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Winning Bigger Clients and Projects

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Zero Point Development
Zero Point Development

A website developer presented two methods for pitching website development projects to potential clients: fixed price and return on investment (ROI). With the fixed price method, clients are given a range of prices upfront based on website size and complexity, but this can lead clients to choose based primarily on cost and fail to understand the value. The ROI method involves determining how a client makes money, goals, and inefficiencies through "roadmapping" and developing a customized proposal and price to address them, demonstrating how the website will generate a positive ROI through increased business or cost savings. This approach was shown to justify higher prices by connecting the solution directly to monetary impacts for the client's business.

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Wil Brown @DeveloperWil zeropointdevelopment.com for WordPress Sydney & Projects
Prices in this presentation are fictional and bear no resemblance to actual project costs and fees. Prices in this presentation are only there to help visualise the methods being explained. You got that? These are not real project costs! @DeveloperWil #wpsyd
The process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer's journey. @DeveloperWil #wpsyd
Q: What is your target audience? • Everyone? – Ruh Roh! Then what makes you special? • Preferred industry type – medical, education, … • Business problem & solution – Setting up ecommerce store shipping, multi-lingual site, … • Niche – Dog & cat breeders living in Western Australia @DeveloperWil #wpsyd
Q: How do leads find you and what you offer? • Site appears in search results for key words & phrases • Easy to find contact details • Multiple methods of contact – Phone – Email – Contact form – In person at networking events @DeveloperWil #wpsyd
Q: What attracts somebody to contact you? • They think you can solve a problem. Why is that? – Your site content is relevant – You’re talking industry/niche (their) language – You’re showing you’ve solved these problems before – You’re demonstrating authority in the subject – They can understand the solutions you can provide – Networking events in their sector @DeveloperWil #wpsyd
• What makes you the person they contact? – You blog about their industry and solutions to problems • Why would they respect you? – Word of mouth testimonials – They heard/saw you answer questions at a meetup group or on an online forum • Why would they trust what you say? – Your involvement in their industry and yours – They’ve spoken to and/or know of your previous clients – You’re pleasant, open and up-front from the beginning @DeveloperWil #wpsyd
We’re going to explore two methods of pitching to potential clients (leads). 1. The Fixed Price method 2. The Return Of Investment (ROI) method @DeveloperWil #wpsyd
Fixed price is a phrase used to mean the price of a good or a service is not subject to change. @DeveloperWil #wpsyd
• Traditional (most common?) method of pitching • You know how long it takes to develop a “standard” website • You work out the time it takes you and cost it up • The more pages the site has the more time and effort you have to put in • You create bands for sites with X amount of content • You know eCommerce and membership sites are very time consuming – separate higher band for them! @DeveloperWil #wpsyd
Potential customer (lead) enquiry example. Lead: “I want a website. How much will it cost me?” You: “What’s the website about?” Lead: “Ponies and unicorns and stuff… blah ..blah” You: “U-huh. A 1-5 page WordPress website will cost $500*, 10-15 pages will cost $750, anything bigger will cost you $1000. Additional pages are $75 each. If it’s eCommerce or memberships it’ll cost you $5000.” Lead: “Um. OK. Thanks. Bye.” @DeveloperWil #wpsyd *not actual costs!
The problems with this method are.. • Lead is given a whole range of costs at once • Some sound pretty high • Lead has shopped around and gotten a huge variation in costs for website development by asking their same questions • Lead doesn’t understand why the costs are all different • Lead ends up picking a developer/agency based on prices to develop a website – Probably the cheapest one right? @DeveloperWil #wpsyd
