Last week I recorded an episode of Live in the Feast with Andrew Askins. He’s a co-founder of Krit, a company that helps non-technical founders build their idea into a product.
Andrew asked this great question and I thought I’d share it here since one the episode won’t be released for another few weeks. And two, after last week’s series on being better at sales, this fits in perfectly.
For a little bit of context to how Andrew asked me this, we were talking about crafting our messaging around the company by who we serve, why they should care, and how they benefit from it.
As we were chatting we both agreed that the messaging is marketing. It’s who we target because it’s who we know we can serve n the most successful way.
But shockingly, that isn’t always who we work with.
When you specialize your business, you may be afraid of “the money being left on the table” when in actuality, you repel the bad clients and attract those people that can resonate with who you are.
So as a lead comes to the business, and maybe they aren’t the WooCommerce business, or they aren’t using Drip for them email marketing platform. Maybe they are using Teachable and ConvertKit, but all the other signals I have for taking on a project align.
We gel from a personality perspective. I can totally support their business and what they stand for. They respect my expertise and value my input.
Well, I’m going to try and close them. I may put some constraints around the project, but I’m going to close them.
There isn’t any reason not to. It’s these types of clients that have allowed me to grow my business over the past decade.
I work with non-profits, e-commerce, service-based, coaches, memberships, and digital product based businesses.
If I took a hard line approach with everyone coming in and didn’t expand my horizons as a business, I wouldn’t be in business today.
How I determine they are a fit
This is the time though I really have learned to listen to my gut on things. I also lean heavily on being able to read that person and making sure that we can work together well.
If anything my gut tells me or something is off, then I don’t push them towards the proposal stage.
I try and help them the best way possible and more often than not, will refer them to someone who can help them.
I go into every sales call with the intention of having that other person leave with value and in a better place than before we started it.
Letting go of the notion that every sales call needs to be closed is freeing and confidence building.
No one on the planet has a 100% close rate.
I’d much rather accept that, then be helpful and honest with the other person so that we both leave the conversation feeling good.
You may approach sales differently, maybe you want to close every deal. Maybe you feel you have to just to keep the lights on.
Well, that’s where the desperation comes into play, that’s where you lose your position as the expert and that’s where you become awkward around questions of budget and timelines.
When you let go of the thinking of having to close every deal, you’ll find yourself able to more productive sales calls and land more clients because you aren’t any of the things I just mentioned.
Marketing for Freelancers
More episodes in this topic:
Social Media Marketing, is it worth it to do?
What social media platforms to spend time on?
How to get clients when I have no portfolio?
How to get the messaging right to attract customers?
Have advice for soliciting podcasters to be a guest?
Should I focus on SEO or Paid Ads to gain new clients?
Do you get any leads from your content? And what traffic acquisition methods have worked best?
When creating a new freelance service what’s the best way to send cold emails?
What is my second most successful lead generation tactic?
Why is an email list important for a freelancer?
What is the best way to attract larger clients?
How do you market your business to local clients other than attending networking meetings?
How do I pitch some big companies in my niche?
Imagine I was going to bring you $100k in revenue
How does a freelance web designer build a client profile when preparing their marketing plans?
How do you price your services on your site?
How important is branding?
What are some useful tools that you use?
What makes a great case study?
How do you turn the things I do into benefits?
How do you decide what to start blogging with if you’ve never blogged before?
How often should I write a blog post?
Should I put pricing on my website?
How to overcome objections people have about you?
What is the best lead generation strategy?
What is your cold outreach strategy?
How would you get into the corporate business as an independent professional?
What is the difference between warm and cold outreach?
How to answer objections and get clients to say “yes”?
How to grow with word-of-mouth marketing?
How to ask?
All my work has been word of mouth, how do I find work on my own?
How do you handle a good fit for you that doesn’t really fit for your marketing message?
What do you say when a lead comes to you from a bad experience with another freelancer?
What to say when a potential client says you are too expensive?
How do I find the time to create content for my business and what do I write about?
Is this going to get me clients fast?
What is the #1 business trend for 2019?
How to sell on Twitter?
How do you make it simple for a lead to sign?
Why did I move my business from Drip to ConvertKit
How do you sell strategy?
11 Lessons on How to Find Clients
Finding Clients Lesson #1: Targeted Referrals
Finding Clients Lesson #2: Zero Line Item
Finding Clients Lesson #3: The Client Sandwich
Finding Clients Lesson #4: The Sneak Peek
Finding Clients Lesson #5: Buy a cup of coffee
Finding Clients Lesson #6: Get Yourself On A Podcast
Finding Clients Lesson #7: Your Up Level Skills
Finding Clients Lesson #8: Brag about your clients
Finding Clients Lesson #9: Are you priced right?
Finding Clients Lesson #10: Who do you hang with?
Finding Clients Lesson #11: Group Coaching for Leads
Is Instagram a better vehicle for visibility? Sales?
Best of Season 3 - Get out of the comfort zone
Best of Season 3 - Building Relationships
S06 E12 - Undercharging, Targeting the Wrong Audience, and What You Should Do About It with Alex McClafferty
S03 Bonus - Tom McFarlin on Blogging, Balancing Work and Family, and Building a Business that Lasts
S08 E11 – SEO, Content Marketing, and Skyscraper Strategies with Alex Panagis
S06 E11 - Creating Results and Building Relationships Through Your Pricing with Mor Cohen