case study #1 case study #2 case study #3 case study #4
case study #1 case study #2 case study #3 case study #4
case #1 case study #2 case #3 case #4
CASE STUDY #2:
Spiral Marketers collaborates with business collaboration software developer to quickly close $160,000 in new business
CASE STUDY #2:
Spiral Marketers collaborates with business collaboration software developer to quickly close $160,000 in new business
CASE STUDY #2:
Spiral Marketers collaborates with business collaboration software developer to quickly close $160,000 in new business
 
 
Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going

 

Challenge:

Both of the co-founders are highly credentialed software developers, had recently released version 1.0 of their business collaboration/ business social networking platform, and were now selling it to bootstrap their business.

At the time, business collaboration / business social networking software had been gaining quite a bit of active interest.

One of the co-founders successfully tapped into that active interest to generate AdWord leads. As the self-appointed account manager, he also followed up on those leads.

But the client wasn't closing prospects as well as they knew they could and, without deeper sales knowledge, the client was doing what many do as a default: offering deep discounts with extremely thin margins to win over customers. They knew they couldn't grow their business from such thin profits, but didn't have another strategy.

As their product price ranged from $20,000 to $40,000 before customization, their rather rapid sales cycle included the usual steps: pre-qualify the lead, arrange for a product demonstration, issue a service proposal, negotiate, and finalize the service level agreement terms, receive payment, and do the product install.

As part of our own initial due diligence, we sat through the WebEx product demonstration, which took two hours. The client admitted prospects got fatigued during the demos.

We also participated in some phone meetings with their prospects and immediately noticed a number of areas for improvement. Examining their collateral and proposal template revealed even more.

That's when they asked Spiral Marketers to lead them out of their dilemma of winning customers with thin margins but not securing the needed profits to bootstrap the business.

Solution:

The first solution implemented was the engagement agreement itself: Because they were an early-stage startup with little spare cash, we modified the usual fee-based engagement terms. Instead, we would act under a virtual partner contract whereby Bill Henthorn would be the Director of Marketing and Spiral Marketers would receive a high percentage of gross revenue for all newly won business.

Next, we reduced the product demo from 120 minutes to 40 minutes.

Acting as a member of the client management team, we sat through phone meetings with leads, and found the client had fallen into a common trap of the inexperienced account manager: deaing with unqualified time-wasters and unpleasant, unreasonable prospects in the hope of securing desperately needed revenue. This drained their energy that could be better focused on engaging positive, truly qualified prospects. So we had them fire those unqualified leads and unpleasant prospects.

In other phone meetings, we picked up the conversation when prospects' questions weren,t answered correctly, on missed buying signals, in moments to rapidly build the client-prospect relationship, and numerous other opportunities apparent to the trained sales ear. Then we catalogued and trained the co-founder/account manager on how to recognize, address, and capitalize on these sales situations.

Although most of the client's collateral online and offline was sufficient, the proposals need a major tweak. We moved the client from issuing a take-it-or-leave package to a package with two options bundled with different service levels and priced accordingly, custom-tailored for each prospect.

Results:

In about 25 hours of logged time spread over two months, Spiral Marketers helped the client realize $160,000 of new business that closed over the next two months, revenue that otherwise would have been lost.

They now had a tight product demo that kept prospects energized.

Their "option close" proposal template kept sales conversations going even when prospects didn't select either option, specifically by letting the client offer final solutions to overcome sales objections, which led to more closed sales.

Every customer they won was enjoyable to work with, with many delighted to offer testimonials. The unqualified, time-wasting, unpleasant leads were part of the past.

And the additional revenue got the client out of the day-by-day underfunded startup struggle and moved them faster to where they are today: successfully offering their platform on a SaaS and hosted basis with over 1 million users, a world-class management team, and preparing itself for venture capital funding.

Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going

Challenge:

Both of the co-founders are highly credentialed software developers, had recently released version 1.0 of their business collaboration/ business social networking platform, and were now selling it to bootstrap their business.

At the time, business collaboration / business social networking software had been gaining quite a bit of active interest.

One of the co-founders successfully tapped into that active interest to generate AdWord leads. As the self-appointed account manager, he also followed up on those leads.

But the client wasn't closing prospects as well as they knew they could and, without deeper sales knowledge, the client was doing what many do as a default: offering deep discounts with extremely thin margins to win over customers. They knew they couldn't grow their business from such thin profits, but didn't have another strategy.

As their product price ranged from $20,000 to $40,000 before customization, their rather rapid sales cycle included the usual steps: pre-qualify the lead, arrange for a product demonstration, issue a service proposal, negotiate, and finalize the service level agreement terms, receive payment, and do the product install.

As part of our own initial due diligence, we sat through the WebEx product demonstration, which took two hours. The client admitted prospects got fatigued during the demos.

We also participated in some phone meetings with their prospects and immediately noticed a number of areas for improvement. Examining their collateral and proposal template revealed even more.

That's when they asked Spiral Marketers to lead them out of their dilemma of winning customers with thin margins but not securing the needed profits to bootstrap the business.

Solution:

The first solution implemented was the engagement agreement itself: Because they were an early-stage startup with little spare cash, we modified the usual fee-based engagement terms. Instead, we would act under a virtual partner contract whereby Bill Henthorn would be the Director of Marketing and Spiral Marketers would receive a high percentage of gross revenue for all newly won business.

Next, we reduced the product demo from 120 minutes to 40 minutes.

Acting as a member of the client management team, we sat through phone meetings with leads, and found the client had fallen into a common trap of the inexperienced account manager: deaing with unqualified time-wasters and unpleasant, unreasonable prospects in the hope of securing desperately needed revenue. This drained their energy that could be better focused on engaging positive, truly qualified prospects. So we had them fire those unqualified leads and unpleasant prospects.

In other phone meetings, we picked up the conversation when prospects' questions weren,t answered correctly, on missed buying signals, in moments to rapidly build the client-prospect relationship, and numerous other opportunities apparent to the trained sales ear. Then we catalogued and trained the co-founder/account manager on how to recognize, address, and capitalize on these sales situations.

Although most of the client's collateral online and offline was sufficient, the proposals need a major tweak. We moved the client from issuing a take-it-or-leave package to a package with two options bundled with different service levels and priced accordingly, custom-tailored for each prospect.

Results:

In about 25 hours of logged time spread over two months, Spiral Marketers helped the client realize $160,000 of new business that closed over the next two months, revenue that otherwise would have been lost.

They now had a tight product demo that kept prospects energized.

Their "option close" proposal template kept sales conversations going even when prospects didn't select either option, specifically by letting the client offer final solutions to overcome sales objections, which led to more closed sales.

Every customer they won was enjoyable to work with, with many delighted to offer testimonials. The unqualified, time-wasting, unpleasant leads were part of the past.

And the additional revenue got the client out of the day-by-day underfunded startup struggle and moved them faster to where they are today: successfully offering their platform on a SaaS and hosted basis with over 1 million users, a world-class management team, and preparing itself for venture capital funding.

 

 

CASE STUDIES
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  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
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  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
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  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CASE STUDIES
  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
  • read more:
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
  • read more:
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CASE STUDIES
  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
  • read more:
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
  • read more:
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CONTACT US

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mailing address:
Spiral Marketers LLC
237 Kearny Street #260
San Francisco CA 94108

email address:
billhenthorn at
spiralmarketers.com

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