The Long-Tail Sale - MicroConf 2013

Transcript

1. The Long-Tail Sale Making Lots Of Cash By Building Trust & Reducing Friction @brennandunn • brennandunn.com
2. The Happy Path of Sales...
3. The Happy Path of Sales...
4. The Happy Path of Sales...
5. ...is High Friction!
7. $2 per click
8. $2 per click 3% conversion rate
9. $2 per click 3% conversion rate = $67 a trial
10. $2 per click 3% conversion rate = $67 a trial 10% convert to paid
11. $2 per click 3% conversion rate = $67 a trial 10% convert to paid = $670 for a new customer
12. LTV CPA
13. LTV CPA
14. & INCREASE TRUST LOWER FRICTION
15. TRUST “Who are you, and why do you want my money?”
16. VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE $
17. FRICTION “How hard will it be to start using this?”
18. ✓ Sign up ✓ Setup my account ✓ Get familiar with the product ✓ Invite my team members ✓ Explain why I signed up for this to my team ✓ Decide whether I should invite my clients ✓ Invite my clients ✓ OMG throw a real project at this and pray I don’t embarrass myself
19. Very few people want to buy software... People want to buy outcomes.
20. Project management for freelancers How to raise your rates? How do I fire my client? When should I be invoicing? Send traffic to your marketing site Send traffic to a free e-course squeeze page that promises to help someone find bigger & better clients Convince someone to ditch their PM software and buy yours Sell a book (with worksheets) that teaches consultants to double their rates, cross-sell your PM software later
21. Project management for freelancers How to raise your rates? How do I fire my client? When should I be invoicing? Send traffic to your marketing site Send traffic to a free e-course squeeze page that promises to help someone find bigger & better clients Convince someone to ditch their PM software and buy yours Sell a book (with worksheets) that teaches consultants to double their rates, cross-sell your PM software later
22. Project management for freelancers How to raise your rates? How do I fire my client? When should I be invoicing? Send traffic to your marketing site Send traffic to a free e-course squeeze page that promises to help someone find bigger & better clients Convince someone to ditch their PM software and buy yours Sell a book (with worksheets) that teaches consultants to double their rates, cross-sell your PM software later
23. Project management for freelancers How to raise your rates? How do I fire my client? When should I be invoicing? Send traffic to your marketing site Send traffic to a free e-course squeeze page that promises to help someone find bigger & better clients Convince someone to ditch their PM software and buy yours Sell a book (with worksheets) that teaches consultants to double their rates, cross-sell your PM software later
24. Project management for freelancers How to raise your rates? How do I fire my client? When should I be invoicing? Send traffic to your marketing site Send traffic to a free e-course squeeze page that promises to help someone find bigger & better clients Convince someone to ditch their PM software and buy yours Sell a book (with worksheets) that teaches consultants to double their rates, cross-sell your PM software later
25. Project management for freelancers How to raise your rates? How do I fire my client? When should I be invoicing? Send traffic to your marketing site Send traffic to a free e-course squeeze page that promises to help someone find bigger & better clients Convince someone to ditch their PM software and buy yours Sell a book (with worksheets) that teaches consultants to double their rates, cross-sell your PM software later
26. -$400 $0 $400 $800 $1,200 $1,600 $2,000 April June August October January March I paid $2.10 for a click Autoresponder sold them on DYFR Signed up for Planscope Bought my workshop Planscope, Planscope, Planscope...
27. FREELANCER’S WEEKLY (newsletter) free! DYFR (ebook) $49 THE BLUEPRINT (package) $49 - $249 CONSULTANCY MASTERCLASS (live workshop) $1,199 PLANSCOPE (SaaS) $24 - 199 / month
29. $2.10 per click
30. $2.10 per click ~40% conversion rate
31. $2.10 per click ~40% conversion rate = $5.25 a subscriber
32. $2.10 per click ~40% conversion rate = $5.25 a subscriber List of 4,507
33. $2.10 per click ~40% conversion rate = $5.25 a subscriber List of 4,507 Drove $230,876 in revenue
34. $2.10 per click ~40% conversion rate = $5.25 a subscriber List of 4,507 Drove $230,876 in revenue = $51.22, or 10x, per subscriber