Author Archive for Viren Sarna

Why you Do a Startup ?

Why you do a Startup ? By Chance or you are totally frustrated with a Problem you face on a regular basis or You want to make big loads of Monies or You are passionate about something or You do not want to miss the Wave ??

There are lot of Questions you ask or should ask and be clear and concise about why you are doing this Startup. First , you have to figure out the real reason of Doing the Startup – May be in any Domain.. !! Why I am Doing this ?? Find the Real Reason !! Think in Think Out and Find the Real Reason while putting yourself into Customer shoes (If you are customer , would you buy that Product/Service and why you should be even looking at this kind of company and Would you shell Money from your own pocket !!

If this is in Enterprise Software/Consulting Domain , you could figure out the Total Market opportunities by reports from Gartner/IDC etc and then can see the Subset of the Total Market and clearly reach on to the Niche Area of that Market and what Pain Point you are solving for the customer !! Me too Approach could work in some situations but generally not !! There has to be real value proposition for your customer as it would be too difficult for him to change for the Vendor or Software or SI they are currently working with !!

In Consumer Internet Businesses , is it only about Traffic or more Numbers adding to your App. But Real Question to answer is to find whether these guys would buy that even if its $10 Per Month or which way you could monetize from the same and make Monies out of that.. !!

Finally, Be in Any Business , Company would be successful only if they could make Right Product (Finding the Need) , Pitch on Right Market and Finally Customers are feeling WOW factor to shell out the Monies to buy that Product/Service.

Any Questions !! Send to : virensarna@gmail.com

Thanks

Virendra Sarna

Inside Sales

Inside Sales — Very Common now a days and effective to target specific audience or groups or geographies.

Inside Sales is quite Cost Effective and Focussed Group Strategy for Companies who are in volume based Business and where Initial Resistance is quite high from Prospects/Customers or where Initial Reach or Geographies are very far off.. Viz IT Services or Product companies.
- For Targeting People from specific Groups
- For Targeting Specific Companies or Verticals
- For Pitching Product or Services mapped to needs of Enterprise or SME’s

Goes in Verticals like :::
- Banking
- Financial Services
- Insurance
- IT Services
- IT Product
- ITES
- Real Estate

Tips for Inside Sales Professionals :::

- Don’t just start pitching your script or about your Product / Services as if you going to sell him/her right away.
- Make your Target List using Filters.
- Be Polite , Patient and Precise.
- If there is lot of No…s .. don’t get disheartened.Check your list and see if you are calling or touching base with right set of People.
- Try and engage with them by sharing useful content as per their Preferences.
- Seek Appointment Time from them for Sales Folks to visit them as per their Schedule.
- Don’t PUSH PUSH .. too much … He/she is going to get irritated otherwise.

Thanks
Virendra Sarna

Content Marketing for SME’s

A Smart Marketer knows that Traditional Marketing no longer holds sway – Today is the Era of Digital and Content Marketing – Developing Relevant and Engaging Content for your Target Audience to drive a Profitable Customer Action(On Web and Mobil).

If Content is King , Digital Marketing is Crown. Digital Marketing Strategies are closely connected with Content and Consultants with experience in Online Advertising , Social Media Marketing , Search Engine Optimization optimizes Digital Media with Right Content to Deliver Tangible and measured Results.

As an SME (Small Medium Enterprise) , you have to figure out how the content developed by you gets engaged with the customer. You have to think like a Publisher , Media and work on great story telling.

First and foremost think about what customers you are targeting and what are their pain points your product/service is addressing.Based on that you should start engaging with them on different social sites. Facebook , twitter , pintrest etc.

Content would need to have following components depending on your product/service and make it part of Marketing strategy.

Blog Articles
Data sheets/Factsheets
Brochures
Leaflets / Flyers etc
Electronic Data Mailers (EDM’s)
Video Scripts

Content Development is an Art and engaging with customer is need of the hour. As there is lot of content available on Web , how you differentiate is by doing SEO , Keywords and engaging with the Right audience and make that specific to their Pain Points.

