This is normally the Marketing Minute, but today it’s the Sales Second. Okay … several seconds. Marketing is about warming things up for the sales. Sales is about getting them to fork over some money and sign your contract. So, I thought I’d yap a bit about hard core sales.

In the design biz, the sales process can take a while. It’s not unusual to woo a prospect for six to eight months before they sign on the dotted line and hand over some dough. Sometimes longer. Sometimes a lot longer. So, you’ll want to shoot for having several prospects in your sights and at various points along the process.

The thing is, in most cases, before a prospect becomes a client, something needs to change. Odds are, they already have a source for design services. This is a good thing. You don’t want to be the one to train them. If they already have a resource, they also probably value professional design and and are willing to pay reasonable fees for it. The idea here is to make contact and build the relationship. You want to be at top of mind when that something changes – like their current designer screws up big time or the prospect is looking for some fresh thinking.

It all starts with a first contact. Typically, that’s you getting in touch with them, but every once in a while, the prospects starts the dance. During this first contact period, you want to qualify the prospect. That usually means learning if they buy what you sell and have the money to pay for it. Moreover, you want to find out if the chemistry between you is good. There are lots and lots of very talented designers out there who can do the job. Turning a prospect into a client is often a matter of them liking you best. So, be likable, but also be genuine. That’s important. If a client gets the feeling you’re simply kissing up to them, trust begins to erode and trust is awfully important in our kind of work.

Beyond these points, you want to become a valued resource. Email them a link here and there or snail mail a printed article you believe will be helpful to them. Can you put Ms. Prospect in touch with some of your other clients whose products and/or services may be of benefit? This little tactic can many everybody happy. For example, one of my clients is a modeling agency. I also have several clients who are photographers. Yet others hire models. Bingo! Matches made in Heaven. Well, at least matches made on my phone or email.

Don’t get ahead of yourself and don’t count any chickens before they’re hatched, fully grown and laying more eggs. It’s an easy thing to do. Joe Prospect had been qualified as a peachy prospect. You’ve worked hard to build the relationship and demonstrate your value. Then the day finally rolls around and Joe calls asking for a proposal on his juicy project. You’re thinking you’ve got this one in the bag. You don’t. Just because a prospect asks for a proposal or presentation doesn’t mean they’re ready to take the big leap – conversion from prospect to client.

When I was young and stupid, I’d get to this point, do up a proposal, meet with the prospect … and then rest on my hind quarter. “Heck,” I figured, “I always nail the gig. They’ll call.” That was wishful thinking. Sure, I did nail most, but not all of them. I was a wee bit full of myself. Don’t rest on your hind quarter. Whip up a brilliant proposal, dazzle them with a stunning presentation and then close. To “close” simply means to ask for the sale. When do you know when to close? Good question. Some clues are having agreed on terms, they’ve approved a budget and/or schedule, you’ve covered the previous points and now you’re staring at each other and nobody’s saying what to do next.

Closing is what this process has been all about. If they don’t sign at the proposal/presentation meeting, don’t give up. Follow up in a timely manner. Answer all their questions. Follow up some more. If they ask for more information or have questions, answer them promptly and accurately. If you don’t know, tell them you don’t know … but you’ll find out.

At the end of the sales process day, conversion is always the big leap. But, if you’ve correctly qualified them, nurtured the relationship, demonstrated your value and asked for the sale, you’ll be light years ahead of the next designer who hasn’t.

Until the next
Marketing Minute
all the best,
nt

The day finally comes. Mr. Marketing Manager gives you a call and asks you to do a presentation for Da Big Project. You set up a meeting to go over the specs, at which time Mr. Manager clues you in that you’ll be competing against three other groups. You’re still not as “in like Flint” as you may have thought. You’ve still have one big hurdle to jump. You also learn you’ll be presenting to a couple of VPs and the CEO, along with your buddy, Mr. Manager.

After the meeting, you get to work and begin to craft your perfect proposal and plan your presentation. You review the company again, its products, its competitor and audience. You go through the project goals and draft some poignant prose showing how you’re going to meet them with your brilliant work.

Getting prepped
In preparing for your presentation, don’t forget to prepare for questions the audience may ask, even some potential off-the-wall ones. Rehearse your spiel and get your timing down. It’s a good idea to rehearse in front of some kind office mates, friends or relatives who probably won’t start tossing tomatoes. Know your talk inside out and backwards. Avoid using trade jargon. Make sure any visuals are clear. Don’t assume that just because something is crystal clear to you, it will be to your audience, too. That’s where the kind friends or relative come in handy. If they don’t know what you’re talking about, odds are, the real audience won’t, either.

Show Time!
Presentation Day finally rolls around and you shine up your lucky shoes. You meet the pitchees as they arrive and get a bit chummy. Everyone finds their seat and it’s show time. You make your pitch. You’re calm, confident, cool and collected. You clearly show what needs to be done and why yours is the right solution for their project. You ask for the sale. This is one of those assumption things. Lots of folks assume the prospect(s) know you want to close the deal now. Don’t assume anything. Guide your prospect through the next steps. Do all you can to help your prospect say “yes.” Plus, you want them to believe they’ve made the right decision and feel good about it … because they have.

The pitch comes to a close. You’re in good shape from all you learned during the relationship building process. You have an edge over the other groups who were called in cold or didn’t do their homework as well as you. Your presentation was dead on-target. They give you a standing ovation, sign on the dotted line and write you a deposit check on the spot. The planets align and rainbows appear in the sky. You’ve closed the deal – all because you’re the one who took the time to make the best use of the sales cycle.

Until the next,
Marketing Minute
all the best,
nt