMERS
CONTACTS/
2. FOLLOW UP X 5 The term early
3. MEETING/CALL/CONFERENCE adopter refers to an
individual or business
4. FOLLOW UP X 5 who uses a new
5. WAITING LIST (DIRECT product, innovation, or
technology before
COMPETITORS / INDIRECT others
COMPETITORS)
6. EARLY ADOPTER / EARLY
EVANGELISTS
 LINKEDIN

575 +M

 KEEP RELATIONSHIP
 DO BUSINESS
 80% of all calls go to
Voicemail
and 90% of first missed
voice
messages are unanswered.
ONLY 2% of cold calls turn
into a meeting / demo!
Source: Leap Lop
Source: Ring Lead
ONLY 30% open emails

ONLY 5% reply to emails

Linkedin 45.000 +CEO

20.000 + “managers”
20x “more views of profile”
In Cell phone experience
Spustelėkite piktogramą norėdami įtraukti paveikslėlį
NO SALES!! First - connection
MISTAKES!

• 3 SENTENCES
• PERSONALIZE
• CTA
• NEXT
Keep connections