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John Warrillow, Create Automatic Customers With Content Marketing

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

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

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. 

Related Articles:

Sales Growth Tools Mentioned In The Sales Podcast

  • Take The CRM Quiz: get a free consultation with me

  • Donate: Just because you like the show, the no-bullshit approach, and don’t want to buy a book, software, or The Make Every Sale Program.

  • The Sales Agenda: take control of every sales opportunity like a pro.

  • 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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