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2018 Sales Presentation – Entire Presentation

Top Sales Presentation

https://www.youtube.com/watch?v=3HUbTeluKnM&feature=youtu.be 

Hi _____________, how are you today? Thanks for reaching out and I will tell you that I know that your email and phone are probably blowing up the way that Thumbtack is working these days with 14-15 firms responding to you. With that in mind – Thank you so much for the opportunity to speak with you about your project. Why don’t you tell me as much as you can about how I might be able to help or what you’re looking for.

(LEAD RESPONDS.)
Bear in mind that you should make notes and also treat a NEW WEBSITE CALL slightly different than redesigning an existing one. New website calls are straightforward and existing ones can be a little clumsier – although you COULD simply ask that prospect what their thoughts are for the redesign (pages, etc.). The other alternative would be to research that kind of lead ahead of time and be prepared to listen to their feedback and then 98% of the time our response will be more informed – which provides the same opportunities to throw other firms under the bus for quoting inaccurately.

With a NEW DESIGN jump right to the next paragraph. If it is a redesign, then you could LEAD IN with, “_____________________ I plugged your existing website into a couple of tools and I have a lot of good information that I could SHOW YOU…and then go into the MEAT of the next paragraph. —————————————————————–

Thanks a lot – that was a lot of good information and that makes my job easier. I know you are hearing from numerous firms – and if you are like most people I speak with – you are going to devote time to speak with a few of them. Most design firms, including me, are all going to tell you how great we each are; that we can do everything you need and how your needs are right in our wheelhouse. So right now you don’t know how to trust or choose one design firm over any other.

Have you spoken with any other companies already or are we the first?

IF WE ARE THE FIRST, continue. IF THEY HAVE SPOKEN WITH OTHERS, GO TO

WE ARE THEIR FIRST:

Well, I almost wish we weren’t the first, but we’ve been at this for 23 years so I can predict what you will hear in terms of quotes. Firms will quote pricing all over the place without even taking the time to get enough information to provide close to anything accurate…kind of pulling a number out of thin air. Regardless, I appreciate you taking the time to speak with ME.

I hope you chose to speak with us because you took the time to look at our profile and saw that we are the most hired, most reviewed and top rated design firm on Thumbtack. Regardless, let’s see if we can determine what you want and some options to put a price or estimate together.

GO TO

THEY HAVE SPOKEN WITH OTHER DESIGN FIRMS:

When you spoke with them, did you share ANY more information or something that you didn’t share with me?

_____________ I don’t want or need to know the numbers, but did any of those firms provide you with a quote?

TALKING THROUGH AND SCOPING THE PROJECT |
NEW CONSTRUCTION…then

Let me first share that with the information that you provided so far, none of the firms – us included – can really provide you with an accurate quote and let me explain…First of all, do you have an idea how many pages you are going to need?

ALTERNATIVE: ______________ can I ask you a legitimate question and don’t shoot the messenger, but is there anything in what you shared with me that we could even attach a dollar figure to? All you shared was…. [ xxxx ] and there’s no way that any firm, us included, could quote you. So any quote you’ve heard so far HAS TO BE inaccurate. Does that make sense?

[ELABORATE AS NEEDED] A home page could cost $300-$400 and it could cost $1000 or more and without discussing your ideas more, their just guessing.

Let’s take a couple of minutes and actually come up with what you need and get you an honest quote.

(Response from client) CONTINUE…

Listen, every company says that they are different, whether you are a carpet cleaner or any other business. I want you to see and hear for yourself that there IS an Appnet difference in the way we work. In a moment, we can even talk about look, layout, navigation and the feel of the website and you and I can take a look at a hidden page on Appnet.com that we show some of the latest trends in design as we get to that point. However, there’s very little cost to creating “pretty”. For now let’s scope out what you feel like you need in this website. I will start it off by stating the obvious. Every web site has a home page…

You are probably going to want an about us page to talk about your mission statement and most everyone is going to want a contact form so customers can inquire about your services (or products).

I could keep making suggestions, but what else are YOU thinking?

[Collaborate and Scope out website; don’t get lengthy and preachy. Get the scope sketched out and be ready to quote. CONTINUE]

At this point ________________, let me point out that you and I together just mapped out what YOU feel like you need to have in your website. These are things that you did not share with me at the beginning of this conversation and based on what you told me upfront I doubt any other firm has taken the time to map this all out with you.

I can almost hear the gears turning in your head thinking the quotes you’ve heard so far just can’t be accurate. Wouldn’t you agree?

[move to after Q&A]

EXISTING WEBSITE RENO
(Discuss Existing Site) – Potential questions
1) Did any of the other companies share the fact your website is (x) pages?
2) Do you care/see any harm that right now your website is ranked for (20) first-page rankings. Does that matter to you?
[After Q and A]

CHOOSING A DESIGN FIRM

________, if I can just make one other point real quick. We know the other quotes that you have received can’t be accurate but let’s assume for a moment that all of our price points are the same. PRICE is off the table for a second, what would THEN say would be the next most important factor in determining which company you’ll choose to do this work for you?

SEE if they give you anything and then share whatever they didn’t come up with out of this section/list:

GUIDING THEM TO COME TO THE SAME CONCLUSION YOU WANT…

If they become “antsy” and say something like , “I can tell you guys would be great, so I don’t need the whole sales pitch. Just tell me how much you think this will cost…”

Then say, _____________ give me 30 seconds and I’ll tell you, but I do want to point out a couple of things.

CONTINUE:
Clients tell us that other than price, the most important factors were things like DESIGN QUALITY, or things like like that and I don’t want to shoot us in the foot but nowdays with all of the amazing new WordPress Layouts, coming up with something inspiring is something that any top design firm can do. So in that department, you can get an awesome, professional look from most of us…making many of the firms you may be speaking with about equal.

Where Appnet is your best choice is in two major places. ONE, these days you know yourself, nobody buys anything anymore without looking at reviews.

With that in mind, hopefully, you looked at all of our profiles and Appnet has more reviews than all of the other firms combined and we are also the top-rated.

