The Business Fixer Blog by Wes Schaeffer, The Sales Whisperer®

John Warrillow, Create Automatic Customers With Content Marketing

Written by Wes Schaeffer | Jun 12, 2018

Build your company to sell it...because eventually, you will

Stream below or right-click here to download the episode. 

 

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Sales Tips you'll learn in The Sales Podcast...

  • He had a graphic design small business and was doing everything on his own without leveraging content marketing or systems
  • He was told his business was worthless because it was dependent upon him (25 years ago)
  • For your business to be valuable, it must be valuable without you
  • We think top-line / bottom-line are key, which keeps us on the hamster wheel
  • You need to narrow your focus so you can create training programs for your staff and remove yourself from the equation
  • Use TVR
    • Teachable—can I teach it to my team?
    • Valuable—is it valuable coming from me?
      • Commodities are not valuable
    • Repeatable—how often do customers need to buy it?
    • Find one with the ability to sell
Ask your customers "why do you buy from us?"
  • Companies make a "build vs buy" decision when they look at buying you
  • When you have all the money in the world like McDonald's you can add another revenue stream
  • It's not easy to build a subscription but it's worth it
  • Recurring revenue drives value
    • Security companies have installation and monitoring revenue
    • You'll get 75 cents on the dollar for every installation dollar of revenue but you'll get $2 per every monitoring dollar
  • How a chiropractor can create a subscription model
  • Stop thinking, "I'll make my money when I sell," only to find out they created a job for themselves. Pull your money out as you go.
  • Moved to a syndicated research model and sold it to what is now Gartner
  • Six different forms of recurring revenue
    • Simple consumables like coffee
    • Sunk money consumables like a Keurig machine
    • Subscription revenue
    • Sunk money subscriptions like the Bloomberg terminal for traders who also pay for the subscripption
    • Auto-renewal—in perpetuity with a storage facility like Iron Mountain
    • Contract revenue is the best—CRM HubSpot subscriptions, etc. 

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Sales Growth Tools Mentioned In The Sales Podcast

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  • Leadferno: Turn lurkers into leads
  • Founders Card: Get $20,000 in free processing from Stripe, save 15% on Bose, save on hotels, travel, car rentals, you name it.
  • Send Drunk Emails: ...that get opened and get you paid!
  • Phone Burner: work the phone like a machine so you can be a human when you connect.
  • Sendspark: Send video emails that make an impact so you can stand out from the noise. Use promo code SALESWHISPERER to get 33% off for 3 months

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