Just got off the phone with an International Company...

[Dexx]

Hey Offliners!

Just returned a call from a company that called AND emailed me yesterday (call went to 1-800 answering machine) about wanting a marketing strategy done.

So I returned the call today and spoke with the owner of the company that deals with business security and he told me that they've been in business for almost 18 years and have business agreements across Canada, U.S.A and Europe.

Business has been doing good, but they think it can be better, and they have never taken the time to truly market themselves before because business has just naturally done so well...but the owner and his partner would like to sell the business in 10 years and want to have the business able to keep doing well without them needing to be the people bringing in the bucks.

I asked him how he found out about me and funny enough he found me through a Google search on keywords that I have never thought to go after...and apparently nobody else really has since the first couple Google results are for City services etc.

He said he found me a couple pages in! (So much for Page 1 or Nothing eh?)

Anyways his website is crap, and he admits it, said it was something they tossed up a couple years ago, but never really worried about since business was doing great anyways.

Recently someone said they should update the site, so they actually have given a deposit to a designer to work on the site, but then told her to stop|pause because they realized that if they are going to re-do the website, they should do a complete marketing strategy etc.

So then he asked me a couple Qs: What is it we do for businesses (outside of what our marketing stuff says) and have we worked with a Security company before, and if we JUST do web stuff (since that's just a minor focus of theirs)?

I informed him that we develop customized marketing systems that focus on the 5 key elements that businesses need to see powerful results yadda yadda, and that online marketing is just ONE of those elements, but overall the marketing strategy will slash marketing costs and increase sales using automated lead generation, follow-up, and closing elements etc.

He went on to say that he had talked to a couple different companies, and other guy he had talked to said he would implement a marketing strategy etc. as well, but that the owner didn't get a good VIBE from him...so he decided not to deal with him.

Anyways, I told him the first step is to do a marketing analysis interview with him to see where they are at, where they want to be, and if we'd be a good fit working together. He agreed, so we'll be meeting early next week (along with his business partner)

Normally I wouldn't be so excited, but this company is a lot bigger than any of my previous clients, so I'm actually excited to see how this all goes...an international company + no existing marketing strategy + horrible website + millions of dollars in sales....

...say it with me...


CHA-CHING!


Cheers,

~Dexx

PS - Not to mention the credibility aspect it'll add in future client meetings, "I'm currently handling the marketing for an international security company"

[Michael Adul'Ali]

Sweet. Way to go. Your conversation answer age old question of being a web guy.

Offline biz owners are looking for solutions to their problem.

It seems like the web designer guy is about to lose a client. If he is smart, he should come work with you.

Expect Abundance,

Michael

[Newbie]

Thanks for sharing Dexx. Appreciate knowing little tidbits of what to say that sounds better than my own. What are all of those 5 key elements?

David

Hey, the title for your next WSO: Cha-Ching.

[L.James]

Wowzers!!!

[Dexx]

Thanks for sharing Dexx. Appreciate knowing little tidbits of what to say that sounds better than my own. What are all of those 5 key elements?

David

Hey, the title for your next WSO: Cha-Ching.

Same ones in my free interview template:

1) Marketing Strategy
2) Tracking / Testing of Marketing Efforts
3) List Building
4) Relationship Building
5) Online Presence

I basically told him that while we do work with businesses to create a website that converts browsers into buyers, that is only a minor part of step 5, and a very minor part of an overall marketing system that we create =)

There were no more questions after that...just booking a time

~Dexx

[clawHAMMER]

Very nice indeed! You might be on your way to your first blank check Dexx! Cha-ching is spot on.

Let us know how many zero's you collect after your meeting next week.

The first thing I'd buy when I cashed it would be a new updated laptop :-)

Well done Dexx!

Cheers \_/

[tiz724]

Great job Dexx. So interesting about how he found you. It just goes to show that at any time a potential big client is just a phone call or email away.

[kevin aka hubcap]

Good on ya Dexx!

Keep us informed. This brings up an interesting question... marketing to a different culture. What differences exist between Canada and London and how will you address them?

[Tam]

Major congrats!! I'm excited for you

Tam

BTW...I often search past page 1. I wonder what percentage of searchers do go past page 1.

