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I'm Sangram Vajre. I've built two $200M+ companies, written three books on go-to-market, and designed a GTM operating system that over 3,000 companies operate on today. If I've learned anything, it's this: go-to-market is the business. Keep it simple, and it scales.
This is Go-To-Market Made Simple. Every episode, you're getting a backstage pass to three things I work on daily: the closed-room conversations I have with CEOs and founders working through real GTM challenges, the systems and frameworks I've built and tested over the last two decades, and the weekly mastermind sessions with our certified partners where we see what's actually working across thousands of companies and industries.
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All right. So we are doing some behind the scenes and it looks like you want to hear how do you
close a 300 K deal in one maybe two meetings at most. So I'm going to teach you that. And I'm going
to walk you through step by step. But before I do that, I want you to learn how to close a ten K
deal and then a 50 k dl. And the reason is if you can understand the principles of ten k dl, you can
get to 50. You can understand the principles of 50 k dl you can get to 300 K deal. You just can't
jump right from 10 to 300. And the process is very similar. You just need to follow a
very clear process. And it's different for a ten k DL. The way you think about it, strategize and the
number of steps you take in a 50 K deal, there's a little difference there and a 300 K. That's where
you get to the next level. That's the strategic level, the most highest value level. And then you
get to that when you start closing it to your deal, you can understand that. You can even close
$1 million DL doing that same exact strategy. But before I teach you how to close a 300 K deal,
you have to learn how to close a ten K deal and a 50 K deal. So we've been riffing on so many
different ideas, but sounds like you want to know how we actually build a $10 million business. And
within that, we have had many deals that were $300,000, deals that we closed in to calls. And
that is very hard to do if you don't know what you're doing. And if you're trying to find a
different version of like, let me challenge your sales, let me do Sandler's thing, and you may have
like medic process, or there's hundreds of frameworks that you can look at and you probably
are trying it right now, but when you're trying to close big deals like that, it's very different. So
let me just break it down for you what it takes to close a $10,000 deal. How is it different than
closing a $50,000 deal? And how is that different than closing it $300,000 deal. But you don't need
to have hundreds of calls to do each one of them. Most of them are either one call flows or maybe
two max three. So here we go. So for a ten K deal, I'll talk about when we were trying to do a basic
level of fractional folks where individuals are buying for 10-K, what we would do is instead of
having calls with them, will literally send them a recording, but they have to watch that recording
to be on the call. So that recording was about an hour and a half. So they're not experiencing our
brand, our authentic version of how we do things and what they will receive. All the features, the
benefits, the community, the experience they will feel they're part of. I'm going to say literally
the community. Why? Because when they hear you for an hour and a half, they literally have spent an
hour and a half with you. And when they do that, when you're on the sales call, they're like, I know
you. I know what you stand for. They're asking very basic questions around, is this for real? And
they're having been more vulnerable around how they want to make this work. But it's one call.
They've always spent an hour and a half with you. So at one point we used to have 20 calls of
people talking to us, and we were closing four deals. And I was like, that does not make sense. We
don't want to build a business like that. So we flipped it and we did this recording, but they
have to sign up and watch it. So we went from 20 calls to now five calls a week and we closed four
days. So if that's what you want, you want to close the same, if not more for a ten K deal, if they can
spend more time with you before the call than on the call. You can literally close the deal. And
that's what we've done for a decade. You have a business that you're trying to close about 10-K.
That's how you do it. You make sure that they know your brand, that they don't know your brand. They
watch something about you. For you. That's enough where they're like, I want this. And it needs to
have a lot of elements to it that we built in our course. And and that's what you need to do. That's
a done deal for a 50 K deal. Now you typically have multiple people part of the buying process.
