I’m not a good marketer. Neither a good sales person. ( my mom warned me not to use businessman and salesman in my words, so I’m writing sales person 😛 ) But when I’m in sales mood my conversion rates in sales go real higher. So here is a little secrete that can improve your sales much higher, as high as 20-35%. Especially effective for people who also understand what their service or product really is.
When meeting a customer don’t talk project or price from the start. Listen to your customers explaining why they want the product in the first place. In web design business, I used to ask, “What do you think a website can do for you?” or like, “Why do you want a website for your business?” You know it’s different than I’m telling what we do and how we are different.
Then listen. Listen till they drain up all their motivations and influencers who told them to make a website in the first place. This is really wonderful. You get to know who they really are. What’s the situation of their business. How their friends make them to think about designing a website can solve their issues. I heard like “My offline business is doing good. But you know I’m missing ways to scale up my market reach and sales. My XYZ friend who came for a dinner last month told me by creating a website I can get lots of inquiries from people who are searching for services like me. Also my YYN I HATE THAT GUY competitor is growing by creating a website.”
Then see when influencers are these, you can’t talk a lot about branding and colors. You should be better talking about if this piece of design can solve their issue. You also need to tell, what else may be required to scale this up too, like may be SEO etc. if you want.
Then I agree to what he said, “Yes! We could improve the sales of XXR OF OUR SWEET CLIENT to some X% by creating a better website.” And they inquire more and I try to confine the discussion to few more lines.
Then I ask, “How does your company want to represent it to your client? What’s the way you do market? And what your customers ask you often when doing sales?” or “I heard about XX company in your space. How is your solution or customer segment is different than them?” See here you are gathering ways you can make them successful online too. For new businesses it may be difficult to get a real picture.
Then listen to them carefully. See I don’t talk the design, look and feel of the website. I talk about their vision of their own company. Listen to phrases like “We want to be caring”, “We are actually good at XX, which can solve XX in the whole process”, “We make products with lot of care and heart”, “As we grow we want to be different than other companies and make our customers save more”, “We hate this, the other company is doing”. If you are listening to stuffs like our customers love it, then it’s time making customers the center piece.
Understand, for every company owner, his company is really good and he wants his company should look good as their sales man. And frankly they don’t know what color is best for them or what style, they just saw it somewhere or think of that would be best. It’s your job to recommend them a color. But understand their brand color and why these colors are or should be there. If indeed.
And when it comes to telling about price, just tell what your best upper price is. Never hesitate to tell. Or else they’ll feel you are cheating them. If they are that comfortable, which often they become, when they reach to this point. They would tell either “OK! that sounds good when should I pay?” or they would tell, “look I don’t have this amount of money?” or “The others say XX REAL LOW PRICE, your price is really high”.
If you get the first one then congratulations. You owe me a treat
If you got the last two, this is the time to tell why you are different. They just experienced a bit of it. It’ll help them compare the money they are paying vs the benefit they’ll get for it. If possible you can give them a ROI demo. And then tell how taking low money like others force you not to do good work. Explain them your expenses including salaries etc. if you can. People don’t want to hurt you. They would be OK and love to help you and also themselves.
If they stick to the price stuff, you should understand they are not yet well convinced. Often I say thank you at this stage, because I knew my time is much worthier. And I say “loved talking to you, You can look for X, Y and Z good designer out there who work at low price. They may help you? Wishes for your business, it’s just that my expenses are little higher and I can’t help reduce it :)” Don’t make them feel guilty. Sometimes they bring you more clients or comeback when they have money.
But if you feel the customer worth it, then you can ask, “What should be the price, you think?” And tell “See I can provide you this much in that price and you’ll be loosing XXX”. Look customers love getting value more than the discounts, though discounts can quicken the process. Read my upcoming book “3 Ways to Price: Part-I” releasing coming Sunday, before giving a discount.
Understand sometimes customers really don’t have money to pay you. That’s OK. If you can’t help with price, just refer them to others. I usually tell “Ask me any other help when you need like advise on designs if I’ll have time, I’d love you help you grow.” Sometimes I sit with the customer to figure out where they should start with the little money and then as some money flows in how to improve bit by bit.
But if you need to get to the conclusion. You need to understand why something is important for them and why they put money into it. Customers often don’t tell you what they exactly need from a service and you can’t guess either. Better ask them to explain, why it’s important. You’ll figure things out much better.