THE SECOND difference, is that many people reaching out to you are either one or two man shops or they are large companies. Neither is great. The one or two man shop can’t possibly keep up with more than a few clients and that creates scenarios where they can’t possibly be as communicative as you’ll sometimes need. You may want help at some point and you don’t want to wait for days and repeated emails or phone calls to get it.

With larger companies, it is a crap shoot as to whether you’ll get someone on the phone who can speak intelligently or clearly in answering your needs. You’ll never get the same person taking your call.

With Appnet, we are a 16 person team which makes us just large enough to handle any size project – but small enough to where when and if you call in you will always get the same people taking your call. They will know who YOU are and you will form friendships with them. When you ask for something, we will know your website and be able to get you what you need quickly.

I guess what I am saying is that there is a real pain index in choosing the wrong company. Have you ever had a product that you really loved but their lack of support really killed it for you?

[QUOTING]

All said ______________, as far as a quote – I think what we are looking at here based on the number of pages that you and I came up with and the overall layout, look, feel and functionality of the site we are probably in the ________________ range.

To be honest, I would love to work with you; I think this is right in our wheelhouse; I think that you and I have ALREADY shown that we communicate well together – and by the way that isn’t going to stop when you leave my desk. My team is going to continue working well with you.

[CLOSING]

I’d love to work with you and I think we’d be an awesome fit. It’s sometimes hard for someone in your position to know who to trust or even what to expect in terms of costs. A lot of what you shared isn’t something I can attach a price to. What costs are things like pages, functionality (ecommerce), etc.. What doesn’t cost are things like pretty, professional, polished, simple. From my standpoint, obviously I have to be ready and able discuss to price.

However developers, designers & digital marketers work within guidelines. Your project budget is one of them. If you know what you want to spend, that information will make it much easier for me to recommend a solution and options that will work for you and one that will achieve your goals.

I know you may not know what to EXPECT to pay or how much this should cost, but do you know what you want to spend.

Now let me share something that I will bet you lunch that no other designer or design firm will ask you or even discuss with you. Before you share your idea of how much you want to spend or budget, let me shed some light on expectations by asking this question:

What is the most important thing you want to accomplish or get out of this website?

  1. Is the LOOK of the website the most important thing? Sure it’s important, but you’ll get a great looking website from most any professional firm. There are millions of beautiful websites that never get looked at. It’s kind of equivalent to creating a beautiful billboard and then the only billboard is on an old dirt road somewhere where nobody will ever see it.I can’t tell you how often we hear about people saying that they just need a simple, professional website that they will send people to it with their social media following or something similar. If the only people seeing the website are people already in your social circle, then what huge benefit is that?
  2. Is the most important thing for your website to improve or provide a good user experience? Not exactly, right? It’s a good thing to make sure that happens, but it certainly isn’t the most important thing.

If you’re in business and especially if you are starting a new business, the MAIN PURPOSE of the website has to be – TO MAKE YOU MONEY. The only thing you should judge a website by is “Does it bring in more money?” Otherwise, what is the point of spending your money to have one built?

So to the point, I can share a price point that will cover the cost of creating a beautiful website WITH ALL the pages that we just strategized together. So I am able to discuss that with you. As I said though, you also need to be ready and willing to discuss what you want to spend to ensure that we can add pages or at least some training and education that will make this a successful and business generating website.

 

Indeed, as Massimo Schiraldi says the rate of online businesses failures is impressive, over 90% in fact. There are many reasons for the failure but in general two factor contribute the most to this high number:

  1. It is just to easy and inexpensive to start a website based business that so many people try it without any knowledge.
  2. This lack of investment (financial & personal) leads to many people abandoning their website after a few weeks or months.

Starting a website business is just like any other business – to succeed you need to work hard at it. You cannot expect to make a million overnight.

 

 

Ask a prospect this question, “What is the primary purpose for the website you are looking to have built?”

The reason that question is important is that despite the answer they might provide, their approach to pricing it will probably say otherwise.

For example: you could ask the prospect, “Is the purpose of the website to LOOK beautiful?” No, not really. Of course, it will be awesome if the site turns out nice looking, but that isn’t the PRIMARY objective. In fact, if the DESIGN of the website is of most importance, then pricing some cutting edge custom graphics and layouts would cost a ton. People might SAY that the design is most important and that they want something unique and one of a kind. You don’t get that for $1000 and from some online theme or template. If you go to Squarespace or Wix and choose something very polished, then it will look awesome, but it isn’t one of a kind. You will be choosing the very same theme or template that was previously chosen hundreds of times. That IS a great way to go to save a ton of money and once a designer places your logo and your supporting photos and text into that theme, it will look great. However, doing that supports the fact that the LOOK of the website is not of vital importance.

Is the primary purpose to IMPROVE THE USER EXPERIENCE? That is important. Your visitors should be able to get all the information they need within a click or two, but that isn’t the PRIMARY purpose for a website.

Whether you are a start-up business or a long-established company, the PRIMARY REASON for your website should be to bring in more money.

We often hear from new and old businesses that tell us that they just know they need a website to

 

Again _______________, I’d love to work with you and if you can give me a thumbs up – As far as the process is concerned, it is very painless. What I will do first is get you a simple design agreement and that is very informal – it just basically says you own your domain name and you are providing us the right to build on it. It also states that you will make a one half deposit and that the balance is due prior to going live.

The second thing that I will send you is a very straightforward scope of work document which simply spells out precisely what you and I just strategized. It will also detail what we will need from you in terms of photos, text, that sort of thing.

It will literally take us 2-3 minutes to set up an account in Quickbooks which is nothing more than name, address, city, state, zip, etc. So if I can get a thumbs up we can get going. What do you think?

