What professional sales people can and cant\' do for you.

1. Sales for St t
S l f Start ups
What professional salespeople can … and can’t …
can t
do for you
David A. Jarvis, Ph.D.
Technical Sales Consultants, LLC
Middletown, Maryland, USA
info@techsalesconsultants.com
www.techsalesconsultants.com

2. Sales for St t U
S l f Start Ups - O
Overview
i
1. Everyone i i sales: f
E is in l founder, CEO,
d CEO
scientist
2.
2 When to hire a professional … when not to
3. What professional sales people do … and
don’t do
4. Other methods to generate sales
5. Who to hire and how to hire
6. Help from consultants
H l f lt t
© 2009 Technical Sales Consultants, LLC

3. Sales Skills for Everyone
S l Skill f E
Training f CEO f
T i i for CEOs, founders, scientists,
d i i
accountants, receptionists, etc.
The 30-second message … simple & clear
30 second
Asking questions, listening to answers
The 30 minute seminar … simple, with
p
more stories & support data
Understanding objections
Understanding i di id l needs
U d t di individual d
© 2009 Technical Sales Consultants, LLC

4. What F
Wh t Founders do well
d d ll
Command i
C d instant credibility
dibili
Leverage position power
Improvise
See new possibilities
Give in-depth explanations
in depth
Make it work when others can’t
Convince people to try it when others can’t
But these abilities can be difficult to transfer to others …
© 2009 Technical Sales Consultants, LLC

5. What l
Wh t salespeople d well
l do ll
Explain h
E l i the product
d Help
H l customers f l
feel
or service valued
Individualize the Engage in two-way
two way
presentation conversations
Keep the buying Understand
process moving competition
Establish lasting Overcome
relationships objections
Negotiate deals multiply a
successful process
© 2009 Technical Sales Consultants, LLC

6. What l
Wh t sales people d ’t d well
l don’t do ll
Reach l
R h large numbers
b
Increase awareness
Improvise a new strategy
Deal with ambiguity
Reduce costs
Replicate what the founder has done
© 2009 Technical Sales Consultants, LLC

7. When t hi
Wh to hire a salesperson
l
Probably
P b bl not yet ….
When you can afford a salary
After the first successful customers
After determining the ideal customer
After getting your story straight
When you can’t respond to all the inquiries
© 2009 Technical Sales Consultants, LLC

8. First Things Fi t
Fi t Thi First
Generate responses via:
G i
Email
Search Engine marketing
g g
Print advertising
Direct mail
Conferences: talks posters, exhibits, sponsorship
talks, posters exhibits
Follow up by telephone
Make your offering user-friendly
y g y
Develop reference customers
© 2009 Technical Sales Consultants, LLC

9. Guerilla M k ti
G ill Marketing comes first
fi t
1. Write illustrate a white paper
W i & ill hi
2. Network!
3.
3 Adjust your story and your product until
you have a predictable revenue flow
4. Use phone support & follow up
p pp p
5. Then hire a salesperson to triple your
revenue flow
© 2009 Technical Sales Consultants, LLC

10. Low cost conferences
L t f
Submit
S b i an exciting abstract for a talk
ii b f lk
Make it a great talk
Be available just after the talk
Prepare a poster as well
Use the poster to collect business cards
Meet other presenters, exchange cards
Check out the exhibit traffic
Rent the conference attendance list
© 2009 Technical Sales Consultants, LLC

11. Who t hi
Wh to hire
A person who:
h
Has good relationships in the target
customer base
Understands your technology
Understands your market
y
Broad experience in sales & marketing
Has a stable and solid history
But beware of inexperience and puzzling
resumes
© 2009 Technical Sales Consultants, LLC

12. Hybrid l
H b id roles
Technical
T h i l people who l
l h learn marketing
k i
Phone Sales and Tech Support
Sales / Marketing / Business Dev
Dev.
Technical seminar speaker to technical
sales
Applications scientist and technical sales
© 2009 Technical Sales Consultants, LLC

13. How t hire
H to hi
1. Your network of friends and colleagues
Y k ff i d d ll
2. Recruiters
3.
3 Online services
4. Get expert help with interviewing and
decision makingg
© 2009 Technical Sales Consultants, LLC

14. Help from consultants
H l f lt t
Consultants can be a cost-effective
ff
way to get started:
Planning th strategy
Pl i the t t
Developing the story
Interviewing, hiring training
Interviewing hiring, training, coaching
Making introductions
© 2009 Technical Sales Consultants, LLC

15. Technical Sales Consultants, LLC
T h i lS l C lt t
Our clients say we help them:
Make sales people more effective
Help
H l create a sales strategy and plan
t l t t d l
Provide valuable training and coaching for
managers and salespeople
Teach scientists & CEOs to sell and train
We’re excited about helping new technology companies
get to profitability quickly, so that drug discovery
becomes successful again!
© 2009 Technical Sales Consultants, LLC

16. Summary
Everybody i i sales; train them well
E b d is in l i h ll
Hire a professional when ready; the best
you can find
Consider a hybrid skill set
Use multiple marketing techniques in
p g q
parallel
© 2009 Technical Sales Consultants, LLC