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Why I was successful In 2014, I was 29 years old. I was selling against companies that had been in the QuickBooks integration business for five years or more. Some competitors had millions of dollars in venture capital. Their websites were the equivalent of a five-star hotel. These competitors had large sales and marketing teams that could easily show the value of their solution. The companies had a team of programmers. I had my pajamas, a corded phone, a cookie-cutter website, and a laptop computer. I signed up about three hundred new accounts because I was the first person to pick up the phone and I spoke English. I could answer questions on what my software can automate. If there was a problem, I called the customer and we did a screenshare. You need to talk to customers on the phone and you cannot email customers to death. Many customers later told me they reached out to competitors and received no response to sales or support inquiries. These customers said they chose my company because I was responsive. Potential customers want to speak to someone in their area who understands their language. You need to connect with them. Many people signed up for Connex because they liked me over the phone. We attract many small business owners. I had similar interests and I owned a business, just like them.

Even if you show the full value, some customers will never pay. When I first started selling Connex for QuickBooks, one of my first trial users was a small startup that barely made $2,000 per month. He hammered me for support through multiple phone calls. He was trying to negotiate me down from $20 per month to an even lower price. I told him to hit the road. I learned a couple of lessons: Avoid getting too invested in trial users. Unless you have qualified a prospect, do not spend too much time with her. A common negotiating tactic is to make you invest a lot of time before trying to talk you down. Prospects figure you will not give up because you have invested so much. Avoid pricing yourself out of business. If you price your product low, people fail to see the value. They think there are hidden fees. As I raised prices, we attracted higher-value clients that were less troublesome. Avoid features. The small business and I discussed a QuickBooks sync, instead of the money we saved on data-entry. I could have asked how many hours he spent hand entering sales or how much he paid someone else for data entry.

Technology partners What kind of customers are you trying to attract? If you give API access, then you attract software developers. Can you provide the support that they need, and is it worth your time? Most companies that built for us were very small, and we failed to generate significant revenue from API access. Almost all companies use a commercial website, and custom websites are rare. Here are the pros and cons of technology partners: Pros: You place 3rd party developers on the hook for support and maintenance. You free up developer time. You can expand your customer base. You lack developers to connect to a 3rd party system. When I built a QuickBooks integration for Kentico CMS, I asked them why they never built one themselves. Their response was that QuickBooks was not their business model. Connecting to QuickBooks is challenging and it requires a heavy lift for software developers. Cons: Building an integration could take several hours. Instead of building API access, can they integrate with you in another way? We pull orders from a variety of 3rd party shipping tools. Can the customer pull their sales into the shipping tool? Some developers fail to properly maintain and support their plugin. Your customers will call you and ask your company for help. If the 3rd party fails to respond, then you are in trouble. I advise gating your developer API to legitimate software companies only. Your company must provide developer support, which is also expensive and time-consuming. We had several instances where companies required multiple calls. It is difficult for some 3rd parties to follow developer guides and estimate costs. The 3rd party may have few clients and the cost to onboard the developer exceeds the sales.

