Customer acquisition is a lot like dating. The goal is the same: a rewarding relationship. This seminar will parallel how your customer acquisition process can benefit from good old dating advice.
Whether youre socially awkward or or a regular Don Juan, my step-by-step process should help even the most passive introverted coder close their first customer.
8. Wisdom:
“My philosophy of
dating is to just fart
right away.”
-Jenny McCarthy
9. Assumptions:
• You’re dateable no psychos.
• You’re not here just for hook-ups.
• You know this is not Hollywood.
• You’re willing to invest.
• Your Goal: long-term, rewarding relationship
10. It’s not easy.
Dating: Customer Acquisition:
• Courtship’s tough. • Prospecting’s tough.
• Bad dates are common. • Bad prospects are galore.
• Can’t be rushed. • Can’t push the process.
• Early stages are sensitive. • Prospects are hypercritical.
• Nothing is instant. • Decisions take time.
• Gold-diggers suck. • Tightwads are a pain.
• Requires work to maintain. • Clients need nurturing.
11. Five Stages of Relationships:
1. Courtship & Infatuation
2. The Power Struggle
3. Stability
4. Commitment
5. Acceptance & Co-Creation
12. Five Stages of Relationships:
1. Courtship & Infatuation
2. The Power Struggle
3. Stability
4. Commitment
5. Acceptance & Co-Creation
14. 1. Courtship & Infatuation
Dating: Customer Acquisition:
• What’s is your ideal mate? • What’s an ideal customer?
• Where can they be found? • What’s the lead gen effort?
• Some love it; some hate it. • Do we outsource early?
• It’s time & $ intensive. • You have neither.
• There’s many prospects. • How do we qualify?
• There’s initial compatibility. • There’s mutual interest.
• Second guessing happens. • Re-evaluate.
17. 2. Power Struggles
Dating: Customer Acquisition:
• Find out strengths. • Further assets appear.
• Uncover weaknesses. • As do their weaknesses.
• Your veneer cracks. • Your claims unravel.
• Complaints arise. • Internal discussions cripple.
• Exes pop in. • Competitors arise.
• Lean on our friends. • Lean on your mentors.
• Rescue connection. • Regroup.
18. 2. Power Struggles
Customer Acquisition:
• Further assets appear. Internal decision makers arrive.
• As do their weaknesses. Check references & credit!
• Your claims unravel. You better have been honest.
• Internal discussions cripple. Infighting & discussions arise.
• Competitors arise. Get a detailed competitive matrix ready.
• Lean on your mentors. Bring in outside influencers.
• Regroup. Book follow-up meetings with all stakeholders.
20. 3. Stability
Dating: Customer Acquisition:
• Relax for a bit. • Don’t smother them.
• Spend more time together. • Book social some time.
• Bring in outside friends. • Pull in contractors/vendors.
• Watch for boredom. • Pay attention to them.
• Discuss long-term plans. • Start project discussions.
21. 3. Stability
Customer Acquisition:
• Don’t smother them. You’re not the only thing in their life.
• Book social some time. Golf or sporting events anyone?
• Pull in contractors/vendors. Consider outside help.
• Pay attention to them. Connect on comfy frequency.
• Start project discussions. Draft plans, budgets, etc.
23. 4. Commitment
Dating: Customer Acquisition:
• Re-evaluate as a partner. • Re-evaluate as a client.
• Consider mutual benefits. • What do you both gain?
• Share financials. • Validate financials*.
• Move in together. • Loan staff to them.
• Book the minister. • Call the attorney.
• Get hitched! • Celebrate!
24. 4. Commitment
Customer Acquisition:
• Re-evaluate as a client. Pull together co-founders.
• What do you both gain? SWOT analysis?
• Validate financials*. Get their credit checked!
• Loan staff to them. Bring in the developers.
• Call the attorney. Draft all legal agreement.
• Celebrate! Congrats! You’ve nailed your first client!