@mytechtoday/augment-extensions 0.4.0 → 0.7.0

package/augment-extensions/domain-rules/marketing-standards/seo-sales-marketing/rules/direct-sales.md

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+# Direct Sales
+
+## Overview
+
+Best practices for direct sales including cold outreach, product demos, and proposals. Covers SPIN selling methodology, value propositions, and objection handling techniques.
+
+---
+
+## SPIN Selling Methodology
+
+### SPIN Framework
+
+**S - Situation Questions:**
+- Understand the prospect's current state
+- Gather background information
+- Establish context
+
+**Examples:**
+- "What tools are you currently using for [problem area]?"
+- "How is your team structured?"
+- "What's your current process for [task]?"
+
+**P - Problem Questions:**
+- Identify pain points and challenges
+- Uncover difficulties and dissatisfactions
+- Build awareness of problems
+
+**Examples:**
+- "What challenges are you facing with your current solution?"
+- "How much time does your team spend on [manual task]?"
+- "What happens when [problem scenario] occurs?"
+
+**I - Implication Questions:**
+- Explore consequences of problems
+- Build urgency
+- Quantify impact
+
+**Examples:**
+- "How does this delay affect your quarterly goals?"
+- "What's the cost of this inefficiency to your business?"
+- "If this problem persists, what impact will it have on your team?"
+
+**N - Need-Payoff Questions:**
+- Focus on solution value
+- Get prospect to articulate benefits
+- Build desire for solution
+
+**Examples:**
+- "How would it help if you could automate this process?"
+- "What would it mean for your team to save 10 hours per week?"
+- "If we could reduce errors by 50%, how would that impact your business?"
+
+### SPIN Conversation Flow
+
+```
+1. Build Rapport (2-3 minutes)
+   ↓
+2. Situation Questions (5 minutes)
+   ↓
+3. Problem Questions (5-7 minutes)
+   ↓
+4. Implication Questions (5-7 minutes)
+   ↓
+5. Need-Payoff Questions (5 minutes)
+   ↓
+6. Present Solution (10-15 minutes)
+   ↓
+7. Handle Objections (5-10 minutes)
+   ↓
+8. Close / Next Steps (5 minutes)
+```
+
+---
+
+## Value Propositions
+
+### Value Proposition Framework
+
+**Formula:**
+```
+For [target customer]
+Who [statement of need/opportunity]
+Our [product/service]
+Is a [product category]
+That [key benefit/compelling reason to buy]
+Unlike [primary competitive alternative]
+Our product [statement of primary differentiation]
+```
+
+**Example:**
+```
+For B2B SaaS companies
+Who struggle with customer churn
+Our platform
+Is a customer success automation tool
+That predicts churn 30 days in advance with 90% accuracy
+Unlike generic analytics tools
+Our product uses AI trained specifically on SaaS metrics
+```
+
+### Quantified Value Proposition
+
+**ROI Calculator:**
+```javascript
+// Calculate ROI for prospect
+function calculateROI(inputs) {
+  const {
+    currentCost,        // Current solution cost
+    timeSaved,          // Hours saved per week
+    hourlyRate,         // Employee hourly rate
+    errorReduction,     // % reduction in errors
+    errorCost,          // Cost per error
+    ourPrice            // Our solution price
+  } = inputs;
+  
+  const annualTimeSavings = timeSaved * 52 * hourlyRate;
+  const annualErrorSavings = errorReduction * errorCost * 52;
+  const annualSavings = annualTimeSavings + annualErrorSavings - ourPrice;
+  const roi = (annualSavings / ourPrice) * 100;
+  const paybackPeriod = ourPrice / (annualSavings / 12);
+  
+  return {
+    annualSavings,
+    roi,
+    paybackPeriod
+  };
+}
+
+// Example usage
+const result = calculateROI({
+  currentCost: 50000,
+  timeSaved: 20,
+  hourlyRate: 50,
+  errorReduction: 0.5,
+  errorCost: 1000,
+  ourPrice: 30000
+});
+
+// Result: $96,000 annual savings, 320% ROI, 3.75 month payback
+```
+
+### Value Proposition Presentation
+
+**Slide Structure:**
+1. **Problem Statement:** "You're losing $X per year due to [problem]"
+2. **Our Solution:** "We solve this by [approach]"
+3. **Quantified Benefits:** "Save $X, reduce time by Y%, increase revenue by Z%"
+4. **Social Proof:** "Companies like [customer] achieved [result]"
+5. **Differentiation:** "Unlike competitors, we [unique advantage]"
+
+---
+
+## Cold Outreach
+
+### Email Outreach
+
+**Cold Email Template:**
+```
+Subject: Quick question about [specific pain point]
+
+Hi [First Name],
+
+I noticed [specific observation about their company/role].
+
+[Personalized insight or compliment]
+
+I'm reaching out because [mutual connection / relevant trigger event / specific reason].
+
+We help [similar companies] [achieve specific result]. For example, [Customer Name] 
+[achieved X result] in [timeframe].