[handle objection, ask for sale again] – Send me a proposal (not the decision maker) – Just have to do it
– Send me a proposal (all else) – No!!!! Inquire about the objection
– Talk to others
– Sounds really good, but price isn’t in my comfort zone

OBJECTIONS AND HANDLING
The idea of this new “pitch path” is to take people down a road where THEY come to the decision to us Appnet/You. The presentation is meant to take things in a natural progression to eliminate their objections and most often it can do that. However, often you will get some kind of delay or hestitation tactic. Those could be because they didn’t think enough ahead and had no idea of costs and now they need to see if they still want or can proceed. Sometimes it is other things.’

Can you send me proposal – FOR MY BOSS, BOARD, PARTNERS?
Well sure, let me make sure I have your email address, phone number and other information. Now it will be more about who we are, our design/discovery process and what we bring to the table – and our contact information moreso than a proposal. To be honest, to include everything we spoke about in this conversation would take a novel that no one will read. But you can share it with your people – along with the fact that you and I actually came up with a real strategy and price and then I’m certainly you and your team will have questions and I’d be happy to answer those. In fact, as you prefer, we could even bring them into the follow-up conversations to make them equally as comfortable to work with us. I’ll also email you a brief overview of what we spoke about and then we can reconnect. With that in mind, what IS your timeline in terms of when you will be making a decision or want to talk again?

Can you send me proposal – JUST FOR THEM…?
Is there some reason why you’re not ready to move forward? I’m confident we’d be a great fit and I’ve done this a long time and what I’ve found is that when someone asks for a proposal, there’s usually some underlying hesitation or reason that is at the core as to what may be keeping us from doing this. DO you mind if I ask what that is?
The reason could be timing; the need to see where they can get the funds from, etc. It could be that they were just tire kicking and ARE interested, but maybe they didn’t have a clue about what the costs might be and NOW need to think about it. The truth is – a proposal will rarely move the needle whatsoever, one way or the other. It MIGHT suffice as a “business card” that they can hold onto to remember how well your conversation was. However, but asking the questions and making the attempt to find the core reason, you can better discern what your next move is. IF they were to share something that “feels real”, then tell them that you’ll send a simple proposal that tells them who we are and how we work and that you’ll email that along with some cursory notes about what you spoke about. HOWEVER, don’t REALLY map out “scope of work” type notes or navigation/pages, etc. until they buy from us. Keep it simple and short…and be sure to get some kind of feel as to when you can reconnect to get moving.

Use Every time…

Have you spoken with any other companies already or are we the first?

IF WE ARE THE FIRST, continue.

Well hopefully I can show you enough proof that we’re your best fit that you won’t feel the need to burn a lot of your time talking with others. What I can tell you is that the reason I asked whether you had spoken with others or not is that with the input you just shared with me, there’s no way to attach an estimate or a quote to it and yet so many firms seem to pull quotes out of thin air.

Repeat what they provided and elaborate as to why any quote would be low and not comparable to what we will provide.

IF THEY HAVE SPOKEN WITH OTHERS, GO TO

When you spoke with them, did you share ANY more information or something that you didn’t share with me?

_____________ I don’t want or need to know the numbers, but did any of those firms provide you with a quote?

Let me first share that with the information that you provided so far, none of the firms – us included – can really provide you with an accurate quote and let me explain…First of all, do you have an idea how many pages you are going to need?

ALTERNATIVE: ______________ can I ask you a legitimate question and don’t shoot the messenger, but is there anything in what you shared with me that we could even attach a dollar figure to? All you shared was…. [ xxxx ] and there’s no way that any firm, us included, could quote you. So any quote you’ve heard so far HAS TO BE inaccurate. Does that make sense?

Let’s take a couple of minutes and actually come up with what you need and get you an honest quote.

Making them see the difference

At this point ________________, let me point out that you and I together just mapped out what YOU feel like you need to have in your website. Without doing that, any firm that provides any quote is providing one that is inaccurate and incomplete.

CLOSING

_______________, I’d love to work with you and if you can give me a thumbs up – As far as the process is concerned, it is very painless. What I will do first is get you a simple design agreement and that is very informal – it just basically says you own your domain name and you are providing us the right to build on it. It also states that you will make a one half deposit and that the balance is due prior to going live.

You and I could look through some of the newest layout trends and choose something that stands out for you and then I’d get our guys working with you to get the content that we need to build your site such as your LOGO, any photos, text, etc. and we can build this in a staging area for your eyes only and get it up and running in a couple of weeks.

What do you say we get started?

HESITATIONS

I can almost hear the gears turning. Usually by now, most of our new clients are ready to go. What’s on your mind? What has you hestitating? Let’s talk about it because I can probably offer some options or solutions to help.

QUESTIONS TO MOVE THEM…

1. So I’ve showed you clearly that Appnet is the best option and we’ve addressed things to fit your budget. What’s keeping us from moving forward?

2. ___________ you would be interested in getting started with us if we can provide you with a better price, right?
3. ___________ would I be safe in assuming that you would PREFER to do business with a design company that ranks number one on Google?
4. ___________ I know that cost is important, but wouldn’t you also interested in working with a firm where every time you need to call us, you’ll get the same people who know who you are and who you don’t have to re-explain your needs each time you call?

Your Biggest Competitor is Not Who You Think
Over the years, I’ve lost more deals to the decision to do nothing than other web firms. Before getting too cozy with that prospect, find out whether this project is mission-critical, or if “doing nothing” is an option. If doing nothing is an option then you have to ask yourself, “Are they really worth the hassle, the risk, the time, the money?”

Never Offer a Proposal
Writing a proposal is a poor way to close a deal. But when I first started out, I’d offer to write one instead of simply asking for the sale. Once I learned otherwise, I found I could close a deal on a verbal agreement, then write the proposal to finalize the sale. So don’t write a proposal unless your prospect has agreed to sign it.

Never Agree to “Final Payment Upon Completion”
Obtaining content from the client is one of the most challenging aspects of web design. You are on dangerous ground when your contract stipulates that the client can make final payment upon completion. Conceivably, a client can delay the project for any number of reasons that are beyond your control and you might never see that “final payment.”

