The Long-Tail Sale - MicroConf 2013

The Long-Tail Sale - MicroConf 2013

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Brennan Dunn

May 02, 2013
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  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!

  6. None
  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
  28. None
  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