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Sell your Services - Step by Step
3. Organize Your Thoughts
You should keep all the information you've gathered in a database, Rolodex, or on index cards. I recommend writing down the information on large index cards. When I find a prospective client, I take their card with me and write down personal information on the back of it. This way, the next time I visit the client, I can ask him how his sick aunt is feeling -- showing that I care about him as a person, not just a paycheck.
Next, before you contact your new-found lead, you'll need to get your thoughts together. Answer the following questions:
- How can a new or redesigned site increase the owner's profits?
- How much money will you need to charge?
- Are there similar sites on the net that you can show as examples to the client? Try to show the owner how company XYZ profited from similar steps.
- What design and graphic choices will you choose?
- Are there add-ons that aren't necessary, but effective?
- (If you're aiming for a redesign) What changes would need to be made to better the site?
4. Write a Script
There aren't many people that enjoy cold calling, so I assume that you might be a little worried about this. Believe me, I hate cold calling as much as you! But, with the use of a script, and a lot of practice, cold calling will seem much less intimidating.
You should have all the information about the client laid out in front of you. Take a look at it, and make sure you can remember it clearly. From this information you should be able to create a script to use when you call the business owner. Take a look at the following example:
Designer: Hello, Can I please speak with owner's name?Owner: That's me. How can I help you?
D: Is this an okay time for you to speak?
O: Sure, I have nothing going on right now. Who is this?
Note: if the owner says that they're too busy to talk, ask when would be convenient for you to call back.
D: Hello, my name is your name from your company's name.
O: How can I help you today?
D: Well first of all, thank you for being so kind to speak with me. I'm familiar with your company and I have heard many good things about it, for instance share an example. Anyway, I tried to visit your Website and I couldn't find one. Do you have a Website running?
O: No, we don't need one. I can't really see how it would do us any good, seeing as we're only a local company. If someone wants something from us they just walk on over.
D: Well, Mr. (or Mrs.) owner's name, I spent some time thinking about your business before I called and I came up with a few ideas that could improve your profitability. For example, a similar site to yours, name a domain, started a Website how long ago and developed your idea into their site. Within how much time, they increased their profits by how much.
O: I don't know, it sounds expensive to me.
D: I'm the most reasonably priced Web designer around. I can give you a free consultation in which we can discuss the idea, I'll bring you a mockup design of what I visualize for your site, and we can talk it over. You won't have any commitment to continue, I just want to show you that you can have a profitable online presence.
I've already done some thinking about your business. I'd appreciate the opportunity to share my ideas with you. I wonder if I could arrange to meet with you? Is 10 o'clock Monday morning a good time?
O: 11 o'clock is better.
D: Great. I'm excited to meet you.
O: I'm looking forward to hearing your ideas.
D: Thanks. I'll see you on Monday at 11:00.
Adapt this script to your business, ideas, and the client you're trying to approach. And be sure to read it aloud a few times before you call, so that it sounds natural.
5. Make the Call
When you're cold calling, try to create a positive, but assertive tone, and try not to sound like a telemarketer. The difference between you and a telemarketer is that you've educated yourself about the prospective client, and you work for yourself, not a giant corporation -- you have a more personal touch.
Be prepared for a negative response and rude replies. Not every call will go according to the script. Try to figure out ahead of time what kind of objections you might receive, and always respond with a polite, professional response, and of course, never curse or say rude things in reply to a potential customer.
Remember: negative responses aren't always a bad sign. If the potential client says " I don't need a Web designer now, I need brochures not banners," then if your expertise includes print design, go in for the kill and get the gig! Maybe you'll need to educate the potential client on the value of a Website in promoting his or her business before they'll buy. If you think ahead, and plan your responses to these hiccups, you'll do great.