1. Selling Hopes and Dreams
Emma Jane Hogbin
www.designtotheme.com
@emmajanedotnet

2. • emmajane
• uid: 1773
• First look at the Drupal code base: 2003ish.
I stole the i18n table structure.
• First Drupal site “for pay”: 2006ish.
• First Drupal socks: 2007.
• First DrupalCon conference: Szeged in 2008.
• First Drupal book: 2009.
• First Drupal core patch: 2010.
Removed the “welcome” screen.
drupal.org

3. http://www.flickr.com/photos/mortendk/1439332466/

5. Drupal Trainer
www.designtotheme.com/responsive-workshop
Register now. Class starts December 1.

6. I am a process junkie.
process

7. For years I sold
process to process-
loving companies.
selling

8. Times changed.
pivot

9. Then I sold
empowerment and
control to woman-led
businesses.
empowerment

10. Times changed.
pivot

11. Now I sell hopes and
dreams to
entrepreneurs.
dreams

12. Most open source
companies I know
sell skills.
sell skills

13. In a recession,
people don’t buy
skills.
don’t buy

14. In a recession,
people buy
outcomes.
buy outcomes

15. A recession forces you to
build and sell valuable
outcomes not a grocery
list of skills.
value

16. The value of the
outcome you build
matters.
outcome

17. If you are focused on
task-based skills, you
are not selling
outcomes to clients.
focus

18. “I need to learn Drupal right away.”
“Take this workshop. It’s about theming for Drupal.”
“I don’t have time. I told you I need to learn Drupal.”
“Okay, what about this workshop on Panels and Views?”
“Look. I don’t have time. I need to learn Drupal.”
selling training

19. “I’m about to lose my
house. Please help
me pay the
mortgage.”
real story

20. New buyers are not
qualified to have an
opinion on features.
features

21. Note: if your client
can’t install Drupal,
they are a “new
buyer.”
not an expert

22. Buyers know what
outcomes will save
their job or house or
reputation.
benefits

23. Right product for the
right market.
outcome

24. Change the product
or the market until
you find a pair that
clicks.
pivot

25. To new markets: sell
outcomes and
benefits, not
features.
outcomes

26. Answer the question:
who cares?
I care.

27. But most companies
still sell process and
skills.
process

28. Your process might
pay your mortgage,
but does it pay your
client’s?
pay

29. Clients who don’t
want to plan, haven’t
bought your process.
mismatch

30. Process-based sales
is a luxury. It is not
for recessions.
luxury

31. A recession forces
you to get really
good at marketing.
marketing

32. To excel at
marketing, you must
know the value of
what you’re offering.
excel

33. You must know what
pain you will take
away from your
prospects.
pain

34. In the open source
world we tend to sell
features.
features

35. Experts buy features.
Proprietary software
users aren’t experts
at open source.
experts

36. An IT team who’s
invested in their
certification doesn’t
want your features.
investment

37. Newbies buy
solutions to
problems.
problems

38. Converting someone
to open source
requires “benefit”
language.
benefits

39. My transition to
selling benefits was
rocky.
transition

40. I asked my target
market questions.
target market

41. When you ask
people questions.
They lie.
people lie

42. To learn the truth,
ask people about
their fears, hopes
and dreams.
truth

43. You need to ask the
right questions.
questions

44. “What training do
you need?”
wrong

45. “How does Drupal
make you feel?”
better

46. “What is preventing
you from building
exceptional Drupal
sites?”
winner

47. “What are you doing
when you wish you
were having a root
canal instead?”
id pain

48. Build Your Dream Web Site
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Responsive Web Design
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49. Selling Hopes and Dreams
Emma Jane Hogbin
Drupal Trainer and Author
www.designtotheme.com
@emmajanedotnet