Sales is a four-letter word.
Wait a minute, it’s five letters. And it’s that innocent “s” at the end that changes everything. “Sale” is good. “Sales” is bad. At least it is in many a freelancer’s mind. It conjures up images of plaid-clad, cigar-smoking wheeler-dealers who try to badger you into buying something you neither want nor need.
Although some freelancers choose to avoid it altogether (and also wonder why their anxiety level cranks up when rent time rolls around), most see sales as a necessary evil. It is necessary, but it need not be evil. Whether you realize it or not, you’ve been selling in one way, shape, or form since you were but a mere child. Do you remember giving your folks your best pitch for the toy you absolutely must have for your birthday? Yup, that was a sell job.
The big problem for many is going about the process in the wrong way. Yes, sales is (or should be) a process. Here are a few of the common mistakes, in no particular order:
- Trying to close the deal during the first phone call
- Not doing the homework
- Talking more than listening
- Not identifying the real decision-maker
- Focusing on features instead of benefits
- Not qualifying prospects
There are plenty more, but these are pretty common. Let’s take a look at how to avoid them.
Don’t try to close the deal during the first phone call
The notion of cold calling business prospects to get clients sends shivers down most freelancers’ spines. A lot of that is due to thinking they must sell their services right there and then. That pressure inevitably results in rambling, talking too fast, stumbling over their words and such.
Relax. A cold call isn’t about selling your services. It’s about setting the first meeting and asking some qualifying questions. It might go something like this (less the prospect’s answers in between):
Hi Ms. Deeppockets, this is Neil with Really Good Web Stuff, Inc. I was researching your company and noticed that several of your competitors are now very active with social media. I have some ideas that may help your company’s visibility on both the web and social networks. Are you the right person to talk to about that? Do you have time for a quick meeting on Tuesday? It won’t be more than, say, 20 minutes. Or, would Thursday work better for you?
That’s a lot easier than trying to describe and sell the wonderful experience of working with you over the phone. Save that pitch for the meeting.
Do your homework
Background research is imperative if your sales efforts are going to be a success. You’ll want to learn all about your prospect’s business, but also their industry, customers, and competition.
In days gone by, researching a prospect took a good deal of time. These days, the web has made it a snap. Well, almost a snap. Here are a few thoughts for your detective work:
- Scour the prospect’s site
- Read their press releases
- Contact them and request brochures, annual reports, and other materials
- Check industry associations’ sites
- Read their trade press (on and offline)
- Request trade publications’ media kits (there’s lots of useful info in those)
- Peruse competitor sites
The idea here is to learn as much about the company and its business environment as you can. This detailed research not only helps you match your products or services to the prospect’s needs and challenges, but it also demonstrates to the prospect that you’ve taken a serious interest in them and they’re more than simply a one-off sale.
Listen more than you talk
When you’re making first contact with a prospect, whether in person or by phone, it’s easy to get nervous and a bit flustered. A normal reaction is to ramble on and on, not letting the prospect get a word in edgewise. Plus, it’s awfully tough to take detailed notes when you’re babbling a mile per minute.
The best sales people listen much more than they talk. They ask probing, open-ended questions and then listen intently to the answers. Open-ended questions are the ones that can’t be answered with a quick comeback such as “yes” or “no.”
Ensure that you stay on track and don’t talk too much by making a list of questions well in advance of your meeting or call. As you do your research, questions will arise about common problems and challenges within the industry. Consider asking questions such as, “What would happen if X doesn’t materialize?” or “While I was researching your industry, I noticed there’s been a marked increase of ABC. What do you attribute that to and how has it affected your company?”
Identify the real decision-maker
It can be somewhat depressing, if not down right annoying, when, after a lengthy courtship, you ask your prospect to sign on the dotted line only to have them tell you that they need to have their boss look things over. You spent a boatload of time and resources building a relationship with the wrong person! Now there’s a good chance you’ll need to start from scratch with the prospect’s boss, CEO, or other decision-maker.
Fortunately, there’s an easy fix that’s so often overlooked at the beginning of the process. Ask your contact, “Who, beside yourself, will be responsible for making the final decision?” This simple question does two very important things. First, it identifies the true decision-maker(s). Second, it’s not uncommon for some folks to try to appear as though they have more authority than they really do. This tactic let’s them gracefully save face.
Focus on benefits instead of features
Features are the characteristics that make up a product or service. For example, features for a service business might be a unique process, specific industry experience or knowledge, and unique skill sets. A product’s features could be the materials that it’s made from, its ease of use, color options, and so on.
Benefits are what those features do for your client and they are usually emotionally based. When you strip away all the layers, they tend to center around things like increasing security, avoiding pain, elevating status, increasing comfort, and so on. It’s key to understand that, although your client might be a company, you’re dealing with a person.
The goal of a project may be to get more sales, increase efficiency, or build awareness. But underlying those goals is your contact’s desire to look good to their boss, feel secure in the decisions they make, and have a stellar outcome so they get a bonus. So during the sales process, ensure that you clearly communicate what benefits your services bring to both the client company and to your contact, personally.
Qualify prospects
During my marketing presentations I ask the audience, “Who needs what you’re selling? Who is your market?” Inevitably, several will say, “Everybody!” Sorry, wrong answer. It’s a common mistake that many make, especially those just starting out. Trying to be all things to all people often makes one nothing to everybody. There’s no differentiation. That’s why having a niche or two is so important. But even within your niche, you’ll want to weed out those prospects who aren’t a good fit for you.
The qualifying process filters out those who don’t meet your specific criteria. Those criteria will be different for various businesses, but here are a few core points to consider:
- Do I have the necessary experience, knowledge, and resources to pull off this gig? Or, will I need to invest time and money to get up to speed?
- Have they worked with a service provider like me before or will I need to educate them (and can I bill for that education)?
- Is this a one-time project or does the prospect have continuing needs that I can fill?
- Does the project have a realistic schedule?
- Does the prospect have a realistic budget?
- Do things feel right? Your gut feelings are usually correct. If they give you the heebie jeebies, it’s probably time to walk away.
Closing thoughts
At the end of the day, sales and marketing don’t need to be frightening tasks or things you dread. It’s simply a conversation. Plus, if you truly believe in the value you bring to the table, you’ll understand that you’re doing the prospect a favor by making them aware of why they need you.