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  • 1. Selling Hopes and DreamsEmma Jane Hogbinwww.designtotheme.com@emmajanedotnet
  • 2. • emmajane• uid: 1773• First look at the Drupal code base: 2003ish. I stole the i18n table structure.• First Drupal site “for pay”: 2006ish.• First Drupal socks: 2007.• First DrupalCon conference: Szeged in 2008.• First Drupal book: 2009.• First Drupal core patch: 2010. Removed the “welcome” screen. drupal.org
  • 3. http://www.flickr.com/photos/mortendk/1439332466/
  • 4. Drupal Trainer www.designtotheme.com/responsive-workshop Register now. Class starts December 1.
  • 5. I am a process junkie. process
  • 6. For years I soldprocess to process-loving companies. selling
  • 7. Times changed. pivot
  • 8. Then I soldempowerment andcontrol to woman-ledbusinesses. empowerment
  • 9. Times changed. pivot
  • 10. Now I sell hopes anddreams toentrepreneurs. dreams
  • 11. Most open sourcecompanies I knowsell skills. sell skills
  • 12. In a recession,people don’t buyskills. don’t buy
  • 13. In a recession,people buyoutcomes.buy outcomes
  • 14. A recession forces you tobuild and sell valuableoutcomes not a grocerylist of skills. value
  • 15. The value of theoutcome you buildmatters. outcome
  • 16. If you are focused ontask-based skills, youare not sellingoutcomes to clients. focus
  • 17. “I need to learn Drupal right away.”“Take this workshop. It’s about theming for Drupal.”“I don’t have time. I told you I need to learn Drupal.”“Okay, what about this workshop on Panels and Views?”“Look. I don’t have time. I need to learn Drupal.”selling training
  • 18. “I’m about to lose myhouse. Please helpme pay themortgage.” real story
  • 19. New buyers are notqualified to have anopinion on features. features
  • 20. Note: if your clientcan’t install Drupal,they are a “newbuyer.” not an expert
  • 21. Buyers know whatoutcomes will savetheir job or house orreputation. benefits
  • 22. Right product for theright market. outcome
  • 23. Change the productor the market untilyou find a pair thatclicks. pivot
  • 24. To new markets: selloutcomes andbenefits, notfeatures. outcomes
  • 25. Answer the question:who cares? I care.
  • 26. But most companiesstill sell process andskills. process
  • 27. Your process mightpay your mortgage,but does it pay yourclient’s? pay
  • 28. Clients who don’twant to plan, haven’tbought your process. mismatch
  • 29. Process-based salesis a luxury. It is notfor recessions. luxury
  • 30. A recession forcesyou to get reallygood at marketing. marketing
  • 31. To excel atmarketing, you mustknow the value ofwhat you’re offering. excel
  • 32. You must know whatpain you will takeaway from yourprospects. pain
  • 33. In the open sourceworld we tend to sellfeatures. features
  • 34. Experts buy features.Proprietary softwareusers aren’t expertsat open source. experts
  • 35. An IT team who’sinvested in theircertification doesn’twant your features. investment
  • 36. Newbies buysolutions toproblems. problems
  • 37. Converting someoneto open sourcerequires “benefit”language. benefits
  • 38. My transition toselling benefits wasrocky. transition
  • 39. I asked my targetmarket questions. target market
  • 40. When you askpeople questions.They lie. people lie
  • 41. To learn the truth,ask people abouttheir fears, hopesand dreams. truth
  • 42. You need to ask theright questions. questions
  • 43. “What training doyou need?” wrong
  • 44. “How does Drupalmake you feel?” better
  • 45. “What is preventingyou from buildingexceptional Drupalsites?” winner
  • 46. “What are you doingwhen you wish youwere having a rootcanal instead?” id pain
  • 47. Build Your Dream Web SiteSite Building ExtravaganzaResponsive Web Design 3 workshops
  • 48. Selling Hopes and DreamsEmma Jane HogbinDrupal Trainer and Authorwww.designtotheme.com@emmajanedotnet