#WCTPA @emagineBill

#WCTPA @emagineBill

#WCTPA @emagineBill

The vast majority of people I’ve met are greatly undervaluing themselves and

not securing their future …

And I would like to help with that.

#WCTPA @emagineBill

#WCTPA @emagineBill

You don’t have to aspire to build a big agency or earn a huge fortune.

The point is to maximize your business potential in order to achieve a level of

financial security and a comfortable lifestyle.

#WCTPA @emagineBill

Brief History …

December1999

#WCTPA @emagineBill

one conclusion:we weren’t charging

nearly enough.

#WCTPA @emagineBill

30x what we were chargingsome companies were charging

30x

#WCTPA @emagineBill

#WCTPA @emagineBill

charge more!we immediately decided to

#WCTPA @emagineBill

Proposal

Consulting

Design

Development

Content

Estimate $8000$25,000

#WCTPA @emagineBill

purpose of this talkwho is it for?

• Anyone who is working on projects for a fee• Anyone who wants to get paid more for the work they are

currently doing

#WCTPA @emagineBill

purpose of this talkwho is it not for?

• You don’t want to make any more money or improve your life

• You aren’t willing to make change, take chances and try new things

#WCTPA @emagineBill

fact:there are companies that will pay you much more for the work you’re doing

#WCTPA @emagineBill

#WCTPA @emagineBill

who am i?

#WCTPA @emagineBill

My background:• son of a dentist and psychiatrist

• went to Phillips Exeter Academy

• won awards in math and science

• Harvard - full scholarship

• was considered a “programming prodigy” at Harvard

• dropped out of Harvard my sophomore year

#WCTPA @emagineBill

not.

#WCTPA @emagineBill

#WCTPA @emagineBill

#WCTPA @emagineBill

My actual background• grew up poor with a single mom of 4

• no father figure or emphasis on education

• dropped out of college

• self-taught marketer

• built my first website in 1996 for $800

• met Brett Cohen (co-founder) by accident

• started emagine with literally $300 in the

bank

#WCTPA @emagineBill

Most (if not all) of you are better at building websites than I was.

#WCTPA @emagineBill

History of emagine• two broke college dropouts, started as “2 guys in a

garage”

• took on any project / no focus

• gradually added industry/company focus

• added employees slowly

• built portfolio

• grew projects from $1,500 to an average of $100,000+

• today 50+ employees, projected to grow to 75 in 2017

• have always maintained a sales/marketing obsession

#WCTPA @emagineBill

#WCTPA @emagineBill

Threats

#WCTPA @emagineBill

Crank Up the Volumewhat does it mean?

#WCTPA @emagineBill

It means:• removing mindblocks and knowing that you can do bigger

things

• making the decision to grow

• creating more value, allowing you to charge more

• continuous improvement, refinement and advancement

• dealing with the right companies (stop wasting your time)

• learning to say no

#WCTPA @emagineBill

#WCTPA @emagineBill

Cranking Up the Volume

5 steps …

#WCTPA @emagineBill

Step 1:Identify and decide

#WCTPA @emagineBill

Identify and decide. • don’t be everything to everyone

• determine what you’re good at

• SWOT analysis

• determine which efforts make you the most

$

• choose targets: industries, company size, etc.

#WCTPA @emagineBill

$1K- $5k $5k-$10k $10k-$20k $20k-$50k $50k-$100k $100k+

find your sweet spot

sweet spot

find and replace

#WCTPA @emagineBill

Step 2:build your portfolio

(at almost any cost)

#WCTPA @emagineBill

Why your portfolio matters• gets more traffic than any other part of your website

• shows your ability

• gives you the opportunity to highlight certain projects

• shows relevant industry experience

#WCTPA @emagineBill

you will win more deals because you have relevant industry experience

the deals you win will be at a higher price than your competitors without

relevant industry experience

#WCTPA @emagineBill

“No one ever got fired for buying

#WCTPA @emagineBill

#WCTPA @emagineBill

get creative• take on less profitable jobs if they fit your market

• take on jobs that aren’t quite perfect

• partner with established companies in your market

Goal: build your portfolio

#WCTPA @emagineBill

#WCTPA @emagineBill

Step 3:obsess over sales

and marketing(every day)

#WCTPA @emagineBill

Accept this truth:Sales/Marketing is arduous and requires

tremendous patience and perseverance …But it works.

#WCTPA @emagineBill

Marketing• choose your targets strategically

• contact them consistently

• inbound, outbound, nurturing, content marketing,

etc.

• don’t relent

• shift gears as markets change

#WCTPA @emagineBill

“Hard work beats talent when talent doesn’t work hard.”

Work harder than your competitors and try new things.

#WCTPA @emagineBill

#WCTPA @emagineBill

Once you have a sales-ready prospect:• get in front of the prospect face-to-face, wherever they are

• build rapport, ask many questions, even ones that don’t matter

• understand their business and their pains

• spend 70% of time listening, 30% talking/selling

• design and write killer proposals and presentations

• details matter: thank-you cards, leave-behinds, etc.

• follow up until your hear “no”

#WCTPA @emagineBill

Why should they choose you?• be great at something

• define a differentiator … even if it’s not that different

• add value through additional services

• convince them that you can support them long-term

• make them like you

• don’t just be another option on a freelance board

• you’re a professional business, not a web developer

• make it sound easy (for them)

#WCTPA @emagineBill

Step 4:Increase your pricing.

Now.

#WCTPA @emagineBill

Pricing• pre-qualify your leads • never charge hourly for a project• charge based on value, theirs not yours• charge more for exactly what you’re doing right now• prepare a compelling justification for your pricing• never win a deal because you’re the cheapest• if you’re not losing deals on price, you’re not charging enough• sell to higher value customers and gradually move up the food chain

#WCTPA @emagineBill

Price/Value• you’re worth 15%-100% more than you’re currently

charging

• if you don’t think so, make it true. ADD VALUE

• AND DON’T FEEL GUILTY ABOUT IT!

#WCTPA @emagineBill

Step 5:partner

• Get a business partner

• Develop strategic partners

#WCTPA @emagineBill

#WCTPA @emagineBill

the power of

NO.

#WCTPA @emagineBill

“Death by 1,000 cuts”Success and growth are a result of of many, many

tactics relentlessly being tried and employed.

#WCTPA @emagineBill

What I wish I knew sooner:• Charge more, take the chance on pricing• Expand out of your region• Develop a niche• Create differentiating value• Don’t take on company-killing projects• Surround yourself with great people:

• partners, mentors, employees, your network

#WCTPA @emagineBill

#WCTPA @emagineBill

Thanks.

Bill Gadless@emagineBillbill@emagine.com