15 replies
It's great when you're writing for clients who sell "stuff in a box" - they get a good response and everyone is delighted.

But what about clients' in retail and services - when you're driving potential customers to them in droves - and the client and/or the staff f*** the whole campaign up?

You might say just avoid these clients - but they start by being good - they seem to "get" copywriting, marketing and selling.

I diplomatically give them an easy to read Info Pack on how to sell, give great customer service and look after their clients.

Some apply it and all is well.

Others with dozens of staff "try" to implement it - but to no avail - they still manage to lose stacks of "qualified and ready to buy" customers.


Has anyone got any other ideas on how to get clients and their staff -to make that extra effort - and look after their potential customers - which will bring them in the revenue they so much need and want?
#frustration #sheer
  • Profile picture of the author Sam King
    [DELETED]
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  • Profile picture of the author Daniel Scott
    Steve,

    Personally, I probably wouldn't care.

    My campaign drives the leads... their job is to close them.

    If they can't close the leads... not my problem (assuming my leads are decent).

    Unless you're on a percentage deal, which can make things difficult... but ther's always an element of risk with deals like that. I think you just have to suck it up and learn from it.

    -Daniel
    Signature

    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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    • Profile picture of the author ARSuarez
      Originally Posted by Daniel Scott View Post

      Steve,

      Personally, I probably wouldn't care.

      My campaign drives the leads... their job is to close them.

      If they can't close the leads... not my problem (assuming my leads are decent).

      Unless you're on a percentage deal, which can make things difficult... but ther's always an element of risk with deals like that. I think you just have to suck it up and learn from it.

      -Daniel
      Dan hits the bulls-eye.

      So the real question is, Steve... are you getting a slice of the pie for them being closed?

      If you're collecting 5% of gross sales for everyone of them that gets closed, using Sam's advice is great. But if they're not giving you a cut... I would tell them you can increase their closing ratio for an addition x% of the gross profits (not net profits; a friend of mine recently expressed to me the folly of this).

      Anyway, something to consider.

      Best,

      Angel
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      • Profile picture of the author sethczerepak
        Originally Posted by ARSuarez View Post

        Dan hits the bulls-eye.

        Angel
        Sure does, you get paid to make dinner...if they decide not to eat that's their problem.
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        • Profile picture of the author ARSuarez
          Originally Posted by sethczerepak View Post

          Sure does, you get paid to make dinner...if they decide not to eat that's their problem.
          I like that.

          "The Copy Chef"

          "I'll cook you up some leads (in a purely non-cannibalistic way)"
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          • I get the point.

            We did the job – got a brilliant response but the client messed up on converting the leads. It really is not our fault.

            The snag is - they are good clients - with an excellent service - and a great potential.

            They were happy with the work – and paid the fee.

            But because they “lost” so many qualified customers they might not want to run another campaign.

            So for me - it would help to teach them how sell the damned thing.
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            • Profile picture of the author Collette
              Look at this as a great opportunity for you to break out of being "just a copywriter" for your client, and becoming a "valued partner in their business".

              There is a lot more value in being a "consultant" than in simply slinging words.

              If you don't yet have the chops to do this, consider it a heads-up to get moving on acquiring the knowledge. Don't just tell them what to do - help them get it done. MAKE yourself indispensible.
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              • Thanks Collette,

                In most cases telling them didn't work.

                You're so right - its time to get actively involved helping and showing them exactly how it's done.
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                • Profile picture of the author OutOfThisWord
                  Except for the youngest of the young...

                  ...most of us grew up in a manufacturing economy.

                  And we mimic what we heard those businesses say...

                  ...it's on back order

                  ...we only have it in one color

                  ...we are closed then

                  ...stand in this line, fill out this form

                  ...and the grand daddy of them all, 'hold please'

                  Today, you can click away... map quest away... and dial away the stupids.

                  Yet, most business owners are so busy in business that they don't see what the customer is experiencing.

