What's your sales process for copy clients?

[Kevin-VirtualProfitCenter]

I am curious what you guys do to "close" copy clients.

My process works something like this...

I get a call or an email from a "potential" client who has gotten my info from a current client...

I set an appointment to feel them out and find out what it is they do, what their goals are and if they are someone I feel I can help...

I also get an idea of their budget...(learned that one the hard way...)

Then I do some research on their sites/products/prospects and put together a written proposal...

Then I do a follow-up call and go through the proposal with them, getting a commitment and payment.

Overall I'm not happy with the process. Is it too much? Is there a better way to get high dollar clients and give them a fair shake? What do you do?

[travlinguy]

Here’s my process for evaluating a potential customer:

Determine exactly what they want. This seems simple but is the most difficult part of the dance. Most of your customers have no clue what they’re even trying to accomplish, let alone making it plain to you.

Once I determine what it is they want, (this often doesn’t happen at all. As I’ve already stated, most of your clients won’t know what they need or want), I make suggestions as to how to accomplish their goals. I explain my services and how they will benefit the client.

Once I know what they want I make an outline or proposal explaining what I can do for them. With this communication I also state my price and my delivery time (I’ve never missed a deadline).

Many potential clients pass on my offer opting for a less expensive writer. So it goes, you get what you pay for. I get about a third of them back when they want me to fix something the bargain basement writer did or didn't do or re-create the whole assignment… More often than not, hat’s how it goes…

This might not apply to you as I’ve been writing for many years and have not the need or desire to take low paying assignments…

[Scott Murdaugh]

I started off via email and services like AIM... I still use Skype, but I usually use the phone.

I start the conversation by talking about the client... Where they are now, where they want to be.

If I think I can help (I turn down A LOT of clients) I show them what I've accomplished in the past, and I tell them exactly what I think I can do for their business.

By the end of the call, and before the issue of price even comes up, I've usually got a strong rapport built with the client.

I have my best clients on speed dial (and vice-versa)

Just remember, people do business with people they like. It's hard to tell who someone REALLY is via email, a forum, chatting, whatever. If you can't meet in person, the phone (or voice on Skype) is the next best thing.

I have so much experience dealing with clients that I should write a book on it... Maybe I will

Thanks,

-Scott

[ksmike]

I agree Scott, I have turned down plenty of clients. The reason being it wasn't a match for my experience or I didn't believe in the product. The point is if you don't like the subject or the product you'll never do it justice (if it deserves it).

Of course, this makes for one hell of a lonely copywriter. The best thing to do is advertise your copy expertise so you gain the status in a certain subject. Kind of like Carlton did with golf and bodybuilding... two of his biggest subjects.

[Raydal]

For me I get a query by email and I ask them to fill out
the questionnaire and then send them a quote/agreement
after reviewing their needs.

I tend to work better with people who I attract rather than
those I sell. In other words, most of my clients found me
by reading my articles, through a mutual friend and are
sold on my services BEFORE they contact me.

Even here on the WF, I NEVER got a client by responding
by PM or publicly to one of those "Looking for a copywriter"
posts. I tend to work better therefore by attraction than
by pursuing clients.

(My warrior clients contacted me outside the forum)

In fact, if a client expressed doubt about using my services
I immediately tell him/her to use someone else. It works
out better in the long run.

As you can see, I may NOT be your best model.

-Ray Edwards

[Chris Ramsey]

Here's a basic overview of how I run them through my "sales funnel".

• They find my sales letter via PPC
• They fill out the form on my site
• An email gets sent to me with their project info
• I respond with a few questions to help me learn about their product or service
• After a couple emails back and forth I name my price
• They pay me

I don't really have a 'sales process' so much as coming to them as a helper. I help sell things, I don't market.

If you can get across that fact, then you don't need to 'sell' yourself.

[Kevin-VirtualProfitCenter]

Originally Posted by Chris Ramsey

I don't really have a 'sales process' so much as coming to them as a helper. I help sell things, I don't market.

If you can get across that fact, then you don't need to 'sell' yourself.

Thanks Chris. I've always gone by the philosophy "if you don't have to close them you aren't charging enough." But I get your drift.

[Chris Ramsey]

Originally Posted by Kevin-VirtualProfitCenter

Thanks Chris. I've always gone by the philosophy "if you don't have to close them you aren't charging enough." But I get your drift.

I get the idea behind that, but most of my clients are already sold on using me from my sales letter. All they need is a little personal touch.

I charge in the low to mid 4 digits, which is plenty to keep me fat and happy right now. When I decide to charge in the upper 4 digits, I might have to change my tactics.

