The Confident Copywriter

If you aren’t blessed with natural sales ability, or have no sales training, turning prospects into customers can be a major challenge.

I like what Pete Savage says in The Wealthy Freelancer: 12 Secrets to a Great Income and an Enviable Lifestyle:

“…it does take some effort to get repeat and referral business, but it certainly is a much easier way to grow and sustain your business versus constantly fishing for new clients.”

Amen.

Let’s look at a few solutions:

1. Every person who inquires about your services is not the right client for you. Understand your ideal prospect, so you can focus your efforts there. Lots of small jobs from price-conscious customers may hold you back from going after the customers you really want to attract.

2. Be a giver, not a taker. Share your expertise. Help people succeed. Give as if you’re getting paid to do it. (I’m not suggesting working for free—but giving freely of yourself and your knowledge.) Focus on needs, not cost.

3. Shut up! Take sales and money out of the equation and really listen. Ask questions about the prospect’s business, goals, experiences…be interested. Let the prospect talk. The more you know, the better your chances of matching your services with the prospect’s needs.

4. Be authentic. I’ve learned it’s ok to be me, to run my business my way, to view my competitors’ achievements in a positive light, to tap into my own sense of integrity. People sense when you’re being real. Be yourself, be creative, and serve prospects from the heart.

5. “What’s your budget?” Most prospects claim they don’t know. They’re fishing for pricing, waiting to hear your quote. “Your price is too high” doesn’t mean much. Too high compared to what? Educate yourself about typical fee objections and how to handle them, and you’re one step closer to fearlessly converting that prospect to a customer.

6. Negotiate! Focus on what you can do, not what you can’t. If the client balks at your fees, don’t shut down. Tell the client “these fees are typical in the industry, but let’s talk about how we can get closer to what you have in mind.” Be open, demonstrate understanding of their needs, ask questions, and let the prospect talk…you may be able to compromise and still accept the job.

7. Cast a safety net. Make it easy for prospects to say yes by offering a guarantee. “(Make sure you stand behind it.) I know copywriters have a ‘thing’ about how many revisions to offer. I never talk about revisions. I simply end every contract like this: “Our guarantee is simple: If for any reason you are not satisfied with our work, we will revise it until you are.” I’ve never had a customer take advantage of me.

For help with converting prospects, or other business-building issues, consider 30/30 Coaching.

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