+
+Would you be open to a 15-minute call next week to explore if we could help you 
+[achieve similar result]?
+
+Best,
+[Your Name]
+
+P.S. [Relevant case study link or resource]
+```
+
+**Email Best Practices:**
+- **Subject Line:** Personalized, curiosity-driven, under 50 characters
+- **Length:** 50-125 words maximum
+- **Personalization:** Reference specific details about prospect
+- **CTA:** Single, clear ask (15-min call, not "demo")
+- **Follow-up:** 3-5 touches over 2 weeks
+
+### LinkedIn Outreach
+
+**Connection Request:**
+```
+Hi [Name], I saw your post about [topic] and found your perspective on [specific point] 
+really insightful. I'd love to connect and learn more about your work at [Company].
+```
+
+**Follow-up Message (after connection):**
+```
+Thanks for connecting, [Name]! 
+
+I help [role/industry] leaders like yourself [achieve outcome]. Would you be open to 
+a brief conversation about [specific challenge]?
+
+No pressure if the timing isn't right.
+```
+
+---
+
+## Product Demos
+
+### Demo Structure
+
+**Discovery-First Approach:**
+```
+1. Recap Discovery (5 min)
+   - Confirm pain points
+   - Align on goals
+   
+2. Tailored Demo (20-25 min)
+   - Show features that solve THEIR problems
+   - Use their data/scenarios if possible
+   - Focus on outcomes, not features
+   
+3. Handle Questions (10 min)
+   - Address concerns
+   - Clarify capabilities
+   
+4. Next Steps (5 min)
+   - Propose trial/pilot
+   - Schedule follow-up
+   - Define success criteria
+```
+
+### Demo Best Practices
+
+**DO:**
+✅ Start with their biggest pain point  
+✅ Use prospect's terminology  
+✅ Show, don't tell (live demo > slides)  
+✅ Pause for questions frequently  
+✅ Tie features to business outcomes  
+✅ Have backup plan for technical issues  
+
+**DON'T:**
+❌ Show every feature  
+❌ Use generic demo data  
+❌ Talk for more than 2 minutes straight  
+❌ Skip discovery phase  
+❌ End without clear next steps
+
+---
+
+## Objection Handling
+
+### Common Objections and Responses
+
+**1. "It's too expensive"**
+
+**Response Framework:**
+- **Acknowledge:** "I understand budget is a concern."
+- **Reframe:** "Let's look at the cost of NOT solving this problem."
+- **Quantify:** "You mentioned losing $X per month. Our solution pays for itself in Y months."
+- **Options:** "We have flexible pricing. What budget range works for you?"
+
+**2. "We're happy with our current solution"**
+
+**Response:**
+- **Probe:** "That's great! What do you like most about it?"
+- **Identify gaps:** "How does it handle [specific scenario]?"
+- **Differentiate:** "Many of our customers switched from [competitor] because [unique benefit]."
+
+**3. "I need to think about it"**
+
+**Response:**
+- **Uncover real objection:** "Of course. What specific aspects do you need to think through?"
+- **Address concerns:** "Is it [price/features/timing]?"
+- **Create urgency:** "I understand. Just so you know, [limited-time offer/upcoming price increase]."
+
+**4. "We don't have time to implement this"**
+
+**Response:**
+- **Empathize:** "I hear you. Implementation time is important."
+- **Quantify:** "Our average customer is fully onboarded in 2 weeks."
+- **Support:** "We provide dedicated onboarding support and handle the heavy lifting."
+- **ROI:** "The 2-week investment saves 20 hours per week ongoing."
+
+**5. "I need to talk to my team/boss"**
+
+**Response:**
+- **Facilitate:** "Absolutely. Would it help if I joined that conversation?"
+- **Provide materials:** "I'll send you a one-pager to share with your team."
+- **Set timeline:** "When do you expect to have that conversation? Can we schedule a follow-up for next week?"
+
+### Objection Handling Framework
+
+```
+1. Listen fully (don't interrupt)
+2. Acknowledge the concern
+3. Clarify with questions
+4. Respond with evidence
+5. Confirm resolution
+6. Move forward
+```
+
+---
+
+## Proposals and Closing
+
+### Proposal Structure
+
+**Executive Summary:**
+```markdown
+# Proposal for [Company Name]
+
+## Executive Summary
+
+**Challenge:** [Company] is experiencing [specific problem] resulting in [quantified impact].
+
+**Solution:** Our [product/service] will [specific outcome] by [approach].
