How to sell your technology to B2B? Vlad Voskresensky, CEO, InvisibleCRM

InvisibleCRM: General overview Change the Software not the People Achieved visibility Analysts and Industry Experts insights InvisibleCRM named Cool vendor in “…innovative, impactful and intriguing…” Gartner InvisibleCRM offers unique 5 hours ROI Nucleus Research Larry Ellison, CEO of Oracle Corporation, showcased a product built on InvisibleCRM technologies during his closing keynote at Oracle Open World trade show Awards and Certificates "With applications built on the Microsoft Office, it is easier for employees to connect to information and business processes“. Illustrating the opportunity, Gates showcased InvisibleCRM Bill Gates, Chairman, Microsoft

InvisibleCRM: General overview Change the Software not the People Partners / OEM Channels

InvisibleCRM: General overview Change the Software not the People Market Penetration - CRM Figure 1. Magic Quadrant for Sales Force Automation, 2007 Current InvisibleCRM In Process Active CRM Pipeline

InvisibleCRM: General overview Change the Software not the People Lead generation & “harvesting” Old good cold calling still works for B2B, but you need to know your people Google and LinkedIn are main sales tools Do not come to leads with your value, come to them with their problems Build awareness –Meet as many people, as you can (events, meet-ups, trade-shows, etc) –Make sure you look solid (website, forums, blogs, references)

InvisibleCRM: General overview Change the Software not the People Keep fishing! Never think you’re done once you get good contact at the account Try to understand personal interest of people who you are dealing with – why they want a deal with you? Principal decision is typically made by tops within 5-10 min –Make sure that there is someone who is sponsoring you –Make sure that you have enough supporters –Make sure they have answers to other’s objections

InvisibleCRM: General overview Change the Software not the People Typical sales cycles and how to speed it up Build an interest, based on wide awareness Get to owners (how to know who is that?) Find your champion (should be one, but have your subs) Know your enemies (not only competitors, internal as well) Get the handshake deal, proceed to procurement –When getting handshake deal, make sure you have it in writing, s are good Procurement: trade hard Legal: make sure you don’t sell your soul Closing

InvisibleCRM: General overview Change the Software not the People How to close technology sales – swim with the sharks You have enough enemies within the account –R&D typically sees its budget as their potential money and they have much closer access to decision makers Myth: big company wants to fool you, kill you, eat you… –They don’t. As sharks don’t eat people, big companies don’t eat you as well. –But as sharks may bite you to death, big company can do it either Do not overpromise to yourselves, stay calm until the closure –Whatever you discuss with decision makers may be killed at procurement –Whatever you negotiate with procurement, may be killed by legal –Be ready to drop-off something, ask for more than you expect When deal is signed, it is not over. Amendments and Addendums can pervert the deal, be ready for that!

InvisibleCRM: General overview Change the Software not the People What is the best deal structure for you? Know your focus: –Money? –Partnership? –Reference? –Other? Worry about IP, exclusivity, “best terms”, termination rights, source code escrow, support terms Think about other agreements you may sign in future – what may harm it? Think about your exit strategy – what may be a stopper Think about your company evaluation – what do you need?

InvisibleCRM: General overview Change the Software not the People You are not selling technology, you are selling experience This is the mantra of any B2B sale It seem to any business that they can do what other business did and it seem to them that is easy B2B sale is not only selling value of your product, but also convincing people that its not worth to do it themselves Selling through features is dead end, sell through experience –You’re more skilled than competitors –You’re better than internal people in what you sell. Sell the roadmap, not current version.

InvisibleCRM: General overview Change the Software not the People Never ever give up! Dozen “NO” may be followed by one “YES” easily Business is not a person, it does not have mind, does not have opinion, does not have feelings –There are people, some more powerful, some less –Search those who are for you, they can make a change So deal with it cold-blooded And remember, you are not selling the product, you are selling experience!

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