Post on 08-May-2015
transcript
Selling Hopes and Dreams
Emma Jane Hogbinwww.designtotheme.com@emmajanedotnet
drupal.org
• emmajane
• uid: 1773
• First look at the Drupal code base: 2003ish. I stole the i18n table structure.
• First Drupal site “for pay”: 2006ish.
• First Drupal socks: 2007.
• First DrupalCon conference: Szeged in 2008.
• First Drupal book: 2009.
• First Drupal core patch: 2010.Removed the “welcome” screen.
http://www.flickr.com/photos/mortendk/1439332466/
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www.designtotheme.com/responsive-workshopRegister now. Class starts December 1.
process
I am a process junkie.
selling
For years I sold process to process-loving companies.
pivot
Times changed.
empowerment
Then I sold empowerment and control to woman-led businesses.
pivot
Times changed.
dreams
Now I sell hopes and dreams to entrepreneurs.
sell skills
Most open source companies I know sell skills.
don’t buy
In a recession, people don’t buy skills.
buy outcomes
In a recession, people buy outcomes.
value
A recession forces you to build and sell valuable outcomes not a grocery list of skills.
outcome
The value of the outcome you build matters.
focus
If you are focused on task-based skills, you are not selling outcomes to clients.
selling training
“I need to learn Drupal right away.”
“Take this workshop. It’s about theming for Drupal.”
“I don’t have time. I told you I need to learn Drupal.”
“Okay, what about this workshop on Panels and Views?”
“Look. I don’t have time. I need to learn Drupal.”
real story
“I’m about to lose my house. Please help me pay the mortgage.”
features
New buyers are not qualified to have an opinion on features.
not an expert
Note: if your client can’t install Drupal, they are a “new buyer.”
benefits
Buyers know what outcomes will save their job or house or reputation.
outcome
Right product for the right market.
pivot
Change the product or the market until you find a pair that clicks.
outcomes
To new markets: sell outcomes and benefits, not features.
I care.
Answer the question: who cares?
process
But most companies still sell process and skills.
pay
Your process might pay your mortgage, but does it pay your client’s?
mismatch
Clients who don’t want to plan, haven’t bought your process.
luxury
Process-based sales is a luxury. It is not for recessions.
marketing
A recession forces you to get really good at marketing.
excel
To excel at marketing, you must know the value of what you’re offering.
pain
You must know what pain you will take away from your prospects.
features
In the open source world we tend to sell features.
experts
Experts buy features. Proprietary software users aren’t experts at open source.
investment
An IT team who’s invested in their certification doesn’t want your features.
problems
Newbies buy solutions to problems.
benefits
Converting someone to open source requires “benefit” language.
transition
My transition to selling benefits was rocky.
target market
I asked my target market questions.
people lie
When you ask people questions. They lie.
truth
To learn the truth, ask people about their fears, hopes and dreams.
questions
You need to ask the right questions.
wrong
“What training do you need?”
better
“How does Drupal make you feel?”
winner
“What is preventing you from building exceptional Drupal sites?”
id pain
“What are you doing when you wish you were having a root canal instead?”
3 workshops
Build Your Dream Web SiteSite Building ExtravaganzaResponsive Web Design
Selling Hopes and Dreams
Emma Jane HogbinDrupal Trainer and Authorwww.designtotheme.com@emmajanedotnet