One of my earliest mentors had his office walls adorned top to bottom, side to side, with big, handwritten signs intended as cautions to others as well as reminders for himself. If you've ever been in a direct sales environment, you've probably seen such a place. Two of the biggest signs read "Thumb-Suckers Not Welcome Here" and "You Can Hire Spellers For Minimum Wage".
Let’s hop right in. In the previous 2 posts we talked about the likely outcome of this depression and how you will have to change your business to stay in business and take advantage of the incredible opportunity that is available because of it.
In my last post we talked about the likely outcome of the economic shutdown and what we can likely expect in the coming years.
Welcome to the business, post-Covid. The world will not be the same for a long time. Things have radically changed and are not going back to normal.
Measure what matters: Establishing cause & effect relationship between Return & Effort/Investment
This is an actual conversation between me and a dentist who is considering hiring me. I am recommending a non-trivial investment in Hubspot for a dentist with multiple locations and about $2.5M in revenue. The doctor has been looking at me for the last several years, has bought and read my books, read at least a dozen blog articles and over 20 recent page views before booking an appointment. After a good initial interview he invites me to come in for a video conference with his leadership team. He requested and now has a copy of my fee estimate and engagement letter. Before signing, he asked me this question:
eLaunchers.com becomes a PLATINUM Hubspot Solutions Partner in May 2020.
Something interesting happened after the start of the COVID crisis. We sold more Hubspot in 30 days after COVID lockdown than we had sold in the last 24 months.
Why did the market embrace Hubspot? Why Now? What is it about Hubspot and COVID? What is the correlation? When everyone is in distress and panic, when everyone is in 'shutdown' mode and mindset, why is my marketplace (which is made up of dentists, physicians, attorneys, financial advisors and information marketers with 1 to 4 million dollars in revenues) making a non-trivial capital investment in a technology infrastructure?
So this just happened. A private client sent me a distress email over the weekend. Without going in gory details, here is what it was all about: "Parthiv, I was doing some calculations and I am not happy. I have zero confidence in our government's ability or intent to send me ANY money. Clock is ticking, new bills are showing up every week. Income producing activities are not happening and this emergency situation is dragging out beyond my tolerance. I need to MAKE some money NOW. DO SOMETHING. Make it rain and snap to it. I am tired, hungry, cranky and feel like I am broke".
It's the morning of Sunday March 15th, 2020. It has not been a good week. We mourn the loss of thousands of lives lost worldwide to the new enemy of humanity: the Corona virus we all now know and hate. The stock market saw significant disruption and turbulence this week. Travel plans are being altered. Events are being cancelled, postponed or modified. Life as we know for the next 12 days, 12 weeks and 12 months will be different. The pandemic is changing how we work. Some of the changes are going to stick with us for a while, may be for life.
Topics: Magnetic Marketing