Glengarry Glen Ross: what a crazy movie, huh? The epitomy of selling.
At an early stage business, especially startups, you always need to be wearing your selling shoes, whether you're in an elevator talking to someone, on the phone or sending an email.
You think, live, eat and breathe the sale don't you? You don't need to go down the nutty Glengarry Glen Ross path but you gotta be strong at selling what you offer. But what did I learn?
A-B-C. A-Always, B-Be, C-Closing. Always be closing, always be closing.
Or, ABD (Always Be Demoing)
My business dashboards company, Dasheroo is a freemium product, which simply means you can go to our site and use a smaller-scaled version of our product for free. Cool, huh? But it also means that you can go and demo it yourself.
That being said, there is power in offering to do a walk through or explanatory demo. More of a high level "here's the business problem we're solving" and why you need to use our product . Especially if it's a strategic deal opportunity, we're on it, on the phone or face-to-face.
For example, I gave a demo to Steve Strauss, CEO at The Self Employed, an amazing site if you don't know of it. Steve also writes for USA Today. He wrote an article on To Pump Up Pageviews Engage Your Readers and just had a slight mention of Dasheroo in the article. Did we get a ton of traffic? Not from that article in particular. But when Captivate, the company that gets your attention in office elevators, picked us up, we had a record day of new users.
When I do my demos I find that when I tell the story of why I needed a business dashboard lightbulbs go off all over the place. People love a great story so if you've got one to tell, weave it into your pitch. Here's the beginnning of my story.
"I’ve been around the marketing, e-commerce and sales business for quite a while both full-time and consulting with great businesses. In one of these businesses, I was brought in to fill a huge gap the company had, a sales and marketing leader. Although the business ran pretty sophisticated marketing programs—email marketing, Google AdWords, all forms of social media marketing, SEO, content marketing, trade shows, you name it—at this particular time, they weren’t growing as fast as they needed to..."
We've had so many people write to us and tell us they appreciate our story, our transparency and honesty it's been pretty cool for the team, our investors and our users. You can bet we'll keep telling our story.
Keep It Short
People don't have the time these days to sit on an hour long call or meeting. So set the bar lower and request just 15-20 minutes of their time and make that time count. Then once they're into your story and understand why what you sell might benefit them, it's up to them to let the meeting run longer.
Every email we send we make sure to tell people that our product is so easy to understand we can tell them the story and demo the product in under 20 minutes. This definitely has gotten us face-to-face meetings as well as phoners. The best part? We pay that off and anyone we meet with appreciates that.
Create a Video
For those people that can't conform to a time slot, send them a link with a two-minute video to pique their interest. Email them to remind them to watch it if you haven't heard from them. Not everyone can do an ear-to-ear but they might have time between dinner and when they put their kids to bed to watch a short video. All you need them to do is be interested in what you have to offer.
Use Screenflow or Zoom to record a video of your demo or your presentation. You don't need to spend a lot of money to do this. We find that when we publish a video to our YouTube channel we can reuse it for marketing purposes as well as sales, training and customer support.