B2B sales · Enterprise business development

Learn the sales process

eathan hunt Cofounder @ Ayu

August 12th, 2020


Background :

  1. We have build a software system to help a niche client tale address a problem they are trying to solve, and successfully run the software with small businesses.
  2. To the client who says yes, we will access the requirement, add additional features, finalize the requirement and develop the solution customizing our existing technology
  3. We have done few projects but now we have reached large companies
  4. We have received interest and they have scheduled meetings with us.

These potential clients are billion dollar companies. And we are a early stage company. They are showing interest to our solution.We want to learn the sales process from the initial meeting to launching.

  1. What are the steps in the sales process
  2. What material should we be equipped with
  3. What should our goal be at the first meeting
  4. Analyzing requirement, legal aspects, operational aspects are complex and large scale in these companies. What would their expectation of us be? How does a startup with quality tech handle it?

Appreciate your support. Thank you

Team Ayu

Dane Madsen Organizational and Operational Strategy Consultant

August 12th, 2020

This depends on what geo and space you are targeting. If you are engaged with US companies in the tech space, you will have one set of requirements; if it is in an industrial space, it may be entirely different.

It also depends on what "buyer" you are meeting with in the first meeting - the functional buyer (the person using the product), technical buyer (the person who has to install and manage the product), or the financial buyer (the person you have to convince this make economic sense. Whether you meet with only one, you will need to have something for all three.

The functional buyer is the one that has to be convinced you will make their life easier and more productive. This will be based on a needs-analysis and understanding of how they do what you solve currently, then showing them how that improves their life. The output is that you 1) make their life easier, 2) cut time doing certain tasks, and 3) they can become proficient quickly.

The technical buyer has to be convinced you can be 1) stable and not complicate their life, 2) secure and not compromise the company networks, and 3) is easily integrated with all their current platform with no/minimal requirements by their teams.

The financial buyer is simple: What is the ROI? You have to show them the cost/benefit analysis based on the meetings with the other two. If you do not improve ROI as a minimal disruption to the firm, show yourselves to have a long life so this is not orphan product, and relieve pain, then you can succeed with the other two, and fail at this point.

You may want to dig into Geoffrey Moore - the legend in B2B sales - who wrote Crossing the Chasm, Zone To Win, and Inside the Tornado - all applicable to startups doing exactly what you are doing - small selling to large.

eathan hunt Cofounder @ Ayu

August 12th, 2020

@dane madsen Thank you for the quality answer. I will definitely check out the books.

My next meeting is with a retail giant in Australia ( revenue 800M-1.5B) and its a phone call with middle level manager.

Is it ok to be a startup with quality tech which we are or should we pretend to have 100 coders and 50 BAs on it.

Should we send them pdfs and videos explaining the entire proposal and wait, when we meet in person do we go through the material we have already sent them?

should we present a customized version of the product for them?

our company is registered in a different country, should we register in aussie as well?

Andy Freeman Product Management and ... - Looking for new opportunities

August 13th, 2020

> Is it ok to be a startup with quality tech which we are or should we pretend to have 100 coders and 50 BAs on it.

What are customers who don't want to deal with a startup likely to do when they find out that you lied when you said that you weren't a startup?