This document discusses various strategies for marketing, sales, and branding. It provides 8 commandments of sales which include treating sales as a process, balancing relationships with customers and employers, always being prepared, understanding the audience, and building trust over time. It also discusses the importance of consistency in branding and optimizing different channels to attract, engage, and grow customers.

1. Marketing & Sales
2013-07-03
Bryan Guido Hassin
Entrepreneur In Residence

2. With product-market fit, how to
connect the two?
Guess Guess
Valid
Guess
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Valid
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3. Optimize channels to get, keep,
and grow your customers
3
http://web-books.com

4. Online models may use different
channels for users and payers
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5. Branding creates an emotional
connection
http://matthewsonmarketing.com
5

6. Only three things are important in
branding
1. Consistency
2. Consistency
3. Consistency
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7. Patrick Talley’s 8 Commandments
of Sales
1. Sales is a
process
2. A sale is “alive”
3. Balance the
sales triangle
4. ABP: Always Be
Prepared
5. Sales happen
between people
6. Know thy
audience
7. STFU and listen
8. Sales are driven
by trust
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8. 1. Sales is a process
Not black magic
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9. 2. A sale is “alive”
Potential Sale
Attention
Love
Nourishment
Sale
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10. 3. Balance the sales triangle
Sale
You
CustomerEmployer
Over- or under-serve one
stakeholder and risk the
entire sale
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11. 4. ABP: Always Be Prepared
• Know whom you need to reach
• Know how they can help you
• Be prepared with this information in
case you meet them unexpectedly, they
return your call at an odd time, etc.
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12. 5. Sales happens between people,
not robots
*People are
irrational
Sales
*Fear of loss >
Desire for gain
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13. 6. Know thy audience
VP1
VP2
VP3
Core Value
Proposition
1
2
3
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14. 6. Know thy audience
Source: Geoffrey Moore
Different value propositions are required for each phase
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15. 7. STFU and listen
*Ask open questions to get your client talking
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16. 8. Sales are driven by trust
• People buy from people they trust, not
from people they like
• Trust takes time to build
• “I don’t know” builds trust
• An honest mistake can be forgiven
• Your name will be the only consistent
item on your biz cards throughout your
career so use it with integrity
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17. Marketing & Sales
2013-07-03
Bryan Guido Hassin
Entrepreneur In Residence