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What works for me...

by Pete Egeler
9 replies
Hey guys,

For what it's worth.

If I get a chance to talk to a prospective client, the single most important question I ask him/her is (most of my contacts have web sites,) "Why do you have a web site?" Then, I sit back and listen, making a few mental notes as well as writing down a few things.

It's surprising how much you can learn by asking that, and how far you can move forward based on the answers your getting.

Before I even meet with them, or even if it's just talking on the phone, I've taken a look at their website, check out keywords that I feel "Should" be associated with what they're trying to do, etc. So, I pretty much know when I get with them what needs to be done, starting with the basics, and moving forward from there.



Pete
#works
  • Profile picture of the author PaulintheSticks
    Pete,

    How about this question: Is your website costing or making you money?
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  • Profile picture of the author Pete Egeler
    That would work, but you're pretty much going to get that question answered on the follow up to your first question. Many times they'll say "to get more customrs" etc., and you can follow up with your question.

    Pete
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    The special sale is over. No longer able to remain acitive. Domain is for sale if interested.
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    • Profile picture of the author adriver38
      Great opening question!!! Since the reason most business owners get a website in the first place is to bring in more customers, and if its not the reason they'll tell you. It really helps to sell your services to them if you already have them in the mindset of online+ website = more customers.

      You could accidentally back yourself into a corner if you ask "Do you feel the website is making or costing you money?" Granted, if its costing them money its probably a terrible website with terrible visibility but nonetheless, it may be hard to convince them you can change all that.
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      • Profile picture of the author PaulintheSticks
        If the prospect has a website because "you have to have a website", it's kind of floating between the asset and liability column. The reason I like the "is it costing you money" question is to shift the prospect's perspective and move the website into the liability column. And smart business people don't like stuff in the liability column.

        Originally Posted by adriver38 View Post

        Granted, if its costing them money its probably a terrible website with terrible visibility but nonetheless, it may be hard to convince them you can change all that.
        If you can't do anything about the client's non-performing website then you probably shouldn't be talking to them about it to begin with. If you can, track record, testimonials and risk reversal are how you convince them.
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    • Profile picture of the author Trivum
      Originally Posted by Pete Egeler View Post

      Many times they'll say "to get more customrs" etc.,

      Pete
      What other things do they typically say?

      Can you characterize the types of business owners you talk to (how big/small/etc.) and their attitudes about their websites (don't know much about it, don't care to know much about it, do/don't try to "sell" with it, have some/no idea about SEO, believe/don't believe in the web as a REAL asset to the business, etc.)?
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  • Profile picture of the author MWGrubb58
    Pete,

    I like your approach!

    Sitting back and listening ...what a concept. Didn't Dale Carnegie say that if you listened to a person talk about their wants, etc., that you could listen for hours.
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  • Profile picture of the author freudianslip27
    One thing that I like to find are situations where I know companies are spending a lot on advertising, and most likely did the same for their website. If I know that the website isn't ranking well, you can pretty much count on them being disappointed in their current performance.

    By getting them to talk about that, I can relate and get to be on their side, talking about how lots of people are in this situation. People are frustrated, and just don't know what to do. That's when you can step in and show them the way.

    Matt
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    WarriorForum Rules!

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  • Profile picture of the author John Callaghan
    A critical first step in the consultative selling process is to get your prospect to unload. They need to describe the problem and everything they have tried to do to solve the problem. In the book Socratic Selling they call this the process of "emptying the bag".

    Once your prospect has unloaded a bit they will be receptive to your solution. If you go into solution pitch mode too early you'll lose every time. Be patient, help them to unload, then pitch your solution.

    Pete's question of "Why do you have a web site?" is a great open ended question that helps the prospect begin the unload process.

    The other question suggested "Is your website costing or making you money?" is a good analytical question that you can ask after your prospect has unloaded a bit. Use it too early and you'll subconsciously tell the prospect that you're about to pitch them something. They'll become defensive because they didn't get a chance to unload.

    Closing a prospect is a lot like the dating/relationship process. Go for the close too quickly and you'll lose most of the time. Or if you happen to win you quickly find out that you've landed the client from hell.

    John
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    "I am the master of my fate: I am the captain of my soul."
    from Invictus by William Ernest Henley

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  • Profile picture of the author MWGrubb58
    I had a professor tell me that a counseling patient had to "Vomit" on the doctor before they could get well. Saying that the client has to unload first is a good way to put it.

    It appears that this allows the prospect to feel more pain and thus gives you an opportunity to help them with greater success.
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