Enterprise clients are a unique group that requires special attention with their complex WordPress setups. In this talk, we will look at the methods to attract this level of client, how to convince them of the benefits of WordPress, and finally discuss the special considerations needed when working with Enterprise level clients.

1. Selling to
Enterprise Clients
WordCamp Boston 2018
Jodie Riccelli, Director of Client Strategy
WebDevStudios
@Jodie_Riccelli

2. Who am I?
● Studied music and interpersonal communications.
● Met my partner on MySpace.
● Started a small business.
● Needed marketing materials.
● Learned WordPress.
● Began the transition into the tech space.
@Jodie_Riccelli - #WCBOS

3. Who am I not?
● A good speller.
● The one with all the answers.
● A developer.
● A designer.
● A good slide maker.
@Jodie_Riccelli - #WCBOS

4. Quick Story.

5. Sales is NOT a Dirty Word
Real Definition:
noun
1. The exchange of a commodity for money; the action of selling something.
My Definition:
verb
1. Sales is about providing solutions to challenges a client may be having while being
respectful of their budget.
Let’s clean it up!
@Jodie_Riccelli - #WCBOS

6. What is Enterprise?
It’s a really big company.
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7. The Basics.
● It’s a long sales cycle. Be patient.
● You are going to be working with multiple people and multiple departments.
● It’s typically not a one off project. Think long term.
● This is not one estimate. Think retainer and more agile.
● You will invest more time upfront.
● You will have to travel and you must.
● Gather your team. It’s not a one person job.
@Jodie_Riccelli - #WCBOS

8. The Needs.
● Scalable.
● Secure.
● Integrates easily with all the things.
● Often multilingual.
● Complex user roles and varied workflows.
● Flexibility of your team.
● Project management to wrangle stakeholders.
● Structure and timelines.
● Flexibility for invoicing and billing.
@Jodie_Riccelli - #WCBOS

9. Research and Plan.
● You must understand the client.
● Research competitors.
● Learn their current environment.
● Study their RFP, documentation, or anything else they give you.
● Gather examples.
● Take the time to do a mockups, wireframes, and sitemaps.
● Be very clear.
● No really, be very clear.
@Jodie_Riccelli - #WCBOS

10. The single biggest problem in
communication is the illusion that it
has taken place.
-George Bernard Shaw
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11. Propose.
● Set expectations.
● Write a personalized and thoughtful proposal.
● Unless specifically asked for, don’t sell WordPress, sell the best tool which
happens to be WordPress.
● Focus on the ongoing relationship, not a price.
● You must demonstrate value.
● Paid discovery is a fantastic option!
● Deliver the proposal in person (if that is an option).
● Gather your team, again.
@Jodie_Riccelli - #WCBOS

12. #SirFrankie
instagram.com/SirFrankie_
@Jodie_Riccelli - #WCBOS

13. The Four Agreements.
Don Miguel Ruiz
1. Be Impeccable with your Word: Speak with integrity. Say only what you mean. Avoid using the Word to speak
against yourself or to gossip about others. Use the power of your Word in the direction of truth and love.
2. Don’t Take Anything Personally. Nothing others do is because of you. What others say and do is a projection of
their own reality, their own dream. When you are immune to the opinions and actions of others, you won’t be the
victim of needless suffering.
3. Don’t Make Assumptions. Find the courage to ask questions and to express what you really want. Communicate
with others as clearly as you can to avoid misunderstandings, sadness and drama. With just this one agreement, you
can completely transform your life.
4. Always Do Your Best. Your best is going to change from moment to moment; it will be different when you are
healthy as opposed to sick. Under any circumstance, simply do your best, and you will avoid self-judgment, self-abuse,
and regret.
@Jodie_Riccelli - #WCBOS

14. Tips for Success.
● Don’t multitask.
● Choose your words wisely.
● Invoke action.
● Be seen and heard.
● Use a CRM.
● Stay informed.
● If a task takes less than two minutes to complete, do it right now.
● Track and measure results.
@Jodie_Riccelli - #WCBOS

15. What I found to be true.
● Relationships are everything.
● Your team is a reflection of you.
● Your online world is important.
● You are never too big, famous, good, talented to do
anything.
● Passion is important but determination is what makes you
propel forward.
● You will get tired.
● Taking care of yourself is essential.
● Never stop learning.
@Jodie_Riccelli - #WCBOS

16. Say thank you.
Influence: The Psychology of Persuasion, Robert Cialdini
The principle of reciprocity is a powerful motivator.
It is in our nature to not want to feel indebted to others. When
someone gives us something, we are wired to give back in some
way.
When customers receive something like a handwritten
thank-you note, they feel compelled to reciprocate, hopefully
with repeat business or additional scope.
(Bond.com)
@Jodie_Riccelli - #WCBOS

17. Resources.
● “To Sell is Human” by Daniel Pink
● “Getting Things Done” by David Allen
● “Gamestorming: A Playbook for Innovators, Rulebreakers, and
Changemakers” by Dave Gray
● “The Four Agreements” by Don Miguel Ruiz
● “Influence: The Psychology of Persuasion” by Robert Cialdini
● “The Art of Asking” Ted Talk by Amanda Palmer
● “7 Reasons Why I Avoid Estimates” by Mario Peshev
● “My Approach to Estimating without Requirements” by Chris Lema
● WebDevStudios.com
● Izzabeth.com
@Jodie_Riccelli - #WCBOS

18. Thank You.
Jodie Riccelli
Director of Client Strategy
jodie@webdevstudios.com
@Jodie_Riccelli
WebDevStudios.com
@WebDevStudios