Since sales is probably the one business function that many designers would prefer to steer around, or completely ignore, naturally, I thought it might be good to visit it. To keep things tidy, I’m going to break things up into three posts. So, put on your favorite pair of checker slacks and that stunning plaid jacket. We’re goin’ sellin.’

In this series, I won’t be writing about following up on referrals or meeting with prospects who are already sold on your talent and abilities. That’s way too easy. Nope, I’ll be writing about finding a cold contact – someone you don’t know and who’s never heard of you – building a relationship with them and turning it into a sale.

It’s important to recognize that selling services is different than selling a tangible product. With product sales, the prospect can touch it (in most cases, anyway, unless it’s under lock and key) look it over, compares features and benefits, compares competitive prices, etc. With service sales, the “product” is largely intangible during the sales cycle. That’s one reason why the sales cycle (going from first contact to signing on the dotted line) can be six to eight months or, often, longer … a lot longer. To keep yourself afloat, you’ll need to have several irons in the fire at various points in the cycle. Some will close sooner, some later and, to be honest, some not at all.

Typically, there are three phases of the cycle: making contact, building the relationship and, finally, closing the sale. In the immortal words of Glinda, the good witch of the North, “It’s always best to start at the beginning. So, let’s start with making contact”.

Making Contact
There are several articles on BoDo’s sister site, Creative Latitude, that talk about self-promotion and marketing and plenty more on the Web – all the fun ways to get the word out. None the less, it’s always good to have a reminder. Here are some of the typical methods:

• Networking events such as ad clubs, chambers of commerce, trade shows, clubs & organizations.
• Direct Mail such as postcards, sales letters, printed samples, brochures, 3-dimensional pieces
• Cold/warm phone calls
• Speaking engagements such as seminars and/or lectures or talks to business groups
• Press releases
• Writing articles
• Online prospecting
• Working on charitable events and programs
• Award competitions
• Skywriting above your prospect’s place of business (Okay … that’s a wee bit extreme)
• Asking for referrals from business contacts, friends and family

The idea during this phase is to actively be working several tactics to get your name around, known and remembered. You want to meet people, but, not just anybody. Ideally, you want to meet and qualify folks who need what you provide and have the dough to pay for it. It doesn’t make a lot of sense to woo a prospect who really isn’t a prospect. These would be those contacts who are outside of your target niche, folks who want the world for a buck and a quarter, the ones who give you the heebie jeebies, etc. Plus, it’s a good idea it they offer the potential for repeat business.

Find those techniques that fit your style and personality. Shoot for at least three to five activities each day. Maybe you make a few phone calls, attend a chamber breakfast, shoot off an intro letter with a few samples one day. Then, on the next, you give a talk at the local Rotary Club, attend a Board meeting at a nonprofit and crank out some emails to current clients and friends reminding them that you’re always on the lookout for referrals.

If you’re diligent, you’ll meet several new people who just might become clients. But, to do that, you’ll need to build a relationship with them.

Beyond all this … or actually, before, make certain you have a strong value proposition, differentiation factor(s) and confidence that the service you provide is of value. It’s also important to to have integrity and be genuine in your beliefs, behaviors and communications.

Next, you want to make doubly sure the prospect is a decision-maker. Try to not waste your breath and efforts on someone who will end up saying, “Sounds great! But, I’ll need to get with the higher ups. They make the decisions for this kind of stuff.”

That said, it is a good idea to have someone on the prospect side who can be your advocate. Someone who can help sell you on the inside.

Finally, do things to help move the sales cycle along before you even talk to Joe Prospect. That includes the stuff previously mentioned, such as giving talks, joining a club and getting active, volunteering your services to a worthy cause, etc. It also includes emailing white papers or reports and/or making them available on your site, publishing and e-newsletter or authoring a useful, informative blog and such.

Do these things and you’ll make the path to the dotted line a lot easier, help to position yourself as an expert and for Heaven’s sake, lose the checkered slacks and plaid jacket.

Next, we talk a wee bit about building relationships … without online dating services and all that mushy stuff.

Until the next,
Marketing Minute
all the best,
nt