Mangomint

Developed sales process to acquire initial 100+ customers for a salon & spa booking platform. 

 

Research
Strategy & Planning

Customer Success

Sales

 
 

Background

The dominant players in the salon and spa SaaS space had huge sales and marketing budgets and far-reaching recognition. Mangomint, on the other hand, had zero brand awareness and a booking system still in development. We acquired our first dozen customers by selling marketing services via personal connections and good ole’ fashion hustle, but moving forward we had to identify a repeatable and scalable sales process. After numerous attempts, we learned digital cold outreach was relatively ineffective –  we needed to connect with our target market at their place of business.

 

Challenge

With a limited sales budget and a small internal team, we had to determine the most feasible and effective direct sales strategy to generate qualified leads. We proved we could use our initial marketing agency model as the offering but we still needed to test and validate a scalable direct sales process.

 
 

Learnings

Through rapid testing we built a working direct sales outreach process, initially utilizing Pipedrive and later transitioning to Salesforce as our sophistication grew. After validating the process, we brought on a Sales Director and launched a remote BDR program in select cities. However, this move proved premature as many of our customer touchpoints were still too primitive to fully utilize remote BDRs. This lead us to focus energy on improving our inbound marketing effort before investing more time in our direct sales process.

 

Outcome

Over the course of 1.5 years, we evolved our sales process to an efficient, documented, and repeatable program, taking Mangomint from just a dozen clients to hundreds. We identifying what outreach sequences were most successful, what messaging was most effective where, and what customer touchpoints we needed to improve to help shorten the sales cycles.

 

Role

After the initial Mangomint brand and digital product were established, I redirected by primary efforts to customer acquisition, honing the outbound sales program. We utilized Salesforce methodologies and I acted as Mangomint’s first BDR and AE in the outreach process.

Full Project Duties >

  • Operated as Director of Sales
  • Utilized Salesforce platform
  • Developed sales program
  • Crafted sales messaging
  • Designed sales materials
  • Performed cold outreach/direct sales (BDR)
  • Closed opportunities (AE)
  • Served as customer success manager
  • Managed customer success team

Team

CEO, industry experts, engineer, freelance creative resources

Tools

Adobe Creative Suite, Sketch, InVision, Trello, Asana