In a recent AMA, Stan Massueras, our Director of EMEA Sales, sat down to answer the audience's questions about scaling sales at a billion dollar company. He shared practical advice for growing your revenue and actionable insights from our new book, Intercom on Sales. Stan has more than 15 years of experience leading sales at high-growth companies such as Twitter, Facebook, HP, and now Intercom. Watch the AMA here: https://inter.com/2m9oifL

2. Stan
Massueras
Director of EMEA Sales

3. 2004 2019

4. Ask me anything

5. Do you recommend starting a pitch
with a demo or a sales deck ?

6. 6.8This is the average number of people
involved in most deals.
Source: Harvard Business Review
Always start with a deck!

7. I need to create our first sales deck, and I
do not know where to start. Can you help ?

8. 1. This is not the information you communicate
to the press and journalists.

9. 1. This is not the information you communicate
to the press and journalists.
2. This is not the story you tell to your investors or
analysts.

10. 1. This is not the information you communicate
to the press and journalists.
2. This is not the story you tell to your investors or
analysts.
3. It is the narrative you tell to describe a big
problem (and how only you can solve it).

11. 1: Create your narrative

12. Current
situation
The world is
changing
Why does it
matter?
What is the
impact?
But there is
another
way… (you)
It works!
Social proof
Time
As a
company,
what do you
stand for ?
Use this structure

13. 2: Use visuals

14. 2: Use visuals
20 words per slide (max)
Recommended tools
for creating visuals

15. 3: Customize your slides
Use logo of
your
prospect
+
Customize
your slides
with their
branding
Use
mockups
of the
prospect
using
your
product
Use case
studies
from
relevant
industries
or verticals
1 2 3

16. 4: Be concise

17. 4: Be concise
10mn/10mn/10mn
Intro Inspire Closing

18. What are your top tips to run
powerful sales demos ?

19. 1. What is the use case ?
Ask yourself these questions

20. 1. What is the use case ?
2. What are the problems to be solved ?
Ask yourself these questions

21. 1. What is the use case ?
2. What are the problems to be solved ?
3. Who is the persona ?
a. Is she/he a practitioner, a manager, or C-Level ?
b. What are her/his motivations ?
Ask yourself these questions

22. 1. Create the map of your demo in advance. Don’t
improvise!
Tips:

23. 1. Create the map of your demo in advance. Don’t
improvise!
2. Pause frequently to keep your prospect
engaged.
Tips:

24. 1. Create the map of your demo in advance. Don’t
improvise!
2. Pause frequently to keep your prospect
engaged.
3. Strong closing: you need 10 min to address the
next steps and clear potential objections.
Tips:

25. What are the tools you recommend
for modern sales teams ?

26. Lead scoring Real-time translation for live chat Sales intelligence

27. How do you create a target list for
outbounding ?

28. Customers who see value
in Intercom

29. Customers who see value
in Intercom
● Alexa score
● Level of funding
● Vertical
● B2B/B2C
● Number of employees
● Tech stack they use

30. Customers who see value
in Intercom
● Alexa score
● Level of funding
● Vertical
● B2B/B2C
● Number of employees
● Tech stack they use

31. Customers who see value
in Intercom
Similar companies
● Alexa score
● Level of funding
● Vertical
● B2B/B2C
● Number of employees
● Tech stack they use

32. What are the books and podcasts you
recommend for sales professionals ?

33. Follow Jake
Dunlap on
Linkedin
Youtube videos of
Steli Efti,
CEO of Close.io
Great newsletter
around SaaS best
practices
Great blog for
Sales
professionals
Content that I recommend

34. Delivering Happiness,
the story of Zappos
Books I recommend
Intercom on Sales,
28 actionable plays
Shoe Dog,
the story of Nike

35. Which methodology do you use
to hire sales reps ?

36. Worksheet we use internally

37. Agree on skills
that are
important for
the role + your
current gaps
in the team
Worksheet we use internally

38. Then give
them a weight
(this is subject
to change to
reflect gaps
and needs of
the role/team)
Worksheet we use internally

39. Fill in the form
after each
interview
Worksheet we use internally

40. Hire the
candidate
with the
highest score
Worksheet we use internally

41. How do you keep your top reps
motivated ?

42. A job you are
passionate
about
A job you are
good at
A job where
you learn and
develop new
skills
Pick a job Pick a job Pick a job
Learn to know each other (IDP part 1)

43. Evaluation of current situation (IDP part 2)

46. What is the strategy you use with your
prospects when they ask for a
discount ?

48. Add %value of discount that makes sense for your business and for the customer
(it has to be a win/win)

49. Add %value of discount that makes sense for your business and for the customer
(it has to be a win/win)

50. Add %value of discount that makes sense for your business and for the customer
(it has to be a win/win)
Discount of 14%

51. Available in PDF, ePub, and mobi.
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in our free book