Hey all:
This month we closed three Web development deals ( $10k to $140k)
and I want to share our approach with you as I think we may be on
to something. First if there is anybody on the list in the NYC
metro area, please don't read this ;-).
What was significant with these is the fact that we were **the
highest** priced with all three! In fact, with the largest deal,
our price was 65% higher than our closest competitor (there were
four competitors on that one). Maybe our approach can help list
members. In each case, we had no prior experience with the
prospects. Two found us on the Net and one was referred by a
consultant we know.
Our approach:
1. We met with the prospect for a 2-3 hour meeting and did a walk
through of their facilities to understand what they do for a
living, what they are trying to accomplish and their
capabilities. We also want them to understand "realistic
expectations." Nobody else did this. Two competitors met them
for an hour and did a **presentation of their sample sites**
which the prospect felt was a canned approach with no interest in
the prospect's needs. we also gathered material about them,
i.e., brochures, backgrounder information, etc. Nobody else did this.
2. We did not leave them anything, other than a card. We did
discuss our methods of doing business and discussed our 8-page,
**copyrighted** WWW Marketing Survey and we reviewed a storyboard
that we did for another client. Our methodology is we send them
the survey form that we ask them to complete. We then put
together a storyboard that outlines the architecture of the site
and some pages. We meet them for approval, and do the final
site. We then do a major promotion campaign. Progress payments
are made along the way. Obviously words and theories are
emphasized (like "copyrighted") as it shows you know you stuff
and are professional in your approach.
We then said we would discuss this internally to see if we have a
fit, because "we won't take on any projects unless we see we can
help the client" and left.
3. We put together a 50+ page proposal (in a five-section binder
with numbered tabs) that contained:
a. Cover page and TOC
b. Proprietary Notice which we read when presenting and if
they don't agree, we don't go any further.
c. Executive Summery -- 2-5 pages that describes their
operation and what we learned about them.
d. GAP Enterprises, Ltd -- who we are, what we do, how
long we have been around, key people, sample portfolio
e. Proposal and investment analysis - 4-6 pages
f. Exhibits -- including that wonderful "Web Price Index"
posted here on WCA. We also include articles that we have
authored that pertain to the prospect. We can usually find at
least 10 articles.
The cover is inserted in the outside of the binder and we scan an
image of something significant of theirs and include that on the
cover. In one case it was the building which was an important
part of their service. In the other two it was a product.
4. We **deliver** the proposal and discuss it's contents with
the decision maker. No competitor did this, rather they sent the
proposal and some called later. When discussing the contents, we
first thank them for the opportunity, then discuss the
proprietary notice (we want to emphasize that we mean business!).
Next we review the executive summary, and ask if what we heard
and wrote is what they wanted? (trial close). If they said yes,
we then proceed to show how we are going to satisfy their needs.
We then review our background and capabilities. We emphasize my
managerial skills and work experience, and that I will be the
partner in charge of the project with total responsibility. We
discuss other key players, like the designer and/or project
manager (for large jobs). As part of this section, we refer to
the articles in the exhibit section to reinforce our capabilities.
Next we go on to the "Proposal and Investment Analysis" and we
read every part of it, so they understand it completely. The
last section is the "Fees and Payments" where we ask for a
deposit (between 25% - 50% of the total). We finish with "We are
looking forward to doing business with you" and sit back and wait
(the golden rule -- "He who speaks last looses").
With the large deal, we got the verbal approval at that meeting
and the official (check) one week later. With the smaller one we
got the deal right there at the presentation. The other came in
two weeks later. Total time from initial contact to close -- 45
days max. Total number of calls to close - two.
My take on this is you need to show an interest in the client and
what they are trying to accomplish. You need to listen and you
need to show them that you can solve their issues and that you
can do so in a professional manner. And yes, we wore suits and
ties for every meeting, even though two of them (the largest two)
were casually dressed.
If I were to use one word that I think summarizes this entire
process it would be COMFORT.
Hope it helps. And no, you can't have any of the proprietary
stuff in our proposals. This post was just to show the process,
which was most important.
George
_______________________________________________________
George Matyjewicz, C.M.O. mailto:[EMAIL PROTECTED]
GAP Enterprises, Ltd. http://www.gapent.com/
Moderator of E-Tailer's Digest http://www.gapent.com/etailer/
Your Resource for Retail on the Net
Moderator E-Marketing Digest http://www.webbers.com/emark/
Marketing Your Web http://www.gapent.com/myweb/
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