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Startup Selling: Talking Sales with Scott Sambucci

Over the past twenty years, I’ve led three Silicon Valley startups to their first customers and revenue, and sold everything from financial data, enterprise software, and vaporware to cabinet doors, amusement park daily programs, and “would you like fries with that…?” My customers have included the largest financial institutions in the world, top US Universities, cabinet door makers and people that eat at Applebees and go to amusement parks... I’ve learned a lot, and made a few, ahem, well… a lot, of mistakes. Here in The Sales Podcast with Scott Sambucci, I share the lessons learned from my past two decades of selling. In each episode, I discuss a specific topic in selling and sales strategy like how to find new prospective customers, how to manage leads, how to run an effective sales meeting, uncovering customer needs, and developing pricing strategies. Episodes are a mix of guest interviews, observations from the field, and sales techniques that I’m using every single day. And people that care about such things, I’ve written two books, been a TEDx Speaker, been featured on CNBC, The Financial Times and NPR. Oh… I’m also a husband, a dad, and a three-time Ironman triathlete. Build your sales process so that you can have the company you imagine. The Sales Podcast with Scott Sambucci will help you get there.
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Startup Selling: Talking Sales with Scott Sambucci
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Now displaying: Page 1
May 30, 2017
About Allbound: Problem & solution
 
Definitions: Channel Partners vs Referral Partners vs Co-Marketing Partner vs Reseller vs Affiliates
 
When should I start thinking about External Partners? 
  • Affiliates & Co-Marketing - Never too soon for these. Make sure you and your partner are speaking the same profiles/customers. Co-marketing tend to be “nice-to-have"
  • Referral Partners - Once you’ve identified the right Product-Market fit. Have an ideal Customer Profile & Buyer Personas built
  • Reseller Partners - Most resellers want to own implementation. Make sure your product can support a reseller. Every Reseller is assigned a Customer Success Manager. One reseller could equal 10, 50, 100 customers
 
“Partners” - The best partners provide you a predictable revenue stream.
 
Structuring Programs:
  • Look at other firms and partners. Learning from Hubspot, Marketo, Salesforce
  • i.e. 10% of first year revenue
  • Evolve the program
 
Implementation:
  • Things fizzle. Partnership is a relationship.
  • "Partners are people too.” 
  • Train, educate. Treat your Partners just like a brand new sales rep.
  • Channel people are massively under-resourced
  • Outline and structure - online meetings, vs in-person, self-serve. Be transparent and map out in a Agreement.
 
4 Pipelines:
  1. New Customers
  2. Renewals
  3. Professional Services
  4. Partner Pipeline
 
4 Pillars:
  1. Content - The way that knowledge transfer happens. Access to content (ie. training, internal price sheets, playbooks, data, research); PLUS end-user
  2. Collaboration - Include your Partners in your product communication, pricing, services
  3. Customer Success - How does my customer want to buy? How do they want to be serviced & supported?
  4. Culture - Touches every part of your business & approach
 
The Honest Conversation - Sometimes the timing isn’t right. Be honest. Let’s come back to this in 6 months, 1 quarter.
 
Exclusives: Think really 
 
MyChannelScore.com
 
Unusual: 
  • Completely different vertical or space
  • Expand
 
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