6 ms·

If you're capable of banging out basic RoR/Golang prototypes which can be used by non-technical email marketers, this skill alone can get you $20k+ engagements

by patio11 13y ago

If you're capable of banging out basic RoR/Golang prototypes which can be used by non-technical email marketers, this skill alone can get you $20k+ engagements to build them with a bit of company-specific secret sauce in them. The sauce doesn't have to be that complicated at all -- for example, "I wish there was a way to send people an email on day N of their trial if their account had less than X objects in it... and I want N, X, and the object type to be editable without having to talk to Engineering" justifies $X0k at a lot of places. (That's sort of software-firm specific because that's who I typically sold that to. Let's see, what's a more prosaic option. Oh, OK: consider a small insurance company in Kansas which collects a meagre $20 million in premium income per year. There exists a non-technical marketing manager within that company who wishes that there was a way to email business customers a solicitation in December to pre-pay their premiums for the following year to book a current-year expense for tax purposes. She calculates that getting an extra 6 months of float on 20% of their $12 million in business policies is worth approximately $100,000. Can you imagine what you could sell her for $40,000?) In related news: businesses pay serious money for things which make them money. Consider adapting one's behavior to optimize for this. You can use the resulting money to buy lots of fun things, including stupefyingly large amounts of MailChimp credits if that floats your boat.

neya 13y ago
Thanks :D
adyus 13y ago
I've been following your advice and newsletters, and I get great value from them. However, one thing that I still haven't figured out is this: how would I find say, that small insurance company in Kansas who has $100k to spend on a solution I could offer to their problem? Where would I begin to look? Cold-contacting seems unscalable. I know networking goes a long way toward such contacts, but it can't be just that. Is there a way to search for clients that's between cold-calling and a personal network contact?
- patio11 13y ago
  Go to the local Chamber of Commerce, or other watering holes for businesses, and say you're going to teach a free lecture on business use of email at the VFW hall, with reception to follow. The hall rents out for ~$20. Buy donuts and Starbucks coffee for the reception. Talk for an hour on how to solve business problems with email. After the hour is over, you're going to be mobbed with people who want to pick your brains about email. At that point you just continue teaching them things until you win the engagement. This built Brennan Dunn's business (to a ~7 figures consultancy with 10ish FTEs if I recall correctly), in a very not-generally-associated-with-great -Rails-sales-environment part of the country. It was also, broadly speaking, a major portion of my lead generation when I was consulting. (I sold consulting services primarily to B2B software companies, so speaking at events likely to be attended by them was generally a win.) n.b. "I follow your newsletters and get great value from them" a) Thanks, that really makes me happy and b) this points the way towards another option for you, since if the small insurance company in Kansas was saying that about your newsletter then you're pretty much made for pipeline. Also, with regards to cold-calling: I've never done it, partly because it would give me stress hives and partly because I've never needed to do it, but I disagree that it is necessarily unscalable. After all, if you're selling $40k engagements, then adding ~10 qualified leads to the pipeline every month would easily sustain a small consultancy. That's not all that much calling. As your consultancy grows you tend to collect recurring engagements / referrals organically, but if you absolutely positively have to make e.g. $2 million this year to cover all employee salaries, that's still only one engagement a week, and if you're counting in the millions you have throw-money-at-this-problem options to being tired of all the talking on the phone.
  - adyus 13y ago
    As usual, a very useful and thought-out reply. Thanks for taking the time. As soon as I get over the typical impostor syndrome and realize I have a lot to share in a newsletter, I'll follow your advice :) 'Tis true, "do stuff, tell people" is still the best advice. One thing I'm still struggling with is how to explain and justify the (otherwise normal but perceived as) high cost of web development to a crowd that's anything but tech savvy. How do you justify your consulting fee? "Everybody charges that" doesn't sit well with me... Although, I do see a point in making them do the math to figure out how much more they'd make by paying me, but I'm bearish on how many small business owners would actually do so. Maybe I'm still thinking too small...

by patio11 13y ago

neya 13y ago

Thanks :D

adyus 13y ago

I've been following your advice and newsletters, and I get great value from them. However, one thing that I still haven't figured out is this: how would I find say, that small insurance company in Kansas who has $100k to spend on a solution I could offer to their problem? Where would I begin to look? Cold-contacting seems unscalable. I know networking goes a long way toward such contacts, but it can't be just that. Is there a way to search for clients that's between cold-calling and a personal network contact?

patio11 13y ago
Go to the local Chamber of Commerce, or other watering holes for businesses, and say you're going to teach a free lecture on business use of email at the VFW hall, with reception to follow. The hall rents out for ~$20. Buy donuts and Starbucks coffee for the reception. Talk for an hour on how to solve business problems with email. After the hour is over, you're going to be mobbed with people who want to pick your brains about email. At that point you just continue teaching them things until you win the engagement. This built Brennan Dunn's business (to a ~7 figures consultancy with 10ish FTEs if I recall correctly), in a very not-generally-associated-with-great -Rails-sales-environment part of the country. It was also, broadly speaking, a major portion of my lead generation when I was consulting. (I sold consulting services primarily to B2B software companies, so speaking at events likely to be attended by them was generally a win.) n.b. "I follow your newsletters and get great value from them" a) Thanks, that really makes me happy and b) this points the way towards another option for you, since if the small insurance company in Kansas was saying that about your newsletter then you're pretty much made for pipeline. Also, with regards to cold-calling: I've never done it, partly because it would give me stress hives and partly because I've never needed to do it, but I disagree that it is necessarily unscalable. After all, if you're selling $40k engagements, then adding ~10 qualified leads to the pipeline every month would easily sustain a small consultancy. That's not all that much calling. As your consultancy grows you tend to collect recurring engagements / referrals organically, but if you absolutely positively have to make e.g. $2 million this year to cover all employee salaries, that's still only one engagement a week, and if you're counting in the millions you have throw-money-at-this-problem options to being tired of all the talking on the phone.
- adyus 13y ago
  As usual, a very useful and thought-out reply. Thanks for taking the time. As soon as I get over the typical impostor syndrome and realize I have a lot to share in a newsletter, I'll follow your advice :) 'Tis true, "do stuff, tell people" is still the best advice. One thing I'm still struggling with is how to explain and justify the (otherwise normal but perceived as) high cost of web development to a crowd that's anything but tech savvy. How do you justify your consulting fee? "Everybody charges that" doesn't sit well with me... Although, I do see a point in making them do the math to figure out how much more they'd make by paying me, but I'm bearish on how many small business owners would actually do so. Maybe I'm still thinking too small...