A Department of Energy talk that led to a customer.
His Department of Energy presentation led to a customer and to his next 2 speaking engagements.
Aaron H. of Apex Consulting works on building automation, and Carla introduces him as having a cash flow positive path towards upgrading your infrastructure. He knew his technical side. He had not sat down with his offer and made it distinct in a way a customer can quickly understand.
The program gave him a framework for his message, which held while his offer changed. He used it in a presentation to almost 600 people on a Department of Energy Zoom call. In his words, it led to a customer and to his next 2 speaking engagements.
The interview
Carla Cherry with Aaron H..
He has a cash flow positive path towards upgrading your infrastructure. Welcome. Thank you for joining me.
Hey. Thanks for having me.
Awesome. So I just wanna jump in real quickly. We've been working ... you hired us to help you, and I just want to straight out of gate share with everybody your biggest win from the program.
I think the biggest win is, I was really good at my business. I know my technical stuff, but actually having to sit with what my offer is and make it distinct in a way that a customer can easily and quickly understand was something I just had not devoted time to.
And it was not just that you had me devote time to it, but you gave me a framework upon doing that. Because, if they don't understand what I'm doing, then it's not gonna help me. And that was kinda what I came to you about. So I really appreciate that. It's been the best part of it.
Awesome. And so what was the biggest outcome for you after going through the work?
I had already put in place several things that were coming to fruition. I was actually was in a hurry to make sure I was done for them. So I had a couple of public speaking engagements that came through, and ... it was helpful for me to be able to refine my message.
And so I actually have a customer I'm talking with right now that has 900 locations around the world ... and they're looking to have me do a lot of work for them. That will keep me very busy for a while.
So the idea is, having the message is always important. It's as important as knowing what you're doing ...
Hundred percent. So ... I just wanna kinda break this down for people. So, everything was kinda scattered. You wanted to make sure that it was really clear because in your mind, you know exactly what you're doing. But because you're so technical, in layman's terms, it was difficult to explain to people.
So ... we had to figure out, okay. How do I explain this and how do I put this into a cohesive offering? So you could go through, okay. This is what I offer a, b, and c, and these are the results. So when we were able to go ahead.
Yeah. And for me, what I offered has changed dramatically throughout the course of the ... which has not been your fault at all. But the messaging part, even as my offer changes, as even as what I do is modified to fit the market as I see it, the ability to make that into something that's concise that people can see, to bring AI into your facility and understand it's safe.
Those are the kinds of things that people have a really hard time communicating well, and I did too. And I don't as much anymore, which is great.
Yeah. So you shared with me we knew you had these upcoming speaking engagements, and we customized your offers ... and you had a template for it. So ... you now knew how to put that together quickly so that when you went and you spoke, from my understanding, somebody was wanting something, but ... it was similar, but it was different. So you were able to quite quickly on the fly craft that offering.
Yeah. And, also, I found out that some of the software that I relied on will soon no longer be available, so I had to adjust my side as well. So there's a bunch of different reasons. Basically, life is messy.
So that the trick is to be able to be trained to be able to take what you've got and distill it properly, and that was the thing that was consistent throughout all the different changes and things that are going on.
Hundred percent. And then you said to me, I've got this big presentation coming up, and I gave you a ... we also helped you with your presentation ... How did that go?
It went really, really well. Yeah. There was almost 600 people on the Zoom call for the Department of Energy when they saw that.
Amazing.
And, so I've gotten several people come and ping me.
And so then someone approached you, and let's just share this win again ...
... they're looking to have AI and machine learning placed into their systems to optimize efficiencies and save a lot of money on their cash. And the bottom line is they have really antiquated building automation systems specifically.
And so I'm showing them that cash flow positive path that you cut the energy costs, you bank that funds ... that you're not spending anymore, and you turn into a capital project to get your overall systems upgraded and move forward. And they're really happy about that.
...
... it's actually the Department of Energy presentation that I did, it was right after that that I got approval to do my next 2 speaking engagements. So it was the thing that not only led to a customer, but it led to more advertising. So it was a good thing.
... I was sharing with you, we've gotta put those points into the presentation where they're gonna be able to contact you. Don't go give all this information away and not allow them to contact you. So that's amazing.
...
But I am so excited that you were ready and you were prepared and you were able to move on the fly and that you were able to capture those people from the talk and ... they were able to move on the fly and ... craft the offer quite quickly, which really shows your authority and ... they have confidence in you when you show up that way.
I tell my clients, you gotta show up like an expert and, you know what you're doing. And so it sounds like you knocked it out of the park. We have to do a second interview, maybe, 6 months to a year later and find out ... where you are with this win.
Alright. Yeah. Sounds good.
I'm excited for you. Thank you so much for sharing that with me.
You got it. Have a good day.
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