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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. 

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Become One of The 5

Listen To Previous Episodes of The Sales Podcast  

Links Mentioned In The Sales Podcast

If you need more help growing your sales, check out the following resources scattered around this site and a few others I operate, such as: