Klaus-M. Schremser tries to give you an overview how to implement the great advices of Aaron Ross, famous author of the sales book "Predictable Revenue. He became sales director of be.ENERGISED, a cloud-based management and payment solution for charging stations for electric cars. Looking back to 20 years of sales experiences he talks about why he changed to the new Lead Generation strategy in the be.ENERGISED sales process.

1. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 1
Predicted Revenue -or-
How I transformed myself into a Fortune Teller of my Revenue
Klaus-M. Schremser, sales director has.to.be
COPYRIGHT© of image by artist TOM KUEBLER
tskuebler.com.

2. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 2
Why am I here?

3. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 3
Note: Why I'm here?
1. Friend
because I'm friend with Florian, my Usersnap hero. and I'm asking him so many questions that he
might think I will stop bothering him when I have to prepare a talk ... #FAILED
2) 20 years in sales
maybe I'm also here because
almost 20 years in sales, biggest customer around 4 m EUR over 10 years with 1 contract over 1 m EUR.
Founded my first "startup" - we didn't call it startup back then, developing websites and online-shops which transformed
into Gentics, the leading CMS vendor in Austria.
Which we sold to the Austria Press Agency in 2013. Meanwhile we build our first "real" startup and wanted to build a SAAS company "Wikidocs". Which we
sold 2014 to Atlassian as some of you might know. #FAILED in terms of building a SAAS company.
Now I'm head of sales at has.to.be which provices payment and management solutions for charging stations for electric vehicles including Teslas of course :).
3) because everybody hates sales, building products and development, growth hacking is so much more fun than bloody sales.
But someone has to do it and someone has to do it right
4) my mantra
my first real business book was "rich dad, poor dad" from Robert Kyosaki. and of course I bought it because I wanted to become rich.
Beside that you learn how important finance is, he told me to get literate business stuff and to gather smarter guys around me than I am.
I collected all my reads at goodreads.com for you https://www.goodreads.com/review/list/18836161-klaus-m-
schremser?per_page=infinite&shelf=business&utf8=%E2%9C%93

4. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 4
What's the problem?
More sales people are thrown at a crumpy sales process
Image licensed by Shutterstock

5. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 5
Note: What's the problem?
Sales is the most neglected part of startups today. Most startup guys love branding, product development, technical
challenges, but they hate to sell. My product is so great why do I have to explain that every time.
And if they do sales, it's often the low hanging fruits, if somebody is contacting them. They do sales. But there is no
structure.
BUT We need a constant, predictable flow of leads and a forecast like a fortune teller. And you have to convert them
into customers
Aaron Ross published his successful book "Predictable revenue". And he gave me the perfect advice how to structure
my sales process.
Regarding the problem in sales: What he describes is what I experienced and also did many years on my own.
Our sales process is OLD. Hiring more salespeople to do the wrong things does not work anymore.
We did that at my former company some years ago and failed. Don't throw good people at a not working process.
Will kill the engine!
Often closers (sales types) are used as cold callers and they are often bad at it. This is the wrong approach.
Pushing your sales to do more emails, calls, meetings will not work in the dimension you need it.

6. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 6
What's the solution? DON'T SELL!
Use lead generation as your big lever.
Image licensed by Fotolia

7. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 7
Note: What's the solution?
DON'T SELL :)
Use lead generation as your big lever. Big sales team does not drive growth, if your sales process is crumpy.
What is a lead?
A sales prospect who is interested in what you offer. If he/she leaves personal data, they are leads.

8. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 8
Lead categories

9. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 9
Note: Lead categories
How to categorize your leads?
1. category = seeds (come through word of mouth marketing) (find you through search, PR, social media, content
marketing)
takes time to grow a seed into a customer (onion principle)
2. category = nets (come through inbound marketing) (classic marketing, newsletter, ads, ..) --> marketing funnel
a wide net, not all can be qualified
3. category = spears (outbound sales) (attracting them means targeted outbound efforts) --> "don't sell", research
funnel
targeted and small in number
More on that
http://influitive.com/blog/predictable-revenue-aaron-ross/
http://www.slideshare.net/saleshackerconference/sales-hackers-talk-april-nyc-2014-create-predictable-scalable-
revenue-updated-42114?qid=f53e1003-af3a-4d1e-aa12-578175a8496a&v=&b=&from_search=1

10. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 10

11. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 11
Note: Specialisation of sales roles
To address these lead categories, you split the tasks in your sales department in the sales process.
You need a good lead generation team, you need a modern sales organisation.
First step is specialisation - split responsibilities and tasks into different sales roles.
You boost productivity if you separate into 4 core functions.
http://predictablerevenue.com/specialize
a) Inbound Lead qualification
= market response representative qualifies market leads, ex. newsletter lists --> for outbound
> marketing becomes part of sales
b) Outbound prospecting // cold calling 2.0
= sales development reps, doesn't close but qualifies & creates sales opps --> passes on to account executives
c) Account executives
= quota carrying reps, closes deals = hunters
(should stay in contact with closed customers until they are launched)
d) Account management - current customers
making customers successful
later - different reps for different vertical industries
>> passing on of leads is as important as the generation!!

12. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 12
Again DON'T SELL
Do research, rather than sell - is there a mutual fit?
Image licensed by Shutterstock

13. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 13
Note: Do research, rather than sell
What should you do?
• In the lead generation process, do research, rather than sell - find out if there is a mutual fit between the prospect
and your offering.
• Use quality not quantity in your sales process (leads). Don't send mass emails, evaluate each of them
• Don't waste your time on the wrong leads. Find your right customer - don't sell to the wrong customer.
• Often it's finding the right decision makers what's problematic, not selling to them.
• Pick a niche. You have to pick a niche. Find out at what are you the king of? Where can you easily win? Get specific.
• Your offering must represent real value.
• I, too often, see and hear presentations which start with WE! Nobody cares about YOU! (sorry), the customer
• cares only about himself. So, tell her/him their benefits and what they get (dollarized) first!
• Use the onion principle and bring your lead with each layer nearer to become a customer, but don't push on her/him
too early.
Three topics I want to dive into for a moment

14. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 14
Outbound Leads Generation + Cold Calling 2.0 = Sweet Email
Image licensed by Shutterstock

15. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 15
Note: Outbound Leads Generation + Cold Calling 2.0 - Sweet Call
Because this is the one which is often neglected the most. A good outbound sales process is necessary, do not process
telemarketing without a goal.
1)
Define your ideal target profile with their core challenges,
your revenue potential (life time value - LTV)
and how to sell to them.
Add target accounts and contacts to your outbound lists.
2)
Send cold (but short & sweet) emails or make mapping calls. Don't send marketing emails or sell in the email.
Ask for referrals to the right person and keep it short.
Coldcalling 2.0 teaches you to ask a C-level exec for referral to the best person in their organization for a first conversation.
Again short and sweet email to C-level for referring. Don't sell, ask for one thing -> referral.
But be persistant. No answer is still no answer. (Read blog posts of Steli Efti of close.io)
Work on the responses (so don't send thousands of emails). Make call conversations and demos.
Build a success plan for a customer ... paint a picture of the gains for your customer through your product. Find out if this customer
is a waste of time for you.
If you get a fitting lead, hand it over to the closer!
Don't forget to create a new sales opportunity in the CRM (for the metrics).

16. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 16
Why Triathlon is important for Your Metrics?

17. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 17
Note: Triathlon - Metrics (Pipedrive), TriCoreTraining - Plan
Why I love metrics?
You don't know if you are on the right path, if don't measure it
I do Ironman training now for 13 years. I even build my own online service for training plans. A training plan always
comes with metrics and only if you keep up to the figures you improve. Stick to the plan and measure the core figures!
But only measure your core figures.

18. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 18
Few, core metrics as easy as possible

19. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 19
Ideal Customer Profile (ICP) with Life-Time-Value (LTV)

20. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 20
Summary. What I want you to remember!
1. SPECIALIZE your sales roles
2. COLD CALLING 2.0 - use referral, researching approach
3. Focus on QUALITY of calls or leads
4. Train your outbound salespeople to be BUSINESSMEN who s
5. Sell ideas not stuff (customers buy your help)
6. Do some calls yourself and learn
7. Simplify what you track in your CRM
8. Follow Aaron Ross and Steli Efti from close.io

21. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 21
Note: Summary. What I want you to remember!
Summary
- you must specialize your sales people (inbound, outbound, closer, key accounting)
- use referral / researching approach rather than telemarketing (cold calling 2.0)
- focus on quality, not quantity of calls / leads
- train your outbound salespeople to be businessmen who sell
- set up outbound sales, get target accounts, do some calls yourself and learn
- simplify what you track in your CRM (few, important metrics)
- sell ideas not stuff (customers don't want to buy products, they want to buy help)
- follow Aaron Ross and Steli Efti from close.io

22. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 22
Thank you! In case you think this was not absolute NONSENSE, contact me if you have a question!
Klaus-M. Schremser
Sales Director
klaus-m.schremser@has-to-be.com
M: +43 699 16301524

23. be.ENERGISED is a trademark of has.to.be gmbh
Salzburger Straße 20 // A-5550 Radstadt // Phone: +43 6452 21200-10 // Web: www.has-to-be.com // E-Mail: office@has-to-be.com 23
Die Cloud-Software für
smarte Ladeinfrastruktur
be.ENERGISED
Turn your charging station into a money
machine