 

 

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April Thumbtack Presentation
Learning how to sell anything CAN BE difficult. There’s a lot written about sales theory and it can get pretty “deep” and hard to implement. However, it doesn’t have to be.
With that in mind, I wanted to provide what I feel is now the most straightforward approach and presentation to best sell our products of web design or SEO.
Many would argue that to sell web design you have to know a lot about how it all works. In the past – I have personally argued that you have to educate the prospect to be able to convince them to use YOU or Appnet. In our more recent past, we tweaked that to say that the harder thing to do with web design sales is to learn how to quote.
Actually ALL of those things are semi-related to the sales process, but really NOT important at all. What is more important is the ability to INFLUENCE people and to provide them with some CLARITY that will simply and clearly ELIMINATE any reason that THEY would have as to NOT choose you or Appnet as their web design firm.

IT IS ABOUT THE MONEY!
Every sales pro and guru in the land will try to convince you that making a sale is never about the money or price point. They will tell you that it is more about price-related-to-VALUE.
The idea is that if you can show value, then the prospect will almost ignore the price…or at least feel it isn’t AS important. Of course there is some truth to that.
However, we live in a quick-fix society where people are impulse buying more than ever. If the prospect can’t or won’t give you time to share real value, then PRICE becomes the major definer in terms of making a decision.
The other thing to understand is HOW and WHAT the prospect is thinking when you are making a presentation.
While YOU are making your best “value pitch” and sharing why you/Appnet brings so much more to the table in terms of value added reasons why the prospect should choose you – the client is basically paying far less attention to those things that we’d like to believe.
Certainly – there ARE times when the “value pitch” is clearly received by the prospect and that part of the presentation CAN make a real difference in selling a prospect for more than they first thought about spending. However, sales is a numbers game and the vast majority of prospects come to the conversation with an idea of budget in mind. They will say that they didn’t, but even if they haven’t thought about budget – there IS a price point that they can’t or won’t go over.
So presenting VALUE is important…and you will want to present it. However, there’s something more important to present.

A New Way…But Let’s First Visit the Old Way
The “old way” of making a sales presentation was to educate the hell out of the prospect as to how things work. Our presentations seemed to take on the persona of “let’s share the wealth of information that we know” to convince the prospect that we are their best fit or choice. Often we would spend 30-60 minutes going over their website or what their website needed to include to be successful when all they wanted was a 4-5 page website. We droned on and on advising them.
However – are people REALLY paying attention? Consider this data:

Appnet made 123 presentations to prospective clients in March 2018 alone.

As close as I can estimate, we sold (10) of those 123 prospects. One of the most common “complaints” from sales is, “A lot of the prospects are not a good fit (under budgeted).”
Let’s estimate for a second that of 123 presentations made, 50% are not a fit. That would mean as many as 62 were not a fit perhaps for us or any legit web design firm. That would mean that perhaps “only” 61 of those leads WERE a fit and we sold 10 of them. That means that as many as 51 of those prospects either chose another firm or didn’t do anything at all.

Let’s estimate that 50% of the prospects will not proceed with ANY design firm. That now leaves us with:
123 presentations
10 we sold
62 not a fit
30 who didn’t hire any pro
——
21 <<< This would still mean that we missed out on these sales.

So the question is…WHY?
Perhaps the simplest answers would be:
1. No matter how much WE think we are convincing prospects with our ‘value pitch’, they aren’t “getting it” or paying attention.

2. They are paying attention but don’t feel it is as important as we do.

3. They feel that another firm’s lower price will deliver a “good enough” website for their own perception of “value”.

What Can Be Done?

I’ve been in sales all my adult life. I subscribe to nearly every old school and new school sales mentality in terms of selling yourself, playing the numbers game and influencing the prospect. I have also long-agreed with the idea that “it is never about the price of your product” but more “price compared to value”. I’m not doing a complete one-eighty on that, but more of a – let’s allow for a second that no matter what any sales guru says, there IS a component of PRICE in every sales deal.
If price were not the main ingredient in any sale, then we’d all be driving a Maserati. Few of us would really have any sane idea that we should be able to get a Maserati at the price of a Nissan. However, we wouldn’t even drive into a Maserati dealer lot if we knew we couldn’t afford it. We would only be interested in speaking with dealers that were more a fit for us.
I have semi-convinced myself and our sales staff that Web.com, Wix, Squarespace, GoDaddy and others (including outsourcers from the Russian Federation, Ukraine and elsewhere) have undermined our ability to sell at a fair price point. There may be SOME measureable there, but not to the level that I have fallen for.
People have ALWAYS wanted something for nothing. They’ve always been cheap or wanting to ‘low ball’ any quote. That hasn’t changed. I have personally (mistakenly) just given it a name – Wiz, Squarespace, etc.
What we need to understand – and get back to – is that if given the proper incentive, people will always choose the “best bang for their buck”. Drive down a highway with five car dealerships in a row and some people will pull into the used car lot; some will drive into the Porche dealer; some will check out 2-3 (Ford, Chevy)…but people will usually go where they can afford.
There’s nothing you can do to convince someone with $3000 to spend to pull into the Maserati dealership. Now, if the prices were the same on every vehicle at all five dealerships, then everyone would go for the most expensive, best quality vehicle – that looked and performed the best.

How Does this apply to web sales?
The bottom line is that we have to offer more Nissans for sale AND we have to convince people that they can get a Maserati for the price of a Nissan. They just might have to do a little customizing of their own.

So What’s the New, Improved Approach? Give them what they want and Eliminate ALL Reasons Not to Choose You.

Simply put, let’s change our mindset about PRICING never being the reason not to choose Appnet. Lets take the reverse stance. It’s is now ONLY about the price. While that may not be 100% accurate – if we can start out there and work past that position – we’ll be in better shape to close a higher percentage of presentations.
For example – let’s start now saying, that whether or not a prospect chooses Appnet is ALWAYS determined by price. Armed with that position, we can then potentially work to eliminate ALL OTHER reasons to choose another firm.

