The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 2 months ago

Friday Fundamentals 151: Veronika Reiderle

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Friday Fundamentals 151: Veronika Reiderle

Everybody, it's Sam Jacobs. Welcometo the salesacker podcast. Happy Friday. We're here for Friday fundamentals. Youknow Friday fundamentals. It's the short format where we bring you actionable insights tohelp make a difference in what you do today. With one question as tothis week's guest. This week's guest is Veronica readerly. She's the CO founderand CEO of Demo Desk and exciting new sales meeting platform, and she's goingto be talking to you about how do you get started making sales when youdon't have any customers, because she's been working on this company for just aboutfour years and she was the original pioneer and the person that brought in alltheir early customers. And there are many companies out there that are in theirearly stages, are breaking into a new market. So we're excited to askthat question. Before we get there, we want to thank our sponsors.We've got two sponsors for Friday fundamentals. First is up is outreach. Outreachtriples the productivity of sales teams and empowers them to drive predictable and measurable revenew growth by prioritizing the right activities in scaling customer engagement with intelligent automation outreachmakes customer facing teams more effective and improves...

...his ability to what really drives results. We're also sponsored by pavilion. Pavilion is the key to getting more outof your career. Our private membership connects you with a network of thousands oflike minded peers and resources where you can happen to leadership opportunities, professional development, mentorship and other services made just for high growth leaders like you. Getstarted today at joined Pavilioncom for on like welcome back to the show. Thankyou so much. Very excited to be we're excited to have you. Soour question for you today is, what's your piece of advice or pieces ofadvice? You're an early stage company. You don't have any customers, youdon't have any RR annual recurring revenue. How do you get started? Whatshould you do? What did you do to get demo desk above that mythicalseven figure threshold, above a million and Rr, when you were starting fromabsolutely zero? Yeah, so that was quite an exciting journey. And so, as you just mentioned, we started a company but three and a halfyears ago, and I mean there's one additional complexity that comes on top whenyou start a company because typically you don't...

...have a proper product to say yet, so you have to say something that you don't even have, which makesit incredibly difficulty. So I think in the very early day is this typeof fonder and nativt is super important. So I would know now how hardit was to build demos. I'm not so sure if I would have everstarted. So I think just going out there and doing it and figuring outa way on the fly is probably the most important thing. So and inthe beginning we were first trying to of course speak to on network, SELTOnetwork. So even though we I mean we had a product, and sowe had like a very basic minimum version of or screen train padform, whichwas back then just screenshining. So we had a screensha solution that didn't evenhave a video confernceing. So we were asking customers to use our software fortheir product, GM was, but just for the screen sharing part, whichwas, of course incredibly difficult and now...

...it's it sounds super funny. Backthen and it was not that common, though, to have a video coin. I think it's like how to believe now after call it and but luckilywas not as common back then. So it was possible. But we neededto say something that again was Super Buggy, was super basic and the only wayis to mean try as hard as you can. So we first usedour network. We try to think about any potential customer that we knew,and so we went through our linkedin account, we went through our networks, especiallywhen it comes to networks from university or Network Stam from by see abit later on and Bassy just pined anyone that we could red use mass email, mass emailing tools in the beginning, use cup spot to send emails tobasically everyone that we think could be a fit. So that is how weactually got started. So we done had initial customers from on network. Soone of our first customers, or actually offers customer, was a personial whichjust raised there, who's just raised a seriously around. So they now beleadedover six billion and that is an amazing...

...to see. But they were basicallyour first customer because the founder is an investment company and also like a friendof ours and also studied with us and the same at same university. Sowe use that connection and then we just worked along the way. So firstthing is really like trying to make as much as you can out of yournetwork. Then the second thing that we did. Once we once we soldsomething to a network, we also just went to any conference that we couldfind that was related to say, ers and and Saurs and software. Sowe went to Sustock, we went to Saster and basically trying to sell toanyone. And back then we were sooner if that we like thought we couldjust speak to someone on the conference and sell them the software on the spotand they get a yes, I'm buying this at the conference, which,of course, it also didn't. We react what you relent so much aboutthe pitch. We learned what worked, we learned what didn't work, welearned what resonates with cout customers and once we found that out, we wereable to nail down our little customer profile.

So we built a list. Sowhat's the third step? Of customers to target, and really just wrotedown a list of companies and identified the right prisoners in these companies and thenjust try to use any way that we could to get either introduct to them, which work particularly well, or, of course, I mean target themby email code, email linkedin. And, let us said, a third majorstep that we had, and yeah, I mean I think that's still whatwe do going until now. I mean then Victor Fall step is hiringpeople who would do the same to a side even more. But that's howmy journey of fomers says that looked like. And so, recapping, I meanthe short answer is anything you can, anyway that you can. But reallyit's start with your network, go out to industry events and become morepresent, begin making a list of who your ideal customers and what companies,and then just start going for it exactly. So first, network. Second,speak to as much people as you can, and with typically on conferencess, right, I mean not, it's a bit different, but before thebeanic was easier. then. Third,...

...just make a targeted list of companiesthat you think you can sell to and then just take me, go forit, don't give up and just at it and the end you will findyour way. I love it. Veronica, remind us. If folks want toget in touch with you, it's the best way. The best wayis by emails. So you can reach me under Veronica at Demoduskcom S Veronicawith a K or, of course, also viet the Intercom Shet on ourwebsite wonderful and the folks want to reach me. You can linkedincom forward.Slash the world in Ford, MF Jacobs, thanks akin to our sponsors. Outreachtransforming the productivity of sales teams the world over and, of course,pavilion. Unlock your professional potential today. Get started at Joint Pavilioncom Veronica,thanks so much for being our guest on the show this week. We lovedhaving you. Thank you so much. It was great.

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