Sales Series 2 – Startup Sales

Hello again everyone! It's Chin, Head of Growth here at Spring.

In the last video we talked a bit about Sales vs.

Marketing(Push & Pull) Today I want to go into a bit more.

I decided that the originalplan was to make 1 video a week on Wednesdays, but I think I might have tomake more videos in order to get more content out.

I'm already on page 16 of theguide which I'm creating for sales, and it's only less than 1/4 through soI probably make a lot more videos to just to get more of this content out.

Quickly, first off apologize forthe look, I actually had a very embarrassing moment where on Wednesday, I got up too quickly after watching TV, and for the first time in my life Iblacked out! I don't know if this ever happens to any of you.

You know sometimesyou get up too quickly, you feel a bit woozy.

But this was the first time I actuallyblacked out, and before I knew it, I was like "oh what happened to my face? Itreally really hurts, and why am I on the floor?!" So turns out I smashed my faceagainst the floor.

1 quick ask before I get into today's content is – asyou know, I'm not doing any editing on these videos at all.

If anyone thinks that they can make the videos look a bit more professional, feel free to reach out, I'd love to get a bit of your support on this.

Alright so on to today's topic! Today I want to talk a bit about Startup Sales.

Startup Sales is interesting because a lot of people, when they're getting intosales, they tend to have the wrong mindset.

My recommendationfor an early entrepreneur or for a start-up is to focus about 80% of the efforts onsales and only about 20% on marketing.

Eventually, of course, the end goal isshift to about 80-100% marketing to 0-20% onsales.

To elaborate a bit more – in the early stages, I find that sales isabsolutely invaluable.

You really want to do as much sales as possible becausethere is no better substitution than going out and speaking to your customers.

All of this will help you gain all the knowledge that you need in order toshape marketing.

If you start by focusing on marketing instead, you're hitting theground running with a lot of assumptions and it's all untested, so you actually have to manually test things one by one and you don't really know what works, what language to use,what audience to go after.

If you're familiar with the Lean Startup, you'veheard of the phrase "Customer Discovery or Customer Development"It's basically sales in the early stages.

In the early years ofrunning your business, typically you're focus on testing 2main things.

It's usually 1.

Who is the ideal customer/Ideal market/Idealdecision-maker, especially if you're selling b2b 2.

What the main sellingpoint or features are.

Other things that you're starting to consider aswell is – you want to try to understand the buying process, the objections, the right prices for your product.

All these kind of things.

There's no better way to do all of this than by actually speakingto your customers especially face-to-face, rather than through a survey.

a lot of earlyentrepreneurs will tend to default to a survey when they're doing customerdiscovery.

You want to try to avoid that because, every layer – 1.

Face-to-face 2.

Phone call and then 3.

Surveys, every layer you go down you,lose an element.

For example face-to -face you can hear intonation, you can readbody language, and there's the context based on their answers.

If you godown to a phone call, you immediately lose the body language aspect, so you don't knowhow excited someone is – if they're leaning forward if they're smiling, if they're nodding.

Then ofcourse if you're doing a survey, you don't even know anything, because there is nocontext around tone of voice, excitement, you can't tell it if they're speaking quickly,speaking slowly, and sometimes people over think things when they write out aresponse in a survey.

So just keep some of those things in mind.

That's why I always recommend face-to-face selling at the start, just to get to knowyour customers a little bit better.

When you think about marketing then,it's really the exact opposite of what I just talked about, it's not face-to-face, it's all about trying to hide behind a screen, you're putting up an Ad, and it'sreally hard for you to see if something successful, or if something is successful,you don't really know what's causing it.

You don't know if you're using thewrong copy, you don't know if you're advertising to the wrong audience, or you don't know if your product actually solves a problem.

When you go out and you do customerdiscovery or early sales, what you're trying to do is – you're actually notpitching a product, you don't start by saying "Hey I have the solution, you wantto buy it?" You want to start by understanding your customers and you'refocused on listening.

When it comes to that then, what you want to approach it with yourmindset of, is you want to try to understand what's in your customers headbefore giving them ideas.

You want to try to understand their problems beforetalking about solutions.

I'm trying to understand and ask questionsaround their challenges, try to ask WHY as many times aspossible.

Sometimes people will give very superficial answers, and then you want to try to drill down towhat's underlying that, what's a root cause of that.

As you learn more about yourcustomers, you'll dial in more into product-market fit, you better understand "Okay I know exactlythis is the customer I want to go after, I know exactly this is how to describe the problem" and thiswill help you shape up your marketing strategy,and it will help allow you to move away from a salesprocess.

As someone who's in Sales, it's strange to hear me advocatefor moving away from the sales process because – I also believe that while sales people areamazing, it is also a huge if drain on financial resources because sales peopletypically the highest compensated talent in your organization.

Andeventually, you'll want to automate as much as possible, and move all of your buying efforts into marketing and instead turn sales more into anadmissions process or an onboarding process, or a customer service process.

That's the mindset that I want to try to get you to get into, in termsof early sales.

I kind of skipped over a lot of techniques, I'm not going to gointo too much detail in this video, so look forward to the next video.

In thenext video I'll be talking a bit about Growth Strategies, that would be funbecause Growth Strategies will get you to think about not only sales and marketing,but also how else are you designing your product and what's the main way foryou to acquire new customers and users.

So look forward to that! Again anyquestions, any comments, if you have any observations that you've made with yourbusiness and you'd like to share your insights with the audience as well, feel free to comment down below.

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