Marketing Ball: Striding Across Home Plate or Scoring a Run with Your New Client
This the final installment in the Marketing Ball series.
We've covered a lot of ground in the last five weeks.
Thus far in our series of Marketing Ball
articles, we've come to understand the importance
of both the locker room for planning our game, and
what it takes to get to first base.
In week two, we learned how to use information, lots
of free content to steal second base. We learned that
in order for a potential client to commit to doing
business with us, we must give to them the information
they need.
Last week, we saw how employing the techniques of
Selfless Selling will overcome the resistance that
our prospects have around closing the sale.
Finally, resting safely on third base, our sites
are set on home plate and scoring a run. Doing so
means that we will have signed a new client.
So, how do we do that?
We simply answer the question....
============================
What's It Gonna Cost Me?
============================
Eee gads!
The dreaded question about our fee rears its
ugly head.
"Quickly. Kill the monster and all its spawn."
Sometimes, we'd rather run away than slay this
particular beast. It's like we have some sort
of internal resistance mechanism that kicks in when
someone asks us about our fees.
The main reason this happens in the beginning stages of
being a freelancer is that we don't believe in the
intrinsic value of our services.
To quote Robert Middleton,
"We become attached to an obstructing thought."
What is the obstructing thought? It's probably different
for each of us. Such as...
...I don't have an expert's background.
...I don't have a degree.
...They'll see right through me.
...I'm a pretender.
=================
Let's Do The Work
=================
Byron Katie (a woman with a very masculine first name) wrote
a book titled, Loving What Is. Katie, as she is known, is the
founder of the "The Work." (www.thework.org)
The Work is a powerful way to confront obstructing thoughts
that get in the way of us being at peace with reality. We
simply ask ourselves four questions about our belief.
Let's "do the work" on the obstructing belief,
"I don't have an Expert's background."
Question 1:
Is it true?
..uh..yes..or else I wouldn't have written it. Duh.
Question 2:
Can you absolutely know it's true? (for all time no matter what?)
..well, uh..no...I could get some training I guess...so, No, it can't
always be true.
Question 3:
What does it feel like when you think that original thought?
..I feel bad...I feel depressed...I develop a headache.
Question 4:
Who would you be without that thought?
..without that thought I wouldn't worry about not having
a certain background in order serve my clients.
Turn the Thought Around:
Instead of "I think I don't have an Expert's background."
Try out, "I think I do have an Expert's background."
or
"I don't need an Expert's background."
How does that feel? Better?
It is true or truer than the original thought?
Approaching limiting thoughts using The Work has turned
both my business and my life around. Try it on your limiting
beliefs; I know you find it useful.
========================
For more on The Work, check out my friend Mona Grayson's site:
www.letsdothework.com
or my article:
Expert Marketing:
The Single-Most Paralyzing Barrier to Becoming an Expert
It's here: http://tinyurl.com/ppl6c
==========================
We're Almost Home
==========================
Closing the sale involves getting agreement
on your fee and your terms.
Once you are clear on the value of your services,
you're in a stronger position to state your fees.
Fees should be based on value, not on time.
Especially for copywriters, quoting a project fee is best.
Even though you have a deadline, you're not penalized for getting
the job done faster.
I recently edited a Master's degree thesis for a client
pursuing an architectural degree from the University of California.
His first language isn't English and it needed a revision.
I quoted him a flat fee. In doing so, he could plan for payment
immediately. Had I charged by the hour, I'd be under pressure to get
it done quickly and he'd have been checking his watchand becoming
more agitated with each passing hour.
Neither of these dynamics contributes to a win-win situation.
====================
It Must be a Win-Win
====================
You simply cannot obtain a new client without the
resulting deal being a win for both parties.
The client must win.
You must win.
How does the client win?
By seeing the value of your services and the solution that
your services provide. They win because you will provide the
solution to their perplexing problem.
How do you win?
By performing your service in manner that solves the
client's problem, that promotes an equitable exchange of
services for monetary remuneration, and in a manner that
goes the extra mile.
You win because, if you perform your services in this manner,
you will create a raving fan - a fan who isn't shy about shouting
about you. With a raving fan in the grandstands,
you can win over and over again.
My client with the architectural thesis is now a raving fan.
Why?
Because I solved a very painful problem that he had no way
of solving for himself. I went the extra mile and included a
side-by-side matrix so that he could see how and why the edits were
made. And he wasn't held to an unfair, open-ended hourly rate.
=============
Final Thoughts
==============
Looking back on this series of articles, it's easy to see how we
can make errors in our attempts to attract new clients.
Most try to step up to the plate and hit a home run.
Bad advice. It's simply not possible to play the game that way.
But if you keep the rules of marketing ball in mind, you'll,
more often than not, have no difficulty attracting new clients.
Remember:
1. The client notices you and invites you to speak with them.
2. You must take your time and establish trust before engaging
in any sales behavior.
3. Provide solid, deep content to your prospect if
you want them to keep talking to you.
4. Employ the techniques of Selfless Selling by asking the
questions that invite introspection and conversation.
5. Finally, when it's time to close the sale, make your proposal
a win-win situation.
By doing all of the above, you'll win the game of
Marketing Ball each time you play.
-------------
Of course there are boatloads of information out there about
closing the sale, putting together a winning proposal, and
specific skills for negotiating with decision makers.
That's a bit beyond this overview. However, if you want
that information, I'd urge you to check out Robert Middleton's Info
Guru Marketing Manual below.
See you next week!
