sell smart - meeting2017.cctld.rumeeting2017.cctld.ru/docs/smirnov.pdf · what are the challenges?...
TRANSCRIPT
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SELL SMART AND
CARRY ON
Fedor Smirnov
Pricing on B2B domain market
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WHO WE ARE?
• International wholesale registrar
• 1000 TLDs, including .RU/.РФ
• 2.000.000 domains under management
• 250.000 customers from 80 countries
• Cloud Marketplace
• Business automation platform
• Hosting, SSL, Backup, Website builder…
• 15.000 resellers from 150 countries
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PRICING on B2C / RETAIL (1)
• High-Low: high standard prices, discounts for key products
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PRICING on B2C / RETAIL (2)
• Keystone pricing: often used for New gTLDs
WHEN IN DOUBT,
x2 THE PRICE• Price leadership: common for .RU market
• Dumping: selling domains at cost price or even below
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WHY B2B is DIFFERENT?
• Customers are professionals
• Transparent and foreseeable market
• Unique Selling Points (USPs) are rare
• PRICE, VOLUMES, AUTOMATION
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WHAT are the CHALLENGES?
Lead Generation
Cold acquisition
Account Management
Sales Operations
Migration
• Margins: make profit at low-margin market
• Sales: long-term dealspre-saleprofessional sales team
• Migration: easy way to transfer domains
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FIGHTING for the BEST PRICE
$8.03 $0,40 = $8.43
COST PRICE MARGIN CUSTOMER PRICE
• Cost + margin for top products
• Slabs, based on volumes and deposits
• Standard pricing for «exotic» TLDs
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BELOW COST PRICE?
• Only new creates, renewals do not count
• Minimal commitment required,we all need to grow!
• Don’t provide discounts,but close deals instead!
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HOW to MOTIVATE RESELLERS?
1,04
2,724,68 4,24
6,16
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
.COM .NET .BIZ .ORG .INFO
DISCOUNT
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WHO WILL BENEFIT from DGP?
• REGISTRY
+ increase in new creates
• REGISTRAR
+ Unique Selling Point
• RESELLER
+ domains below cost price
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PRICE PROMOTIONS:DOES IT WORK FOR B2B?
• Discounts for dozens of TLDs
• Special activities for high-demanded products
• Good communication / Useful price lists
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DOMAINS as a STARTING POINT
Domains
Cloud products
Easy step towards cloud marketplace:
• Cloud hosting
• Website builder
• Backup
• Microsoft cloud products
• Azure Stack