Marketing & Sales

2013-07-03

Bryan Guido Hassin

Entrepreneur In Residence

With product-market fit, how to connect the two?

Guess Guess

Valid

Guess

GuessValid

Guess

GuessGuess2

Optimize channels to get, keep, and grow your customers

3http://web-books.com

Online models may use different channels for users and payers

4

Branding creates an emotional connection

http://matthewsonmarketing.com5

Only three things are important in branding

1. Consistency

2. Consistency

3. Consistency

6

Patrick Talley’s 8 Commandments of Sales

1. Sales is a process

2. A sale is “alive”

3. Balance the sales triangle

4. ABP: Always Be Prepared

5. Sales happen between people

6. Know thy audience

7. STFU and listen

8. Sales are driven by trust

7

1. Sales is a process

Not black magic

8

2. A sale is “alive”

Potential Sale

AttentionLove

Nourishment

Sale

9

3. Balance the sales triangle

Sale

You

CustomerEmployer

Over- or under-serve one stakeholder and risk the entire sale

10

4. ABP: Always Be Prepared

• Know whom you need to reach• Know how they can help you• Be prepared with this information in

case you meet them unexpectedly, they return your call at an odd time, etc.

11

5. Sales happens between people, not robots

*People are irrational

Sales

*Fear of loss > Desire for gain

12

6. Know thy audience

VP1

VP2

VP3

Core Value Proposition

1

2

3

13

6. Know thy audience

Source: Geoffrey Moore

Different value propositions are required for each phase

14

7. STFU and listen

*Ask open questions to get your client talking

15

8. Sales are driven by trust

• People buy from people they trust, not from people they like

• Trust takes time to build• “I don’t know” builds trust• An honest mistake can be forgiven• Your name will be the only consistent

item on your biz cards throughout your career so use it with integrity

16

Marketing & Sales

2013-07-03

Bryan Guido Hassin

Entrepreneur In Residence