Sales For Startups

Outbund Sales Setup Crash Course

Andrew KinzerHead of product, customer success

Manuel MedinaCEO, head of sales

Agenda

• Why Sales?• Create leads• Understand persona• Create messaging• Experiment, learn and optimize

Why Sales?

Sales is faster than marketing

• You are early stage, brand unknown.• Word of mouth is great but limited• You need product market fit fast. Some

revenue will be nice.

You know your customer

• Who your customers are• How to find them• Your job is to figure out whether:

a.what you have stops a pain b.how much would they pay for it

•Rinse and Repeat

The Back Of Napkin Math

Please ask us to email you the spreadsheet after, happy to send this if you want it

Your Leads

Where do I start

• Linkedin Sales Navigator to get names and companies

• Toofr.com to get emails• sidekick.io for email validation• Outreach or Persistiq with follow automated

follow ups to get the ball rolling. • Get on the phone!

but I am not a sales guy!

• Small size is the best time to be selling.• Ask for feedback.• Be complementary of their background.• “Love what you are doing”. +50% higher RR • Think of yourself as a doctor diagnosing • Personally care!

Get In Their Heads

Sales ≠ Selling

Sales = Helping

(thanks Marylou)

Why Understand Them?

Your ability to get their attention, and persuade them to LET YOU HELP THEM depend on your

understanding of them.

No Personalization

Hey {{first_name}},

I know you probably have a problem with X. I have an idea on how you can boost your Y to/by Z that’s completely achievable.

Can I get 10 minutes on a call with you to walk you through the details on how my product can achieve that for you?

{{sender.first_name}}

Light Auto-Personalization

Hey {{first_name}},

I love what you’re doing at {{company}}, I’ve been following you guys for a while now.

Real quick - I know as the {{title}} you probably have a problem with X. I have an idea on how you can boost your Y to/by Z that’s completely achievable.

Can I get 10 minutes on a call with you to walk you through the details on how my product can achieve that for you?

{{sender.first_name}}

Heavy Auto-Personalization

Hey {{first_name}},

I love what you’re doing at {{company}}, I’ve been following you guys for a while now.

I was doing some research on {{company}}’s website and saw that you currently use {{analytics_service}} and are probably dealing with around {{page_views}} page views a month. Most folks using that service at that level aren’t able to see how their users convert into demo signup forms. It means they can’t directly measure conversion, and can’t 2x, 3x or 4x it.

I’m guessing that as the {{title}}, you probably think a lot about how to boost your Y to/by Z, and it’s something you’d be in a much better position to accomplish with our software.

Can I get 10 minutes on a call with you to walk you through the details on how my product can achieve that for you?

{{sender.first_name}}

Human PersonalizationHey {{first_name}},

I saw on your LinkedIn a picture of you sporting a Richard Sherman jersey - nice! I am personally a Kam Chancellor guy, myself. =)

So really quick - I was doing some research on {{company}}’s website and saw that you currently use {{analytics_service}} and are probably dealing with around {{page_views}} page views a month. Most folks using that service at that level aren’t able to see how their users convert into demo signup forms. It means they can’t directly measure conversion, and can’t 2x, 3x or 4x it.

I’m guessing that as the {{title}}, you probably think a lot about how to boost your Y to/by Z, and it’s something you’d be in a much better position to accomplish with our software.

Can I get 10 minutes on a call with you to walk you through the details on how my product can achieve that for you?

{{sender.first_name}}

Multiple Touches

Benchmark Data

• 40% open rate average• 52% average open rate if you use

{{first_name}}• 15% reply rate of open benchmark• 3% opt out rate of opens

Experiment

• Tweak your messaging in small bites• Small tweaks rule. 1-7% reply rate on intro line

due to flattery A/B experiment• Experiment and proceed• Get 150-200 or more data points per template

before making decisions.

Shameless Plug

Resources

Marylou Tyler is here. She is fantastic. - go chat her up!

Outreach email writing resource

coming soon