So you want to make sure especially in B2B if you're selling something that's 50 k. Now you need
to figure out what is it they want. What is they looking for. One of the best ways we have close to
50 K advisory deals. We will follow them around. We will tag them on different posts. So even before
getting to a call, here's the three things we did. Number one, we figured out who is the person that
we're selling to. A lot of times most people do not know that they think they're selling to
marketing or sales or CEO. You need to know who the exact person is. Is that Jonathan who runs
marketing, who's based out of Atlanta? Like, what is it? Who is that person? right. And what would that
person cares about you? To find that person, make sure you know that person makes you connect with
that person. Make sure you are LinkedIn following them and have some relationship going. This is not
again this is pre call because the goal is to close the deal in a call or to not trying to
hound them down, but actually when they get on a call you have to close it. So you build a
relationship by following them, seeing what they're saying and then start building some
relationship with them online. And that's what LinkedIn is great for, that you can go follow them,
you can tag, you can comment on that, and not in a way where you're constantly getting behind them,
but enough where they notice you one day. What's going to happen is they're going to click on your
name and they're going to go to your profile the day that happened. That's when magic starts,
because they took the time because you've done some real good comments, thoughtful comments on
their LinkedIn post or whatever they did that made them go look at your profile the day they
look at your profile. That's an alert. That's a trigger. You should have a system set up where it
said, hey Jonathan, thanks for following me and thanks for checking on my profile. I was thinking
about you. And here's something I want to share with you. Still not asking for a call because you
do not want to get on a call until you're ready to close. You want to get on a call only when the
time is right. So you now Add gave them a tremendous amount of value. You obviously have
been providing value, which is why they went to your profile. And now that they're on your profile,
you're reaching out again. They are thinking your pitch. It fits something to them, but you don't. You
give them more value. You give them a manifesto of some sort or something in the industry, or send
them something that is so valuable that they're like, oh, thank you. Now you're in a conversation
with that person. Now that you're in the conversation with that, you say, hey. And there's
another thing. I was thinking about you and and here's something. And again, you go back to the
same 10-K thing. You go back and send them a recording for them to watch. And if they watch
that recording and get on a call, guess what? You build a relationship with them. They followed you.
They went to your profile, you added more value to them. They watch a recording with you. And now when
they get on a call, guess what? That is a one call, maybe two call close. That's how you do for 50 gig.
Now let's get to a 300 gig, because that's where people say there is no way we can do this in 2 or
3 calls. That's impossible. We need ten calls. We have 50 people in the thing. How do we do that?
Well guess what? Who's going to be buying a 300 K solution or a 300 K event series or 300 K
sponsorship? Who's and how is it going to do that? First of all, there is no budget for something
like that. Companies typically do not have a budget. Say we're going to spend a $300,000 on
some event series or sponsorship or something like that, which means it's discretionary. This
means the CEO has to be convinced that this is something they need to do. So what do you do? You
create something, what we call round tables. We create executive round tables where you invite
another executive. That's your customer with the executive you want to sell. So when they're in a
round table you do not do a call with them. You actually invite them. Executive, executive
executive a round table in that same industry. And let's say you have a legal tech client and you
have a legal tech future customer that you want to be a client, you invite them to this round
table where you only have five legal tech CEOs talking about what's happening in the industry
and how they should do that, and exchanging notes around it. So you become the person who builds a
relationship with all these legal tech companies. One of them happens to your customer, and you open
up and connect those people and say, hey, you both live near Boston, you all should connect and you
create that connection. They obviously would come to the roundtable because they're going to talk
to not you as a salesperson, but to another legal tech CEO. So that's fantastic when that thing
happens. After that, they're like, hey, what do you guys do again? And how can I get into it? And what
is this? Now you already have an advocate, the customer of yours, who's going to tell them all
about how they are being successful. And then you get a call on them and say, hey, this is what we do,
but we only have two seats because it's $300,000. We do not have hundreds of seats available. If you
want in, let's work on this thing. And that's how you still close that deal in 1 or 2 calls you
notice for 10-K. You're literally saying, I don't want to talk to you until you watch this at 50 K.
I want to build a relationship with you. But I'm not going to sell anything until you follow me
back. Or there is a connection between you for a 300 K deal. Let me introduce you to someone that
you value, which is another CEO of a similar industry. And then you do that in an executive
roundtable, not a webinar, but an executive roundtable format. Now you have trust because
nobody's going to buy anything from you for $300,000 if they don't trust you. That's the
difference between how you sell a 10-K, a 50 K and a 300 K with 1 or 2 calls. Now that you heard
this, you can literally go to run on GMOs. And we have lots of research. There are 100,000 people.
Follow us on all these. Go to market different ways of going to market as a business leader, as a
CEO, as an executive. Have your team follow us. 100,000 people reading it every single day. We
create content that helps companies go to market in the best way possible. And all of these are
strategies. These are not tactics. These are actual strategies that can help you win big. So now that
you have this information, let's get moving.