创业公司如何完成他们的第一次大销售——TechCrunch
How startups close their first big sales – TechCrunch
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2019-12-18 15:55
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Joe Procopio is a multi-exit, multi-failure entrepreneur. Joe is currently building Spiffy, and previously sold Automated Insights, sold ExitEvent and built Intrepid Media.

乔·普罗科皮奥是一位屡战屡败的企业家。乔在以前出售过自动化洞察工具、ExitEvent、建立过无话不说的媒体,目前正在建设Spiffy。

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No matter what your startup sells or who you're selling it to, companies that survive — and grow — need big customers and lots of them. But how do you land million-dollar deals with limited resources and no credibility?

不管你的初创公司卖什么,也不管你卖给谁,那些生存下来并成长起来的公司都需要大客户和大量的客户。但是,如何才能在有限的资源和没有信誉的情况下达成数百万美元的交易呢?

In more than 20 years of building companies and products, I've learned that in the grand scheme of the startup lifecycle, while you scale your way through growth to eventual sustainability and success, acquiring your first customer is relatively easy. Any good salesperson can sell a good product to the prospect of their choice. Hell, any mediocre salesperson, even when they're hawking complete crap, can get lucky once. Your first customer is a great signal, but it's just a signal, not a savior.

在超过20年的公司和产品的创建过程中,我了解到,在启动生命周期的宏大计划中,当你通过增长达到最终的可持续性和成功时,获得你的第一个客户是相对容易的。任何一个好的销售人员都可以将一个好的产品卖给他们选择的潜在客户。任何一个平庸的销售人员,即使他们兜售的是一堆垃圾,也能幸运一次。你的第一个客户是一个很好的信号,但它只是一个信号,而不是救世主。

What actually matters is what we learn from that first signal and all the signals that follow.

真正重要的是我们从第一个信号和随后的所有信号中学到了什么。

Aggregate value to target prospects

对目标客户的总价值

The process starts way before the first sales pitch. Your chances of closing your first big sale are going to be directly related to how well you're targeting your prospective customers. So let's begin with a discussion of aggregation and targeting.

这个过程在第一次推销之前就开始了。你完成第一笔大买卖的机会将直接关系到你如何瞄准你的潜在客户。让我们从聚集和目标开始讨论。

All product and service sales come down to usage and aggregated value. It doesn't matter if your target customer is a consumer or a business. It makes no difference if your price point is dollars or thousands of dollars. It doesn't matter if your transaction is completely frictionless or requires a six-month hand-hold by your sales team.

不管你的目标客户是消费者还是企业,所有的产品和服务销售都归结为使用量和总价值。不管你的价格是美元还是几千美元都没有区别。不管你的交易是完全没有摩擦的,还是需要你的销售团队花六个月的时间来处理。

If your customer is a consumer, they're going to have limited usage with your product or service and the value needs to be tightly wound into that small usage window. If your customer is a business, they're likely going to have multiple users and almost continuous usage of the product or service, so the value will be delivered over time.

如果你的客户是消费者,他们对你的产品或服务的使用将是有限的,价值需要紧密地结合到这个小的使用窗口中。如果你的客户是一家企业,他们可能会有多个用户,并且几乎持续使用产品或服务,所以价值会随着时间的推移而传递。

So a “lot of customers” for your product or service might be 100, or it might be a million. Either way, you're offering the same value per dollar based on usage. You're aggregating that value into the sale, so you need to be targeting those customer prospects with the highest expected usage.

因此,你的产品或服务的“很多客户”可能是100人,也可能是100万人。无论哪种方式,你提供的价值都是相同的。您正在将这些价值聚合到销售中,因此您需要针对那些具有最高预期使用率的潜在客户。

A classic rookie mistake made by most entrepreneurs is spraying and praying at large prospect audiences for the sake of their largeness alone, hoping that those shards of value surface for the right people at the right time.

大多数创业者都会犯一个典型的新手错误,那就是为了自己的庞大规模而让大量潜在受众所知晓和请求,希望这些价值碎片在正确的时间出现在正确的人面前。

Don't do that. Instead, for B2C sales, you're going to need some intelligence about your prospect list, which means more than Facebook ad demographics — it's being able to predict the usage based on the source of the prospect. For B2B sales, you need to determine the optimum type of business to sell into: their size, their industry, their appetite for innovation, and anything else you can use to narrow your focus.

不要这样做。相反,对于B2C销售,你需要一些关于你的潜在客户名单的信息,这意味着不仅仅是Facebook的广告统计数据——它能够根据潜在客户的来源预测使用情况。对于B2B销售,你需要确定最佳的销售类型:他们的规模,他们的行业,他们的创新欲望,以及任何你可以用来缩小你的关注范围的东西。

Figure out who is going to get the most aggregate value for their usage and target them.

找出谁将为他们的使用获得最大的总价值,并以他们为目标。

Targeting customer prospects based on value aggregation is not only going to increase the chances of closing, it's also going to dictate the near future in terms of the growth of your startup. A targeted, good customer is going to make your life a lot easier. A random, poor customer is going to fill your world with complaints, support requests, change requests, feature requests, and ultimately severe changes to your product roadmap.

基于价值聚合的目标客户前景不仅会增加关闭的机会,还会决定你的创业公司在将来的增长。一个有目标的好客户会让你的生涯更容易。一个随机的、贫穷的客户将会用抱怨、支持请求、更改请求、特性请求和最终对您的产品路线图的严重更改来填满您的世界。

Consolidate and find a champion

巩固并找到一个胜利者

When you're a startup, your customers are buying innovation. The tricky thing is, no one needs innovation. Rather, they need the derivatives of that innovation  —  time, simplification, throughput, security.

当你创业的时候,你的客户购买的是创新。棘手的是,没有人需要创新。相反,它们需要这种创新的衍生品——时间、简化、吞吐量和安全性。

In order to close a big sale, in other words, the aggregation of many, many units of that usage and value, you're going to have to consolidate that usage and find a champion of value on the customer side.

为了完成一笔大的销售,换句话说,要将许多单位的使用和价值聚集在一起,你必须整合这些使用并在客户端找到价值的拥护者。

So the question becomes: Who benefits the most from the derivatives of innovation brought about by maximizing the usage of your product or service?

因此,问题就变成了:谁能最大限度地利用你的产品或服务带来的创新衍生品,并从中获益最多?

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