Sales & Marketing

$0-1 Million
Tyler Bosmeny
The Mystique
What is Sales?
• #1• Goal
Impossibly
= Get charming
People to a Yes or a No
• Well connected
• “I’ll give you
• Perfect a maybe without even
lines
• Incredible golfers

“We’ll just work on the product and

then hire the salespeople”
The Reality
• …It’s You
• “Build or sell - nothing else matters”
• Pick a founder to own this
• Founder passion trumps sales experience!
The Almighty Funnel

1. Prospecting
2. Conversations
3. Closing
4. Revenue / Promised Land
The Mission
• Find the innovators (2.5%)
• It’s a numbers game!
• Reach out to >100 companies
• Top 3 methods:
• Your network / conferences /
cold emails
Conferences
Conferences!
Cold Email
John – my name is Tyler and I’m the CEO of Clever. My
company has developed new technology that reduces the
time spent doing SIS integrations by 80%.

I figured this might be of interest to you given the

new middle school reading software Scholastic just
released.

I’d love to get your feedback even if you’re not in

the market for this right now. Do you have 20 minutes
this week? It looks like I’m open Tuesday at 1 or 2pm
ET if either may work.

Tyler
Once You’re On the Phone
Them
20% You
30%

Them
You 70%
80%

What You’ll Naturally Do How to Win Deals

Religious Follow Up
introduced schedule next call redlines #1
met in person pricing call #1 redlines #2
email (no response) pricing call #2 redlines #3
email (no response) send a quote redlines #4
email answer ? via email call with ceo
schedule a call send contract redlines #5
have a call send references agree “we’re close”
email (no response) send financials execute contract
email (no response) email (no response)
email email
Closing Traps: Redlines
• Final step is to send them an
agreement.
• YC has open sourced their template!
• Don’t quibble over minor points.
Closing Traps: 1 More Feature
• Usually a polite pass.
• Building it will not get you the sale!
• Either:
• Sign a conditional agreement, or
• Wait to hear demand from more customers
Closing Traps: Free Trials
• Early on you need commitment, validation,
and revenue
• “Free trial” gets you none of these
• Instead: Offer a 30 day cancellation period on
an annual contract
Looking Forward
• 5 ways to build a big business
• Flea / Mice / Rabbits – Marketing
• Deer – Inside Sales
• Elephants - Field Sales

k k k k k

Source: Christoph Janz

Q&A
tyler@clever.com

?
jobs@clever.com