TAILIEUCHUNG - Lecture Entrepreneurship: Chapter 6 - William D. Bygrave, Andrew Zacharakis, Sean Wise
Chapter 6 Selling in an entrepreneurial context. The topics discussed in this chapter are: Construct a cash budget, describe how projected statements of cash flow relate to cash budgets, explain why projected statements of cash flow are important to the entrepreneur, understand the concept of a sustainable sales growth,. | Entrepreneurship Canadian Edition William D. Bygrave, Andrew Zacharakis, Sean Wise 1 SELLING IN AN ENTREPRENEURIAL CONTEXT Chapter 6 2 2 3 Learning Objectives Mindset For Successful Selling: Good Selling Versus Bad Selling Learning Objective Describe the mindset an entrepreneur needs for successful selling. Finding, Assessing, and Preparing to Pursue Sales Opportunities Learning Objective Describe how an entrepreneur finds, assesses, and prepares to pursue sales opportunities. Developing a Compelling Value Proposition Learning Objective Describe how to develop a value proposition. Pursuing Sales Opportunities Learning Objective Explain how to pursue sales opportunities. Developing Sales Skills Learning Objective Explain how to develop sales skills. 3 4 Key Concepts Selling Mindset Good Selling vs Bad Selling UVP Sales Process How to develop sales skills? Customer Discovery vs. Customer Validation 4 Qs of Customer Discovery Sales Pipeline 4 5 The Basics Founders should always become the startup’s first salesperson Startup sales is really about mastering the 4 stages of Customer Development Starts with Customer Discovery, then Customer Validation 5 6 Customer Development 6 7 Customer Discovery 7 8 4 Questions of Customer Discovery Have we identified a problem a customer wants to see solved? Does our product solve this customer problem (10x)? If so, do we have a viable and profitable business model (. does it scale)? Have we learned enough to now go out and sell? 8 9 Customer Validation 9 10 Selling vs. Buying 10 11 Sales Pipeline 11 12 Good Selling vs. Bad Selling Good Selling Consultative, engages the buyer to find the UVP Relationship building Seller has a responsibility to help the buyer through the buying process Bad Selling High pressure Same pitch to all Sell and Forget 12 13 UVP, Unique Value Proposition Your UVP is one of your most essential messages. A powerful & succinct statement that will: Describe how you are unique, and therefore differentiate you and your product / service from your competitors in your market. Resonate directly to the company brand - yours and your prospects (yes, even as individuals, we are a brand). Give you insight about how to effectively market your product / service. 13 14 A Value Proposition 14 15 UVP, Building it 15 16 COPYRIGHT Copyright © 2015 John Wiley & Sons Canada, Ltd. All rights reserved. Reproduction or translation of this work beyond that permitted by Access Copyright (The Canadian Copyright Licensing Agency) is unlawful. Requests for further information should be addressed to the Permissions Department, John Wiley & Sons Canada, Ltd. The purchaser may make back-up copies for his or her own use only and not for distribution or resale. The author and the publisher assume no responsibility for errors, omissions, or damages caused by the use of these programs or from the use of the information contained herein.
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