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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.
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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
About You:
Premise:
Dating = Customer Acquisition
Wisdom:
“My philosophy of
dating is to just fart
right away.”
-Jenny McCarthy
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
It’s not easy.
Dating:
• Courtship’s tough.
• Bad dates are common.
• Can’t be rushed.
• Early stages are sensitive.
• Nothing is instant.
• Gold-diggers suck.
• Requires work to maintain.
Customer Acquisition:
• Prospecting’s tough.
• Bad prospects are galore.
• Can’t push the process.
• Prospects are hypercritical.
• Decisions take time.
• Tightwads are a pain.
• Clients need nurturing.
Five Stages of Relationships:
1. Courtship & Infatuation
2. The Power Struggle
3. Stability
4. Commitment
5. Acceptance & Co-Creation
Five Stages of Relationships:
1. Courtship & Infatuation
2. The Power Struggle
3. Stability
4. Commitment
5. Acceptance & Co-Creation
1. Courtship & Infatuation
1. Courtship & Infatuation
Dating:
• What’s is your ideal mate?
• Where can they be found?
• Some love it; some hate it.
• It’s time & $ intensive.
• There’s many prospects.
• There’s initial compatibility.
• Second guessing happens.
Customer Acquisition:
• What’s an ideal customer?
• What’s the lead gen effort?
• Do we outsource early?
• You have neither.
• How do we qualify?
• There’s mutual interest.
• Re-evaluate.
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
2. Power Struggles
2. Power Struggles
Dating:
• Find out strengths.
• Uncover weaknesses.
• Your veneer cracks.
• Complaints arise.
• Exes pop in.
• Lean on our friends.
• Rescue connection.
Customer Acquisition:
• Further assets appear.
• As do their weaknesses.
• Your claims unravel.
• Internal discussions cripple.
• Competitors arise.
• Lean on your mentors.
• Regroup.
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.
3. Stability
3. Stability
Dating:
• Relax for a bit.
• Spend more time together.
• Bring in outside friends.
• Watch for boredom.
• Discuss long-term plans.
Customer Acquisition:
• Don’t smother them.
• Book social some time.
• Pull in contractors/vendors.
• Pay attention to them.
• Start project discussions.
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.
4. Commitment
4. Commitment
Dating:
• Re-evaluate as a partner.
• Consider mutual benefits.
• Share financials.
• Move in together.
• Book the minister.
• Get hitched!
Customer Acquisition:
• Re-evaluate as a client.
• What do you both gain?
• Validate financials*.
• Loan staff to them.
• Call the attorney.
• Celebrate!
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!
Questions?
