Kevin Price, Host of the Price of Business on Business Talk 1110 AM KTEK (on Bloomberg’s home in Houston) recently interviewed Daria Shualy.
About the interviewee
Daria Shualy, CMO at daPulse.com is a serial web-entrepreneur and marketer, specializing in creating channels for organic and sustainable growth in Agile companies.
Tell me about your firm (number of employees, location, type of companies you work with, etc.).
daPulse.com is an online collaboration tool, that lets managers of fast growing companies lead, by showing everyone the Big Picture. daPulse gets everyone working in sync by creating visibility around key processes. The company has 12 employees and operates from the heart of “startup nation” in Tel Aviv, Israel. It is a SaaS (Server as a Service) B2B company.
What type and size of companies do you have as clients?
Most of our clients are web-companies experiencing rapid growth — in users, sales, customers, HR and office locations. These companies are starting to experience growing pains, like mounting bureaucracy, emails and meetings overload, coordination problems and things falling between the cracks. These companies are led by C-level individuals who are not afraid of new technology and embrace transparency, like the $1 Billion company Wix.com as well as Fiverr.com Saatchi Art, WeWork, FTBPro and hundreds of others.
What comes to mind when you see this topic?
That it’s crucial to nail this if you have a product or service that requires an adoption process that’s top-down or a costly purchase decision.
What are the best practices when it comes to this issue?
The best practices are:
To identifying the C-level’s pain.
To create a clear message around your pain killer.
To pitch to them where they are, i.e. where they naturally spend their time.
To remove any friction: Offer a free trial as a “test drive”. Do not ask for anything in return.
To get them hooked: Follow up by demos and emails to help understand the value of your product and get the solution going.
To close the deal: only after client is hooked and is using, then ask them to upgrade or block their access.