+
+**Investment:** $[amount] per [period]
+
+**Expected ROI:** [X]% return in [timeframe]
+
+**Timeline:** Implementation in [weeks], results in [months]
+```
+
+**Detailed Proposal Sections:**
+1. **Situation Analysis:** Current state, challenges identified
+2. **Proposed Solution:** How we'll solve their problems
+3. **Implementation Plan:** Timeline, milestones, responsibilities
+4. **Pricing:** Transparent breakdown, payment terms
+5. **Success Metrics:** How we'll measure results
+6. **Case Studies:** Similar customer success stories
+7. **Next Steps:** Clear path to getting started
+
+### Pricing Presentation
+
+**Tiered Pricing:**
+```
+┌─────────────┬──────────────┬──────────────┬──────────────┐
+│   Feature   │   Starter    │ Professional │  Enterprise  │
+├─────────────┼──────────────┼──────────────┼──────────────┤
+│ Price       │ $99/month    │ $299/month   │ Custom       │
+│ Users       │ Up to 5      │ Up to 25     │ Unlimited    │
+│ Storage     │ 10 GB        │ 100 GB       │ Unlimited    │
+│ Support     │ Email        │ Priority     │ Dedicated    │
+│ Integrations│ 5            │ 20           │ Unlimited    │
+└─────────────┴──────────────┴──────────────┴──────────────┘
+```
+
+**Anchoring Strategy:**
+- Present highest tier first (anchor high)
+- Highlight most popular tier (social proof)
+- Show annual pricing (lower monthly cost)
+
+### Closing Techniques
+
+**Assumptive Close:**
+```
+"Great! Let's get you set up. When would you like to start the onboarding process?"
+```
+
+**Alternative Close:**
+```
+"Would you prefer to start with the Professional plan or Enterprise?"
+```
+
+**Trial Close:**
+```
+"If we can address [concern], are you ready to move forward?"
+```
+
+**Urgency Close:**
+```
+"We have a special offer ending this month. Can we get you started before then?"
+```
+
+---
+
+## Sales Process Metrics
+
+### Key Performance Indicators
+
+```json
+{
+  "pipeline_metrics": {
+    "lead_to_opportunity": "20%",
+    "opportunity_to_demo": "50%",
+    "demo_to_proposal": "60%",
+    "proposal_to_close": "30%",
+    "overall_conversion": "1.8%"
+  },
+  "activity_metrics": {
+    "calls_per_day": 50,
+    "emails_per_day": 100,
+    "demos_per_week": 10,
+    "proposals_per_week": 5
+  },
+  "time_metrics": {
+    "avg_sales_cycle": "45 days",
+    "time_to_first_meeting": "7 days",
+    "time_to_proposal": "21 days",
+    "time_to_close": "45 days"
+  },
+  "revenue_metrics": {
+    "avg_deal_size": "$25,000",
+    "quota_attainment": "110%",
+    "win_rate": "30%"
+  }
+}
+```
+
+### Sales Funnel Tracking
+
+```javascript
+// Track prospect through sales stages
+const salesStages = {
+  lead: { conversion: 0.20, avgDays: 7 },
+  qualified: { conversion: 0.50, avgDays: 14 },
+  demo: { conversion: 0.60, avgDays: 7 },
+  proposal: { conversion: 0.30, avgDays: 14 },
+  negotiation: { conversion: 0.70, avgDays: 7 },
+  closed: { conversion: 1.00, avgDays: 0 }
+};
+
+function calculateDealProbability(stage, dealValue) {
+  const probability = salesStages[stage].conversion;
+  const weightedValue = dealValue * probability;
+  const expectedCloseDate = calculateCloseDate(stage);
+
+  return {
+    stage,
+    dealValue,
+    probability,
+    weightedValue,
+    expectedCloseDate
+  };
+}
+```
+
+---
+
+## Best Practices
+
+### DO
+
+✅ Research prospect before outreach
+✅ Lead with value, not features
+✅ Ask questions, listen actively
+✅ Quantify ROI and business impact
+✅ Provide social proof (case studies, testimonials)
+✅ Follow up persistently (5-7 touches)
+✅ Document all interactions in CRM
+✅ Set clear next steps after every call
+
+### DON'T
+
+❌ Use generic, templated outreach
+❌ Talk more than prospect
+❌ Skip discovery phase
+❌ Oversell or make unrealistic promises
+❌ Ignore objections or get defensive
+❌ Give up after one "no"
+❌ Forget to ask for the sale
+
+---
+
+## Tools and Resources
+
+### Sales Engagement Platforms
+
+- **Outreach:** Sales engagement, sequencing
+- **SalesLoft:** Cadence management, analytics
+- **Apollo:** Prospecting, contact data
+- **LinkedIn Sales Navigator:** B2B prospecting
+
+### CRM Systems
+
+- **Salesforce:** Enterprise CRM
+- **HubSpot:** All-in-one CRM and marketing
+- **Pipedrive:** Visual pipeline management
+- **Close:** Built for inside sales teams
+
+### Proposal Tools
+
+- **PandaDoc:** Proposal and contract management
+- **Proposify:** Proposal software with templates
+- **Qwilr:** Interactive web-based proposals
+- **DocuSign:** E-signature and contract management
+
+---
+
+## Related Rules
+
+- **universal-marketing.md** - Messaging and metrics
+- **content-marketing.md** - Sales enablement content
+- **conversion-optimization.md** - Landing pages for sales
+
+