It is fair to say the lifeblood of any commercial enterprise is the ability to attract, retain, and grow profitable customer relationships. For venture funded firms, revenue growth is typically one of the key criteria for successfully raising the next round.
At the firm level, sales success hinges on implementing a repeatable process that moves people from awareness, to consideration, trial, commitment, use, and renewal. It doesn’t matter what terms you actually use to describe your process, just that you have one, you monitor and measure it, and you use it.
The individuals involved in your process will benefit from some skills. The top steps of the process, anything to do with building awareness and driving qualified leads, are the realm of marketing.
Moving prospects from through to a first sale places a premium on sales skills, in particular establishing permission/rapport, uncovering buyer needs, delivering compelling value propositions, resolving sales obstacles, and closing the sale. Along the way, the salesperson will need to move the customer through a series on incremental sales advances or customer commitments.
Post-sale is the world of “customer success” or what we used to think of as “service.”
We’re in the process of creating and curating a series of instructional modules to help you think and act more productively about your sales process. The modules have been created by Ulu Venture Partner, Kevin Hoffberg, who spent decades in the business of sales and marketing improvement. Please feel free to reach out directly to Kevin with your questions or requests for content on specific sales or marketing challenges.