Archives for December 2014

Exposed! A Top-Secret “Enterprise Pricing” Growth Hack

enterprise-leadWhen it comes to SaaS, you basically have two sales models: high-touch and self-service. Small, bootstrapped SaaS companies often like to go the low-touch, self-service way.

Large, venture-backed startups often like to take the high-touch, Enterprise sales approach.

And sometimes it’s the opposite of that. It depends.

There are just so many different factors that come into play in making the decision about which model to use – not the least of which is who you’re selling to – that it’s simply beyond the scope of this article.

While high-touch Enterprise SaaS vendors could certainly learn a thing or two about sales process optimization from what’s below, this is more aimed at low-touch or self-service SaaS vendors that have a “contact us for Enterprise Pricing” option on their Pricing page.

But why is this necessary if you have a self-service sales model? Well, read on…

I’ve given this advice to my clients over the years and countless times via Clarity, so I thought I’d just share it here once and for all.

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The Only 3 Acceptable Pricing Page Discount Tactics

discountsI get this question from time to time:

“Lincoln, is it okay to offer discounts right on your pricing page?”

Short answer: No.

The longer answer, with some nuanced yesses thrown in,  along with some tactics that you can employ, is below…

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Engaging at Scale: The Secret to Automating Personal Emails

Customer Success bot transparentAbout a year ago I shared my super top-secret way to automate personal emails more effectively – called the “Customer Success bot” method – with the awesome folks on my mailing list.

Since then, I’ve come up with several new uses for this framework that have proven to be incredibly effective ( I’ve shared those below) that go far beyond just the welcome email that started all of this.

Now some people will wonder why I share these things publicly when they’re obviously incredibly valuable – and make no mistake, they are INCREDIBLY valuable – but releasing them publicly won’t diminish that value.

And personally, putting these things out there for the world to see just forces me to get even more creative to stay ahead of the pack.

But first, let me give you a little context…

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5 Growth Hacks to Supercharge your Invite or Referral System

invite-a-friend-or-7When was the last time you referred your friends or invited co-workers into an app after you just signed-up for the free trial?

When was the last time you imported your address book right after you opened an app for the first time?

Right.

So why do you expect your users and customers to behave differently?

Unless you have specific intel indicating they will share your app with everyone immediately after first interacting with you (like, for instance, my Mom is your target audience), then you should probably assume they won’t.

And if you sell to a B2B Audience, you should double-down on that assumption.

Here’s why and how to overcome that…
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The Myth of Unavoidable Churn

The Myth of Unavoidable ChurnWhen it comes to customer churn, there are two kinds: avoidable and unavoidable.

But I guarantee that the amount you label as “unavoidable” is actually much smaller than you think.

I know, but…

“Most of our churn is out of our control, so it’s unavoidable”

“We sell to SMB and in that market churn is inevitable.”

Accepting that churn is inevitable since x% of companies fail every year is like saying why workout, you’re just gonna die anyway.

But the excuses continue…

“We have a low price, so of course we have high churn.”

“We sell to [a certain market segment] so of course churn is high. That’s just how this works.”

“We sell to a very transient market, so of course churn is inevitable”

Unavoidable. Inevitable.

To paraphrase a monologue from this Seinfeld episode:

seinfeld-low-churn-meme“No matter how desperate we are that someday a better customer will emerge, with each notice of cancellation, we know it’s not to be; that for the rest of this sad, wretched pathetic quarter, this is who we sell to, to the bitter end. Inevitably, irrevocably; low churn? No such thing.”

SO MANY SaaS – and other types of companies – make this costly assumption, so let’s dig into why this is a dangerous myth.

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