"Winning The Professional Services Sale" with Aaron Ross & Ago Cluytens
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"Winning The Professional Services Sale" with Aaron Ross & Ago Cluytens

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* Discover the #1 mistake consultants / sellers make ...

* Discover the #1 mistake consultants / sellers make
* Find out what the top–5% of rainmakers do
* Learn a simple messaging "mind trick”
* The “three pillars” of successful lead generation
* Bringing in revenue

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  • At the point of death. (of a thing) In terminal decline; lacking vitality or vigor
  • Notes: Discover the #1 mistake virtually all consultants and coaches make that immediately and severely impacts their ability to attract new clients.>>Mistake: not enough focus sunlight warms - a laser burns how: reflect - where have you had the best success? what kinds of clients are the easiest to help? how: what are people like you doing? how: talk to clients…what do they see you as the best at? how: who is “like you” ? Where do you have “natural credibility” ? how: mixing three elements to find your most attractive niche (e.g . geography + industry + function = CFO’s in financial services in the UK) hint: your great niche often is unattractive at first because of fears like “too small” “already done that” “not interesting enough”
  • Shopping mall story
  • 3. Find out what the top–5% of consultants and coaches do differently when itcomes to how they market (and the results they get)Thing they do differently: speak the prospect’s language Talk about THEIR issues, not YOURproduct Think “process” instead of event (e.g. campaign vs one-shot) Think broader: not justonline vs offline marketing or inbound vs outbound - you need variety and balance
  • My daughter doesn’t sell me on the idea of eating, she sells me on the idea of having a fun, special experience
  • SFDC sold the idea of “ondemand / cloud”Marketo sells the idea of leads coming to you + automation
  • Ideas are important & useful to customers independent of your productBenefirstvs features vs ideasAvoid manipulation, desperation
  • Blog article: www.predictablerevenue.com/blog/a-sell-ideas-not-stuff-matrix
  • NOTES: Learn a simple “mind trick” to ensure you connect with potential buyers and “speak their language”>> Mind trick: rigorous up-front research, online and offline people don’t care what you do, they care what you can do for them. describe what you do in terms of results. HOW: - simple questions: “how do you help people?” “what’s so great about that?” “so what?” - go out and talk with clients & prospects - have more conversations including “research & referral” coffees - especially with people who don’t know you well (test it out with ‘cold’ prospects) - live events (even small) – online research: surveys, groups (Quora, Linkedin), social media, e-mail, keyword research, click through reseach - ask former clients why they bought (and bought from you)
  • Aurora selling me on why she should get a milkshake
  • NOTES: Learn a simple “mind trick” to ensure you connect with potential buyers and “speak their language”>> Mind trick: rigorous up-front research, online and offline people don’t care what you do, they care what you can do for them. describe what you do in terms of results. HOW: - simple questions: “how do you help people?” “what’s so great about that?” “so what?” - go out and talk with clients & prospects - have more conversations including “research & referral” coffees - especially with people who don’t know you well (test it out with ‘cold’ prospects) - live events (even small) – online research: surveys, groups (Quora, Linkedin), social media, e-mail, keyword research, click through reseach - ask former clients why they bought (and bought from you)
  • 1. Seeds: word-of-mouth. Grow it with a “Customer Success Program”, or live events that mix clietns and prospects2. Nets: Partner Marketing3. Spears: Prospecting
  • Hard to build an audience from scratchThey bring a pre-made audience & brandYou help them by helping their audienceStart with who you already know or follow
  • Specializing what you do helps you be effective at lead generation
  • Orange – whether you have marketing team or do it yourselfGreen – prosepctingYellow - closing
  • \
  • Throw a rock cheat sheetSell Ideas Not Stuff MatrixUnique Genius videosTriple Guide10x
  • Throw a rock cheat sheetSell Ideas Not Stuff MatrixUnique Genius videosTriple Guide10x

Transcript

  • 1. Winning The Professional Services Sale Aaron Ross @motoceo Ago Cluytens @acluytens
  • 2. • Discover the #1 mistake consultants / sellers make • Find out what the top–5% of rainmakers do • Learn a simple messaging "mind trick” • The “three pillars” of successful lead generation • Bringing in revenue Today
  • 3. Ago Cluytens Love to sell, but not a salesperson. Still bought more than I sold. Selling ? Not love at first sight.
  • 4. #1 Bestseller
  • 5. Aaron Ross $100M @ Salesforce.com Father of four six 25 hour workweek
  • 6. 1 Do great work and clients will just find you 2 Word of mouth is enough 3 More clients are better Hidden Professional Services Beliefs
  • 7. 1 Pick A Niche, Get Rich
  • 8. Feel Like You’re Pushing But Not Getting Anywhere?
  • 9. Maybe You’re Afraid To Specialize • “Boring” • “Too small” • “Not sexy” • “Limiting”
  • 10. _______ provides professional consulting services to develop and support online business solutions. From startup to Fortune 500 companies, _________ assists clients to maximize their return on investment in the Cloud by providing implementation, development, and value-added software solutions. Targeting Everyone => No One Cares
  • 11. Who’s been your ideal customer? Get SPECIFIC Be a SPECIALIST What are you the King/Queen of?
  • 12. Industry Function Geography Sweet Spot
  • 13. 2 Sell Ideas, Not Stuff
  • 14. We provide a leading, next generation scalable, social platform for crowdfunded glazed-eye jargonation
  • 15. #INBOUND13
  • 16. • Create with a passion for Customer Success • “Need nothing” • Truth is the best form of marketing • Best “ideas” are independent of your “stuff” Sell Ideas, Not Stuff
  • 17. www.PredictableRevenue.com/matrix
  • 18. 3 Messaging
  • 19. People don’t care what you do. They care about what you can do for them.
  • 20. 1. “How do you help customers / people?” 2. “So what?” 3. “What’s so great about that?” (WISGAT) If ideal clients don’t “get it” quickly…change it Simple Messaging Mind Tricks
  • 21. “Indefinite claims leave indefinite impressions. Definite claims get full credit and value.”
  • 22. 4 3 Pillars Of Lead Generation
  • 23. 58% of marketers now use inbound marketing. (Hubspot, “2013 State Of Inbound Marketing) When everyone else zigs, zag.
  • 24. 3 Pillars Of Lead Generation
  • 25. Partner Marketing • Much Easier • More Effective • Partners Push You • More Fun
  • 26. 5 Bringing In Revenue
  • 27. Key metrics / steps: • Suspect to prospect • Prospect to conversation • Conversation to proposal • Proposal to win • Proposal to loss/postponed • By lead source Know How To Help The Right Clients Buy
  • 28. Design A High-Priced Package (Think 10x) Design A High-Priced Packag
  • 29. #INBOUND2013 Want more ?
  • 30. #INBOUND2013 www.PredictableRevenue.co m
  • 31. www.winthecomplexsale.com
  • 32. QUESTIONS?
  • 33. Aaron Ross @motoceo www.LinkedIn.com/in/aaronross aaron@predictablerevenue.com Contact Ago Cluytens @acluytens Linkedin.com/in/agocluytens ago@agocluytens.com