my slides for leanconf webcast
TRANSCRIPT
How to Get Your 1st 100 Customers
A Helpful Marketing™ webinar from Kevin Dewalt
FounderSoHelpful, 3 previous
Angel Investor Collabspot , Power Supply, Vericant, TBA
Mentor/Advisor 1,000s, mostly Lean Startup
Ruby Programmer
Former VC
kevindewalt.com@kevindewalt
Beijing, China
And more coming …
“…how quickly the iOS developer base is growing… now 9 million registered developers, which is up 47% from just last year.”
Which leads to your problem
“However, the … growth has made it more difficult for newcomers to get noticed”
Today it is easier than ever to …
Build a product
Distribute a product
Scale rapidly & profitably
Raise money
So there is only 1 thing stopping you from building the next uber-awesome-super-duper-amazing-will-make-you-rich-and-famous-
company …
Getting noticed
Getting noticed
Email inbox overflowing
More apps than she can ever use
Constantly pitched on Social Media,Email.
SHE DOES NOT WANT ANYTHING NEW!
Finding early customers is harder than ever
• To do your Customer Development• To try your product• To give you early revenue• To give your idea validation
Worst of all, most advice you read won’t work now.
Good advice – but not specific
“Get out of the office”
“Do things that don’t scale”
What I teach is … be HELPFUL
• Stop trying to get customers to notice YOU.• Invest in them 1-on-1.• Focus on helping them – with anything – to
build relationships.
Like Gary
“Betting on the human side of the business works. Its how I’ve built my businesses”
“But Kevin … I don’t know enough!”
Yes, you do.
Chiara CokiengAge 23Manila, Philippines
sohelpful.me/chiaracokieng
Customers don’t care how much you know – only that you care about helping them solve their problems.
“But Kevin … this doesn’t scale”
No, it doesn’t.Helping people 1-on-1 is a way to start.
Worry about scaling later.
Enough talk. Let’s do it!
Get your 1st 100 Customers
1. Go find customers. 2. Give them something helpful.3. Help them 1-on-1.
Step 1 – Go find customers
Focus, focus, focus. Pick a niche.
Focusing saves you time
My customer is ...
Horrible: Small businessesOk: Law officesBest: Partners of small law firms in Australia
Use a persona
But Kevin … my big vision …
Focusing to start does NOT sacrifice your big vision.
**As an investor … trust me … we understand**
Now find them
LinkedIn, Google Groups, Conferences, Meetups, Twitter, Quora, Associations …
It takes time – weeks or months is typical.
Get your 1st 100 Customers
1. Go find customers. ✔2. Give them something helpful.3. Help them 1-on-1.
Step 2 – Give them something helpful
Congrats, you’ve found them!
Don’t pitchMake building relationships your #1 goal
Give them something first
We call these “TRUST-BUILDING OFFERS”
Examples
Write helpful blog post/white paperAnswer questions on Twitter/Quora/LinkedInHost a free workshop/webinarOrganize a Hangout/Meetup/ConferenceCreate a checklistOutline a time-saving workflow
Does not have to be …
BrilliantOriginalBeautiful
**Just HELPFUL. Your goal is relationships**
Get your 1st 100 Customers
1. Go find customers. ✔2. Give them something helpful. ✔3. Help them 1-on-1.
Step 3 – Help them 1-on-1
Look for indications of interest:
Connect on LinkedInAnswer on TwitterTalk to you face-to-face
Offer to help them 1-on-1
Just get them on the friggin’ phone
“A good web page converts at 4%. A good phone call converts at 80%”
Get them on a Skype/Hangout/phone call.
Once on the call …
ListenAsk clarifying questionsOffer suggestions
Your goal is to make a new relationship
Do Customer Development
Dig deeper into problems as customers discuss them.
Or even ask if you can do your Customer Development interview
And ask for Testimonials
Free to them, hugely valuable for you.
But Kevin … isn’t this working for FREE?
No. Don’t work for free.
A phone call, conversation, advice is about listening & relationship building.
Get your 1st 100 Customers
1. Go find customers. ✔2. Give them something helpful. ✔3. Help them 1-on-1. ✔
How long does this take?
Short answer…
Start noticing results after helping 10-15 customers.
After helping 100 you will almost definitely be in business.
Now the long answer …
Wrap-up
Your customers are OVERWHELMED
Getting them to notice you is TOO HARD
Noticing them is an easier way to start
Just be Helpful!
Free resources
Free Course
Get your 1st 100 Customers by being helpful
http://learn.helpfulcanvas.com
Free Canvas
HelpfulCanvas.com
Free summary blog post
kevindewalt.com/2014/08/03/get-your-first-100-customers-by-being-helpful/
@kevindewalt
Other Resources
Get Traction
http://tractionbook.com
SoHelpful
Most effective way to get customers on a calltry.sohelpful.me