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How to sell better?
Why do people buy a product or service?
Because they have a need for it? Right?
Not quite!
There is a certain mystery to making people sign on the
dotted lines or making them take out their wallet
But to say that people buy a product or service because
they need it,
is to overlook everything that you have done to reach
that point
This presentation is in two parts
1 thing you need to do to sell well
1 Thing you need to do to reach to your ideal customer
But first, a little background…….
16 years ago, in 2001, I joined merchant navy
My first ship
Circa 2001
My last ship
Circa 2007
I had money, in 2007, but I was lost
I started Marine Solutionz, in 2007, but I was
still lost
Did MBA Became a VC Made a few exits
I Then……..
I wasn’t lost, but my story was not quite done
yet
In 2013, I moved back from Amsterdam and started
Plash Digital Media
We help people and brands attain more with same
by understanding consumer behavior with use of
creativity and technology
We help brands reach the right audience frugally
Reach 200 million, Ad Spend : 20K INR
Reach 40 million, Ad Spend : 40K INR
Helped launch Ford Mustang in India
Reach 10 million, Views :2.5 million Ad Spent : 10L INR
URL
We help professional achieve more with same
We are launching an AI Powered CRM and personal
assistant that helps you do what matters to you the most
and, we have earned coverage in following publications
+36 other international dailies
Our Clients
How to Sell Well : The importance of story-telling in your life
But it wasn’t easy, ever !
Plash V1.0 : Downloads 500K, Revenue 50K, spend: 60L
Plash V2.0 (TruNext) :Revenue 20 L,Spend: another 60L
We’ve learnt a lot through our journey.
This presentation shares a few of those learnings
1 thing you need to do to sell well
1. Every communication in this world is a sell
You need to sell to your parents why working in startup
is cool
You need to sell to your parents why 25 is not the right
age to marry
You need to sell to your wife/ girlfriend why you will
hangout with your friends today
Heck, you need to sell it to yourself that working in a
startup is the best career move for you
and I am selling it to you, right now, why every
communication is a sell
2. People won’t buy your products or services everyday,
but they will buy your stories every day
People buy Apple’s “Think different” campaign even
today, every day, for last 33 years
Humans have been telling stories for over 1000 years
Great stories can move mountains
Stories provide context. They convey messages, purpose
and emotions as well.
People are interested in the story behind the brand
name, than the product itself.
And therefore, Good brands and great stories never talk
about products
Red bull never talks about it’s drinks
It talks about energy, adrenaline and pushing life to
the limits
Nike never talks about it’s shoes
It talks about celebrating authentic athletic
performance
Features, as a sell, about product ends up as bullet
points
We don’t live our lives in bullet points
1. I was in merchant navy
2. I started marine solutionz
3. I did MBA and started working in a VC fund
4. I then started Plash
5. Plash is 35 people working for it now and it’s clients include flipkart, Cisco, SAP,
We live our stories in Images and Stories
We live our lives in stories and images
Take-aways?
1. Every communication in this world is a sell
2. People buy Stories, not product
Practice the art of story-telling everyday, every
moment.
From Bedtime to the Boardroom, storytelling matters in
business and life in general.
1 Thing you need to do to reach to your ideal customer
Growth of mobile phones has reduced our lives to
consuming every thing in a feed format
Email Feed
Facebook Feed
Twitter Feed
Linkedin Feed
If you want influence people, you need to be at #1 in
the feed ( of any consumer)
This is the biggest contest you will ever enter into in
your life time
How do you do that?
Right Story
Right Personas
Right Platform
Right Time
With lot of experimentations
Difficult?
Lets simplify it
1. Set your out-reach objective
Increase Market Share
Or
Increase Brand Awareness.
Or
Secure testimonials from Beta Users.
2. Define Ideal Personas
Read more
3. Define the interests of your personas
Interests of your personas
Out-reach objective
Ideal Personas
Medium / Platform to reach out to your ideal personas
Tells you about the
4. Find out the right platform to target your users
They would go to :
Place to get their work done
Emails, Slack, Whatsapp and other productivity tools
Place to enhance their knowledge
Tech Blogs, Slideshare, Medium, Kindle, Google Searches, Quora
Places to keep themselves abreast of development
Product Hunt, Siftery, Google Searches, Github, Product review
websites, Tech blogs
Places where they would go to contribute to community
Guest Blog posting, Quora, Twitter, Linkedin Groups, Slack
Groups, Meetups
Places where they can find more about their specific
interests:
Behance for Design,
AdAge for Marketing,
Hubspot community for Sales.
5. Prioritize and Find out right tools to reach out to
them
Where do you spend your maximum time in a day?
Forgot about Email?
Email Drip Campaign are the most cost effective and
least expensive way to reach out to users
Inorganic marketing campaigns are the least cost
effective but fastest way to reach out to users
Prioritize : Cost Vs Time
Find out tools that will help you
I will soon make a list of all such tools
Emails : Anymailfinder, Alore
Twitter : Muckrack
All social media : Hootsuite
6. Create specific content
Emails : Subject lines matter
Facebook : Images and Headlines matter
7. Figure out the right time and day
Emails : Saturday, Sunday early morning
Facebook : Saturday, Sunday late evening
8. Set out the right matrix that you need to monitor
9. Rinse and Repeat
Take-aways?
Right Story
Right Personas
Right Platform
Right Time
Last but not the least
Practice a lot
There is no shortcut to excellence
vikas@plash.in

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How to Sell Well : The importance of story-telling in your life