Proven Sales Strategies with Juan Soto

Ever wondered why some Access developers struggle to close deals while others command premium rates and maintain a thriving business?

In his energetic DevCon Vienna presentation, Microsoft Access MVP Juan Soto shares battle-tested sales strategies that have helped him build a seven-figure Access consulting practice. Drawing from 30 years of experience, Juan reveals practical techniques for positioning yourself as a premium service provider, handling price objections, and maintaining the right power dynamic with prospects. His approach focuses on demonstrating value rather than competing on price.

Whether you're a solo Access developer or managing a small team, Juan's straightforward sales tactics can help you communicate your value more effectively, close more deals, and grow your Access development business.

The Changing Landscape for Access Developers

Current Market Challenges

• Traditional lead generation methods like Google pay-per-click campaigns becoming less effective
• Potential clients using ChatGPT and AI tools instead of searching for consultants
• Need for new approaches to maintain a consistent sales pipeline
• Importance of nurture campaigns for existing clients

The Opportunity for Access Developers

• Microsoft Access remains the most popular database in the world
• Shortage of qualified Access consultants as many retire
• Increasing demand as businesses need help with legacy systems
• AI tools creating new integration opportunities with Access

Positioning Yourself Above Competitors

Power Dynamics in Sales

• Maintain a position above prospects in interactions
• Avoid sounding desperate or "salesy" in follow-ups
• Use pattern interrupts in conversations to stand out
• Position yourself as interested in their problem, not just making a sale

Demonstrating Expertise

• Show professional demos of your best Access work
• Educate clients about features they've never seen
• Present yourself as a business consultant who uses technology
• Leverage Microsoft certifications and partnerships

Handling Price Objections Effectively

When Clients Say "You're Too Expensive"

• Acknowledge your premium pricing: "Yes, I am expensive"
• Redirect the conversation to value and problem-solving
• Confirm they believe you understand their problem
• Confirm they believe your solution will solve their issues

Demonstrating ROI

• Calculate the cost of not addressing their problem
• Show time savings translated into employee productivity
• Compare your one-time fee to ongoing costs of alternatives
• Offer payment plans to make the investment more manageable

Effective Sales Conversation Techniques

Discovery Meeting Structure

• First 30 minutes: Listen to client problems with "elephant ears"
• Second 30 minutes: Demonstrate professional Access solutions
• Final 15 minutes: Budget qualification and price ranges
• Show them the future state of their business with your solution

Creating Compelling Demos

• Include "greatest hits" of Access capabilities
• Show multi-form handling techniques
• Demonstrate report generation capabilities
• Include Power BI dashboards embedded in Access

Maintaining Client Relationships

Three Pillars of Data Management

• Protect your data: Ensure proper backups and restore procedures
• Keep data healthy: Maintain data quality and integrity
• Put data to work: Implement effective reporting and analysis

Following Up Without Being "Salesy"

• Avoid typical phrases like "just checking in" or "circling back"
• Use a concerned, confused tone that shows genuine interest
• Refer to specific details from previous conversations
• Position your time as valuable too

Conclusion

Juan Soto's presentation provides a refreshing perspective on selling Access development services, emphasizing the importance of positioning, value demonstration, and maintaining control of client interactions. His strategies focus on educating clients about the transformative potential of professional Access solutions rather than competing on price. By following these approaches, Access developers can command higher rates while providing solutions that genuinely improve their clients' businesses.

Access to Recordings

This presentation was part of Access DevCon Vienna, a paid online conference for Microsoft Access developers. The full recording and other conference materials are exclusively available to registered attendees of the conference.

If you attended Access DevCon Vienna, you should have received (or will soon receive) an email from the conference organizers with a link to the videos.

Consider Attending Future Conferences

The quality and depth of content from Access DevCon Vienna demonstrates the value of professional development conferences focused on Microsoft Access. Consider attending future conferences to:

• Learn advanced techniques directly from expert presenters
• Gain access to exclusive content not available elsewhere
• Ask questions of expert presenters and other attendees
• Stay current with the latest Access development trends and best practices

For information about upcoming Access DevCon Vienna conferences, visit donkarl.com.

Acknowledgements

• Initial draft generated by Claude-3.7-Sonnet