The problems with this method are.. • Website is delivered to client at agreed cost. – Good job you! Pat on the back. Job finished and money in the bank! • Weeks go by and client doesn’t get any additional business from new website. It does look pretty though. Especially the unicorns section. • Client thinks they been ripped off – by you! • Client now has poor relations with you and generates bad word-of-mouth to their colleagues. THIS IS UBER SUCKY! @DeveloperWil #wpsyd
A website was developed for a client based on the profit margin you could make on the sale. A website was developed for a client based on how long it took you to complete the development work. You assumed that the client knew how their website would bring in more business for them. THIS IS MUCHO UBER SUCKY! @DeveloperWil #wpsyd
Return of investment (ROI) measures the gain or loss generated on an investment relative to the amount of money invested. @DeveloperWil #wpsyd
Assume nothing, so find out – this is called Roadmapping! Use the data to identify cost savings, business processes and pricing models. Ultimately calculate how much $$$ a new client brings – this is called the Lifetime Value of a customer. You can sell this as a service! @DeveloperWil #wpsyd
Ask and learn about the business model off-line and on- line – Learn what makes them money – Learn what makes them the most profit – Learn what loses them money – Learn how long it takes to get things done – Identify how much $$$ new customers are worth – Identify short-term and long-term goals – Match solutions to achieve those goals Deliver a report with a cost to achieve agreed goals. @DeveloperWil #wpsyd
Meat Bob the accountant. Bob wants his website redeveloped to bring in more business. Through roadmapping we find out that Bob’s existing clients are all avid sailors with their own yachts. Bob knows quite a lot about sailing and the how the tax law applies in that sector. @DeveloperWil #wpsyd
Bob actually makes more profit on the monthly retainer than he does on the end of year tax returns. Bob spends a lot of time travelling to and from his clients to get information from them. Each end of year, Bob has to explain the same things to every client. It’s very time consuming & hence costly. @DeveloperWil #wpsyd
Bob has 10 clients. Each client pays a monthly retainer of $500. Come end of tax year they each pay between $3,000 - $5,000 to settle accounts. So 1 client is worth ~$10,000/year This step is uber critical! @DeveloperWil #wpsyd
• Fresh clean slightly nautical redesign – we don’t even mention WordPress – does Bob care? • Landing pages targeting aspects of sailing tax – Own a +$100K yacht? Did you know you can claim back 10% of that every year? [Find Out How] • Establish a What’s New in Sailing section – Shows Bob is keen in that sector @DeveloperWil #wpsyd
• Add Bob’s yachting club logos alongside his professional associations – Sets up authority: accountancy/sailing sectors • Create a personalised area for each client to securely upload files and information • Create a video guide section – How to prepare your end of year returns – What you need to give us – 10 simple things you must do before…. Blah blah. @DeveloperWil #wpsyd
@DeveloperWil #wpsyd
10 weeks of bespoke design, dev & training – External copywriter & video production – Monthly Marketing Project cost are $20,000 initial + $500/month marketing = $26,000 first year, $6,000 subsequent years Our sell: “If this site brings in just four new clients this year at $10k each, it’s paid for itself and made you a good profit. We also save you ~$40,000 per year in wasted travel & training time. You can sell that time and make more money or just go out sailing and having fun.” @DeveloperWil #wpsyd
A website was developed based on what the client’s business needed. A website was developed to reduce the client’s inefficiencies in data collection, travel & training. We sold a high priced solution (website) based on the client’s own short and long term ROI. We justified the price by demonstrating how we could make the client money using their own ROI costings. THIS IS UBER COOL! @DeveloperWil #wpsyd
@DeveloperWil #wpsyd
[Front Cover] zeropointdevelopment.com [18] pixabay.com [19] memegenerator.net [26] hackcollege.com [27] gifssoup.com [Back Cover] zeropointdevelopment.com @DeveloperWil #wpsyd
▪ 20+ years in IT: Dev & SysOps ▪ WordPress Developer since 2008 ▪ Plugins, APIs, Security & Systems Integrations ▪ Organiser WPSyd Meetup & WordCamp Sydney zeropointdevelopment.com @DeveloperWil ♥ Pizza & Craft Beer @DeveloperWil #wpsyd
@DeveloperWil #wpsyd @DeveloperWil

