2 builders who never spoke to each other

Delete the biggest objection by doing that work

Find the single reason most deals die and remove it by doing the work yourself for nothing. Free migrations look absurdly expensive per customer until you compare the churn of accounts you set up by hand with everyone else's.

The method

1. 01

   Identify the objection that kills most of your calls and remove it by doing that work for the customer yourself.

2. 02

   Find the one objection prospects hang everything on and eliminate it by doing that work for them for free.

3. 03

   Manual onboarding pays for itself in retention, so run the numbers on churn before dismissing it as unscalable.

4. 04

   When one customer complains about a shortcoming, physically modify the product for that individual and send it back to them.

What it returned

• $79

  Switching cost was the universal objection, so ConvertKit does free concierge migrations on accounts over $79/month (5,000 subscribers), including FTPing in to swap opt-in forms, copying automated emails across, and importing subscribers with their tags

• 1.5%

  Migrated accounts churn around 1.5% versus a more typical 5.5%

• Prospects said switching was too much hassle, so Barry migrated their forms, sequences and templates free of charge

• Johnson paid a cobbler to graft thicker rubber soles into a distance runner's shoes; the customer wrote back to report a new personal record in the Boston marathon

Sources

• How Convert Kit grew from $1.5k to $100k MRRHarry Dry · Marketing Examples · 3/ Remove the biggest objection · undated
• How Jeff Johnson sold Nike's first shoesHarry Dry · Marketing Examples · Johnson's cobbler · undated
• Direct Sales for Bootstrapped SaaS Startups: from $1,300 to $725,000 MRRNathan Barry · nathanbarry.com · Remove the biggest objection · 2017-07-06