Understand what it takes to attract your target customer based on 3 key sales models.
- Attain high-value customers through a complex sales process.
- e.g. HubSpot
- Attain high-value customers through a simple sales process (self-service).
- e.g. Amazon
- Attain low-value customers through a simple sales process.
- e.g. Xero
Know when to add sales to a self-serve business model.
- If you're selling something with a low average contract value (e.g. $1000 for the year), sales are not critical.
- If you're selling something with a high average contract value (e.g. above $5,000-$10,000), sales are critical.
Establish clear, differentiated roles on your sales team.
e.g. Inbound and outbound sales teams require vastly different skills and workflow.
Define your ideal customer profile (ICP).
- Good ICPs should:
- Enable you to identify a good prospect quickly
- Enable you to simply convey the ICP to someone else in such a way that they can find other ICPs.
- Be defined so systems can be built to identify them.
- e.g. Heads of sales with teams larger than 50 people in tech.
Act as a consultant to your prospects.
- Engage with prospects in their context.
- Understand the specific challenges they're trying to solve.
- Translate the generic marketing strategy on your website to their business.
- Tell the story from their perspective.
- Follow up
Be deliberate when moving upmarket.
Maintaining a simple sales process while introducing more complex products and purchase processes requires careful planning and execution.
Experiment with your sales strategy before you pivot.
- Generate Hypothesis
- What sales strategy are you testing?
- Design Experiment
- Agree to a timeline and define goals.
- Run Experiment
- Track metrics and KPIs
- Analyze Results
- If it works, how far can it scale?
Use resellers and channel partners to accelerate growth.
Only do so when you're 6 months to 1 year in, have a product that has traction and growth, and have found success with content marketing.