A few years back, I was the first-in, Enterprise AE hire at a Series A startup in Austin called Pinpoint (it's now defunct, but that's a story for another time...)

During the early days of launching our sales process, the CRO and I collaborated on a “Sales Code of Conduct."

The idea was to create a set of sales operating principles that would help us build and scale a team of top players. Unfortunately we didn't get the opportunity to scale up the team and share these principles, but years later I still find myself reviewing it at the beginning of each new quarter as part of my own operating process.

It should be noted that the CRO, Andy Zambito, was the stuff of Silicon Valley legends (multiple huge exits, multi-million dollar enterprise deals, scaled huge teams etc.) his goal with this was to impart as much wisdom as possible.

As I said, I revisit these at the start of each new quarter and have for many years and I can confidently say they are essential to being a top sales player.
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Over the years, I've only shared these principles with a few close colleagues. I'm excited to share them with you now. Be sure to save this email so you can revisit it often.
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​The 15 Operating Principles:

1. It’s never about the product. It’s about the problems we solve.

● No one cares about the product.

● Customers care about the problem we solve for them.

● Start with the WHY first:

Why are current methods no longer working? Why are they taking an hour of their time to meet with us? Why is this a priority now?

● Do not pitch, demo or discuss features until you get:

Acceptance on the premise of pain in line with our value. Agreement on what would be needed to solve for those issues. Agreement on the value it would bring if it could be solved.

● Then, move to the how and what we do (e.g., sales deck and demo).

2. Your value is tied to your ability to marshal resources for the customer.

● AEs are quarterbacks and selling is a team sport. We win and lose as a team.

● Leverage the team to deliver value to the customer (e.g., executive sponsors, sales engineering, legal, product marketing). You do not score extra points for selling alone.

● Surface new opportunities quickly to the team and keep your team informed of everything going on. You will get dinged for holding onto information.

3. 7 “P’s”: proper prior planning prevents pitiful, poor performance.

● Every single customer facing meeting requires a pre-call with internal stakeholders. This is worth repeating: every single meeting requires a pre-call with internal stakeholders at your company.

● Set the agenda and define success and desired next steps in advance.

● Conduct personal research of the company and the attendees on LinkedIn and use it to your advantage in the conversation. Show them you’re knowledgeable and you care.

● Prepare and review materials.

● Plan for contingencies (new attendees, no-shows, agenda changes) and adjust.

4. Do not blaze through introductions.

● Get everyone’s name, role, responsibility.

● Understand and ask what will make the meeting meaningful for them.

● New attendees? Level set the room and don’t worry about repetition.

● In person, firm handshake with eye contact and a smile.

5. Dress professionally.

● The standard is at or 1 level of attire above the audience.

6. Do not accept the premise of their argument.

● Every customer has preconceived notions of what we do and they will likely not reveal their biases. It’s your job to tear down those walls and rebuild the framework to hang our value points.

● Speak in their language – use their terms and lingo from website research. Example: Instead of “Pinpoint instruments software systems of record,” rephrase to “Pinpoint instruments your investments in Jira and Github to provide true and actionable insights into team and individual performance.”

7. Time is golden and you are the time keeper.

● AEs own the scheduling, checklist, coordination, follow-up and all logistics confirmation.

● In meetings, we do not manage time to get through slides but instead to make the time valuable for the prospect/customer.

● If the audience doesn’t have the full time, address their personal objectives sooner rather than later.

● Save 5-10 minutes for: Next steps The tougher questions (e.g., Is there any reason why we wouldn’t move forward?)

8. Let tech answer tech.

● Sales engineers/SCs are your technical experts. Let them answer technical questions.

9. Answer questions with a YES or a NO first.

● Start with a YES or a NO before any explanation.

● Do not sell through the “yes.” Once your answer is accepted, STOP.

10. Your attitude defines you.

● “People will forget what you said [...] but people will never forget how you made them feel.” – Maya Angelou

● Treat all teammates, resources, and the customer with the utmost respect. Never talk at the customer. You are people, you are equals.

● Respect your opportunities and treat them accordingly. If you do not, there is someone else who will (either inside our company or at the competition).

11. Pitches & Demos have rules of engagement.

● Focus on a few, clear use cases.

● Speak s-l-o-w-l-y.

● It’s not a monologue. Have a conversation.

● Deliver your message with customer’s perspective (and bias) in mind

● Have a ‘wow’ moment. Leave them wanting more.

12. You must give and take throughout the sales process.

● What are you giving? What are you getting?

● At each stage of the process, the customer wants something. We give as long as we get something back in return. It’s a two-way contract.

Customer Wants Demo, Proof & Pricing

Seller Wants Discovery, Access to $/Power & Process

13. CRM is a job requirement.

● Documenting your sales cycle (in detail) is a job requirement. It’s not a ‘nice-to-have.’

● We are a data driven company - we are ground zero.

14. Your work product is a reflection of your professionalism.

● Your work product (e.g., emails, decks, any form of communication, internally or externally) is a reflection of your professionalism and the company as a whole. It impacts the team and the customer journey.

● Expect and provide high quality product. You own the details of all your documents.

● Your speech is a large part of your work product. Strive for confident delivery. Practice and monitor to remove filler words that detract from, and diminish you and your message (ummm, ahhh, hmmm, you know, etc).

15. Practice Accountability.

● Own the activity/deal.

● Own the result.

● A Dream written down with a date becomes a Goal. A Goal broken down into steps becomes a Plan. A Plan backed by Action makes your dreams come true. ​
-JW

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