A MAJOR SHIFT IN OUR PRESENTATION STYLE
If we can assume that PRICE IS THE DECIDING FACTOR and put that aside for a moment, then we can get a clearer picture of any other possible reasons why a prospect wouldn’t choose Appnet.
Let’s look at our competition:
When a prospect goes through the interview process via Thumbtack, they immediately receive a quick glance view of all (15) PROS competing for their business. See below:

Appnet is ALWAYS:
If you look at the profiles of 15 firms (one being Appnet) that responds to every lead now, Appnet is ALWAYS:

1. The firm in business the longest – (23 years)
2. Most HIRED – 384 times
3. Most REVIEWED – 116 times
4. Most often the highest rated (4.8)
5. Have an equal or best looking profile
6. Have an equal or best looking portfolio / website

We also rank NUMBER ONE on Google for things like – Guaranteed Search Engine Ranking – Affordable Search Engine Ranking – and more.

So if all (15) firms quoted the same PRICE, then why would anyone choose anyone other than Appnet?

Sales is all about eliminating ALL of the reasons why a prospect would choose another firm. Obviously a certain percentage of sales prospects won’t like you or your voice or your name, etc. We have no control over those things. However, if we look better on paper and we eliminate all the reasons for not choosing Appnet – THEN the only thing left is “PRICE”.

So What Might that Look Like in Presentation Form

OLD STEPS:
– Greeting
– Invite and Listen to What they Share
– Present a lesson on how it all works
– Share our bulleted strongpoints
– Try to get a budget out of them
– Agree to send them and email or proposal
– Chase them down the call-back path
– Sell 8%

I propose…

NEW STEPS:
– Greeting
– Invite and Listen to What they Share
– Provide them an actual verbal or visual tour of Appnet compared to all others
clearly making them see and agree that we are their only choice – MINUS the
possible issue of price.
– After eliminating all other reasons not to work with us, get to the price conversation
– Try to close them…
– Sell more than 8%

The truth is, we should never send a followup email or proposal unless THEY name their price and we feel they are a fit.

In presentation mode – we should be able to speak to FIT. Fit is about open communication, good rapport, and providing the best option for design, support and more. When we can SHOW that we are the best for ALL of those things, then the only piece of the puzzle left to BE a fit is PRICE.

To that end – I have simplified the presentation to allow for something like this:

1. Greeting – 2 minutes
2. Tell me about how I might be able to help – listen to them – probably 5 minutes
3. Speak about their website intelligently for a short as possible to show you care enough to prove you’ve looked deeper than most. – 5-10 minutes

4. Tell them you’d love to work with them and then ask if you can give them your 5 minute “pitch”. They will rarely say no. – It is really 10 minutes!

5. Repeat that you really want to work with them, and that it comes down to being a great fit in every way. What you just shared shows that we’re the best fit in every way…and now it just comes down to whether or not we’re a great fit for price. – 2 minutes

6. Get to the pricing conversation to see if we can determine any option to being a fit for pricing. – 5-10 minutes, maybe longer

With this in mind – an average presentation should be from 30-40 minutes in and out.

By focusing on what is MOST important to the prospect (PRICE) we can eliminate all other reasons for not choosing us and we can get to the ONE deciding factor (PRICE) and see if we can get it done.

We have estimated that 30-50% of leads are not a fit. Okay so PRICE will determine we are not a fit up to 50% of the time. That still leaves us with 50%-70% that ARE a fit and by focusing your presentation on eliminating the competition, you will have a stronger chance for the sale.
100 presentations
50 not a fit
25 who didn’t hire any pro
——
25 <<< That we should sell. (25%).

LET’S GET TO IT…

GREETING

Thanks so much for reaching out. I know the way Thumbtack is working these days, your phone and email are probably blowing up – you’re probably hearing from 10-15 of us about working for you so I really appreciate you providing me with the opportunity to speak with you and for hearing what you have in mind and seeing if we’re a great fit.
We like to tell people that we DO build websites here at Appnet, but we start with building relationships – so I’ll kind of hit PAUSE for a moment and why don’t you tell me as much as you can about what your specific needs are, maybe what you’re thinking in terms of page or functionality and how I might be able to help you.

LISTEN
[If they have an existing website, share some insights via SEMRush, or your own observations. Try to make certain they know you care enough to look deeper than most. DON’T OVER EDUCATE! IT’S BORING AND THEY ARE NOT LISTENING!] If they are looking for a new website, try to speak to what their page needs might be…but don’t go overboard and keep that conversation short. (They’re not listening anyway because they already THINK they know what they want.)

WHY APPNET
______________ I’d really love to work with you. This is right in our wheel-house and I’m confident that we’d be a great fit. Obviously, you have to feel that way as well, so let me kind of see if I can help check all the boxes that will help you make the decision to use me.
_____________ because we’ve been around for longer than there’s been a Google (23 years now), we’ve come to understand the deciding factors that most people in your position choose a certain web designer or firm. Obviously money is one determining factor and we’ll get to that in a moment. Other important reasons are things like our quality of work, portfolio, reviews and things like that. There’s also the importance of good communication and being here for you when or if you need support, etc.
With those things in mind I know that once you provided your input on Thumbtack they fired back with 10-15 of us that are interested in working with you. So deciding who to use might sound hard. However, if you kind of take an old approach to this and simply take a yellow pad and jot down the top reasons to choose one of us over the other, I think you’ll find that Appnet checks off all the boxes as the number one choice. Talk is cheap, so briefly…
1. If you feel that Experience is a key factor, that check goes to Appnet because you’ll see that we’ve been in business almost 23 years and longer than all the other firms. That simply shows a great track record of working with clients and being here every day when you need us.

2. Another typical deciding factor is Quality of Work and ours is on display via our portfolio and I can also show you some of the latest design trends via some awesome layouts. So we’re as good as anyone around in creating something wow-factor for you.

3. On those profiles that you received for all of the design firms responding you will easily see that Appnet is The Most Hired company. In fact, we have more hires that all of the other firms combined – or pretty close to it. You have to think that we’re probably pretty affordable for that many people to choose us. So that check goes to Appnet.

