the nitty gritty of setting up customer discovery meetings

The Nitty, The Gritty of Setting Up Customer Discovery Meetings

Prepared for

Lean Startup Conference 201518 Nov 2015

David Telleen-LawtonCareer Development ManagerTechnology Management ProgramUC Santa BarbaraDTL@TMP.UCSB.edu

Problem to Solve“I still (after all these years) still find talking to

customers the hardest. I always come up with

reasons why I don't have to.”

Eric Ries,

22 October 2015, Live Chat, The Leader’s Guide

From Whence Insight Flows

MVPFocus on:

1. The problem solved

2. Facts first, then opinions

3. The cost of NOT solving the problem

Setting Up MeetingsProper mindset1. Believe prospects are rational2. Adopt a discovery sales approach3. Be the puzzle master

A few skills and techniques1. Simple script2. Start at the top3. Batches of Meetings4. Plan the work and work the plan

Leave this talk

ready and energized

to make 8 – 12 calls and

set up 4 - 6 meetings

5

BS & MS Industrial Engineering (Stanford)P&G then 9 Startups since 1980Learned My Craft at Frank H. Robinson & Co.• Market Validation (1987 – 1993)• F500 companies, startup companies• hardware, software, services• B2B, some B2C

Later for Non-profits, Educational Institutions

Why Me?

Setting Up MeetingsProper mindset1. Believe prospects are rational2. Adopt a discovery/diagnostic sales approach3. Be the puzzle master

A few skills and techniques1. Simple script2. Start at the top3. Batches of Meetings4. Plan the work and work the plan

1. People are Rational

You solve a problem I have, I’ll make time to talk to you.

I will tell you what we need.

We want your candid answers.

If we DO solve an important problem for you, we’ll be back to ask for the order.

Implications of RationalIF: Their lack of interest doesn’t make sense?

THEN: Wrong person, missing data, something hidden on one or both sides

Setting Up MeetingsProper mindset Believe prospects are rational2. Adopt a discovery/diagnostic sales approach3. Be the puzzle master

A few skills and techniques1. Simple script2. Start at the top3. Batches of Meetings4. Plan the work and work the plan

2. Adopt Sales Model“We’ve reversed the traditional process: design, build, sell.

We sell, design, and build and that has saved us from innumerable problems.”

-- C. Scott Holt, VP Marketing, Connor Peripherals (mid-80’s)

Sales & Marketing TeamCustomer Development Phases

12

Surprises

Engineering TeamProduct Development Phases

Idea1st Customer

Ship

Brea

k

Even

Fix the problems

Integrated Product and Customer DevelopmentYour team hops into your time machine

Frank H. Robinson & Co. 1995 Copyright – used by permission - Adapted

Surprises

Setting Up MeetingsProper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational3. Be the puzzle master

A few skills and techniques1. Simple script2. Start at the top3. Batches of Meetings4. Plan the work and work the plan

3. Puzzle Master It’s a puzzle…

It’s a game…

You’re curious…

Figure it out…

Basic Skills

Setting Up MeetingsProper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational Be the puzzle master

A few skills and techniques1. Simple script2. Start at the top3. Batches of Meetings4. Plan the work and work the plan

1. Simple ScriptWhat THEY are thinking…

Who are you and why are you calling ME?

What do you want from me?

What YOU need to do…

Create interest: focus on problem/benefit (mtg)

Sense of urgency (deadline for meeting)

Hello, Frank? My name is David Telleen-Lawtonand I’m part of the founding team at Lastline in Santa Barbara.

Simple Script

We are working to solve the problem that malware can sneak onto your network,onto your servers, and onto your computers …despite the best layered-defense.

Our solution will help you sleep at night, knowing no malware is lurking on your network.

Simple Script

We are in the early stages of product development

-- we’re still developing the solution –I am calling YOU to find out who on your team is the right person to discuss whether an additional layer of malware defense would be beneficial for your network security.<pause to allow to answer>

Simple Script

Simple ScriptDo you have your calendar close by?

I have my team together next week on Thursday. We have a slot open at 10:30 in the morning or 3:30 in the afternoon.

Do either of these work for you?

1. Simple ScriptWhat THEY are thinking…

Who are you and why are you calling ME?

What do you want from me?

What YOU need to do…

Create interest: focus on problem/benefit (mtg)

Sense of urgency (deadline for meeting)

Setting Up MeetingsProper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational Be the puzzle master

A few skills and techniques Simple script2. Start at the top3. Batches of Meetings4. Plan the work and work the plan

2. Start at the Top CEO, VPs are often more available

More open and candid

Assistant helpful 95% of time

Referral down (carries weight) vs. referral up

Setting Up MeetingsProper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational Be the puzzle master

A few skills and techniques Simple script Start at the top3. Batches of Meetings4. Plan the work and work the plan

3. Batches of Meetings Start with friendlies…Just in time priorities

Meet their team with your team

Meet, discuss, re-target, repeat

3-5 < 30Number of Interviews

C

L

A

R

I

T

Y

When Are You Done?

Setting Up MeetingsProper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational Be the puzzle master

A few skills and techniques Simple script Start at the top Batches of Meetings4. Plan the work and work the plan

4. Make It a Priority

Clear your calendar; Clear team’s calendar

Keep track of your calls

Limit the number of open threads (5-8)

Setting Up MeetingsProper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational Be the puzzle master

A few skills and techniques Simple script Start at the top Batches of Meetings Plan the work and work the plan

Are you

ready and energized

to make 8 – 12 calls and

set up 4 - 6 meetings?

31

David Telleen-LawtonCareer Development Manager

Technology Management Program

UC Santa Barbara

DTL@TMP.UCSB.edu

Calling PatternTYPICAL ACCOUNT:

Day One: Call a few times in AM and PM, then VM at end of day, accompanied with email msg.

(Working two to ? Possibilities)

Day Three: Try again directly, then send follow-up email message (forwarding original message)

Day Five or Six: Try calling once more, email showing urgency.

Calling PatternVERY IMPORTANT ACCOUNT:

Day One: 4-6 times a day (if no gatekeeper), do not leave voice mail message, two or three days, figure out if on vacation.

Day Two thru Six: same as Day One. Check whether vacationing, assistant

Day 7: Leave voice mail message and send email message as with regular account

Simple Script<getting the DMT>

I’m going to have our founding team…our CEO, our head of engineering, and our product manager with me. Who are the right people to have on your side?

<as needed>

This is an opportunity for you to put your fingerprints on our design to help make sure it’s a bull’s-eye for your situation.

Are you the right person to for me to contact?

Simple Script

Simple Script<how long will this take?>

Our slides take 20 to 25 minutes, but we find with discussion that our meetings last about an hour.<stop talking…you answered the question>

Even though an hour is probably enough, can you reserve the conference room for two hours? That way if we’re in the middle of a good discussion, we do not have to give up the room.

Simple Script<tell me more or what did you have in mind>

I was hoping that when I have my team together next Thursday, we could come to your offices and learn about your current network security, tell you about our new layer of defense, and together determine if we are building a bull’s-eye for you or what we need to change to address your unique network security needs.

Market Matrix

Market MatrixToo Expensive

Fighting MalwareWorried About What Can’t See

Employees/Partners Outside Firewall Meeting Regulatory

Requirements

Banks

Under HIPAA Regulation

ConsumerProduct Mfgr.

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