Nailing Your First Client

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Customer acquisition is a lot like dating. The goal is the same: a rewarding relationship. This seminar will parallel how your customer acquisition process can benefit from good old dating advice.

Whether youre socially awkward or or a regular Don Juan, my step-by-step process should help even the most passive introverted coder close their first customer.

Published in: Business, Technology
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  • Participation is required in this session.
  • Have questions? Feel free to call me at 612-326-4049 or connect with me at email@curtprins.com.
  • Nailing Your First Client

    1. 1. About Me: • 16 Years in B2B marketing – Technology & IT Services – Software & SaaS • Actively consulting since 1998 – Marketing strategy & tactics – Mobile strategy – Clients <US$5M in revenues • Entrepreneurial: PoliMobile – Kick-off June 2011 – Killed-off April 2012
    2. 2. About You:
    3. 3. Premise: Dating = Customer Acquisition
    4. 4. Wisdom: “My philosophy of dating is to just fart right away.” -Jenny McCarthy
    5. 5. Assumptions: • You’re dateable  no psychos. • You’re not here just for hook-ups. • You know this is not Hollywood. • You’re willing to invest. • Your Goal: long-term, rewarding relationship
    6. 6. It’s not easy. Dating: Customer Acquisition: • Courtship’s tough. • Prospecting’s tough. • Bad dates are common. • Bad prospects are galore. • Can’t be rushed. • Can’t push the process. • Early stages are sensitive. • Prospects are hypercritical. • Nothing is instant. • Decisions take time. • Gold-diggers suck. • Tightwads are a pain. • Requires work to maintain. • Clients need nurturing.
    7. 7. Five Stages of Relationships: 1. Courtship & Infatuation 2. The Power Struggle 3. Stability 4. Commitment 5. Acceptance & Co-Creation
    8. 8. Five Stages of Relationships: 1. Courtship & Infatuation 2. The Power Struggle 3. Stability 4. Commitment 5. Acceptance & Co-Creation
    9. 9. 1. Courtship & Infatuation
    10. 10. 1. Courtship & Infatuation Dating: Customer Acquisition: • What’s is your ideal mate? • What’s an ideal customer? • Where can they be found? • What’s the lead gen effort? • Some love it; some hate it. • Do we outsource early? • It’s time & $ intensive. • You have neither. • There’s many prospects. • How do we qualify? • There’s initial compatibility. • There’s mutual interest. • Second guessing happens. • Re-evaluate.
    11. 11. 1. Courtship & Infatuation Customer Acquisition: • Ideal customer?  Develop initial demographics • Lead generation?  Don’t develop complex plans. • Outsource?  Have internal talent?!? • Time & Budget  Don’t waste either. • Qualified?  Set up preliminary prospect scoring. • Mutual interest  Confirm interest, commitment & $ • Re-evaluate  Decide
    12. 12. 2. Power Struggles
    13. 13. 2. Power Struggles Dating: Customer Acquisition: • Find out strengths. • Further assets appear. • Uncover weaknesses. • As do their weaknesses. • Your veneer cracks. • Your claims unravel. • Complaints arise. • Internal discussions cripple. • Exes pop in. • Competitors arise. • Lean on our friends. • Lean on your mentors. • Rescue connection. • Regroup.
    14. 14. 2. Power Struggles Customer Acquisition: • Further assets appear.  Internal decision makers arrive. • As do their weaknesses.  Check references & credit! • Your claims unravel.  You better have been honest. • Internal discussions cripple.  Infighting & discussions arise. • Competitors arise.  Get a detailed competitive matrix ready. • Lean on your mentors.  Bring in outside influencers. • Regroup.  Book follow-up meetings with all stakeholders.
    15. 15. 3. Stability
    16. 16. 3. Stability Dating: Customer Acquisition: • Relax for a bit. • Don’t smother them. • Spend more time together. • Book social some time. • Bring in outside friends. • Pull in contractors/vendors. • Watch for boredom. • Pay attention to them. • Discuss long-term plans. • Start project discussions.
    17. 17. 3. Stability Customer Acquisition: • Don’t smother them.  You’re not the only thing in their life. • Book social some time.  Golf or sporting events anyone? • Pull in contractors/vendors.  Consider outside help. • Pay attention to them.  Connect on comfy frequency. • Start project discussions.  Draft plans, budgets, etc.
    18. 18. 4. Commitment
    19. 19. 4. Commitment Dating: Customer Acquisition: • Re-evaluate as a partner. • Re-evaluate as a client. • Consider mutual benefits. • What do you both gain? • Share financials. • Validate financials*. • Move in together. • Loan staff to them. • Book the minister. • Call the attorney. • Get hitched! • Celebrate!
    20. 20. 4. Commitment Customer Acquisition: • Re-evaluate as a client.  Pull together co-founders. • What do you both gain?  SWOT analysis? • Validate financials*.  Get their credit checked! • Loan staff to them.  Bring in the developers. • Call the attorney.  Draft all legal agreement. • Celebrate!  Congrats! You’ve nailed your first client!
    21. 21. Questions?
    22. 22. Thank You! curtprins.com/nailemail@curtprins.com | +1 612-326-4049

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