Talking to potential clients: 7 simple strategies to crush sales calls
Sales calls might seem as a terrifying mountain that you have to conquer. But once you let go of the idea of the client being in charge and seeing them as someone to impress, sales became simply a conversation.
I'm not cut out for sales. I'm an introverted, anti-social person by nature. So when I decided to do freelance design, sales terrified me.
Do you mean I don't just have to talk to strangers but also persuade them to pay me?
I saw sales as a terrifying mountain that I had to conquer. It turns out that I was mistaken.
After many awkward sales calls, I decided to try talking to a potential client like any other person. We are, after all, all humans.
That was effective.
Once I let go of the idea of the client being in charge and seeing them as someone to impress, sales became simply a conversation. I realized after a while that the sales call had very little to do with me. Heck, I don't even talk that much on good calls.
A sales call's goal is to determine how you can solve someone's problem.
That's all.
The best salespeople aren't the obvious salespeople; they're the problem-solvers who genuinely want to help people if their solution is a good fit.
It’s the best communicator who gets the job. Not the best practitioner.
— Alex Dovhyi (@dovhyi) January 28, 2023
How you interact with your clients significantly impacts how they perceive your business and can leave a lasting impression on them. But perfecting client communication is a skill that, when practiced, can take your business to the next level.
Although there are no recipes for success when it comes to landing freelance clients, a few things can help you maintain a healthy and productive relationship with your clients.
Here are 7 simple strategies to crush sales calls
Do your homework
This is the only link between client sales calls and looking for full-time work.
Most people research the company before applying for a full-time job to see if they want to work there.
They consider things like the company's mission, the number of employees, and whether or not they have money in the bank.
You should research the same information for client sales calls but through a different lens.
You're not researching a potential client to see if you want to work with them (though it may help), but you're doing your homework to prepare for the call.
A potential client will be impressed if you show up and congratulate them on their recent round of funding and inquire about the progress of their new product launch.
It demonstrates that you have a genuine interest in the company and are already familiar with where they stand, which immediately builds trust with a potential client, giving you a leg up.
Take control of the conversation early
There are two approaches to sales calls:
The client takes charge, summarizes the company and what they need, and begins questioning your experience, leaving questions for you at the end.
You take charge by asking the client what problem they're attempting to solve, delving into why that's a problem, pitching how you can solve it, and requesting a proposal outlining a game plan.
Most freelancers follow scenario one.
It's adequate but allows the client to direct how the call proceeds.
When you take control of the call, you can tailor its direction to how you can help the client.
If you spend the first half of the sales call learning about the client's problem, you can spend the second half answering why you are uniquely qualified to solve the specifics of their problem (with the highest specificity).
In contrast, if you share your expertise initially, you won't know what strengths to play to.
To learn more about the client's problem, ask the following questions:
What is the current situation?
Why is this now a priority?
What are your objectives or desired outcomes?
How should this affect your company's performance?
What if you didn't do anything?
How much money do you intend to invest to solve this problem?
Know your unique selling proposition
This is your "sales pitch."
It's what you'll do after you've established a solid understanding of your potential client's problem (the previous point.)
Your unique selling proposition is precisely what qualifies you to solve their problem.
It could be as follows:
You've completed 5 similar projects and have a proven strategy for achieving XYZ results.
You are an expert in the XYZ industry and have worked with players ranging from XYZ to XYZ.
You have a certification in the XYZ industry.
You've worked with XYZ competitors in their industry and understand exactly what customers want.
Even if you're a seasoned pro, developing your personal brand will help you define what makes you a standout freelance designer.
Once you've developed your unique selling proposition, you must craft a pitch.
You don't have to memorize it, but I like writing bullet points that help me speak about what makes me unique.
For example, when I worked with the fintech niche, my pitch looked something like this:
In my three years of working in fintech with companies like XYZ and ABC, I've discovered that most people struggle to trust and feel safe when using fintech apps. I break down complex, daunting concepts to assure people of the safety and security of fintech apps, making decision-making easier.
The rest of the conversation is tailored to how I can solve that client's problem.
Be a listener and ask questions
Nothing irritates a client more than repeating key points you have already raised in a conversation. That is why paying close attention to your client's words is more valuable than you might think.
Listening demonstrates that you care about them, their project, and their business. Listening to them will strengthen your bonds and foster trust. You will receive more work from the same client if you practice this skill.
Do not be afraid to ask questions! Especially those that spark discussion (open-ended questions). Sometimes your client is unfamiliar with all aspects of their problem and is unsure what to tell you.
Asking questions can help you uncover minor details that may be important to deal with in the long run. In addition, asking questions demonstrates to your client that you are knowledgeable about your industry, giving them more confidence in dealing with your service.
This can also assist you in clarifying your evaluations, allowing you to provide a comprehensive solution to the client.
Never mention pricing
There are two reasons why you should avoid mentioning a project's price during the call:
You don't want to be forced to think on the fly.
Your proposal can show, but on a call, all you can do is tell.
With supporting evidence, your proposal will sell your price.
Your proposal is a sales tool, not a project plan, and when done well, it will make your price appear obvious.
Ask to follow up with a proposal
You've taken control of the conversation, thoroughly comprehended the potential client's problem, and articulated precisely how you're the solution.
You bring it home by asking to send them a proposal outlining your approach and strategy.
Ask is the key word here.
You don't want to assume the client is on board and waste time creating a proposal they don't want. Asking also gives them the impression that they are choosing to receive it.
They took control of the decision by choosing. This minor psychological adjustment makes a difference.
Use notes
I have my notes open in a separate window for every video call I'm on. It is not cheating.
Having notes up mostly gives me peace of mind that I don't have to remember everything. I rarely use them, but having them available gives me the confidence boost I need.