Slide utilisé dans le cours n°18 de la Y Combinator Startup Class de Standford (http://startupclass.samaltman.com/) donné par Tyler Bosmeny
Publiée sur slideshare pour pouvoir être intégrée à l'article http://startupeers.co/y-combinator-startup-class-19-sales-and-marketing-how-to-talk-to-investors/
2. The Mystique
What is Sales?
• Impossibly charming
• Well connected
• Perfect lines
• Incredible golfers
• #1 Goal = Get People to a Yes or a No
• “I’ll give you a maybe without even
“We’ll just work on the product and
then hire the salespeople”
3. The Reality
• …It’s You
• “Build or sell - nothing else matters”
• Pick a founder to own this
• Founder passion trumps sales experience!
4. The Almighty Funnel
1. Prospecting
2. Conversations
3. Closing
4. Revenue / Promised Land
5. The Mission
• Find the innovators (2.5%)
• It’s a numbers game!
• Reach out to >100 companies
• Top 3 methods:
• Your network / conferences /
cold emails
8. Cold Email
John – my name is Tyler and I’m the CEO of Clever. My
company has developed new technology that reduces the
time spent doing SIS integrations by 80%.
I figured this might be of interest to you given the
new middle school reading software Scholastic just
released.
I’d love to get your feedback even if you’re not in
the market for this right now. Do you have 20 minutes
this week? It looks like I’m open Tuesday at 1 or 2pm
ET if either may work.
Tyler
9. Once You’re On the Phone
Them
20%
You
80%
Them
70%
You
30%
What You’ll Naturally Do How to Win Deals
10. Religious Follow Up
introduced
met in person
email (no response)
email (no response)
email
schedule a call
have a call
email (no response)
email (no response)
email
schedule next call
pricing call #1
pricing call #2
send a quote
answer ? via email
send contract
send references
send financials
email (no response)
email
redlines #1
redlines #2
redlines #3
redlines #4
call with ceo
redlines #5
agree “we’re close”
execute contract
11. Closing Traps: Redlines
• Final step is to send them an
agreement.
• YC has open sourced their template!
• Don’t quibble over minor points.
12. Closing Traps: 1 More Feature
• Usually a polite pass.
• Building it will not get you the sale!
• Either:
• Sign a conditional agreement, or
• Wait to hear demand from more customers
13. Closing Traps: Free Trials
• Early on you need commitment, validation,
and revenue
• “Free trial” gets you none of these
• Instead: Offer a 30 day cancellation period on
an annual contract
14. Looking Forward
• 5 ways to build a big business
• Flea / Mice / Rabbits – Marketing
• Deer – Inside Sales
• Elephants - Field Sales
k k k k k
Source: Christoph Janz