There is a point at the end of every conversation where the person talking has said the last thing they’re going to say, the more socially aware amongst you would recognise this, and wrap the conversation up, unfortunately there are other’s who would gormlessly stare at the person’s face waiting for another word, until they force that poor soul to release a prolonged “sooooooooo…” and shoo them away.
Knowing when to leave a conversation is certainly a skill, and it’s the same with clients. When a job ends, assuming it’s all gone well it needs to be the start of a ‘Client Relationship’, and navigating your way into a conversation that opens them up to your other skills is an essential way to start building this ‘project’ into a ‘client.’
“And I can build sites, and edms, and social media platforms, and…bye then!”
Part of the trick is not to bellow it in their face as they’re closing the door on you; instead you need to show them throughout the process that you’re capable in other areas.
Be open with advice and ideas, without critising too hard what they’re already doing or coming across too salesy. For example, if you’re working on an EDM, suggest an accompanying landing page to drive traffic to, if you’re working on a brochure suggest some alternate print specs, using QR Codes or a new style of illustration. Be active throughout the briefing process and show them you’re not just some dummy who can operate a Mac.
“Hello, what’s that noise in the background? What? You’re having an extension built in the office? Yeah I can do roofing, let me add that to your quote mate”
Nobody likes a ‘Jack of all Trades’ and it weakens your proposition. What you’re good at, make up your Core Services, and don’t be ashamed if this is a small offering – I believe they call this a “Specialist”.
Equally there’s no harm in having some trusted partners that can widen your offering. I have 2 Developers, a Photographer and a Copywriter that I’ve worked with many times and know that I can rely on. This means that I can confidently offer their skills as part of my services and it gives the client confidence in me knowing that I’m part of a larger organisation.
“You know that bloke in the pub that says he’s a Web Designer? Well, guess what, I bought him a pint, gave him a brief and he moved to Afghanistan, without telling me, missed our deadline and, he took my Tottenham pen!”
It is essential that you only promise these extra services to clients when your supporting team can be trusted so make sure you’ve worked with them before wherever possible. Offering someone else as a service then reneging on a promise to a client can do massive damage to a potential relationship, and you’re unlikely to get a second chance.
Web Expert, Social Media Guru, Branding President of Europe and Worldwide CEO of Making Customers Smile
By making your services visible to your clients regularly you’re increasing your chances of developing them into a regular revenue stream. Get your service offering down in 4 to 5 items, make it as succinct and descriptive as possible, keep it realistic and not too overblown, and write it in a language that your customers can understand.
Remember to sell your skills and not the tools that you use, clients don’t always know the difference between Photoshop and Dreamweaver, so listing that you’re an expert in specific packages is not a very strong message. Your skills should be your services, and the answers to your customers problems.
Once you’ve identified a good team of people that can expand your services, and distilled that offering down into a succinct list then you need to promote it. Start by getting it on all of your ‘About’ sections on Social Profiles consistently, not forgetting to build it into your profile information on PPH. Get it on your email footers, use it as a sign off on your PPH Bids, and quotes, and most importantly make sure you know what it is!
So, the 3 steps to extended selling of your services are:
1. Identify what you can confidently and honestly offer
2. Develop this message into a succinct and consistent list
3. Get it in your customers face, regularly.
So what do you offer? How do you get it to your customers and what examples do you have of taking a small brief and developing it into a lasting client relationship?
OK you can stop looking at me now, I’ve finished talking… soooooooo.
Guest Blogger Ben Brown is Creative Director and founder of Citizen Design. He’s worked with Apple, The BBC and Universal Records.
Although ‘nobody likes a ‘Jack of all trades,’ having a broad range of knowledge across a particular industry – especially in communications, and technology, is a distinct asset in situations such as those where clients want to integrate different technologies and media. This is now taken for granted with web and social media – most clients now want a ‘share’, ‘like’ or ‘tweet’ button on their site.
When, for example, you’re working on such complex projects as CRM implementations, such knowledge is vital, as is knowing how to research it.
So yes, promote core services, but by no means leave out those that are complementary or auxilliary.
PS – avoid, in any kind of communication, whether cover letter, use of ‘whilst’ instead of ‘while’ (unless, I’m sure as in this instance, it’s ironic) – the reader will think you’ve been watching too much Hyancith Bucket.
PS – after ‘whether cover letter’ please insert ‘or complaint’
thanks!