Instructor: Jim Henderson Sales--you can't live without making them. And oftentimes you can't move forward in bootstrapping your company or gaining early the traction investors want without them. But what do you do when the odds are stacked against you? What do you do when you’re not that charismatic, polished salesperson? The good news is that the answer to these questions is the same - and it’s not complicated, nor a mysterious process that gets bestowed on only a few people. It’s a simple set of steps that every founder, employee, or salesperson can master and use to win deals that launch or grow your company. What You'll Learn The steps that move you from your vision to a new customer How to prepare for and execute each step Critical do’s and don’ts Tips to manage the process mentally and emotionally

1. presents
Founder Selling: How to
Win Deals & Close Critical Sales
JIM HENDERSON
Principal, The Exemplary Group

2. Jim Henderson
An engineer by degree and business geek at
heart, Jim Henderson learned to sell unproven
solutions and win against tough competition
while bootstrapping and growing his first
company, KeyMark. Along the way, he perfected
ways to build sales teams and tackle new
markets. Applying those hard-earned skills led
Keymark to the Inc 500 as one of America's
fastest growing companies. Their first sale? Two
guys with a laptop and no references beat IBM
and Unisys. Today Jim is focused on helping
other CEOs succeed though his advisory
company, The Exemplary Group, and running his
own startup. In his spare time, Jim loves having
fun with his wife and 15 month old son; walking
his 3 dogs; or playing board games.

3. Founder Selling
How to Win Deals and Close Critical Sales

4. A Bit About Me
u Jim Henderson
u Founding Partner, Exemplary Group
u jim@exemplarygroup.com
u 774-545-5184
u Skype: jimh.skype

5. My Goal Today
u That you will learn one thing that will help make you more
successful and that you can apply tomorrow.

6. Selling, 2014
u Marketing:
u Defining your product/service.
u Answering ‘Are you right for my problem?’ online.
!
u Sales:
u Help applying product/service to solve your problem.
u The human touch, trustworthy and likeable.
!
u Sales is not:
u Something you are born with. Nor something you master quickly.
u Perfect performance and image.

7. Four Core Mental Tenants
u Be a Respected Physician
u Be a Trusted Guide
u Have an Abundance Mentality to Offset Anxiety
u Build Trust by Small, Genuine Actions

8. Don’t Be Be
Product Hawker Respected Physician

9. Don’t Be Be

10. Don’t Have Do Have
Anxiety Mentality Abundance Mentality

11. Does Your Buyer Trust You This Much?

12. Physician Mentality,
Physician Process
Match
Triage
Diagnose
Prescribe

13. Physician Mentality,
Physician Process
Match
• Are you the right solution for their problem?
• Web research, or old-school lead generation
Triage
Diagnose
Prescribe

14. Exercise 1: Complete this sentence
u We have ___(unique thing you do)_____________________________
!
u And have heard from other __(title of your target buyer)__________
!
u That _____(pain you solve)______ is a problem.
!
u We have helped companies such as ____(customer name for credibility)
!
u See ___(change realized, hard number, preferably $ too.)_____

15. Physician Mentality,
Physician Process
Match
Triage
• Vitals, summary of situation, ballpark price
• What, why, who, where, when
Diagnose
Prescribe

16. Don’t Do
Be Everything to Everyone Focus on Fit

17. Exercise 2: Define when you are NOT a
fit for a prospective buyer

18. Exercise 2B: Questions that let you
know if someone is NOT a fit

19. Physician Mentality,
Physician Process
Match
Triage
Diagnose
• In-depth understanding of pain, motivation, ability to change
• Create rapport and trust
Prescribe

20. Don’t Don’t
Open with Answers Talk too much
(Listen 60% or more)

21. Do Do
Set Goal for
Meeting
Use Agenda and
Checklist

22. Do Don’t

23. Exercise 3:
Write a sample goal and checklist of 3 items for a meeting
Write Down 3 Hard Questions You Need to Ask

24. Physician Mentality,
Physician Process
Match
Triage
Diagnose
Prescribe
• Your solution, costs
• Trade-offs, process, agree on next step

25. Do Do
Clearly agree on
next step
Cover price, return

26. Don’t Do
Get Lost in Details Contrast Now, Then
Remind of ‘Why’

27. Exercise 4:
Describe picture of buyer’s life with your solution.
Use emotions and senses.
Contrast to ‘With Pain’ Condition.

28. Founder Specific Notes
u Don’t give investor pitch. Give the customer pitch.
u Parts of the investor pitch can be used to gain trust.
u Learn how to address concerns about financial viability. Don’t
overshare.
u People will buy you, first and foremost.
!
u Sell to gain buyer feedback.
u Nothing shows value like asking people to fork over their money.
u This is one of the highest value activities you will have.
u Better results because Power sells to Power.

29. Founder Specific Notes
u Don’t hire the sales pro from a big company
u They are used to a support system and defined process
u Use them as an advisor, or for help on a specific deal
!
u People still sought out Dr. House
u If you’re not easy to deal with, you can still sell.
u Harder you are to deal with, the more pain they must be in or the more
unique you must be.
!
u Be who you are
u Genuine integrity sells early

30. Four Core Mental Tenants
u Be a Respected Physician
u Be a Trusted Guide
u Have an Abundance Mentality to Offset Anxiety
u Build Trust by Small, Genuine Actions

31. Everyone in Class – Call or email if you have
questions on a specific deal or concept here
u Jim Henderson
u jim@exemplarygroup.com
u 774-545-5184
u Skype: jimh.skype

32. Course Title
Course Title
INSTRUCTOR NAME