More Related Content

Winning Bigger Clients and Projects

  • 2. Prices in this presentation are fictional and bear no resemblance to actual project costs and fees. Prices in this presentation are only there to help visualise the methods being explained. You got that? These are not real project costs! @DeveloperWil #wpsyd
  • 3. The process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer's journey. @DeveloperWil #wpsyd
  • 4. Q: What is your target audience? • Everyone? – Ruh Roh! Then what makes you special? • Preferred industry type – medical, education, … • Business problem & solution – Setting up ecommerce store shipping, multi-lingual site, … • Niche – Dog & cat breeders living in Western Australia @DeveloperWil #wpsyd
  • 5. Q: How do leads find you and what you offer? • Site appears in search results for key words & phrases • Easy to find contact details • Multiple methods of contact – Phone – Email – Contact form – In person at networking events @DeveloperWil #wpsyd
  • 6. Q: What attracts somebody to contact you? • They think you can solve a problem. Why is that? – Your site content is relevant – You’re talking industry/niche (their) language – You’re showing you’ve solved these problems before – You’re demonstrating authority in the subject – They can understand the solutions you can provide – Networking events in their sector @DeveloperWil #wpsyd
  • 7. • What makes you the person they contact? – You blog about their industry and solutions to problems • Why would they respect you? – Word of mouth testimonials – They heard/saw you answer questions at a meetup group or on an online forum • Why would they trust what you say? – Your involvement in their industry and yours – They’ve spoken to and/or know of your previous clients – You’re pleasant, open and up-front from the beginning @DeveloperWil #wpsyd
  • 8. We’re going to explore two methods of pitching to potential clients (leads). 1. The Fixed Price method 2. The Return Of Investment (ROI) method @DeveloperWil #wpsyd
  • 9. Fixed price is a phrase used to mean the price of a good or a service is not subject to change. @DeveloperWil #wpsyd
  • 10. • Traditional (most common?) method of pitching • You know how long it takes to develop a “standard” website • You work out the time it takes you and cost it up • The more pages the site has the more time and effort you have to put in • You create bands for sites with X amount of content • You know eCommerce and membership sites are very time consuming – separate higher band for them! @DeveloperWil #wpsyd
  • 11. Potential customer (lead) enquiry example. Lead: “I want a website. How much will it cost me?” You: “What’s the website about?” Lead: “Ponies and unicorns and stuff… blah ..blah” You: “U-huh. A 1-5 page WordPress website will cost $500*, 10-15 pages will cost $750, anything bigger will cost you $1000. Additional pages are $75 each. If it’s eCommerce or memberships it’ll cost you $5000.” Lead: “Um. OK. Thanks. Bye.” @DeveloperWil #wpsyd *not actual costs!
  • 12. The problems with this method are.. • Lead is given a whole range of costs at once • Some sound pretty high • Lead has shopped around and gotten a huge variation in costs for website development by asking their same questions • Lead doesn’t understand why the costs are all different • Lead ends up picking a developer/agency based on prices to develop a website – Probably the cheapest one right? @DeveloperWil #wpsyd
  • 13. The problems with this method are.. • Website is delivered to client at agreed cost. – Good job you! Pat on the back. Job finished and money in the bank! • Weeks go by and client doesn’t get any additional business from new website. It does look pretty though. Especially the unicorns section. • Client thinks they been ripped off – by you! • Client now has poor relations with you and generates bad word-of-mouth to their colleagues. THIS IS UBER SUCKY! @DeveloperWil #wpsyd
  • 14. A website was developed for a client based on the profit margin you could make on the sale. A website was developed for a client based on how long it took you to complete the development work. You assumed that the client knew how their website would bring in more business for them. THIS IS MUCHO UBER SUCKY! @DeveloperWil #wpsyd
  • 15. Return of investment (ROI) measures the gain or loss generated on an investment relative to the amount of money invested. @DeveloperWil #wpsyd
  • 16. Assume nothing, so find out – this is called Roadmapping! Use the data to identify cost savings, business processes and pricing models. Ultimately calculate how much $$$ a new client brings – this is called the Lifetime Value of a customer. You can sell this as a service! @DeveloperWil #wpsyd
  • 17. Ask and learn about the business model off-line and on- line – Learn what makes them money – Learn what makes them the most profit – Learn what loses them money – Learn how long it takes to get things done – Identify how much $$$ new customers are worth – Identify short-term and long-term goals – Match solutions to achieve those goals Deliver a report with a cost to achieve agreed goals. @DeveloperWil #wpsyd
  • 18. Meat Bob the accountant. Bob wants his website redeveloped to bring in more business. Through roadmapping we find out that Bob’s existing clients are all avid sailors with their own yachts. Bob knows quite a lot about sailing and the how the tax law applies in that sector. @DeveloperWil #wpsyd
  • 19. Bob actually makes more profit on the monthly retainer than he does on the end of year tax returns. Bob spends a lot of time travelling to and from his clients to get information from them. Each end of year, Bob has to explain the same things to every client. It’s very time consuming & hence costly. @DeveloperWil #wpsyd
  • 20. Bob has 10 clients. Each client pays a monthly retainer of $500. Come end of tax year they each pay between $3,000 - $5,000 to settle accounts. So 1 client is worth ~$10,000/year This step is uber critical! @DeveloperWil #wpsyd
  • 21. • Fresh clean slightly nautical redesign – we don’t even mention WordPress – does Bob care? • Landing pages targeting aspects of sailing tax – Own a +$100K yacht? Did you know you can claim back 10% of that every year? [Find Out How] • Establish a What’s New in Sailing section – Shows Bob is keen in that sector @DeveloperWil #wpsyd
  • 22. • Add Bob’s yachting club logos alongside his professional associations – Sets up authority: accountancy/sailing sectors • Create a personalised area for each client to securely upload files and information • Create a video guide section – How to prepare your end of year returns – What you need to give us – 10 simple things you must do before…. Blah blah. @DeveloperWil #wpsyd
  • 24. 10 weeks of bespoke design, dev & training – External copywriter & video production – Monthly Marketing Project cost are $20,000 initial + $500/month marketing = $26,000 first year, $6,000 subsequent years Our sell: “If this site brings in just four new clients this year at $10k each, it’s paid for itself and made you a good profit. We also save you ~$40,000 per year in wasted travel & training time. You can sell that time and make more money or just go out sailing and having fun.” @DeveloperWil #wpsyd
  • 25. A website was developed based on what the client’s business needed. A website was developed to reduce the client’s inefficiencies in data collection, travel & training. We sold a high priced solution (website) based on the client’s own short and long term ROI. We justified the price by demonstrating how we could make the client money using their own ROI costings. THIS IS UBER COOL! @DeveloperWil #wpsyd
  • 27. [Front Cover] zeropointdevelopment.com [18] pixabay.com [19] memegenerator.net [26] hackcollege.com [27] gifssoup.com [Back Cover] zeropointdevelopment.com @DeveloperWil #wpsyd
  • 28. ▪ 20+ years in IT: Dev & SysOps ▪ WordPress Developer since 2008 ▪ Plugins, APIs, Security & Systems Integrations ▪ Organiser WPSyd Meetup & WordCamp Sydney zeropointdevelopment.com @DeveloperWil ♥ Pizza & Craft Beer @DeveloperWil #wpsyd

Editor's Notes

  1. Before we can make a pitch we need clients to pitch to
  2. No good having a portfolio page filled with pretty website pictures. What does that mean? That you can use photoshop? You need in depth case studies and/or simple to understand explanations of the problems you have solved