[1:43] When Rob’s four-stage sales framework applies.
[2:31] What should you learn about the potential customer?
[4:00] How to collect a prospect’s KPIs and use it to get initial meetings.
[5:13] Sales intelligence tools you can use for research.
[5:19] Should you cold-call?
[6:28] How to use cold-calling to collect information.
[7:06] Best cold-calling or emailing strategies.
[8:05] Which seniority level should you contact first?
[9:25] Creating an “internal champion” to become your insider and help you win deals.
[10:30] How do you generate inbound leads?
[11:20] Marketing automation tools.
[11:27] What questions you should ask once a lead engages you?
[13:22] Engaging leads properly; Ask questions, listen, and respond.
[15:30] Why you should wait to demonstrate your product.
[16:33] How to start your demo, and what to avoid.
[17:15] Examples of quick wins.
[18:14] How showing features during a demo can solve problems
[19:58] Nine ways to optimize your demo.
[21:46] When do you switch from pitching to the final stage of closing?
[22:35] How do you negotiate for the pricing you want?
[23:48] What do you do when a sales process stalls?
[24:20] What is a drip campaign?
[25:27] What Rob avoids while pushing a sale.
[26:20] How much of the process should be done by founders vs. dedicated salespeople?
[28:18] What actions to take after a sale has closed.
Key Points About Enterprise Sales
- Use the acronyms and language of your customers — they will identify you as someone who has expertise.
- Know your prospect’s Key Performance Indicators (KPIs).
- The first three sentences are key when you’re cold-calling or emailing.
- While cold-calling or emailing, the best strategy is to offer credible, customized value upfront. Giving instead of selling.
- Contacting junior level people can help you create “internal champions”.
- Ask your lead specific, genuine questions and frame them with industry standards.
- Optimize your demo: Prepare for tech failures, read your audience, dress to the prospect’s culture, customize design, summarize past discussion, consider light humor, and admit what you don’t know.
- Contracts that terminate by default can set clear expectations, motivate eager salespeople, and make terminations smoother.