Editor's note: the author of this article Williams 37signals in this article describes how CEO Robert is looking for customers.
Before the creation of Basecamp, Jason and his colleagues at the 37signals design company did the value of millions of dollars in customer work. 37signals to win customers and break the normal procedure for their own way to show the one and only. Last month, one of my articles described in detail the 20 criteria Ogilvy David win customers. As with Ogilvy, the Fried Jason rules will not be affected by the passage of time, and can be applied to sales of any product. Just like Ogilvy's customer facing sales industry is not much change. If you follow their footsteps today, you will still be able to find success.
I find that Jason's superb marketing communication style is one of the biggest sources of inspiration. Look at how his sales methods are simple, direct, and deliberate. The following is the Jason to find the customer work guidelines:
1, put your service when the product to sell, clear the obstacles and products related to the unknown.
2, your folder should be working with the idea, rather than a beautiful picture.
Most of the papers are focused on the wrong things. There is no photo of the work on 37signals's website. Why? Because Jason wanted them to separate from the creative ideas. Instead, 37signals's Web site lists a set of core objectives. You can put your best ideas on top to attract your best customers. There, people who appreciate your creativity will be more likely to be attracted by the beautiful pictures you make.
3. Try to be yourself.
5, to sell the program only one page paper.
Customers do not like to read a twenty page program, just as you do not like to write so long. Want proof? To see if the customer is looking at a huge bill. They jump to the last page, because they care about the cost and cycle. If they want you to provide a solution, they say they know something about you. So why waste time on a long program?
6, think about what you can do without.
7, just do things, do not worry about bureaucratic procedures.
8, hire yourself, do your own customers.
This allows you to experience a new way of doing things, but also the way to create Basecamp. And in a year and a half, Basecamp's earnings more than the customer service. So, become their own customers.
9, do not blindly from the customer, unless you can clearly prove that the choice is right.
10, the design of the program, to develop a reasonable budget.
11. Don't work with bad customers.
It is easier than the start, but you have to take it seriously. Working with whom is your choice, to a large extent, will affect your happiness, productivity, quality of work, and the future of your career. It is absolutely important to choose the right customers.
13, hire your client.
The way most people and institutions win customers is that they have all the power, not the customer. Customers pay you, so they make a decision, right? Jason found that many times his future with the customer's performance firmly tied. Just like hiring employees, he won't hire anyone, but those who can enjoy the time with them. For customers as well. Selecting a method is like hiring an employee. Treat your customers like you treat your employees, give them as much information as possible, and tell them what you're doing. The long run, you can learn a lot from them.
Jason and 37 signals colleagues are never afraid to challenge the limits of customer work. They continue to try new packing, use new methods to show their work, and communicate with customers to attract people's skills.
Note: the rules in this article come from Jason's past interviews and blogs.
In this paper, the translator Yang Raingy.