#movingupthefoodchain #wclax moving up the food chain finding and landing big projects

#movingupthefoodchain

#WCLAX www.emagine.com

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



#mindblocksremove them.



• you can sell to bigger companies• you can sell larger projects• you can build a bigger company• you can make (a lot) more money

The minute you disagree with any of these points, you accept that where you are today is the best

you’ll ever do.



#obsessdaily over sales & marketing



• force a change to daily routine and habits

• start every day with a specific goal• move outside of your comfort zone• your capabilities will not sell themselves



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.

•pursue them daily, relentlessly

•shift as needed



BUILD YOUR MOST VALUABLE

ASSET AT ALMOST ANY COST:

your (relevant) portfolio



#partner.•get a business partner

•develop strategic partners



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

tremendous patience and perseverance …

But it works.



CRITICAL TAKEAWAY

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)



Lead 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



“Death by 1,000 cuts”

success and growth are a result of of many, many tactics relentlessly

being tried and employed



review me at:

http://wclax.reviews

slides available at:movingupthefoodchain.emagine.com

#movingupthefoodchain #wclax moving up the food chain finding and landing big projects

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