August 24th, 2010 1

When to Make it Rain (in Marketing)

In business, “turning on the faucet” is a metaphor for flooding a target market with the full spectrum of marketing and business development. It’s when you formally say, “Here we are world! Watch us take over.” Preempted by a series of conscious decisions, you must strategically deploy the full arsenal of tactics at just the right time to achieve success. If you go too early, you’ll misrepresent your service. Too late, and you’ve missed the boat.

My “a-ha moment” came when I was running TargetScope, an interactive marketing and web development company. We were successful (by our own measures), and the company had a growing customer base and profit margin. I thought I would continue down this path, then the website of one of our biggest clients (a very large, very well known turkey company) was hacked… the day before Thanksgiving 2007.

It was a critical time for our client, and we (the development team) were scrambling to help get their site back online. We realized instantly the potential for a vastly larger business opportunity – secure web hosting. Even though we’d made the decision to head down this new path, we didn’t stop TargetScope (as you know it) in the weeks or even months that followed.

More than two years passed before we turned on the faucet and publicly entered the web hosting scene. How did we know the time was right? How do you know when to open the floodgates?

Typical, type-A entrepreneurs will move as fast as possible, and your team will require that energy and drive to make it to the finish line. My warning, however, is not to throw caution to the wind and put the cart before the horse. There are some conscious checkpoints that must be addressed along the way to help ensure your success.

Get the Product in Shape

We made the decision to become a secure managed hosting company in 2007 and spent almost every minute of the next full year questioning what it takes to get there. Quibbling over the “grand scheme of things” bought us the time required to physically and technically build a secure hosting infrastructure – the backbone, the technology, the network, the guts.

During that year, we didn’t launch our website. We didn’t deploy a complex search marketing strategy or ad campaign. We just focused on the hosting solution to ensure it could fulfill the needs of websites in peril.

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July 5th, 2010 6

Stop Negotiating

How many times have you prepared a proposal or quote with terms written for negotiation? If you artificially increase your pricing just so you can lower it to make the customer “feel good”, you’re wasting time and tarnishing your brand. Stop it. Now!

At FireHost, we do not negotiate pricing with prospective clients, and here are a few reasons that I strongly believe you should not either.

Negotiation Kills Precious Time
During a sale, I want every minute, every word, and every thought to foster value for the buyer and seller. When the conversation turns to price, attention is redirected to a detail that doesn’t really matter. Now, I’m not suggesting money grows on trees or that you should spend recklessly, however if all eyes are on price, it’s easy to lose sight of the business need. When the conversation is derailed, services are misconfigured, requirements are shortchanged, and that’s just the beginning of the downward spiral to disaster.

Negotiation Degrades Your Unique Qualities
If you’re good at what you do, defend it. Don’t degrade it. When a prospective client’s decision is based largely on price, give the client one more minute of your time (but not a second more). In that minute, adopt a very deliberate dialogue. Try something like, “Our pricing is $____, and here is what’s included… ______. Any questions?”At the end, you’ll know if the relationship can move forward, or if you can move on to more lucrative endeavors.

It’s easy to forget that money IS time, and that’s exactly why you won’t catch anyone who works for me saying, “What are you looking to spend?”, or “If I lowered our pricing to ___ would you buy today?”, or the classic “Let me run that up to my boss for approval.” It’s just a bunch of run-around, time-wasting crap. If a prospective client doesn’t “get it” when you elaborate on your unique features and benefits, reallocate your time to one who does.

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• Pull-Quote: You will get more deals if you’re prepared to lose some.

June 2nd, 2010 8

The Opportunity Donkey

Some people are graced with the ability to predict technology and market shifts. Do I posses this inner “genie-in-a-bottle” where every wish I touch comes true? <cough>Steve Jobs</cough>

NO.

My superhuman abilities come by way of being able to withstand continual, hard knocks (or kicks in this case) from opportunity… Pretty impressive eh?

It was thru this series of blows to the head that the idea of “my opportunity” (FireHost) manged to break through my thick skull and become the up and coming secure hosting company it is today.

After several years at an absolutely fun job with a fast-growing agency (where I was building large websites for large clients during the dot-com hay day), I set sail and started my own interactive marketing agency. Soon after, the dot-come bubble burst <pop>, and all the large clients with large agencies pulled back on spending. Good thing for me because I was now an agency of one and could undercut any Gucci wearing group that had monstrous overhead to feed.

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• Pull-Quote: Catching lightning is tough. Stop for a second and look up, the lightning just might catch you.

May 14th, 2010 4

Trust Your Gut - An Important Lesson

One lesson I didn’t understand growing up was the concept of trusting your gut. It wasn’t until my senior year in high school while playing baseball did I get the ultimate lesson. Towards the end of the season, I was in a terrible slump and was benched as the designated hitter.

It was the final game of the regular season and we were playing for the district championship and of course it was the final inning, bases loaded, two outs and a home game so was packed with friends and family. Kenny Black (head coach’s son) was next up to bat and I was on my feet ready to watch. Coach Bobby Black yelled “UMP! Batter Change!” and then Coach Black looked at me and said “Win the game Chris.” Before I knew it I had my helmet on, bat in hand and took two strikes swinging in two pitches. If you know anything about baseball, that’s not a good start.

I called timeout and jogged over to Coach Black. I really didn’t have anything to say to him to be honest – I just wanted to get as far from the batter’s box as possible. When I got to Coach Black, he looked at me dead in the eyes and said “Chris – just go up there and hit the ball.” You have to know Coach Black to appreciate that simple statement but the impact was in his delivery. There was not a doubt in his mind that I could do it. There wasn’t a spec of nervousness in his eyes. He had 100% trust in me even when I did not.

It would be fun to write that on the next pitch I ripped a 375 yard home run and have my own The Natural moment but I didn’t. Not that it matters but after a long at bat comprised of nine pitches of fouling and taking balls, I walked in the winning run on an inside curve ball that missed the plate by an inch.

A week later I asked Coach Black, “Why did you take Kenny (his son) out of the game and put me in?” His response, “I trusted my gut.” Another classic simple Coach Black response.

Would you have the conviction to “trust your gut” to pull your own son out of the game to put someone else (especially in a slump) in?

How many times have you said “&$!@ I should have listened to myself” after you were wrong?

Thank you Coach Black for trusting your gut and trusting me. This experience changed my life.

• Pull-Quote: Our instinct is the only thing that keeps us from using mathematical formulas to solve our problems. Stay Human and Trust Your Gut.

May 5th, 2010 2

Getting Started

I admit I’m eight years behind on getting a blog going and some have said I still don’t have the time to commit. However, there is nothing that can stand in my way as I genuinely feel that all this effort is worth it if I can help just one person with their business or life.

If you haven’t read about me please go there first. It could shed some light on why I’m intense (crazy) and motivated (hyper) about life.

I care about you… so much in fact, I don’t want to waste your time. So do NOT read this blog if you answer Yes to any of the following questions:

• Do you go to work on Monday still wishing it was the weekend?
• Do you believe that 15 years of experience outweighs passion?
• Do you have big dreams but you’re too lazy to go after them?
• Do you have zero interest in engaging with me either positively or negatively?

I’m not looking for traffic, I’m looking for engagement. If you’re looking for a motivation blog, Gary Vaynerchuk sure does a great job telling it like it is.

If you answered No to all, please contact me so I can get to know you better and I can also be contacted via Twitter: @chrisdrake.

• Pull-Quote: I’m really looking forward to sharing my thoughts and experiences with you and especially hearing your reactions and opinions.