The October InnoVentures® University class was led by Doug Leaffer and Andrea Wagner of UpSell Strategy, Inc. North Shore InnoVentures companies from both the biotech and cleantech disciplines received an overview in the sales process as well as specific suggestions to help them sell better to both customers and investors.
The session covered numerous topics including when to talk vs. when to listen, buying cues of the customers and reading body language. Participants were encourage to always be closing – making “small closes” at each meeting. Both by sharing examples and engaging in some role playing, the class was walked through each stage of a sales meeting from the opening to probing the customer to establish their needs to supporting the benefits of your product to their needs and finally making the small close by asking for it. Throughout, the participants were pushed to always consider the audience and be focused on how their needs will be met.
The companies were also introduced to the various types of buying influences at play in the positions and personalities of their audience. They were also aided in identifying what the person’s buying influence was and how to make sure they were able to speak to that person’s motivations while moving the process through to final signature.