#WCTPA
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#WCTPA @emagineBill
#WCTPA @emagineBill
#WCTPA @emagineBill
The vast majority of people I’ve met are greatly undervaluing themselves and
not securing their future …
And I would like to help with that.
#WCTPA @emagineBill
#WCTPA @emagineBill
You don’t have to aspire to build a big agency or earn a huge fortune.
The point is to maximize your business potential in order to achieve a level of
financial security and a comfortable lifestyle.
#WCTPA @emagineBill
Brief History …
December1999
#WCTPA @emagineBill
one conclusion:we weren’t charging
nearly enough.
#WCTPA @emagineBill
30x what we were chargingsome companies were charging
30x
#WCTPA @emagineBill
#WCTPA @emagineBill
charge more!we immediately decided to
#WCTPA @emagineBill
Proposal
Consulting
Design
Development
Content
Estimate $8000$25,000
#WCTPA @emagineBill
purpose of this talkwho is it for?
• Anyone who is working on projects for a fee• Anyone who wants to get paid more for the work they are
currently doing
#WCTPA @emagineBill
purpose of this talkwho is it not for?
• You don’t want to make any more money or improve your life
• You aren’t willing to make change, take chances and try new things
#WCTPA @emagineBill
fact:there are companies that will pay you much more for the work you’re doing
#WCTPA @emagineBill
#WCTPA @emagineBill
who am i?
#WCTPA @emagineBill
My background:• son of a dentist and psychiatrist
• went to Phillips Exeter Academy
• won awards in math and science
• Harvard - full scholarship
• was considered a “programming prodigy” at Harvard
• dropped out of Harvard my sophomore year
#WCTPA @emagineBill
not.
#WCTPA @emagineBill
#WCTPA @emagineBill
#WCTPA @emagineBill
My actual background• grew up poor with a single mom of 4
• no father figure or emphasis on education
• dropped out of college
• self-taught marketer
• built my first website in 1996 for $800
• met Brett Cohen (co-founder) by accident
• started emagine with literally $300 in the
bank
#WCTPA @emagineBill
Most (if not all) of you are better at building websites than I was.
#WCTPA @emagineBill
History of emagine• two broke college dropouts, started as “2 guys in a
garage”
• took on any project / no focus
• gradually added industry/company focus
• added employees slowly
• built portfolio
• grew projects from $1,500 to an average of $100,000+
• today 50+ employees, projected to grow to 75 in 2017
• have always maintained a sales/marketing obsession
#WCTPA @emagineBill
#WCTPA @emagineBill
Threats
#WCTPA @emagineBill
Crank Up the Volumewhat does it mean?
#WCTPA @emagineBill
It means:• removing mindblocks and knowing that you can do bigger
things
• making the decision to grow
• creating more value, allowing you to charge more
• continuous improvement, refinement and advancement
• dealing with the right companies (stop wasting your time)
• learning to say no
#WCTPA @emagineBill
#WCTPA @emagineBill
Cranking Up the Volume
5 steps …
#WCTPA @emagineBill
Step 1:Identify and decide
#WCTPA @emagineBill
Identify and decide. • don’t be everything to everyone
• determine what you’re good at
• SWOT analysis
• determine which efforts make you the most
$
• choose targets: industries, company size, etc.
#WCTPA @emagineBill
$1K- $5k $5k-$10k $10k-$20k $20k-$50k $50k-$100k $100k+
find your sweet spot
sweet spot
find and replace
#WCTPA @emagineBill
Step 2:build your portfolio
(at almost any cost)
#WCTPA @emagineBill
Why your portfolio matters• gets more traffic than any other part of your website
• shows your ability
• gives you the opportunity to highlight certain projects
• shows relevant industry experience
#WCTPA @emagineBill
you will win more deals because you have relevant industry experience
the deals you win will be at a higher price than your competitors without
relevant industry experience
#WCTPA @emagineBill
“No one ever got fired for buying
#WCTPA @emagineBill
#WCTPA @emagineBill
get creative• take on less profitable jobs if they fit your market
• take on jobs that aren’t quite perfect
• partner with established companies in your market
Goal: build your portfolio
#WCTPA @emagineBill
#WCTPA @emagineBill
Step 3:obsess over sales
and marketing(every day)
#WCTPA @emagineBill
Accept this truth:Sales/Marketing is arduous and requires
tremendous patience and perseverance …But it works.
#WCTPA @emagineBill
Marketing• choose your targets strategically
• contact them consistently
• inbound, outbound, nurturing, content marketing,
etc.
• don’t relent
• shift gears as markets change
#WCTPA @emagineBill
“Hard work beats talent when talent doesn’t work hard.”
Work harder than your competitors and try new things.
#WCTPA @emagineBill
#WCTPA @emagineBill
Once you have a sales-ready prospect:• get in front of the prospect face-to-face, wherever they are
• build rapport, ask many questions, even ones that don’t matter
• understand their business and their pains
• spend 70% of time listening, 30% talking/selling
• design and write killer proposals and presentations
• details matter: thank-you cards, leave-behinds, etc.
• follow up until your hear “no”
#WCTPA @emagineBill
Why should they choose you?• be great at something
• define a differentiator … even if it’s not that different
• add value through additional services
• convince them that you can support them long-term
• make them like you
• don’t just be another option on a freelance board
• you’re a professional business, not a web developer
• make it sound easy (for them)
#WCTPA @emagineBill
Step 4:Increase your pricing.
Now.
#WCTPA @emagineBill
Pricing• pre-qualify your leads • never charge hourly for a project• charge based on value, theirs not yours• charge more for exactly what you’re doing right now• prepare a compelling justification for your pricing• never win a deal because you’re the cheapest• if you’re not losing deals on price, you’re not charging enough• sell to higher value customers and gradually move up the food chain
#WCTPA @emagineBill
Price/Value• you’re worth 15%-100% more than you’re currently
charging
• if you don’t think so, make it true. ADD VALUE
• AND DON’T FEEL GUILTY ABOUT IT!
#WCTPA @emagineBill
Step 5:partner
• Get a business partner
• Develop strategic partners
#WCTPA @emagineBill
#WCTPA @emagineBill
the power of
NO.
#WCTPA @emagineBill
“Death by 1,000 cuts”Success and growth are a result of of many, many
tactics relentlessly being tried and employed.
#WCTPA @emagineBill
What I wish I knew sooner:• Charge more, take the chance on pricing• Expand out of your region• Develop a niche• Create differentiating value• Don’t take on company-killing projects• Surround yourself with great people:
• partners, mentors, employees, your network
#WCTPA @emagineBill
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