My problem with howtos on sales/marketing is that they fall into two categories:<p>1. The author is not a good salesperson, so you should ignore the advice.<p>2. The author is a very good salesperson, and will sell you on the article.<p>The problem with 2 is that the author's interests are not the same as yours - they want pageviews, while you want effective advice. So my advice when reading a particularly pithy sales or marketing HOWTO is to ignore the content and concentrate on how it's written.<p>So by my own logic, ignore this comment if you found it persuasive.
Another rule that is assumed, but not mentioned is this is the following:<p><i>Rule 0: If you don't believe in your product or respect the people you're selling to, the deal is already broken.</i><p>I'm sure when the author was selling steak knives, he believed that those knives were the absolute best available, and that he was legitimately providing a huge value to the people he spoke with. That formula should be true in any sales or marketing engagement you're involved with; you need to believe that your startup's service solves a large problem to the customer, and that your startup is absolutely the best player in the market to assist them in meeting their needs.<p>Sales/Marketing isn't about conning people out money, it's about helping people via a product.
Good stuff. I'd add that point 2 (Establish competence) and 3 (confirm pain) should ideally be connected in an educational fashion: start your meeting with data about your potential client's market (and pain), <i>not</i> your product or your company. E. g.: if you're selling collaboration software, provide some (reliable + interesting) statistics on how much time and money is wasted in unproductive meetings etc.<p>Also, and that's a general rule: <i>ask, don't tell</i>. Get them talking about their problem. If you really have a good solution for it, the most natural progression of such a conversation will lead to your product and why they want to buy it automagically.<p>I've had "sales" calls where I simply asked prospective clients whether they had a minute to tell me a little more about the problems they're currently facing (which are of course connected to our solution). Instead of pitching them on your product, the client's problem monologue often naturally flows to a point where <i>they</i> bring up the idea of using your solution to solve their problem.
It'd be very helpful to see these principles in application. An example of a sales cycle with 5-point breakdown would go a <i>really</i> long way. To be able to see all the nitty-gritty details, exact wording, timing and what not. Not to repeat it blindly later, but to get a practical feel for these hints.
One quibble:<p>> Establish competence – The first question on the table in every meeting is “Why should I listen to you?” Bring some content to the dance; a slide or better yet a story that shows you to be someone worthy of attention in your prospect’s busy schedule.<p>In my experience, trying to "establish competence" doesn't work. Either your accomplishments speak for themselves, your reputation precedes you, or someone vouches for you. You can't foist a "story" on someone who doesn't know you.
So what can we get from this article if we're selling software to normal people over the internet?<p>No meetings, client is not on LinkedIn, no breakfast/lunch/dinner, etc.
Very good, informative article.<p>I do have one issue with it though, this line:<p>1. Establish warmth – Demonstrate you’re not a dick. To do this, it helps not to be a dick.<p>If you're a naturally outgoing person with a warm personality, then yes, it's not more complicated than that. But a lot of tech people struggle with this..<p>How DO I "establish warmth" if I'm naturally inwards-looking person that likes listening more than talking?
I recall reading an article here on HN a few weeks ago that said marketing is not selling, it is lead gen. Selling is an entirely different stage in the process. Makes me a bit wary to take tips from this guy if he doesn't actually know the difference.
I like this post very much. This strategy can be applied anywhere for your success. The core value or target here is "people". You get people's heart, you get everything!
as a naturally gifted salesman i can confirm this article is spot on<p>p.s. i am a naturally gifted programmer too. the two are not mutually exclusive - pun intended =)