the elevator pitch

Jesse Hopps of Demand Metric was recently profiled by an Elevation PR partner site, SalesAllstars.com. Have a read and enjoy…

Jesse Hopps believes that “having the ’self-confidence’ to take calculated risks” is what separates CEOs from middle managers. Within seconds of sitting down with Hopps, it becomes apparent that this belief resonates deeply with the charismatic 25-year-old president of Demand Metric, a rapidly-growing online sales & marketing advisory firm with offices located in Toronto and Vancouver .

After only one year in operation, Demand Metric employs and contracts over two dozen research analysts, consultants, and salespeople, and has closed deals with more than 150 clients and 550 paid-subscribers, most of whom generate annual sales in the range of $25 million to $500 million. These clients span a number of industries, from popcorn machine-makers to aerospace companies making chips for the B2 Stealth Bomber.

Hopps and his team demonstrate how clients use their inexpensive, subscription-based service to save time and impress their superiors by leveraging concise best practices and 150 practical tools in the areas of marketing, sales, strategic planning, product management, leadership, and most importantly, performance measurement (which most companies struggle with)…

Inside Demand Metric’s headquarters in Vancouver ’s trendy Gastown district, the “boiler room” culture is apparent. At any given time, 10 salespeople are hammering the phones, talking to any senior marketing managers who will listen. They’re striving to deliver Hopps the 500 client-organizations he aims to attain within the next year.

Can this young, results-oriented, philosophy graduate meet his goals? SalesAllStars.com sat down with Hopps to discuss his plans for the future and any sales and marketing advice he could offer to other aspiring sales stars.

SalesAllStars.com: What differentiates you from all the thousands of other consultancies out there?

Jesse Hopps: Basically, we provide our clients with the same methodologies, tools, and action plans that high-priced consultants employ, but allow them to implement projects independently so they can learn the process and get promoted along the way.

SA: What are the objectives for 2008?

JH: Well, the major objective is to reach the 500-client and 2000 paid-subscribers benchmarks, and increase the overall visibility of the brand in the US, Canada, UK and Australia. We’re also working hard to grow organically, so that we don’t have to rely heavily on VC funding for expansion.

SA: Five years down the road?

JH: Down the road, I expect to achieve a company valuation in the range of $5-$10M. By this time, I envision a team of 100 executives, contractors, staff members. It would also be great to have the option to sell the business to start another concept. I am an entrepreneur at heart, and I see Demand Metric as one of many businesses I will operate.

SA: Where did you come up with the concept/idea for your business?

JH: While working four years at I/T Research firm, Info-Tech Research Group.

SA: What kind of obstacles are you encountering as you strive to develop your business?

JH: The biggest challenge for me is keeping employees motivated and continuously learning. We are first and foremost a sales company, and as such, I need to make sure our team is passionate about what they do, and ensure that they get paid well for their hard work.

SA: How has selling played a part in your success?

JH: Without selling, you don’t have a real business; anyone can spend money. Sales will always be the key success factor in a business. You might have a great concept, but until someone actually steps up and agrees to buy, your market research is not complete. The proof is in the pudding, as my mentor Alfie describes it.

Our firm is a sales-centric organization committed to engaging our customers through their lifecycle with us, from pre-sales consultations, to driving our research agenda, to upgrading and cross-selling new products that they require. The bottom line is: if you can’t sell, you can’t work here.

All roles in our organization require sales-related skills (communication, analytical thinking, leadership, customer service, and project management). Most ancillary roles, such as administration, will be filled by people who have started in sales. Once someone has contributed, financially, to our success, we might find that their personality is a better fit for process management and move them.

SA: What is an absolute “must” for any entrepreneur?

JH: I’ll list them:

• Time-management

• Constant prioritization

• Real market research via pilot projects/surveys etc.

• Having a mentor or a couple of them

• Building a solid business plan with projections

• Understanding profitable cost structures & business models

• Reading and applying Dale Carnegies principles ( How To Win Friends and Influence People is an absolute must-read)

• Being a positively resonating leader, not a dictator. You are not the boss, you should view yourself as a facilitator. I believe in lateral leadership models.

• Having the self-confidence to take a calculated risk, start swimming & refuse to sink.

• Growing at the right pace, to ensure your cost structure stays profitable

• Enjoy what you are doing; life is too short to waste time

SA: Are there any particular sales tips you can share with the readers?

JH: Read SPIN Selling by Neil Rackham, or our reports: Making Cold Calling Work for You, and Adopting Consultative Selling. Be relentless with closing. Don’t take no for an answer if you believe in the value of your product.

And most importantly, dial your phone. I have made over 300 calls on a poor contact day. Have you?

SA: What piece of advice would you offer to readers looking to reach your level of success?

JH: First off, never stop learning. Knowledge is infinite, go out there and get some. You got to keep looking forward, don’t get complacent. Other things that I live by include:

• Be respectful and don’t waste people’s time

• Find a mentor and leverage that relationship as much as possible

• Operate with a zero inbox. Don’t procrastinate. Get things done! Now!

• Maintain a solid network of colleagues and peers

• Work harder than the next guy

• Dream big, don’t settle for any less than your potential

• Never let someone tell you that you can’t do something, even if you can’t

• Polish your speaking skills with organizations such as Toastmasters

• Take on additional responsibilities beyond your current role. Show initiative

• Keep a positive attitude, some days are going to be better than others

• Maintain good relationships. You will need support from family and friends

SA: Who are your role models?

JH: Joel McLean, CEO, Info-Tech Research Group.

Dale Carnegie, legend of business

Alfie Karmal, CEO, West Key Graphics

Dalai Lama, There is more to life than making money

Al Gore, Stand up for what you believe in, and make a change in the world

Steve Irwin (crocodile hunter), Follow your passion to the end

SA: How will you know you’ve made it in the business world?

JH: You never “make it.” That is a construction of the mind. You should always be seeking to learn more, and create more opportunity. However, if I had to say, it would be when I would be able to use my success to help my family, friends, and other talented kids from the wrong side of the tracks become successful.

SA: Last word to you…

JH: Carpe Diem! Seize the Day