[L.James]

Same ones in my free interview template:

1) Marketing Strategy
2) Tracking / Testing of Marketing Efforts
3) List Building
4) Relationship Building
5) Online Presence

I basically told him that while we do work with businesses to create a website that converts browsers into buyers, that is only a minor part of step 5, and a very minor part of an overall marketing system that we create =)

There were no more questions after that...just booking a time

~Dexx

I was about to ask that same question ...

[Dexx]

This brings up an interesting question... marketing to a different culture. What differences exist between Canada and London and how will you address them?

I'll address them using my Target Market Analysis Interview of course =)

Makes life oh so simple


~Dexx

[DogScout]

Great call!

Just do NOT be too inexpensive. With a company this big, they SHOULD have a very large marketing budget. With your questionnaire and follow up mind map, you should totally dazzle them and make them want to spend a large chunk of that budget on you. At this point, the worst mistake you could probably make is coming in too cheaply. Good luck!

[Raymond]

Congrats dexx! Make sure you do a contingency deal

[manjit129]

Hey so excited for you Dexx!

Have you had your Marketing Analysis Interview with him and his business partner yet?

How did it go? I hope you've clinched this deal mate!

[Dexx]

Initial meeting went well...almost tell well! Made it 1/4 of the way through the interview before the 2hour appointment was up and the owners had to rush off to another meeting!

Guess time flies when your having fun, so thats not such a bad sign!

Anyways the follow-up meeting is this Tuesday where I will present my proposal, I'll keep everyone updated...I'm going the biggest I've ever gone on this one and I'll see how my positioning goes as far as securing this amount (over 6 figures over 2 years!)

Cheers,

~Dexx

[BAYO a.k.a. Mr. B]

Great going Dexx

[Dexx]

Heh, well not yet...asking questions is the easy part...now its a matter of showing them the value for $$ in being a client!

Tuesday shall be an interesting milestone!

~Dexx

[jacquic]

We will be thinking of you! I'm sure you'll wow them!

~ Jacqui

[Rentitnow]

Congrats Dexx, One thing I would recommend is possibly doing a marketing section of a business plan for them. They will need that to sell the business anyway and it will help them with the over-all picture of their business and growth to have it and follow it. To me as a business owner, it would add the most value to my operations.

[Dexx]

Yuppers, that's actually the very first thign I do with a client is start with their marketing strategy.

USP, Target Market Analysis, Top 10 List, and some other things =)

Cheers,

~Dexx

[Dexx]

Alrighty so the meeting is all done, I felt it went pretty well, turns out this company is also talking with other marketing companies (tho they just eliminated one since they didn't like the work on a website they did) so the owner said it's a "neck and neck" decision between myself and another company.

He didn't tell me the name of the other company, but it's one of the larger marketing companies in town...

Interesting elements of the meeting:

1) When I told him the setup fee and monthly maintenance fee he didn't even flinch and said that sounded like a reasonable amount (despite it being the largest I'd ever charge so far)

2) The owner was very impressed with the "backend" element of my marketing plan (video marketing, press releases, search engine exposure etc.) but the other company is more focused on the "re-branding" element of the marketing (the corporate image) with new website/logo/marketing materials etc. that reflect that

The owner said that I didn't really talk much about how I would re-brand the corporate image for the company (which is true...not really a main focus of most of our marketing strategies I'd assume) but I did let him know that I have designers that can develop new logo and website designs to reflect the marketing message we want to project.

3) Then he asked if I could show him examples of any corporate campaigns that I have done in the past, as this other marketing company has several "case study" examples on their website of previous clients they have worked with...

I told him that I have a NDA in place with clients and that I'm not able to provide client examples, but the owner said that given the high amount he'd be investing in the marketing plan (close to $100k) that he'd need to see an example of what my company can do to be able to make a decision between the two companies (which is fair)

Luckily one of their clients is also a company that I did a website design for, so I showed him their website, and let him know that every business website is based on the "look" that the company likes from other websites (as ideas) so if he had example sites he liked that the design for his website can be creatively based off that...he was satisfied with that.

