founder selling: how to win deals & close critical sales

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Founder Selling: How to Win Deals & Close Critical Sales

JIM HENDERSON Principal, The Exemplary Group

Jim HendersonAn 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.

Founder SellingHow to Win Deals and Close Critical Sales

A Bit About Me

u Jim Henderson

u Founding Partner, Exemplary Group

u jim@exemplarygroup.com

u 774-545-5184

u Skype: jimh.skype

My Goal Today

u That you will learn one thing that will help make you more successful and that you can apply tomorrow.

Selling, 2014u 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.

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

Don’t Be Be

Product Hawker Respected Physician

Don’t Be Be

Don’t Have Do Have

Anxiety Mentality Abundance Mentality

Does Your Buyer Trust You This Much?

Physician Mentality, Physician Process

Match

Triage

Diagnose

Prescribe

Physician Mentality, Physician Process

Match • Are you the right solution for their problem? • Web research, or old-school lead generation

Triage

Diagnose

Prescribe

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.)_____

Physician Mentality, Physician Process

Match

Triage • Vitals, summary of situation, ballpark price • What, why, who, where, when

Diagnose

Prescribe

Don’t Do

Be Everything to Everyone Focus on Fit

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

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

Physician Mentality, Physician Process

Match

Triage

Diagnose • In-depth understanding of pain, motivation, ability to change • Create rapport and trust

Prescribe

Don’t Don’t

Open with Answers Talk too much (Listen 60% or more)

Do Do

Set Goal for Meeting

Use Agenda and Checklist

Do Don’t

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

Physician Mentality, Physician Process

Match

Triage

Diagnose

Prescribe • Your solution, costs • Trade-offs, process, agree on next step

Do Do

Clearly agree on next step Cover price, return

Don’t Do

Get Lost in Details Contrast Now, Then Remind of ‘Why’

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

Founder Specific Notesu 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.

Founder Specific Notesu 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

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

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

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