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.

5. 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

6. About You:

7. Premise:
Dating = Customer Acquisition

8. Wisdom:
“My philosophy of
dating is to just fart
right away.”
-Jenny McCarthy

9. 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

10. 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.

11. Five Stages of Relationships:
1. Courtship & Infatuation
2. The Power Struggle
3. Stability
4. Commitment
5. Acceptance & Co-Creation

12. Five Stages of Relationships:
1. Courtship & Infatuation
2. The Power Struggle
3. Stability
4. Commitment
5. Acceptance & Co-Creation

13. 1. Courtship & Infatuation

14. 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.

15. 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

16. 2. Power Struggles

17. 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.

18. 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.

19. 3. Stability

20. 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.

21. 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.

22. 4. Commitment

23. 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!

24. 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!

25. Questions?

26. Thank You!
curtprins.com/nail
email@curtprins.com | +1 612-326-4049