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the startup sales cycle
selling is never easy, even when you’re a big company and when you’re a startup, it’s even harder
that means that making your first sale will take a long time – longer than you think
before we begin, we must ask a question what is a sales cycle?
a sales cycle is the total amount of time it takes from when you first open dialogue with a potential customer to when you finally close the sale
the big company sales cycle
big companies have serious advantages & tools when they sell to new or existing customers
the customer may already be familiar with the company’s products & service (this includes quality and performance)
the customer may have existing software from the big company that can do even more when combined with the new software
the big company may offer APIs and support that makes integration into existing systems easy
the big company may have relationships with more of the customer’s decision makers who can have an impact on the sale
does this mean the big company’s sales cycle will be fast and short? no 
here‘s how long it takes for a big company to make their sale: 1) it starts when the first contact is made
2) then, an initial set of calls & meetings take place for deal qualification, needs analysis and proposal creation this takes two to four weeks
3) the proposal is submitted for review by the customer* * this is when the customer starts to think: ,[object Object]
what is required beyond money?
can we build this ourselves?
what other vendors should we call?this takes one to four weeks
4) if the proposal is accepted, implementation begins* *this requires the customer’s time too for IT assistance & user training this takes two to four weeks
5) the pilot begins this takes one to six months
6) the pilot ends, and the evaluation of the pilot’s performance begins this takes two to four weeks
7) if the pilot was determined to be a success, the purchase must then be approved by all decision makers this takes two to four weeks
8) after a three to twelve month long cycle, the big company has made a sale
what about the startup sales cycle?
it includes everything we saw for the big company… but it takes even longer 
startups are unknown, so the customer worries about this more than price or features* * that means you need to address this with customer testimonials & case studies before the sale – these take time to acquire & develop
startups make IT angry, because the software is often poorly documented, buggy and hard to integrate into existing systems* i am IT cat * that means you need to figure out how to make IT’s life easier – this may delay or alter your release cycle
startups don’t understand the internal politics at the customer to know whose support they need to make the sale* * let’s explore this more by looking at the three sets of decision makers at each customer
customer decision maker #1: the person who will ultimately use the product or service “I want to know why this will let me do a better job – without having to do any extra work!”
customer decision maker #1: the person who will ultimately use the product or service Get her on your side by showing her how:  ,[object Object]
 It will make her look better to her boss
It will not add more work to her job
You have gotten buy-in from her co-workers
 You are committed to awesome customer service,[object Object]
customer decision maker #2: the person who will ultimately pay for the product or service Get him on your side by showing him how: ,[object Object]

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The Startup Sales Cycle

  • 2. selling is never easy, even when you’re a big company and when you’re a startup, it’s even harder
  • 3. that means that making your first sale will take a long time – longer than you think
  • 4. before we begin, we must ask a question what is a sales cycle?
  • 5. a sales cycle is the total amount of time it takes from when you first open dialogue with a potential customer to when you finally close the sale
  • 6. the big company sales cycle
  • 7. big companies have serious advantages & tools when they sell to new or existing customers
  • 8. the customer may already be familiar with the company’s products & service (this includes quality and performance)
  • 9. the customer may have existing software from the big company that can do even more when combined with the new software
  • 10. the big company may offer APIs and support that makes integration into existing systems easy
  • 11. the big company may have relationships with more of the customer’s decision makers who can have an impact on the sale
  • 12. does this mean the big company’s sales cycle will be fast and short? no 
  • 13. here‘s how long it takes for a big company to make their sale: 1) it starts when the first contact is made
  • 14. 2) then, an initial set of calls & meetings take place for deal qualification, needs analysis and proposal creation this takes two to four weeks
  • 15.
  • 16. what is required beyond money?
  • 17. can we build this ourselves?
  • 18. what other vendors should we call?this takes one to four weeks
  • 19. 4) if the proposal is accepted, implementation begins* *this requires the customer’s time too for IT assistance & user training this takes two to four weeks
  • 20. 5) the pilot begins this takes one to six months
  • 21. 6) the pilot ends, and the evaluation of the pilot’s performance begins this takes two to four weeks
  • 22. 7) if the pilot was determined to be a success, the purchase must then be approved by all decision makers this takes two to four weeks
  • 23. 8) after a three to twelve month long cycle, the big company has made a sale
  • 24. what about the startup sales cycle?
  • 25. it includes everything we saw for the big company… but it takes even longer 
  • 26. startups are unknown, so the customer worries about this more than price or features* * that means you need to address this with customer testimonials & case studies before the sale – these take time to acquire & develop
  • 27. startups make IT angry, because the software is often poorly documented, buggy and hard to integrate into existing systems* i am IT cat * that means you need to figure out how to make IT’s life easier – this may delay or alter your release cycle
  • 28. startups don’t understand the internal politics at the customer to know whose support they need to make the sale* * let’s explore this more by looking at the three sets of decision makers at each customer
  • 29. customer decision maker #1: the person who will ultimately use the product or service “I want to know why this will let me do a better job – without having to do any extra work!”
  • 30.
  • 31. It will make her look better to her boss
  • 32. It will not add more work to her job
  • 33. You have gotten buy-in from her co-workers
  • 34.
  • 35.
  • 36. You are a better value than similar products
  • 37. You won’t cost more than you say you will
  • 38.
  • 39.
  • 40. You’ll do as much of the work as possible so they don’t have to
  • 41. You’ll do as much of the work as possible so they don’t have tocustomer decision maker(s) #3: the lazy people who won’t use or pay for the product, but whose lives may be (even mildly) affected
  • 42. once you have addressed your product’s reliability, its IT impact, and how it affects the lives of the three decision makers…only then does your sales cycle become shorter like the big company.
  • 43. what is the single most important thing you can do to shorten the cycle? be aware of all decision makers, uncover their objections, and address their objections as early as possible!
  • 44. one last thought: a sale is ultimately the result of great relationships the quickest sales occur when the customer is already in your network, or you’ve been introduced to them by someone they already know and trust
  • 45. thanks for joining us for this presentation… …now join us for the easiest way to give and get great introductions for shorter sales cycles: SalesTie salestie.com@salestieinfo@salestie.com