Why did Connex for QuickBooks Online succeed? Here are the reasons: I received free app store listings on Intuit’s website. My app was even on the first page of their store briefly. This drove large amounts of traffic to my site. I received free listings on many other sites before they started asking for a commission. I later pulled those listings, since the cost to advertise exceeded the revenue they brought to the company. These stores failed to show how many installs and conversions they generated. I had many positive and real reviews on my app store listings. I noticed competitors had hundreds of five-star reviews that mostly looked fake. QuickBooks Online had few integrations at the time. I was one of the first companies to get listed. For QuickBooks Canada and QuickBooks U.K., my app was one of the first system integrators. I had almost no competitors who serviced QuickBooks outside of the U.S. Shopify, BigCommerce, ShipStation and other companies had no native integration. Mine was one of the first. I recorded videos and added landing pages that ranked high on Google with minimal effort. Since I had a shoestring marketing budget, this was very important. The issue I had with other products was that they didn’t offer free promotion. Since my company was one of the first, we had ample time to add features and fix problems. We have a solution that is light years ahead of competitors. Why would someone want to compete with us? In the words of one of my partner companies, “We could build one, but yours would be a lot better.” My app required no desktop apps or website plugins to install. Since my audience was small business owners, the easier the install the better. Most business users have a limited understanding of websites. Asking them to change a bunch of settings or configure something on their own is daunting. We set up Connex for qualified users. Many competitors just let users go through a self-guided trial. We received feedback from many customers that they would purchase if they could make Connex work. I added a talk-to-sales component, and our conversion ratio increased. Connex was successful because I added a personal touch in a world where SaaS owners expect users to just “figure it out” on their own. Software that requires no support and maintenance is a pipe dream.

How to find deleted invoices in QuickBooks? Invoices are used to bill your customers for products or services you have provided. Get some tips and techniques to recover deleted invoices in QuickBooks.

In this step you need to stay focused on features and capabilities (also called attributes), rather than the value that those features drive for customers (we will get to that in Step 6). I define features as something your product or company has or does. Some examples of features: “a 15-megapixel camera,” “integrates with QuickBooks,” “one-click installation” and “metal construction.

Avoidable churn You can avoid signing up bad fit customers and ensure good fit customers get the attention that they deserve. Ensure your customer has a path to achieve their desired outcome. We sync sales from Shopify to QuickBooks. If we failed to map discounts, then our tool would fail. Ensure users can reach support and understand the difference between a bug and a feature request. Some will ask to pause your service and return when business picks up again. We had many users that were seasonal. We would have several users cancel and then return during the holiday season. You should allow users to pause their plans, instead of canceling.

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Greg set out to change the QuickBooks development process by using four principles: 1. Smaller teams. Shift from large teams with uniform functional roles to smaller, fully engaged teams whose members take on different roles. 2. Achieve shorter cycle times. 3. Faster customer feedback, testing both whether it crashes customers’ computers and the performance of new features/customer experience. 4. Enable and empower teams to make fast and courageous decisions.

In a tiny company like mine, it’s up to the owner to invent the way the company operates and to design the systems that keep track of what is happening. Fortunately, I find this to be an interesting challenge. If I had wanted to build only furniture, I could have kept myself very busy, but the company would not have grown. Without a rational way to handle information, we would have descended into permanent chaos. Thinking about information is different from ordinary work. The challenge is to find good ways, using data, to describe what’s happening in the real world. It’s aligning the description of the company with the activities of the company. My job as boss is to monitor both of these and to continually modify the description to fit the reality. My employees can’t do it—they each work on their piece of the process. I’m the only one who sees everything. I decide what to keep track of, and how to do it. I have two information systems. First, there’s my subjective impressions of the state of the shop, the mood of the workers, the eagerness of the customers, drawn from my observations and conversations. The second is objective, actual data that lives in separate fiefdoms: the accounting system, in QuickBooks; the contract and productions system, in FileMaker; e-mails and customer folders sit on our server; AdWords data lives in the cloud. So do our shared Google Docs spreadsheets, which act as supplementary databases. There are also a bunch of Excel sheets, dating back to 1997, when I first computerized (twelve years after starting the company). None of these subsystems talk to one another. Information passes between them via the people who use it. I’m the only person in the company who knows how it all fits together.

Ctrl-I     Create invoice →       Ctrl-E     Edit transaction selected in register →       Ctrl-F     Find transaction →       Ctrl-J     Open Customer Center →       Ctrl-M     Memorize transaction or report →       Ctrl-N     New invoice, bill, check, or list item in context →       Ctrl-Q     QuickReport on transaction or list item →       Ctrl-T     Open memorized transaction list →       Ctrl-W     Write new check →       Ctrl (while opening)