Ethical Selling

Marketing vs. Sales

Inbound, Outbound, Push, Pull

📝 Exercise: Inbound, Outbound, Push, Pull

Types of Sales

📝 Exercise: B2B Evaluation

Qualifying (BANT)

📝 Exercise: Customer Persona

User, Advocate, Gatekeeper, Decision Maker

📝 Exercise: User, Advocate, Gatekeeper, Decision Maker

➕ Resource: Customer Persona Guide

B2B Prospecting Map

📁 Template: B2B Prospecting Map

Decision Threshold + Thin-edge-of-the-wedge

📝 Exercise: Decision Threshold + Thin-edge-of-the-wedge

Discussion: Decision Threshold + Thin-edge-of-the-wedge

Startup Sales

1️⃣ Paid Engine of Growth

2️⃣ Viral Engine of Growth

STEPPS (Social Currency, Triggers, Emotion)

Google Parisian Love

STEPPS (Public, Practical Value, Stories)

Evian Roller Babies

STEPPS (Stories vs. Publicity Stunts 👎)

Progressive Insurance Radio Ad

STEPPS (Stories 👍)

Dove Evolution

STEPPS (Summary)

STEPPS (Examples)

📝 Exercise: STEPPS

Discussion: STEPPS

Experiential Marketing

3️⃣ Sticky Engine of Growth

📝 Exercise: Improve Retention

Discussion: Improve Retention

Improve Retention/Competitive Defensibility

Increase Word-of-Mouth Referrals

📝 Exercise: Increase Referrals

Discussion: Referrals

Summary: Growth Engines

Revenue Optimization (The 4 ways)

1️⃣ Increase Customers (Target Market)

📝 Exercise: Target Markets/Customers

Channels

📝 Exercise: Channels

Referrals, Thought Leadership, Regulatory Compliance

Shorter Sales Cycles (# of steps, budget cycles/purchasing periods)

Lead Scoring

📝 Exercise: Lead Scoring

🔧 Tools: Intent Behaviour Data Providers

Risk (Reduce, Address, or Reverse)

Shorter Sales Cycles (Reduce formalities, Clear next steps, Usage-based Pricing)

📝 Exercise: Shorter Sales Cycles

Discussion: Shorter Sales Cycles

2️⃣ Increase Transaction Size

Upsell vs. Cross-sell

📝 Exercise: Increase Transaction Size

Discussion: Increase Transaction Size

3️⃣ Increase Frequency (Refill, Packaging, Top-of-mind, Encouraging Behaviours)

📝 Exercise: Recurring behaviours, activities, hobbies, or habits

Loyalty Programs, Memberships, Gamification

📝 Exercise: Increase Frequency

Discussion: Increase Frequency

4️⃣ Increase Price (Initial Pricing)

Optimizing Pricing

Displaying Pricing

Discounting

Quiz: Revenue Optimization

Answer: Revenue Optimization

📝 Exercise: Growth & Revenue Optimization

Gradualization, Marketing Matrix

📝 Exercise: Gradualization

Buyer's Journey (ACDC Framework)

Sales Strategy Pt. 1

Example: Sales Strategy for a Health Supplement Product

Example: Sales Strategy for a Sales Consultancy

Example: Sales Strategy for a Startup Support Organization

Example: Sales Strategy for a CRM Tool

Sales Strategy Pt. 2

📝 Exercise: Sales Strategy

📁 Template: Sales Strategy

Discussion: Sales Strategy

Sales Funnels

Process-oriented Funnels

🔧 Tools: Competitor Analysis

User Journey Funnel

Example: Funnel Build for Fundraising Training Program

Funnel Optimization

➕ Resource: Conversion and business metrics for Dental or Healthcare Clinics to prioritize

Collections

Discussion: Collections

Culture

Mission, Vision, Values

➕ Resource: How great leaders inspire action (Simon Sinek)

Company Values

➕ Resource: 6 Mistakes Organizations Make When Implementing Values In The Workplace

📝 Exercise: Values

Discussion: Mission, Vision, Values

Diversity & Inclusion (D&I)

Recruitment

Compensation + Motivation

➕ Resource: The puzzle of motivation (Dan Pink)

Recruitment Sources

Discussion: Recruitment & Compensation

Screening/Interviewing

Situational vs. Behavioural Interview Questions, STAR(T)

Discussion: Interview Questions

Screening for Values

Here for an Experience vs. Goal

Reference Checking

Discussion: Reference Check Questions

Onboarding

➕ Resource: Evolving from Violent Language (Anna Taylor on LinkedIn)

Sales Metrics, Data, Key Performance Indicators (KPIs)

Leading vs. Lagging Metrics

➕ Resource: Don’t Just Trust The Numbers

➕ Resource: Jeff Bezos on Why Eliminating Daily Dashboards Can Make You More Focused, Productive, and Successful, Backed by Science

Long-term Performance Management

➕ Resource: The Lifestyle of an Infinite Mindset (Simon Sinek)

📝 Exercise: Pirate Metrics (AARRR)

Goal Setting (OKRs)

Goal Setting (SMART)

📝 Exercise: Goal Setting

STOP, Sunk Cost Fallacy

Coaching

Discussion: Coaching

Retention/Offboarding

➕ Resource: Jedi Tours of Duty with the (Rebel) Alliance (Reid Hoffman)