4. Reviews are so important these days. If you buy anything online like Amazon or any other website, most people want to buy from the best. Again, don’t take my word for it, look at all of our profiles and you’ll see that we have more reviews than all of the other firms combined.

5. Even though we have more reviews than all of the other firms, we are also among the highest rated with a rating of 4.8 out of 5 stars. In fact, Thumbtack rates us as their #1 web design firm in most all categories.

6. One last thing – a lot of these firms that have responded will try to tell you that you can have a top ranked website on Google for nearly nothing and it simply doesn’t work that way. Only ONE of the firms that you’re hearing from ranks NUMBER ONE on Google and that’s Appnet. Again, talk is cheap. Go to Google from anywhere in North America and search for things like guaranteed search engine ranking or affordable search engine ranking and you’ll find Appnet ranked number one and we don’t spend one penny with Google for that.

In terms of working with you ___________, everything is about being your best fit. In nearly every deciding factor I think you have to agree that we are the best fit. So the only things really left are perhaps two things.

Building that relationship that I spoke about earlier and PRICE.
In terms of relationship and communication – I can promise you that you and I can strategize together for what you want in terms of pages and functionality. We can look through some nice layouts and choose something that we can customize and create just for you. Our team is made up of 16 people so we’re big enough to take on any size project and yet small enough to offer the kind of one-on-one, personal service that makes us great.
So the only thing left in terms of seeing if we are your best fit and can get to work is PRICE.
We’ve done this for more than two decades so I certainly have some ideas about content needs and pricing. However, if you and I can determine what your ideas for the website look like, I can come up with some options and price that I’m sure will be a great fit.

Obviously, you came to this conversation wanting to get this done…and you probably have some idea of what you’d like to keep the costs under. If you can share a little of what that looks like, I think we can offer some ideas and options to get it done.

SEE WHAT HAPPENS…and if they are reluctant.

What I will promise you is that there are so many options for building websites these days that I could quote anything from $1500 to $50K for a website and never be wrong. I’ve done this long enough that I know what I’d do if it were my business, however, that’s easy for me, because it wouldn’t cost me anything to build the website. So I’d build the biggest, content-rich website to dominate Google and convert visitors to new customers.
If you were shopping for a new house, you’d share your budget with the realtor so that they could match your wishes with your finances as much as possible. If you were looking for a new car, you wouldn’t drive on a Maserati dealership if your budget was more like for a new Lincoln or Ford.
Budget can determine HOW much content and functionality can go into your website. With that in mind, we’re your best fit all around and the only deciding factor left is PRICE. If we are a great fit, great. If not, then at least you’ll know and be able to focus on your next best options.
I can name a price first and say, knowing what I know about how Google works, and what time would be involved to get you a great looking and productive website would be in the _______________ range based on what you’ve shared. If that fits your expectations then we should work from there to either take things up a peg or pare things back to meet your expectations.
Anyway, again – I’d love to work with you. Can we get a thumbs up and get started working together?

April Thumbtack Presentation
Learning how to sell anything CAN BE difficult. There’s a lot written about sales theory and it can get pretty “deep” and hard to implement. However, it doesn’t have to be.
With that in mind, I wanted to provide what I feel is now the most straightforward approach and presentation to best sell our products of web design or SEO.
Many would argue that to sell web design you have to know a lot about how it all works. In the past – I have personally argued that you have to educate the prospect to be able to convince them to use YOU or Appnet. In our more recent past, we tweaked that to say that the harder thing to do with web design sales is to learn how to quote.
Actually ALL of those things are semi-related to the sales process, but really NOT important at all. What is more important is the ability to INFLUENCE people and to provide them with some CLARITY that will simply and clearly ELIMINATE any reason that THEY would have as to NOT choose you or Appnet as their web design firm.

IT IS ABOUT THE MONEY!
Every sales pro and guru in the land will try to convince you that making a sale is never about the money or price point. They will tell you that it is more about price-related-to-VALUE.
The idea is that if you can show value, then the prospect will almost ignore the price…or at least feel it isn’t AS important. Of course there is some truth to that.
However, we live in a quick-fix society where people are impulse buying more than ever. If the prospect can’t or won’t give you time to share real value, then PRICE becomes the major definer in terms of making a decision.
The other thing to understand is HOW and WHAT the prospect is thinking when you are making a presentation.
While YOU are making your best “value pitch” and sharing why you/Appnet brings so much more to the table in terms of value added reasons why the prospect should choose you – the client is basically paying far less attention to those things that we’d like to believe.
Certainly – there ARE times when the “value pitch” is clearly received by the prospect and that part of the presentation CAN make a real difference in selling a prospect for more than they first thought about spending. However, sales is a numbers game and the vast majority of prospects come to the conversation with an idea of budget in mind. They will say that they didn’t, but even if they haven’t thought about budget – there IS a price point that they can’t or won’t go over.
So presenting VALUE is important…and you will want to present it. However, there’s something more important to present.

A New Way…But Let’s First Visit the Old Way
The “old way” of making a sales presentation was to educate the hell out of the prospect as to how things work. Our presentations seemed to take on the persona of “let’s share the wealth of information that we know” to convince the prospect that we are their best fit or choice. Often we would spend 30-60 minutes going over their website or what their website needed to include to be successful when all they wanted was a 4-5 page website. We droned on and on advising them.
However – are people REALLY paying attention? Consider this data:

Appnet made 123 presentations to prospective clients in March 2018 alone.

As close as I can estimate, we sold (10) of those 123 prospects. One of the most common “complaints” from sales is, “A lot of the prospects are not a good fit (under budgeted).”
Let’s estimate for a second that of 123 presentations made, 50% are not a fit. That would mean as many as 62 were not a fit perhaps for us or any legit web design firm. That would mean that perhaps “only” 61 of those leads WERE a fit and we sold 10 of them. That means that as many as 51 of those prospects either chose another firm or didn’t do anything at all.