Thanks
Virendra Sarna

Contact :::
virensarna@gmail.com

Integrated Sales Process — Pictorial View

Integrated_Sales_Marketing_Process

Sales Strategy for startups

Strategy — As word describes — covers both Long Haul and Short Haul Objectives.

Strategy Differs for companies to companies — In a typical MNC / Established Companies , there is core team of Strategists who would evaluate each and every Product Line/Business Unit/Country and would Make Plan for 1 year , 3 years etc and then slice it through Operational and Financial Planning for Execution and Numbers are arrived based on last couple of year’s Data and Market Dynamics.Now a Days Collaborative Approach is taken from Top Down Planning and Bottoms up Planning so everyone is part of the Process so as to be on Same Page..!! (BI/Analytics plays good Part as well)

However , In a typical Startup Environment , Founders or initial Employees are clear on where they want to go .. Destination but things change very fast based on Feedback , Versions , Market Response and Plan and Startegy has to be in tandem with Demand in Market/User/Prospect Feedback.

Sales/Marketing Strategy for Startups should be ::

1. Short Haul — To convert Prospects to Customers , If B2B – More traction with Prospect and let him ask more queries and If B2C – More traction or acceptability to users …. Come up with Version 0.1 or whatever and make it live .. Let the Users talk about it and should come from Horse’s mouth instead of debating inside …Whether this will work or not .. Direction is Right .. Not all features .. fair enough .. Let users say .. i want this and come up with their Wish List !!

There are Should have and Nice to Have Features in any Product/Service.. Startup Initially should focus on Should have and not Nice to Have… That should be part of product strategy later on. Ask the Prospect to Pay .. May be for a Month/Quarter after Trial or so may be $ 100 or $ 400 or $ 1000 or whatever price is … If he is ready to Pay .. He is serious/Early Adopter , otherwise he is just evaluating and he will keep on Evaluating and in End will Cut a sorry Figure and come up with Excuses….(Specially in B2B Cases) This is very hard to digest as Startup that the Person is spending so much time/Energy and when it comes to pay after Trial , he is not Convinced .. Try with 10-15 Prospects and you will know the reality…yourself !! and Ask for Serious Feedback..!!

2. Should not be Real Hard Push sales in Starting… As its not selling established Product/Service , there should be handholding of Prospect and more Subtle in Approach .. Too much aggression will take out his interest .. Should not be too desperate in selling ..Create his Interest .. By Value Add Collaterals, Need of their Industry, Competitive Advantage and how you could add value to them if they use your Product/Service.

3. Long Haul — To evaluate the Market from overall perspective and go one by one… Step 1 , step 2 both in Sales/Marketing.

4. Establish Partner Channel as early as possible !!

5. Work with Independent Consultants . Who has Influence to Customers .. obviously with a Carrot .. There are no free Lunches .. either as Employee or Corporation.

6. Be Patient , Honest and talk Value you bring — Financial and overall Brand to them.

Just Would like to share my Personal Sales Story for one of Deals…We were there to sell Hardware , Software and Network Gear for one of Engg Colleges getting started in North India and were sitting with Chairman to finalize .. Every thing was going great .. Presentation , Price … etc etc .. Suddenly , he asked .. why should i buy these Products and Services as you are more expensive and i could get Less Expensive Products with a sizeable price difference.

Now team was not having much answer …… i was also thinking to put in a reasonable logic so that he is convinced….. suddenly it clicked….We said .. Why are you considering us .. bcoz we are known brand .. he said yes .. so what ? .. then we referred .. that you are starting the college and for you to build your brand as great Engg college .. you have to create the value for students …so that they can learn on and move up in value chain ..and build brand for your college …..That Value can be build using these tools and services.Now those were Established Brands and Time was Different. Now People see More Value Product/Service brings to table , may not be that known Company/Brand.

He was more interested to build his Brand than ours .. Financial and Overall Value for his college…!!!
It Stuck him .. at once… he negotiated little bit and closed the deal..

Thanks
Virendra Sarna