                  Before you run that next campaign, do a 'customer touch' audit... and show your client how the ball is dropped, when and where.

                  And tell the client that what they get when they hire you over any other marketer is... you will transform their company starting with teaching them how to become a service business...

                  ...by doing something as simple as never telling a caller 'to hold please' because it says to the caller that someone else is more important than them...

                  ...instead you say, "let me check on that for you" and the caller will gladly hold an eternity with the picture of the client staff scouring the building for their color... or answer to their question.
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    • Daniel & Angel,

      I understand what you're saying.

      The clients are happy with the leads (even if they don't convert as many as they should).

      It's such a shame to see so many going down the tubes when they could easily have been sold - but I can use Sams' tactics and try and get the clients to improve the stats.

      When I'm on a percentage deal - I ask (in fact almost insist) that the clients let me deal with as many of the leads as possible - and choose the best staff to handle the others.

      In the UK percentage deals are not as common as the USA and other countries - but I am persuading more clients to work this way.
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      • Profile picture of the author ARSuarez
        Originally Posted by Steve Copywriter View Post

        Daniel & Angel,

        I understand what you're saying.

        The clients are happy with the leads (even if they don't convert as many as they should).

        It's such a shame to see so many going down the tubes when they could easily have been sold - but I can use Sams' tactics and try and get the clients to improve the stats.

        When I'm on a percentage deal - I ask (in fact almost insist) that the clients let me deal with as many of the leads as possible - and choose the best staff to handle the others.

        In the UK percentage deals are not as common as the USA and other countries - but I am persuading more clients to work this way.
        Steve,

        I think Sam is in the UK, too, if I'm not mistaken.

        Anywho, convincing this client to include a percentage should be simple.

        Ask them how many leads are coming in as a result of your copy.

        "Well, Steve, x many are coming in."

        "OK, Mr. Client. How many of those are you being closed?"

        "About X so that would be x%."

        "And each sale is worth approximately $X. So, if roughly X people are becoming buyers our of X leads, that means you're making about $X for every X# of leads."

        "Yep, sounds about right."

        "So, if we increase those conversions by just X%, you're actually looking at X buyers. And with each purchase being worth, on average, $X... you're looking at a total of $X gross."

        "Yeah, now we just need to close that extra percentage."

        "Well, Client, I have an idea. See, with this strategy... we can convert a higher number of the same leads into customers. And I won't charge you anything up front to help you with this. However, here is my stipulation: for every sale closed from one of my leads using my system, I collect 5% of the gross profit.

        Now, maybe that seems a little high. But for 5%, you'll be closing X more leads and turning them into buyers. No matter how you cut it, there's a lot more money coming your way."

        Simple. The fact you're already getting results with this client makes negotiating a percentage deal a lot easier.

        Best,

        Angel
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  • Profile picture of the author J. Barry Mandel
    Hi Steve,


    Famed business builder Chet Holmes covers this topic well in his The Ultimate Sales MachineThe Ultimate Sales Machine business building bible in chapter 2: Becoming a Brilliant Strategist.

    If you REALLY want to try to make an impact on your clients conversions outcome (after it leaves your hands) I would suggest you BUY THEM THIS BOOK and have them read it thoroughly to really bring it right on home for them.

    With a subtitle like "How to Get Up to Nine Times More Impact from Every Move You Make" you know that this material is dead-on for your purposes.

    It's ALL right there in black and white for them

    Best of Luck,

    Justin


    Originally Posted by Steve Copywriter View Post

    Has anyone got any other ideas on how to get clients and their staff -to make that extra effort - and look after their potential customers - which will bring them in the revenue they so much need and want?
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    • @ Robert - great idea - it'll be so much better than the do - it - yourself Info Pack that I give them - by the way I still enjoy reading your book "Great Headlines Instantly" - I would recommend it to all copywriters - it's a goldmine of headline writing techniques.


      @Justin - many thanks - I'll grab a copy of that book - it'll be very useful.
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