How microISVs get software clients
While the focus of this chapter is how to get clients for your advertising agency, Ogilvy's advice translates nicely into the software industry.
Develop a list of software buyers
In his own advertising agency, Ogilvy started by making a list of the clients that he wished to get. The list included such giants as General Foods, Lever Brothers, Bristol Myers, Campbell Soup Company, and Shell.
His company had more than three billion-with-a-"b" US dollars in billings from these particular companies. And that total is at least 24 years old.
Does it make sense for software developers to create a list of target companies? Probably not, if you're selling a $25 Windows utility. Possibly so if you're selling forensic software, and you think it would be nice to include, say, the US Department of Defense or the FBI on your list of clients.
Selling educational software
If you're selling educational software, it might be a good idea to target specific large school systems and universities.
Selling multi-user and site licenses
Creating a list of high-end customers will also focus your thinking more on selling multi-user and site licenses. And that's a good thing for most developers.
Don't offer the lowest price for your software
Don't get clients by selling at the lowest price. Ogilvy says to his prospects, "If you are going to choose your agency on the basis of price, you are looking through the wrong end of the telescope." He tells those companies that he wants to represent that they should be thinking about the increased sales that he can deliver, and not the amount of fees that he charges.
Fire your bad customers
Ogilvy talks about when to fire clients. He says that he has resigned accounts five times as often as he has been fired by clients. The main reason - the clients were pains in the butt, and he didn't like the way they were bringing down his staff's morale. There's a good lesson there for software developers who have clients who are maintenance nightmares.
Software Marketing Glossary
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