Until then, thanks for reading!
Barry
We've covered a lot of ground in the last five weeks.
Thus far in our series of Marketing Ball
articles, we've come to understand the importance
of both the locker room for planning our game, and
what it takes to get to first base.
In week two, we learned how to use information, lots
of free content to steal second base. We learned that
in order for a potential client to commit to doing
business with us, we must give to them the information
they need.
Last week, we saw how employing the techniques of
Selfless Selling will overcome the resistance that
our prospects have around closing the sale.
Finally, resting safely on third base, our sites
are set on home plate and scoring a run. Doing so
means that we will have signed a new client.
So, how do we do that?
We simply answer the question....
============================
What's It Gonna Cost Me?
============================
Eee gads!
The dreaded question about our fee rears its
ugly head.
"Quickly. Kill the monster and all its spawn."
Sometimes, we'd rather run away than slay this
particular beast. It's like we have some sort
of internal resistance mechanism that kicks in when
someone asks us about our fees.
The main reason this happens in the beginning stages of
being a freelancer is that we don't believe in the
intrinsic value of our services.
To quote Robert Middleton,
"We become attached to an obstructing thought."
What is the obstructing thought? It's probably different
for each of us. Such as...
...I don't have an expert's background.
...I don't have a degree.
...They'll see right through me.
...I'm a pretender.
=================
Let's Do The Work
=================
Byron Katie (a woman with a very masculine first name) wrote
a book titled, Loving What Is. Katie, as she is known, is the
founder of the "The Work." (www.thework.org)
The Work is a powerful way to confront obstructing thoughts
that get in the way of us being at peace with reality. We
simply ask ourselves four questions about our belief.
Let's "do the work" on the obstructing belief,
"I don't have an Expert's background."
Question 1:
Is it true?
..uh..yes..or else I wouldn't have written it. Duh.
Question 2:
Can you absolutely know it's true? (for all time no matter what?)
..well, uh..no...I could get some training I guess...so, No, it can't
always be true.
Question 3:
What does it feel like when you think that original thought?
..I feel bad...I feel depressed...I develop a headache.
Question 4:
Who would you be without that thought?
..without that thought I wouldn't worry about not having
a certain background in order serve my clients.
Turn the Thought Around:
Instead of "I think I don't have an Expert's background."
Try out, "I think I do have an Expert's background."
or
"I don't need an Expert's background."
How does that feel? Better?
It is true or truer than the original thought?
Approaching limiting thoughts using The Work has turned
both my business and my life around. Try it on your limiting
beliefs; I know you find it useful.
========================
For more on The Work, check out my friend Mona Grayson's site:
www.letsdothework.com
or my article:
Expert Marketing:
The Single-Most Paralyzing Barrier to Becoming an Expert
It's here: http://tinyurl.com/ppl6c
==========================
We're Almost Home
==========================
Closing the sale involves getting agreement
on your fee and your terms.
Once you are clear on the value of your services,
you're in a stronger position to state your fees.
Fees should be based on value, not on time.
Especially for copywriters, quoting a project fee is best.
Even though you have a deadline, you're not penalized for getting
the job done faster.
I recently edited a Master's degree thesis for a client
pursuing an architectural degree from the University of California.
His first language isn't English and it needed a revision.
I quoted him a flat fee. In doing so, he could plan for payment
immediately. Had I charged by the hour, I'd be under pressure to get
it done quickly and he'd have been checking his watchand becoming
more agitated with each passing hour.
Neither of these dynamics contributes to a win-win situation.
====================
It Must be a Win-Win
====================
You simply cannot obtain a new client without the
resulting deal being a win for both parties.
The client must win.
You must win.
How does the client win?
By seeing the value of your services and the solution that
your services provide. They win because you will provide the
solution to their perplexing problem.
How do you win?
By performing your service in manner that solves the
client's problem, that promotes an equitable exchange of
services for monetary remuneration, and in a manner that
goes the extra mile.
You win because, if you perform your services in this manner,
you will create a raving fan - a fan who isn't shy about shouting
about you. With a raving fan in the grandstands,
you can win over and over again.
My client with the architectural thesis is now a raving fan.
Why?
Because I solved a very painful problem that he had no way
of solving for himself. I went the extra mile and included a
side-by-side matrix so that he could see how and why the edits were
made. And he wasn't held to an unfair, open-ended hourly rate.
=============
Final Thoughts
==============
Looking back on this series of articles, it's easy to see how we
can make errors in our attempts to attract new clients.
Most try to step up to the plate and hit a home run.
Bad advice. It's simply not possible to play the game that way.
But if you keep the rules of marketing ball in mind, you'll,
more often than not, have no difficulty attracting new clients.
Remember:
1. The client notices you and invites you to speak with them.
2. You must take your time and establish trust before engaging
in any sales behavior.
3. Provide solid, deep content to your prospect if
you want them to keep talking to you.
4. Employ the techniques of Selfless Selling by asking the
questions that invite introspection and conversation.
5. Finally, when it's time to close the sale, make your proposal
a win-win situation.
By doing all of the above, you'll win the game of
Marketing Ball each time you play.
-------------
Of course there are boatloads of information out there about
closing the sale, putting together a winning proposal, and
specific skills for negotiating with decision makers.
That's a bit beyond this overview. However, if you want
that information, I'd urge you to check out Robert Middleton's Info
Guru Marketing Manual below.
See you next week!
Until then, thanks for reading!
Barry
posted by Barry W. Morris at
10:56 AM
