Had an ecstatic call from a client, Sarah. They’d just won a large graphic and web design job on the first meeting with a prospect.
There are two major takeaways from how this happened.
More than ever, prospects research solutions and providers in depth before picking up the phone and calling.
This chap said, “He’d scoured the internet looking for someone who was different”. He wanted a fresh design and loved our client’s site and the words she’d written.
Through the use of educational based marketing copy, he’d convinced himself that Sarah was likely to be the right choice. In short, he’d “pre-sold himself”.
Second, Sarah was very well prepared before going into the meeting.
Many people wing it with sales meetings which is a huge mistake. Remember, she who controls the agenda controls the meeting and steers the outcome.
Sarah went in with the sales process we drilled into her, including how to set the meeting agenda, position themselves, elicit outcomes and present a price.
The result? He signed up on the spot without blinking.
There are a couple of pieces of psychology at play here.
Prospects are attracted to providers who display confidence and skill. If you dither in the meetings, what impression are you leaving when it comes to doing the job?
The other is price.
The prospect was a start-up. Sarah worried over price. “Could he afford it?”
My answer? “Not your problem. You provide a great result. If he sees the value and wants it, he’ll pay. So pick a figure which reflects your experience, the result and you’re comfortable with and boldly go in.”
Which is exactly what she did.
BTW, I have 2 articles here on how to charge more for your services. “It’s all in your head” and “What’s your money thermostat?”. I encourage you to read them.
And if you’d like a copy of the sales process we teach our clients, drop me a note and I’ll send it. On me.
And finally, if you’re looking for a highly experienced print and web graphic designer, check Sarah and James out.
Till next time.
