Finding Your Next Project: How to Manage a Sales Pipeline for Developers.

Finding your next project.
How to manage a sales pipeline for developers.

Where is my next
project coming?

Sales Management for Independent
Developers and Small Agencies

● Most people call me Jerry
(even my mom)
● I’ve spent a majority of my
career as a sales person for my
own company and small
businesses.
● jeadeh@nexcess.net
● https://jeri.es
● https://nexcess.net
My Name is Jeries Eadeh

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Finding Your Next Project: How to Manage a Sales Pipeline for Developers.

Who are You?
● Freelance Developer
● Founder/ Leader @ small agency
● Technical or Creative expertise

Marketing vs. Sales
Does it matter?
Can’t we work together?

What’s the Difference
SALES
● Does everything else to make
sure the client is properly helped.
● Generate Revenue.
Definition:
Selling is the process of finding a
buyer who has a need for our product
or service and convincing him or her
to make the decision of giving us their
money in exchange for our product or
service.
MARKETING
● Gets people to raise their hand
for help.
● Generates Leads
Definition: “Marketing is the generous
act of helping someone solve a
problem. Their problem. Marketing
helps others become who they seek to
become.” Seth Godin

Establishing a Sales Funnel
Why do I need to know it?

The Story of Chinese Bamboo
The Chinese Bamboo Tree requires nurturing –
water, fertile soil, sunshine. In its first year, we see
no visible signs of activity. In the second year,
again, no growth above the soil. The third, the
fourth, still nothing.
Finally in the fifth year – behold, a miracle! We
experience growth. And what growth it is! The
Chinese Bamboo Tree grows 80 feet in just six
weeks!

“I have never worked a day in
my life without selling. If I
believe in something I sell it,
and sell it hard.” Estee Lauder

Your first email, call, meeting, or other
contact with the lead.
When you’ve determined a lead is serious
and capable of making the purchase.
When you’ve scheduled a full sales
presentation, be is demo or written
proposal.
The point where you address the
customers concerns.
When the purchase is made or contract
signed
1. Initial Contact
2. Qualification
3. Presentation
4. Evaluation
5. Closing
5 Steps to the Sales Funnel

So, you want to make $500K in new sales this year…

Sales Funnel Setup
Stage Probability Quantity Needed $$$
Lead 5% 200
Qualified 10% 100 $5,000,000
Prospect 20% 50 $2,500,000
Pitched/Proposed 20% 40 $2,000,000
Short List 40% 25 $1,250,000
Verbal 90% 11 $550,000
Won 100% 10 $500,000

Strategy
Getting people to raise
their hand for help.

Live by the Numbers
365-52-12-4-2-1

365 = Daily Activities
● Follow up on leads
● Social Media
● Review new RFPs
Live by the Numbers 365-52-12-4-2-1
52 = Weekly Activities
● Publish blog posts
● Promote older blog
posts on social
● Email newsletter
12 = Monthly Activities
● Attend Local WordCamp
Meetups
● Attend other local
meetups
4 = Quarterly Activities
● WordCamps - Miami,
Phoenix, London
● Publish a client case study
● Press release
advancements within your
company.
2 = Biannual Actives
● Industry Specific
conferences
○ IRCE
○ SLOAN
○ KBIS
● Publish a white paper
1 = Annual Activity
● WordCamp US

Remember to Work Your Sales Funnel
● Step 1: Lead - 5%
● Step 2: Qualified - 10%
● Step 3: Prospect - 20%
● Step 4: Pitched/Presented - 25%
● Step 5: Short List - 40%
● Step 6: Verbal - 90%
● Step 7: Wins - 100%

Step 1: Lead Generation
● Lead generation varies with different markets
and industries.
● Lead with your strengths and passion.
● Establish realistic expectations.
● You can’t do it all, let’s not pretend you can.
● Rely on references and real life examples.

Step 2: How to Qualify
It's always going to be a numbers game.
Most leads will be worthless
● Know you’re buyer profile
● Know the difference between interest and intent.
● Make sure you’re selling to the right person.
● Research your lead.

B.A.N.T. Qualification Formula
Technical and creative founders struggle with...
● Budget
● Authority
● Need
● Timing

Step 3: Prospect Follow-Up
Practice the 24 Rule.
● 1st Contact: 24 hours after meeting
● 2nd Contact: 24 days after meeting
● As a prospect passes through each stage of the funnel, it
signifies a deeper commitment to the purchase goal.

Step 4: Pitch & Present
This is where Developers thrive.
● Be the expert.
● This is not a Sales 101 Seminar
● 1000s of sales books to choose

Don’t forget RFQs & RFPs
● Request for Quote / Proposal
● 75% of BANT Approved!
● Typically you will see with Government work. Rarely with
private sector work
● Don’t jump right in, determine if you would be a good fit
for the project.

Partnerships
Build strong relationships with other like minded
companies. Not everyone is a potential client, but
every relationship could lead to great opportunities
● Technical Partners
● Business Partners
● Invested Partners

Partnerships
Work with your competitors and establish strong and
meaningful relationships.
You’re not in this alone with the right partnerships

Here are a few books you might like.
The Challenger Sale
By Matthew Dixon
The Speed of Trust
By Stephen M.R. Covey
Start with Why
By Simon Sinek
Scaling Up Excellence
By Robert Sutton and
Hugo Rao

The Challenger Sales by Matthew Dixon
● Relationship builders, hard workers,
lone wolves, reactive problem
solvers, and challengers.
● Challengers most successful
(40% top performers)
● Educate first then challenge
customer assumptions.

The Speed of Trust by Stephen M.R. Covey
● Trust increases speed and thus
lowers costs in businesses.
● You first have to trust yourself,
because trust is similar to
confidence.
● Societal trust is especially important
for businesses to cultivate by
contributing.

So you want to be
my salesman.

Now, should I hire a dedicated sales person?
● Sales people ain’t cheap!
● Look for a partner, who can be equally invested.
● Help to cultivate the same passion for your business.
● Full stack sales rep vs lead generator.
● Make compensation easy and simple. If too complicated
you’re doomed from the start.
● Plan ahead, not all WordPress sales cycles are short.
● Budget for 6-9 months ROI.
● Total Compensation = 15-20% of generated revenue.

Feedback to jeadeh@nexcess.net
Twitter: @ibnwadie

Finding Your Next Project: How to Manage a Sales Pipeline for Developers.

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