It doesn’t matter if you have the best product or service, if you don’t understand the sales process your business won’t survive.
Being an entrepreneur is tough. In today’s startup ecosystem where investment can be hard to procure and one bad customer can make or break a company, finding the right kind of client (read: consistent) is crucial for long-term success.
Of course, this isn’t exactly easy. An always-changing tech landscape and 24-hour startup life can make prioritizing sales efforts challenging. While there are programs that can help — such as the DMZ’s sales accelerator –not every startup makes it into the program.
Danielle Brown, chief marketing officer for Hubba, has seen first-hand how fast the sales industry can drastically change and why it’s important to prioritize sales outreach. “Things are really growing and changing at a rapid pace. It’s a really different world … the way we consume information has drastically changed, so the way we market and sell has changed.”
Being social matters
Canadian startup Shopify analyzed social-driven orders to better understand how social sites can drive sales. They found that:
- Facebook: Eighty-five per cent) of orders originated from the popular site and it accounted for most of its social traffic.
- Timing: Companies that launch a product during the weekend saw social orders drop 10 to 15 per cent.
- Video: Companies that incorporated video content saw a 1.9 percent higher conversion rates.
Brown, a marketing and sales guru, knows what she’s talking about having worked for business heavyweights like Universal Music, SiriusXM and e-commerce loyalty firm Points throughout her career. Now at Hubba, one of Canada’s fastest growing companies — she leads the brand’s marketing and sales vision. For entrepreneurs with limited budgets, the right online tools — that range from email tracking software to advertising tools — can help startups grow without bankrupting them, she says.
“Tried and true things, like Facebook, Instagram and those channels are getting so sophisticated about how you target people so staying on top of those platforms can be a cheap way for you to find the people you’re looking for.”
Marie Chevrier is the founder of Sampler, a startup radically changing how companies get consumers to try their product. She and her team focus on getting samples to the right consumers instead of just merely distributing thousands of products in high traffic areas. In her business knowing how to push sales and garner leads is critical.
Since launching in 2013 her company has worked with more than 200 brands and reached 25 million consumers around the globe. Chevrier says focusing on low-cost tools played an important role in her company’s success.
“I suggest getting your teams on trials and measuring how much they use the technology before implementing. Everyone thinks they need the shiny new thing but implementing its usage can be tough across teams,” she explains. “Our team started by managing leads on Google Sheets before we moved to a CRM system.”
Another tip? Try cold outreach to potential clients or even partner companies you want to work with. It can yield positive benefits but only when done right. Novice businesses often rely on impersonal, template-based messages to save time, but this is bad for business, she says.
“Remember to try and be useful in the first few seconds of a call and/or the first line of the email. Get to the point quickly,” Chevrier adds. “Remember to add value and where possible introduce your product indirectly. Share case studies from one of their competitors, a blog post on industry news that makes your product useful but skip the ‘At X we do this’ in the first few lines. Leave that to the end or even for the next email.”
Brown couldn’t agree more. Hubba still relies on cold outreach to connect with new customers, but her team makes sure to always customize each interaction
“Cold calling and cold emailing is very effective. We use it at Hubba and personalization is key. Know what you’re doing [and] who you’re targeting. Also text emails work better than designed emails because people respond faster. Entrepreneurs can over engineer things sometimes.” — Danielle Brown, CMO, Hubba.
The personal touch
In the midst of sales talks, it’s easy to overlook how important the human touch is for every interaction. Sometimes unlikely sales can be found through existing customers, former leads and ambassadors.
Ensuring you approach every meeting, interaction with industry peers or even networking event with a smile can be valuable. “I’ve found referrals and advocacy is way more valuable than tooting my own horn. If the messenger is a peer, I’ve found the message carries more importance,” explains serial entrepreneur Ben Baldwin.
The entrepreneur is the creator of The Founder City Project, founder of ClearFit and sits on Toronto’s Innovation Economy Advisory Council. Sometimes networking can provide long-term sales benefits. Don’t make the mistake of forgetting that people (not just tools) are important to your business, he says. “Peers are incredibly powerful teachers, especially when both parties are comfortable enough to be open and vulnerable with one another.”
Brown agrees. Acknowledging the role people play can either help or even hinder or startup depending on how it’s done.
“Regardless you’re always marketing and selling with everything you do,” she explains. “People will talk about their interaction with you — positive or negative. When startups are launching they tend to be more aware of their early interactions with customers and bigger companies might get lost with that stuff.”
Interested in learning more? Check out Robert Gold, host of BusinessCast, interview Michael Gord, the founder of MLG Blockchain about how he grew his business, the power of bitcoin and how he’s changing the tech industry.
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