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Selling To BIG COMPANIE$
For digital creators
(and also how to “package” your offerings)
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2
7 Years in Consulting
+ others
5 Years Running Online
Course & Training Business
(& Hanging Out Online)
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Many creator types are missing out
on corporate $$$ opportunities
because they don’t even know how
to get started
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Three Things
#1 Creator Tension
#2 The Sales Dance
#3 Packaging & Positioning
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Selling things to people online is somewhat
straightforward & what makes it so attractive
Offering
“I think this thing will
help me or I want this,
let’s purchase”
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Offering
But there are hidden forces at play in
selling to a company “how can I bring this to
my boss or team
without looking
stupid”
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The Creator Corporate Tension
This is something
special and it is
ART, I will not
compromise
We at company x
buy these kind of
things and pay
these kind of
prices
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The Creator
This is my special
thing
The Company
“We want a
training”
The Creator Corporate Tension
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The Key:
“We buy things like
this and pay this kind
of price”
üOff-site Program
üWorkshop
üTraining
ûCohort-Based Course
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Offering
“look at this cool offering. It
would be a good fit as part of
our training plan for this year”
But there are hidden forces at play in
selling to a company
This guy needs to
be able to look
smart
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Selling To Individuals
Digital Marketing
Selling To Companies
Digital Marketing + Subtle Dance
“This is my offer”
Yes No Yes No
“This is my offer”
“We are unique,
we need custom
attention”
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Your offer
Begin
Engagement
Typical Process
Convo w.
Company
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Companies Used To White-Glove Service
Scoping
Call 1
Scoping
Call 2
Scoping
Call 3
Your offer
Begin
Engagement
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Two Ways To Avoid This “Dance”
#1
#2
Packaging
Artifacts
“I’ll do anything for you as long as
it’s these three things”
“I’ve answered many of the
questions in this document, let me
know if you want to move
forward”
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“I AM A PRO
LETS TALK”
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A Simple “Corporate” Tab Can Go A Long Way
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“Yes, I work with
executives”
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Priced Too Low = “I Don’t Work With Companies”
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Consulting firms are very abstract
and vague, how do they get away
with this?
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Hidden Advantages:
• Brand credibility
• Existing relationships
• Targeting large, ambiguous
problems
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MY TAKE:
OVERCOMMUNICATE & BE
TRANSPARENT
(IF YOU WANT TO SAVE
TIME)
MY GOOGLE DOC
INCLUDES ALL FAQs =>
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Give Clients An
“On-Ramp”
Coaching &
One-Off
Workshops
Longer Term
Coaching,
Training &
Consulting
Retainer or
other long-term
relationship
$1-$20k $10-50k $50k+
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An On-Ramp Strategy Can De-Risk The Clients Decision
Coaching &
One-Off
Workshops
Longer Term
Coaching,
Training &
Consulting
Retainer or
other long-term
relationship
$7.5k
Virtual 2hr
Workshop
$25k
Team 4-Week
Cohort
VERY HIGH
PRICE
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I ”pitch”
directly on
my site
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I “pre-qualify” people with my offer & pricing before they talk to me
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And detailed
Google Doc
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And detailed
Google Doc
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KEY POINT: GIVE PEOPLE SOMETHING TO REACT TO!
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Real-Life Example
Feb 2022: Initial Conversation: Feb 2022
Mar-April 2022: Two Executive Coaching Packages
May 2022: Follow-up conversation
June 2022: Workshop with broader team
July-Aug 2022: Cohort-based course with 8-12 people
$3,000
$3,000
$15,000
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The Scoping Call
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#1 Position
Establish
credibility &
competence
#2 Investigate
Figure out what
their real problem
is
#3 Advise
Start testing &
mapping your
solution to their
problem
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Pricing Is More Art Than Science
1.Understand Pain & Urgency
2.Discriminate
3.Companies Accept Prices
4.Ask For Budget But Be
Skeptical
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Examples: Curious Lion Project
With Andrew Barry
Include
- Definition of problem
- Overview of solutions
- Initial approach
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Multi-Phase
Project
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