Decoding Startup Sales Strategy Michael Regnier Interview

In this discussion, Michael Regnier, founder of Sales Design & Delivery, shares vital insights into sales strategy tailored for startup founders, particularly those with a technical background. He explains that a company's sales strategy must encompass every aspect of the gotomarket message, including the target audience and the route to reach them. Mike articulates the importance of defining value propositions, pricing, and delivery models while underlining the necessity of iteration. He emphasizes the need to think from the customer's perspective and pitches the idea of 'if I were you selling'. Mike discusses adopting a sales strategy that proves one's belief in their product, building credibility for the customers. He also covers key points like avoiding paralysis and the significance of designing and delivering the sales process in a controlled manner for effective market feedback.

Read the blog https://ftb.bz/101B
Listen to the Podcast https://ftb.bz/Podcast
Mike's Website https://salesdesigndelivery.com

00:00 Introduction and Welcome
00:18 Understanding Sales Strategy
00:36 Identifying Target Audience and Delivery Model
01:08 The Importance of Iteration in Startups
01:55 Understanding Your Target Customer
02:10 The Role of Sales Professionals in Startups
02:54 The Challenge of Decision Making in Product Purchase
03:46 Finding Champions within the Company
06:29 Navigating the Approval Process
07:26 The Importance of Personalization in Sales
10:29 Selling the Benefits, Not the Features
12:50 The Role of Subject Matter Experts in Sales
15:03 The Art of Closing a Deal
17:51 Building a Sales Team
21:51 The Importance of Proof of Concept and Pilots
37:55 Conclusion: The Importance of Real World Experience

Mike Regnier has been an executive sales manager for small companies for twentyfive years and has helped many entrepreneurs "crack the code" in unlocking their rapid and sustained growth. As a result of his successful exits, he was encouraged by several Private Equity and VC groups to create Sales Design & Delivery, his salesscaling consulting firm, in 2012 and has been helping small companies achieve their potential ever since.


Lance Cottrell has been an active startup advisor and startup mentor for over a decade.
He has helped countless startups navigate the key decisions of their journey, like when to take venture capital investment and negotiating term sheets.
He works with many companies in accelerators like Y Combinator and Founder Institute.
He provides help with startup funding including raising venture capital and angel investment.
He can help you achieve liquidity for your company at a high valuation.
Feel the Boot is a startup vlog of tips and advice for earlystage founders.