[dtendrich]

This is my "cold calling" technique (aka cold e-mailing)... It's a little off-subject but it has to do with my sales process (I use this when things get dry).

1. Write someone who has bad copy on their website, and give them FREE tips
2. Gently tell them that you can fix their site
3. Tell them that even if they don't take you up on your offer for your services, that you hope they benefit from the tips (very important, so you don't look desperate and you appear to be genuinely interested in helping them out)
4. Tell them to write you back for more information if they're interested in learning more about bettering their site

Now, I also use this as my sales process. When someone calls me, I quickly review their site, their ad, their etc., and quickly point out some of its flaws, and how they effect conversions. I then tell them that I can correct those flaws, and produce a better site/ad/etc. If they're interested, then I set up a time with them to discuss in more detail (getting someone to commit to a time is 50% of getting their sale - they get used to taking action with you I find)

[Kyle Tully]

Originally Posted by Kevin-VirtualProfitCenter

I am curious what you guys do to "close" copy clients.

My process works something like this...

I get a call or an email from a "potential" client who has gotten my info from a current client...

I set an appointment to feel them out and find out what it is they do, what their goals are and if they are someone I feel I can help...

I also get an idea of their budget...(learned that one the hard way...)

Then I do some research on their sites/products/prospects and put together a written proposal...

Then I do a follow-up call and go through the proposal with them, getting a commitment and payment.

Overall I'm not happy with the process. Is it too much? Is there a better way to get high dollar clients and give them a fair shake? What do you do?

Hey Kevin

Yup it's too much.

I did something similar when I first started freelancing and it kills you -- too much time invested in people who haven't committed to you.

I remember one week I spent literally 4 straight days researching and preparing proposals only to have each prospect walk away for different reasons. Never again.

If you're dealing with referrals like you say, then you should be able to close them on that first phone call. Even cold prospects can usually be closed in one go.

You need to get a verbal commitment from them -- and preferably a check -- before you prepare a proposal.

Because proposals don't sell, YOU sell. If you haven't sold them on the phone, and gotten their commitment to move forward, then preparing a proposal is generally a waste of time.

Cheers
Kyle

[Kevin-VirtualProfitCenter]

Originally Posted by Kyle Tully

Hey Kevin

Yup it's too much.

I did something similar when I first started freelancing and it kills you -- too much time invested in people who haven't committed to you.

That's the smartest and most concise advice I've received in a long time.

[MikeHumphreys]

I don't close copy clients. They've already paid me to write their copy.

Until a prospect pays their project deposit, they are just a prospect. Doesn't matter who it is or the size of the project.

That means very limited access to my time, usually just email. If they do get me on the phone it's because an existing client gave them my office phone number which makes them a much more qualified prospect. Frequently, my happy client has already sold them on the idea of working on me.

Once a prospect has made the wise decision to hire me, then I'm happy to talk by phone, online chat, etc.

Once they've hired me, I'm more than happy to overdeliver on customer service and the quality of the work I deliver.

But until their deposit is officially in my bank account... well, they're just a prospect. That might sound cold but I have learned to protect my work time like a hungry dog protects a bone.

BTW... If I were supreme dictator of the world, I'd require every copywriter, consultant, and freelancer to read Dan Kennedy's No B.S. Time Management book. I share a few golden nuggets I've learned from Dan's book and put into action in this article on my blog:

5 Ways To Avoid Overbooking Your Schedule | MichaelHumphreys.com

Hope that helps,

Mike

[TracyNeedham]

Just this week I had someone contact me that wanted to "talk about my services." I decided to try an approach my web designer friend uses and told him we could do a free 20-min consult by phone or he could sign up for a marketing strategy session to talk longer. I was pleasantly surprised he decided to do the latter.

And of course, a lot of what we discuss in that session is going to help me qualify him as a copy client as well.

Tracy

[Kenneth L]

Originally Posted by Kyle Tully

Hey Kevin

Yup it's too much.

I did something similar when I first started freelancing and it kills you -- too much time invested in people who haven't committed to you.

I remember one week I spent literally 4 straight days researching and preparing proposals only to have each prospect walk away for different reasons. Never again.

If you're dealing with referrals like you say, then you should be able to close them on that first phone call. Even cold prospects can usually be closed in one go.

You need to get a verbal commitment from them -- and preferably a check -- before you prepare a proposal.

Because proposals don't sell, YOU sell. If you haven't sold them on the phone, and gotten their commitment to move forward, then preparing a proposal is generally a waste of time.

Cheers
Kyle

Fantastic advice Kyle.

I'm remember spending a whole day on Skype chatting for ages with prospects and not getting a single bite.

That was the day I decided to change my strategy.

The positioning of your service and who you choose to target make all the difference.