So he told me that he is supposed to be meeting with the other marketing company sometime during the week, and that he'll make a decision by the end of the week as to which company he'd like to work with (but that its a neck-n-neck tie between us both and we're both in the same price ballpark)

I suggested we schedule a meeting time for next Tuesday afternoon so at least its scheduled and ready to go, and he'll let me know whats happening when he knows so I'm not left hanging. I'm also sending him over the agreement document so he can look it over as well.

Sooooo ya...that's the update. The whole "competing against another company" caught me off guard, but hey it's always good to have a challenge right? =P

Cheers,

~Dexx

[RoyE]

Sounds like you handled it all very well, Dexx.

From the way your conversation went, they also sound like good people to work with, so let's hope you get to do so

~Roy

[Dexx]

Hey gang, little update for you:

So shortly after my post on March 23rd, the owner of the company contacted me again and basically stated that at the present time they were more focused on corporate re-branding and a new image for the company (basically like how when you see a FedEx or Apple marketing campaign you instantly recognize it...they wanted that same type of look)

We both realized that "corporate branding" was not going to be something that I'd be able to help them with, and that I was more the "generate more leads and sales" guy.

So that was the last time we spoke, and I proceed to say 'NEXT' and move on to the next prospective client.

Well just now this morning, June 15th (3 MONTHS LATER), I just received a call from the owner of the company saying that the new rebranding should be complete within 30 days and that he is still interested in now having me take over the marketing aspect of things and work with the company to generate new sales and leads!

He told me the new design company would be hosting the site, but that -> I <- would have full editing access to the site etc. and then asked if "that's okay" that they host it...he asked me if it was ok! That right there shows how powerful taking a genuine interest in a company is and how it positions you compared to some Yellow Pages sales person.

Anyways I'm excited to start working with this company, not so much for the high five figure payment, but because I see so much potential / opportunity in what they have as a product and with how they can be positioned as an authority in the marketplace.

Not to mention I have some great new training material on Joint Ventures and licencing agreements that I plan to put in place to form cross-promotions with other businesses targeting the same customers...if all goes according to plan I should be able to drastically increase the profits of this already multi-million dollar corporation =)

I'll keep you guys posted later in July with how it all comes together

Cheers,

~Dexx

[Bonnie]

Wow, congratulations Dexx! "APPLAUSE, APPLAUSE!!"

I can't wait to hear more details in July!

[seangreen]

cheers

[Anthony]

Hey Dexx,

Just wondering how this panned out for ya?

Cheers,

Anthony

[Dexx]

The re-branding of the site still isn't done, so I'm assuming the whole process is jammed with the "marketing company" they went with.

Kind of funny considering how much the owner wanted to "get started right away" and start seeing results...

Guess next time he won't let flashy sales presentations lead him astray =P

I'm sure once its all done I'll hear from them...dunno if I'll even want to work with them at this point tho...my knowledge and skills get better each month and I can spend my time and energy on better suited mindsets

That and I'm trying to find time to get some new stuff out to all of you while working with my existing clients...so taking on more clients would essentially have to take time from somewhere else (and family should never be sacrificed)

No worries tho, I'll update if/when I hear anything new =)

~Dexx

[Anthony]

Guess next time he won't let flashy sales presentations lead him astray =P

Yeah, as David Cavanagh always says, "flash aint cash" LOL

Thanks for the update Dexx.. as you say, focus on the guys that have their wallets open.

Cheers

Anthony

[phoenixmarketingdr]

I would also want to know who your competitor is and go after all past clients b/c they obviosly do not know how to stick to timelines which is half the work

[leighla]

Hi Dexx, do you have an update for this? I would really love to know the update on this deal and how's it going.

[Dexx]

The website is still the same as it was in my last update, the President actually emailed me shortly after my post to say he was interested, but I was busy with other clients.

I could contact him now, but I just recently closed a $50,000 project, and I still have another $27,000 project I'm in the middle of.

Also have to call two business leads on Tuesday who are interested in solutions.

I might give him a call next year, or maybe I'll still be busy...moral of the story: Don't wait on prospective clients, prospective clients can wait for you. (especially when they pass on the opportunity the first time)

Cheers,

~Dexx