Let’s estimate that 50% of the prospects will not proceed with ANY design firm. That now leaves us with:
123 presentations
10 we sold
62 not a fit
30 who didn’t hire any pro
——
21 <<< This would still mean that we missed out on these sales.

So the question is…WHY?
Perhaps the simplest answers would be:
1. No matter how much WE think we are convincing prospects with our ‘value pitch’, they aren’t “getting it” or paying attention.

2. They are paying attention but don’t feel it is as important as we do.

3. They feel that another firm’s lower price will deliver a “good enough” website for their own perception of “value”.

What Can Be Done?

I’ve been in sales all my adult life. I subscribe to nearly every old school and new school sales mentality in terms of selling yourself, playing the numbers game and influencing the prospect. I have also long-agreed with the idea that “it is never about the price of your product” but more “price compared to value”. I’m not doing a complete one-eighty on that, but more of a – let’s allow for a second that no matter what any sales guru says, there IS a component of PRICE in every sales deal.
If price were not the main ingredient in any sale, then we’d all be driving a Maserati. Few of us would really have any sane idea that we should be able to get a Maserati at the price of a Nissan. However, we wouldn’t even drive into a Maserati dealer lot if we knew we couldn’t afford it. We would only be interested in speaking with dealers that were more a fit for us.
I have semi-convinced myself and our sales staff that Web.com, Wix, Squarespace, GoDaddy and others (including outsourcers from the Russian Federation, Ukraine and elsewhere) have undermined our ability to sell at a fair price point. There may be SOME measureable there, but not to the level that I have fallen for.
People have ALWAYS wanted something for nothing. They’ve always been cheap or wanting to ‘low ball’ any quote. That hasn’t changed. I have personally (mistakenly) just given it a name – Wiz, Squarespace, etc.
What we need to understand – and get back to – is that if given the proper incentive, people will always choose the “best bang for their buck”. Drive down a highway with five car dealerships in a row and some people will pull into the used car lot; some will drive into the Porche dealer; some will check out 2-3 (Ford, Chevy)…but people will usually go where they can afford.
There’s nothing you can do to convince someone with $3000 to spend to pull into the Maserati dealership. Now, if the prices were the same on every vehicle at all five dealerships, then everyone would go for the most expensive, best quality vehicle – that looked and performed the best.

How Does this apply to web sales?
The bottom line is that we have to offer more Nissans for sale AND we have to convince people that they can get a Maserati for the price of a Nissan. They just might have to do a little customizing of their own.

So What’s the New, Improved Approach? Give them what they want and Eliminate ALL Reasons Not to Choose You.

Simply put, let’s change our mindset about PRICING never being the reason not to choose Appnet. Lets take the reverse stance. It’s is now ONLY about the price. While that may not be 100% accurate – if we can start out there and work past that position – we’ll be in better shape to close a higher percentage of presentations.
For example – let’s start now saying, that whether or not a prospect chooses Appnet is ALWAYS determined by price. Armed with that position, we can then potentially work to eliminate ALL OTHER reasons to choose another firm.

A MAJOR SHIFT IN OUR PRESENTATION STYLE
If we can assume that PRICE IS THE DECIDING FACTOR and put that aside for a moment, then we can get a clearer picture of any other possible reasons why a prospect wouldn’t choose Appnet.
Let’s look at our competition:
When a prospect goes through the interview process via Thumbtack, they immediately receive a quick glance view of all (15) PROS competing for their business. See below:

Appnet is ALWAYS:
If you look at the profiles of 15 firms (one being Appnet) that responds to every lead now, Appnet is ALWAYS:

1. The firm in business the longest – (23 years)
2. Most HIRED – 384 times
3. Most REVIEWED – 116 times
4. Most often the highest rated (4.8)
5. Have an equal or best looking profile
6. Have an equal or best looking portfolio / website

We also rank NUMBER ONE on Google for things like – Guaranteed Search Engine Ranking – Affordable Search Engine Ranking – and more.

So if all (15) firms quoted the same PRICE, then why would anyone choose anyone other than Appnet?

Sales is all about eliminating ALL of the reasons why a prospect would choose another firm. Obviously a certain percentage of sales prospects won’t like you or your voice or your name, etc. We have no control over those things. However, if we look better on paper and we eliminate all the reasons for not choosing Appnet – THEN the only thing left is “PRICE”.

So What Might that Look Like in Presentation Form

OLD STEPS:
– Greeting
– Invite and Listen to What they Share
– Present a lesson on how it all works
– Share our bulleted strongpoints
– Try to get a budget out of them
– Agree to send them and email or proposal
– Chase them down the call-back path
– Sell 8%

I propose…

NEW STEPS:
– Greeting
– Invite and Listen to What they Share
– Provide them an actual verbal or visual tour of Appnet compared to all others
clearly making them see and agree that we are their only choice – MINUS the
possible issue of price.
– After eliminating all other reasons not to work with us, get to the price conversation
– Try to close them…
– Sell more than 8%

The truth is, we should never send a followup email or proposal unless THEY name their price and we feel they are a fit.

In presentation mode – we should be able to speak to FIT. Fit is about open communication, good rapport, and providing the best option for design, support and more. When we can SHOW that we are the best for ALL of those things, then the only piece of the puzzle left to BE a fit is PRICE.

To that end – I have simplified the presentation to allow for something like this:

1. Greeting – 2 minutes
2. Tell me about how I might be able to help – listen to them – probably 5 minutes
3. Speak about their website intelligently for a short as possible to show you care enough to prove you’ve looked deeper than most. – 5-10 minutes

4. Tell them you’d love to work with them and then ask if you can give them your 5 minute “pitch”. They will rarely say no. – It is really 10 minutes!

5. Repeat that you really want to work with them, and that it comes down to being a great fit in every way. What you just shared shows that we’re the best fit in every way…and now it just comes down to whether or not we’re a great fit for price. – 2 minutes

6. Get to the pricing conversation to see if we can determine any option to being a fit for pricing. – 5-10 minutes, maybe longer

With this in mind – an average presentation should be from 30-40 minutes in and out.

