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AIGA CO Buzz
September, 2007
Topic: Selling Clients on Change
Questions / Problems from the Group:
How do you get clients to believe in good design? (sell them on good design)
They don't respect the deadlines we set.
They may have the ability to get the budget, but are afraid to move forward.
They identify me with certain services and I can't get them to use me for other kinds of projects.
I send out direct mail, but have trouble following up.
What is selling? Who are sales people?
from the group: slimy, pushy, tacky, convincing, manipulative, cliche, annoying, under handed, persistent, invasive
There is negative baggage associated with sales people.
Sales is facilitating a decision. You're there to get them to a yes or a no.
The easiest thing to sell is what they're buying.
Potential clients have an opinion before you walk in the door. They also have a belief. If that doesn't change, you won't
get what you want. How do you change an opinion or a belief?
belief = something ingrained in you.
opinion = something that is a result of a belief.
Predicament: They have so many alternatives to my services, but I have no alternative to their money.
We spend way too much time in chase mode after suspects. It is much more productive to spend your time around prospects.
We think that if we can educate them on the features, benefits of my services, that they will buy... not the case.
They will find a way to S.C.O.R.E. Stalls, Concerns, Objections, Reasons, Excuses.
Prospects don't think they need what you've got. They are resistant to sales people. They have gatekeepers.
Change is a 4 letter word. Change is not comfortable. It's risky. Is it any wonder they are resistant to what we are trying to sell?
Change begins with the awareness of the need to change. Something has to happen to make clients realize that they need to change.
Clients are fearful of being taken advantage of. The normal rules of business don't seem to apply -- they want to control the sale.
Sometimes they take advantage of you because they think that's good business.
75% of all proposals are never acted on.
Marty uses a more positive model. It is adapted from a counseling background.
1 - Who's my target?
If your target is everyone, it's too broad. Define what it is you want. We're so conditioned to what is possible, that we don't
look past that to what we want.
- define the characteristics you are looking for
- define the least you will settle for
2 - Gain their attention
You need to interrupt their pattern.
- do they have a problem I can help with?
- are they committed to fixing the problem?
- are they willing and able to invest the time / money to get it fixed?
If they only have 2 out of 3 of those, they should be qualified out.
You must act as a business consultant -- not a commodity!
3 - Engage them. (keep their attention)
Don't fall back on educating them. Don't jump into telling them about your stuff. Engage them by asking a series of questions.
Listen to them on all levels. Buying decisions are an emotional decision justified by rational reasons.
Your biggest competitor is inertia.
Potential clients lock on to what they believe to be true. They have conditional blockage to anything contradictory to what
they believe to be true.
Have confidence in what you do.
A change in experience is the only way to change a belief.
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What is BuzZ?
BuzZ is a monthly roundtable for Design Independents in the Denver Metro area,
which focuses on the issues that are most important to the business of being in
business for yourself. Each month the group concentrates on a specific topic as
well as provides a medium for networking and sharing resources.
Monthly topics vary and are sometimes supported by professional presentations.
Topics focus on areas such as: technology, taxes, contracts, self promotion,
sales and more. BuzZ meets on the third Tuesday of each month. If you are a
freelance professional in the Denver area, you are BuzZ. Be there! |
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