1. Sell Sell Sell Prepared for: Terry Ledden/Sandler Training, 1 Antares Drive, Suite 120 (Lobby Level), Ottawa ON Date and time: October 19, 2012 at 0730 CEO Session Follow @TerryLedden and learn more about him at: http://www.salesaboutface.comhttp://www.salesaboutface.com

2. Sell Sell Sell If you can’t sell, you can’t be an entrepreneur, intrapreneur, artpreneur or CEO “Everyone in your organization is in sales,” Prof Bruce Large homebuilder announces new project Call for info ‘Huh?’ Your receptionist is your CIO!

3. Sell Sell Sell ‘A brand is important because it’s important’ Say what? Marketing  builds a Brand Brand  builds Trust Trust  creates the opportunity to Sell Sales  provides revenue for more Marketing

4. Sell Sell Sell When you meet someone whose b-card says, ‘VP, Marketing and Sales’, you’ve just met someone who doesn’t know whaty they are doing Mutual Life  Clarica  Sun Life Pirate Insurance Co of Kinakuta

5. Sell Sell Sell Selling is the tooth end of the snake/not the tail “Number one, cash is king...,” Jack Welch Cash doesn’t lie/AP, AR, INV, Bank Balances

6. Sell Sell Sell Michael E Gerber says every SMEE needs– technician, manager and leader Leaders can NEVER delegate sales

7. Sell Sell Selling… the Ottawa Senators Canderel and others enter the Ottawa marketplace and out compete the locals Office rents go from $18 in 1982 to $6 in 1987 We were constantly trading up in terms of business size and complexity Move to a market with fewer competitors and some more DV– get out of the way of the elephants “What does TO have that we don’t have?”

8. Sell Sell Selling… the Ottawa Senators A Zoo, the Princess of Wales Theatre, a NHL Team NHL is getting ready for expansion again Randy, MBA from Clarkson: “Let’s do it.” Cyril Leeder, CA: “How much is it going to cost?” Estimate: $35 million (then going rate for NBA expansion team)

9. Sell Sell Selling… the Ottawa Senators Franchise cost: $50,000,000 USD in 1990 Pre-sold 15,000 PRNs for $25 each for a team that does not yet exist Pre-sold 500 Corporate sponsors for $500 each Pre-sold 32 Original Corporate Sponsors for $15,000 each Pre-sold media rights for radio and TV for $250,000 and $4,000,000, respectively

10. Sell Sell Selling… the Ottawa Senators Pre-sold 30-year arena management contract for $15 million + a corporate guarantee Pre-sold pouring rights for $3 million Pre-sold product rights for $1 million Pre-sold 10,000 season tickets 22 months before the first game for $22 million in cash Pre-leased 100 suites at $100,000 per suite per year or $10 million per year for 5 years = $50,000,000

11. Sell Sell Selling… the Ottawa Senators Bought 600 acres for $12k per acre, won a NHL franchise, built a MCF (Major Community Facility– aka, Scotiabank Place) in the middle and sold extra 500 acres for $112k per acre to make $50,000,000 You get the picture… PRE-SELL, PRE-SELL, PRE-SELL… find ‘launch clients’ before you launch

12. Sell Sell Selling… the Ottawa Senators Having launch clients (pre-sales) changes everything Gives everyone involved confidence that you are on right track Increases credibility and is important source of (cheap) capital Minimum number of launch clients you need is three Can convince one fool to buy any product or service, maybe two but probably not three

13. Sell Sell Selling… the Ottawa Senators Meet with each member of the BOG at least twice Meet with the President of the NHL Go to Palm Beach with 120 followers including the Ottawa Fire Department Marching Band Slogan: “Bring Back the Senators” Name things like: “The Palladium”– give it the breath of life (like the Elves did in Middle Earth)

14. Sell Sell Selling… the Ottawa Senators Prioritize Lobby Know what you are doing (learn from Bill Torrey/Glen Sather/Sam Pollack) Plaster Palm Beach Airport with Bumper Stickers Make your presentation a conversation Never stop Last thing they see is your happy, smiling face

15. Sell Sell Selling… the Ottawa Senators Be someone others can have trust in; trust is the foundation of a successful life in business and in your personal situation “Go where hockey is known and loved and we’ll take care of your franchise.” Beat Milwaukee, Portland, Seattle, Houston, Hamilton and St Petersburg Media proclaims: ‘Milwaukee/Seattle’ Stand your ground– “You will NEVER, EVER get a NHL Team in… Ottawa.”

16. Sell Sell Selling… the Ottawa Senators Dec. 6, 1990, the NHL awarded franchises to the cities of Ottawa and Tampa But really they awarded them to Phil Esposito (for Tampa) and Bruce Firestone (for Ottawa) They trusted us Our theme song– Tom Petty’s DON’T BACK DOWN We get a unanimous vote from the NHL!

17. Sell Sell Sell In entrepreneurship, results count and results come from a fundamental source: trust— remember this— “People like to buy from people they like and trust.”

18. Sell Sell Sell Follow me on Twitter: @ProfBruce Find me on LinkedIn: www.linkedin.com/in/profbruce www.linkedin.com/in/profbruce Read my blogs at: www.eqjournal.org and www.dramatispersonae.org www.eqjournal.org www.dramatispersonae.org Read my books at: www.brucemfirestone.com www.brucemfirestone.com Study with me, info at: www.learnbydoing.ca www.learnbydoing.ca Participate in SKIP-AID August 2013: http://www.learnbydoing.ca/wordpress/?page_id=150 http://www.learnbydoing.ca/wordpress/?page_id=150

19. Sell Sell Sell Appendix— Sens first game: http://www.youtube.com/watch?feature=player_embedded&v=Y3wlmIxdJvw http://www.youtube.com/watch?feature=player_embedded&v=Y3wlmIxdJvw Sens first Goal: http://www.youtube.com/watch?feature=player_embedded&v=6STkJ8UzoyU http://www.youtube.com/watch?feature=player_embedded&v=6STkJ8UzoyU Professor Bruce M. Firestone, B. Eng. (Civil), M. Eng-Sci., PhD.; Executive Director, Exploriem.org; Founder, Ottawa Senators; Entrepreneurship Ambassador, Telfer School of Management, University of Ottawa; Real Estate and Mortgage Broker, Century 21 Explorer Realty Inc., Author, Quantum Entity Trilogy