By focusing on what is MOST important to the prospect (PRICE) we can eliminate all other reasons for not choosing us and we can get to the ONE deciding factor (PRICE) and see if we can get it done.

We have estimated that 30-50% of leads are not a fit. Okay so PRICE will determine we are not a fit up to 50% of the time. That still leaves us with 50%-70% that ARE a fit and by focusing your presentation on eliminating the competition, you will have a stronger chance for the sale.
100 presentations
50 not a fit
25 who didn’t hire any pro
——
25 <<< That we should sell. (25%).

LET’S GET TO IT…

GREETING

Thanks so much for reaching out. I know the way Thumbtack is working these days, your phone and email are probably blowing up – you’re probably hearing from 10-15 of us about working for you so I really appreciate you providing me with the opportunity to speak with you and for hearing what you have in mind and seeing if we’re a great fit.
We like to tell people that we DO build websites here at Appnet, but we start with building relationships – so I’ll kind of hit PAUSE for a moment and why don’t you tell me as much as you can about what your specific needs are, maybe what you’re thinking in terms of page or functionality and how I might be able to help you.

LISTEN
[If they have an existing website, share some insights via SEMRush, or your own observations. Try to make certain they know you care enough to look deeper than most. DON’T OVER EDUCATE! IT’S BORING AND THEY ARE NOT LISTENING!] If they are looking for a new website, try to speak to what their page needs might be…but don’t go overboard and keep that conversation short. (They’re not listening anyway because they already THINK they know what they want.)

WHY APPNET
______________ I’d really love to work with you. This is right in our wheel-house and I’m confident that we’d be a great fit. Obviously, you have to feel that way as well, so let me kind of see if I can help check all the boxes that will help you make the decision to use me.
_____________ because we’ve been around for longer than there’s been a Google (23 years now), we’ve come to understand the deciding factors that most people in your position choose a certain web designer or firm. Obviously money is one determining factor and we’ll get to that in a moment. Other important reasons are things like our quality of work, portfolio, reviews and things like that. There’s also the importance of good communication and being here for you when or if you need support, etc.
With those things in mind I know that once you provided your input on Thumbtack they fired back with 10-15 of us that are interested in working with you. So deciding who to use might sound hard. However, if you kind of take an old approach to this and simply take a yellow pad and jot down the top reasons to choose one of us over the other, I think you’ll find that Appnet checks off all the boxes as the number one choice. Talk is cheap, so briefly…
1. If you feel that Experience is a key factor, that check goes to Appnet because you’ll see that we’ve been in business almost 23 years and longer than all the other firms. That simply shows a great track record of working with clients and being here every day when you need us.

2. Another typical deciding factor is Quality of Work and ours is on display via our portfolio and I can also show you some of the latest design trends via some awesome layouts. So we’re as good as anyone around in creating something wow-factor for you.

3. On those profiles that you received for all of the design firms responding you will easily see that Appnet is The Most Hired company. In fact, we have more hires that all of the other firms combined – or pretty close to it. You have to think that we’re probably pretty affordable for that many people to choose us. So that check goes to Appnet.

4. Reviews are so important these days. If you buy anything online like Amazon or any other website, most people want to buy from the best. Again, don’t take my word for it, look at all of our profiles and you’ll see that we have more reviews than all of the other firms combined.

5. Even though we have more reviews than all of the other firms, we are also among the highest rated with a rating of 4.8 out of 5 stars. In fact, Thumbtack rates us as their #1 web design firm in most all categories.

6. One last thing – a lot of these firms that have responded will try to tell you that you can have a top ranked website on Google for nearly nothing and it simply doesn’t work that way. Only ONE of the firms that you’re hearing from ranks NUMBER ONE on Google and that’s Appnet. Again, talk is cheap. Go to Google from anywhere in North America and search for things like guaranteed search engine ranking or affordable search engine ranking and you’ll find Appnet ranked number one and we don’t spend one penny with Google for that.

In terms of working with you ___________, everything is about being your best fit. In nearly every deciding factor I think you have to agree that we are the best fit. So the only things really left are perhaps two things.

Building that relationship that I spoke about earlier and PRICE.
In terms of relationship and communication – I can promise you that you and I can strategize together for what you want in terms of pages and functionality. We can look through some nice layouts and choose something that we can customize and create just for you. Our team is made up of 16 people so we’re big enough to take on any size project and yet small enough to offer the kind of one-on-one, personal service that makes us great.
So the only thing left in terms of seeing if we are your best fit and can get to work is PRICE.
We’ve done this for more than two decades so I certainly have some ideas about content needs and pricing. However, if you and I can determine what your ideas for the website look like, I can come up with some options and price that I’m sure will be a great fit.

Obviously, you came to this conversation wanting to get this done…and you probably have some idea of what you’d like to keep the costs under. If you can share a little of what that looks like, I think we can offer some ideas and options to get it done.

SEE WHAT HAPPENS…and if they are reluctant.

What I will promise you is that there are so many options for building websites these days that I could quote anything from $1500 to $50K for a website and never be wrong. I’ve done this long enough that I know what I’d do if it were my business, however, that’s easy for me, because it wouldn’t cost me anything to build the website. So I’d build the biggest, content-rich website to dominate Google and convert visitors to new customers.
If you were shopping for a new house, you’d share your budget with the realtor so that they could match your wishes with your finances as much as possible. If you were looking for a new car, you wouldn’t drive on a Maserati dealership if your budget was more like for a new Lincoln or Ford.
Budget can determine HOW much content and functionality can go into your website. With that in mind, we’re your best fit all around and the only deciding factor left is PRICE. If we are a great fit, great. If not, then at least you’ll know and be able to focus on your next best options.
I can name a price first and say, knowing what I know about how Google works, and what time would be involved to get you a great looking and productive website would be in the _______________ range based on what you’ve shared. If that fits your expectations then we should work from there to either take things up a peg or pare things back to meet your expectations.
Anyway, again – I’d love to work with you. Can we get a thumbs up and get started working together?