Winning clients seems like it should happen on its own. You are a strong firm; you are good at what you do. But for some reason, no one is biting.
How do you stop losing proposals and start increasing your client base?
Related Post: Marketing Dilemmas: Why Do My Clients Prefer My Competition over Me?
Use these 8 simple steps and start securing more clients:
1. Focus on Value
Treat clients as partners to ensure a constructive relationship.
Dollar signs should not be at the forefront of the first interaction involving a client.
Instead, focus on what your client can use to improve their existing strategy from the services you provide. Explain where they might be falling short and how your company has the experience and strategies to turn this around.
Learn what the client’s goals are and emphasize the importance of meeting and exceeding goals while providing feedback on how your company can assist. As a team, you and your client can develop a fresh, customized marketing strategy.
Make a lasting first impression.
2. Understand Clients’ Needs and Future
What is your client trying to achieve? What are their short and long term goals?
Ask relevant questions to uncover needs. It is important to understand the client’s vision for where they would like to take their business and exactly what success looks like to them.
Do not overwhelm them with a lengthy generalized sales pitch.
3. Build a Relationship
Taking time to understand exactly where your customer is positioned will not only show you value their time but it will also build a foundation for the relationship and future interactions with each other.
All the information you gather from a client should be noted and compiled to create the best customer service possible. Personalize each interaction.
When the customer feels valued and understood a great relationship is inevitable even if the client is not currently in the market for the services you offer. They will remember your consideration if/when a need arises.
4. Correctly Present Pricing
Be confident. Demonstrate expertise.
Start with the simplest proposal and add on the extras that cost more as possible upgrades to the marketing package.
Suggest what the company might lose or miss out on by not opting for more. Explain how it is important to take action now to avoid any further loss or missed opportunities.
Present a package that is the right fit for that particular client. Also explain what a lesser version would look like, but emphasize how stripping it down will affect the timeliness of goals and objectives.
5. Have a Process
As a professional, you must be consistent like a well-oiled machine.
It is a good practice to have a standard proposal outline. This preparation allows all of the necessary questions to be asked no matter which member of the team is conducting the consultation. A defined selling process is an essential step to expert level.
Conversation cues trigger more in-depth questions based on the particular client.
Not every meeting will go the same way, as they should not, but having the basic questions on paper allows time for more creative, customized thinking.
6. Set Clear Expectations
So the client has requested a proposal, now what?
The proposal should be a conclusion of everything that has been spoken of previously. Putting into writing the what, when, how and why is the main purpose of the proposal. All of the goals and expectations should be clearly stated and easy to understand.
No new information should be presented here. You have already “sold” to the client if a proposal is being requested. There should be a high level of confidence that the contract will be signed shortly.
7. Persistence is Key
Do not just sent the proposal and wait.
Be proactive and persistent with each and every interested client.
Keep in contact with the client without making them feel pressured to sign. A follow up call or email can show attentiveness. Keep track of when and what is said to the client to ensure personalization to each conversation.
Knowing your typical sales cycle will help to estimate time it takes to completely close a deal. Expectations could be set off of that information and provide an average timeline.
Don’t let all the effort fizzle out here. The signed deal is so close!
8. Be a Credible Professional
Presentation is crucial.
This is the first professional contract you give a client and it should look so. A first impression can make or break a deal. Clients do not want to see misspellings or grammatical errors.
Such mistakes can severely diminish credibility and make a client think twice about signing into a contract with you.
Present yourself and your business professionally while still being able to individualize each client.
With these 8 steps under your belt, you will be able to increase your success rate and stop watching prospective leads walk out the door.
