NEWBIES: How to get clients without a track record

"I'd be happy to share that with you, but first can I ask you a question?" (Sure) "What about that is important to you? How will it help you make a decision?"

And then, if the prospect was one of those "social proof" guys who needs to know other people have taken the plunge first, I'd either say we're not a fit OR I'd give examples of other companies I know used similar services from other firms--or my outsourcer company if I was subbing the work out.

Knowing WHY they are asking the question helps you a lot with your answer. In the DISC profile, the Ds will hit you with something like this as a credibility test. They do this right away. They may not care whether you have experience or not; they're just testing your toughness. If you're a wallflower and you fold, they know you suck and they won't do business with you. But that has nothing to do with your actual technical competence, does it.

Believe it: many people out there don't care two hoots what their neighbors are doing. I'm one of those guys. I could care a less if this has infiltrated the market or not. In fact, I'd like it better if it hadn't and I was the only one using it. I could care a less what my competition is doing...because I don't really have any. Positioning and better questions take care of these problems. I hate case studies. They aren't relevant to MY business. I don't need to keep up with the Joneses. And there are plenty of prospects out there like me.

"New To Me" isn't scary. I have sold copywriting, article writing, sales training, power generation and control equipment, metal fabrication services, railway track casting repair, and gosh knows what else For The First Time For Me...and never had a problem. If someone NEEDS social proof, and you can't provide any, walk away. And six months later, when they come back to you for help because you're established now, make sure they know your price has doubled or tripled or more since your expertise is so "proven" now.

So much of this is "mind reading" if you don't ask for clarification on why details about your past work is important to them. People are always falling into these traps. The reason they asked the question is not necessarily the reason YOU think they asked it; and so your answer may be the wrong one. This kind of teaching is beyond what I can give away for free on a public forum. I already feel I have given away too much. It reminds me of my math teacher, a Doctor of Mathematics, who said in answer to a question, "You don't know what you're asking! There are so many assumptions you've made in there!"

But most people won't read this, won't remember it, and won't use it. So that's fine. They'll keep on trying to sell with cobbled-together features and benefits and wondering why their prospects don't react positively. You need a consistent sales process to know where you are.

There are always two kinds of people.

Either they believe you can do it, or they don't.

Find out which it is, as soon as possible.

And another hint to apply to this situation:

If they say it, it's true. If you say it, you have to defend it.