Moving up the Food Chainfinding and landing big projects

purpose of this talkwho is this for?

introwho am i?

History…• broke college dropout

•started as “2 guys in a garage”

•took on any project / no focus

•gradually added industry/company focus

•added employees slowly

•built portfolio

•grew projects from $1,500 to $150,000+

•always maintained a sales/marketing mentality

Step 1:remove mindblocks

Step 2:obsess over sales

and marketing(every day)

Identify and decide. •don’t be everything to everyone

•decide who you are

•determine what you’re good at

•SWOT analysis

•determine which efforts make you the most $

•choose targets: industries, company size, etc.

build your portfolio.at almost any cost

partner.

Accept this truth:B2B Sales/Marketing is arduous and requires

tremendous patience and perseverance …

But it works.

Outbound marketing is alive and well.•inbound only will leave you lonely

•pick and find your targets – build your list of contacts

•meticulous research is critical

•create high-value offers: analyses, seminars/workshops

•coordinated outreach: mail, phone, e-mail, social

•score/segment your leads

Inbound is wonderful – when it works.•SEO and blogging

•content marketing

•PPC/advertising

•social media

•P.R./speaking/guest blogging, etc.

•always put education ahead of promotion (thought

leadership)

Raw leads go into the

funnel

“A” leads: sales-ready

“B” leads: 1-6 months out

“C” leads: 6-12 months out

“D” leads: not interested(don’t give up on the Ds)

In B2B, nurturing is everything.•create a curriculum of communications

•e-mail, webinars, white papers, etc.

•truly engage on social media

•pick up the phone

•relentlessly (but tactfully) pursue your targets until you

hear no.

•anything to maintain top-of-mind awareness

Once you have a sales-ready prospect:•get in front of the prospect face-to-face, wherever they are

•build rapport, ask many questions, even ones that don’t

matter

•understand their business and their pains

•spend 70% of time listening, 30% talking/selling

•design and write killer proposals and presentations

•details matter: thank-you cards, leave-behinds, etc.

•follow up until your hear “no”

Why should they choose you?•be great at something

•define a differentiator … even if it’s not that different

•add value through additional services

•convince them that you can support them long-term

•make them like you

•don’t just be another option on a freelance board

•you’re a professional business, not a web developer

•make it sound easy (for them)

go

#big.

“Move fast and break things.”

- Mark Zuckerberg

fear is your friend.

the power of

NO

Pricing•charge more for exactly what you’re doing right now

•prepare a compelling justification for your pricing

•never win a deal because you’re the cheapest

•if you’re not losing deals on price, you’re not charging

enough

•sell bigger projects and gradually move up the food

chain

Supporting Staff (or partners):

•Sales & Marketing

•Design

•Development

•Project Management

•SEO and Digital Marketing

•Content

•Support & Maintenance

•Administrative

“Death by 1,000 cuts”

Success and growth are a result of of many, many tactics relentlessly being

tried and employed.

What can you do TODAY?

free educational workshop

Slides available at:

movingupthefoodchain.emagine.com