How to Close the Deal
So the meeting with your prospective client is today – and you’re loaded for bear.
You began this process weeks ago – by identifying your target niche and the most promising potential clients in that niche. When you contacted the business owner or marketing exec, you got a positive response. They want to talk to you about a project.
You qualified the client by showing him or her your samples and freelance rates and you created scarcity by also mentioning that you have an opening in your schedule – or would be willing to create one especially for this client – say, 45 to 60 days from now.
Before scheduling the meeting, you created an expectation – almost an obligation, really – that it will result in the client reserving your time. And the client affirmed that he is interested; even eager to move forward.
So you asked for the materials I listed in post #82 after last week’s issue and you also did additional research at the library and online. You scoured everything the client sent you and the rest of your research. And if you’re really smart, you placed an order and have spotted opportunities to make him money in his order processing and/or product delivery approach.
You now know more about his business and his competitors than any copywriter he’s ever met. You’ve formulated a list of questions to ask and another list of ideas you may suggest at today’s meeting.
Most importantly, you have your own head screwed on straight. Your vision of the outcome of this meeting is clear: You want it to be the first giant step towards a long-term partnership that will bring you multiple income streams from this client as his highly valued marketing partner.
And something else is different as well. In the past, you were always nervous before these kinds of meetings. But today, you are strangely calm and confident. Why? Because you are uber prepared. You laid the right groundwork. You’ve done your homework. You’re ready.
Now it’s time to put on a clean pair of undies, button up your suit and start your adventure.
So once again, let’s crawl inside your prospective client’s brain. What is he or she thinking and feeling in anticipation of this meeting?
Well, for starters, your prospective client still has all the same expectations, hopes and doubts I listed in last week’s post. And there’s more …
Sure – he’s still expecting he’ll be interviewing “just a freelancer” – but the fact that you asked for all that information before your first meeting also has him thinking …
- “This freelancer is different. This writer is motivated and already planning a successful assault for me – before I paid him a penny and before he even got the job.”
- “This freelancer is smart. Smart enough to know that fully understanding me, my company, my product and my market is essential to creating a successful promotion.”
- “This freelancer is committed. He or she is serious – not just about getting the job, but about creating the biggest winner possible for me.”
- “This freelancer is hard to get. He or she is in demand and if I want him or her to help promote my products, I’m going to have to reserve time at this meeting.”
The Meeting
You’re going to be thinking one level above and one step ahead of your prospective client today.
See, most people tend to think on the same level as the people they’re talking to. Today, you’re going to watch the entire exchange from a higher level.
Throughout this meeting, you’re going to constantly ask yourself, “What is my prospective client’s state of mind right now?” And “How is he perceiving me right now?” And “Why is he asking me THIS question?” And “Why is he telling me what he’s telling me?” And “What is he saying that could suggest a major theme or even a headline for the promotion I’m about to be hired to write?”
In short, you’re going to have your feelers out every step of the way. You’re going to focus – intensely – on your prospect’s every gesture, every facial expression and every word to pick up clues to his fears, frustrations and desires. And of course, to divine his unspoken objections and to blow them away before he raises them.
You are going to …
- Be cordial; but not overly (desperately) friendly …
- Be enthusiastic and impressed with the company, its product(s) and its future prospects …
- Be endlessly fascinated with every morsel of information offered you about the business …
- Spend 90% of your time listening – and 90% of the remaining 10% asking questions …
- Be seen to be thinking and taking copious notes …
- Offer your ideas and suggestions carefully.
And by carefully, I mean, you will NOT assume that you are the first person ever to have ever thought of or suggested your idea. And you will not present it as if it was the greatest idea ever.
Instead, you’ll ask, “Have you ever tried …” or “Have you tested …” or, “If it was up to me, I’d probably test this …” or best of all (demonstrating your knowledge of the company’s niche), “XYZ company does it this way – have you tried that?”
You’ll begin with questions NOT related to the project at hand. You’ll demonstrate the depth of your marketing knowledge by asking about his competitors … his business model … his greatest challenges now … what his company does better than his competitors … what lifts his company and his products head and shoulders above them.
You’ll ask about the appeals and offers his customers and prospects have typically responded to best – and worst. If you’re being hired to create a new customer promo, you’ll ask about what happens to new customers in their first 60 days on-file. And if you’re being hired to create a promotion for existing customers, you’ll ask about the campaigns that turned them from prospects into customers in the first place.
Since a smart client can smell baloney a mile away, you will not B.S. your way through any part of this meeting. If you’re asked a question and don’t have a ready answer, say so. “If it’s OK with you, I’d like to think about that before I answer.” Or “I don’t know for sure, but I’ll check and get back to you.”
Down to Brass Tacks
So at this point, you’ve shown yourself to be mature, skilled, wise and positive. You’ve also demonstrated your understanding of direct marketing principles in general and your prospective client’s business in particular. You’ve demonstrated that you could be a valuable asset on many levels.
Now, it’s time to focus on the work at hand. And once again, to lead your prospective client through the conversation by asking more questions.
Rather than making flat statements of your ideas about the theme, headline, length, format or offer of the promotion you’re about to write, say things like, “I’m thinking that your prospects are most likely to be feeling ‘X’ right now and would be likely to respond well to ‘Y’. What do you think?”
And again, record every word that falls from your prospective client’s mouth as if it was pure gold.
Once you have a clear picture of what the client needs and feel that the two of you are on the same page, it’s time to get down to brass tacks. And more often than not, he will be the first to ask, “How soon could you go to work on this?” Otherwise, YOU ask the question: “How soon do you need my final copy?”
Once again – it’s good to be available, but not TOO available. You had a writing slot open up and can start next week or in two weeks’ time. But that’s OK – you can use that time well. Because you have a whole new list of things you need in order to get going. Begin by asking for the things you asked for earlier but never received. Then ask for any additional materials that are suggested by the conversations you just had.
If you’ve done your job well, the client already knows how you charge for these kinds of assignments. He may ask you again anyway. Be prepared to answer quickly, matter-of-factly. “I get a $x advance against royalties of $x per thousand.” Or “My standard fee is a $x advance against 10% of sales revenues.”
How is the advance handled? “The advance is payable when you reserve my time and the balance is only due when you approve my final copy.”
I like to have a letter of agreement already drawn up and to push it across the desk at this point. “Since I know you want to get going quickly, I took the liberty of bringing my standard letter of agreement with me.”
Now, Let’s Jump Back Inside Your Client’s Head …
At this short little meeting, you have demonstrated that …
- You are a deep well of marketing ideas, each of which could be worth many times your writing fee on this project …
- You have a solid mastery of direct marketing strategies and tactics that will yield many more valuable new money-making ideas as you go forward together …
- You have already invested hours of research and skull sweat in the prospective client’s success, creating an unspoken obligation on his part …
- You will be a dream partner – even though you have yet to mention anything other than simply creating this one promotion for him.
Now, it’s time to shut the heck up. Let your prospective client process what just happened to him – think about the value you’re bringing to his table … how if he doesn’t tie you up now, he could lose you … and how easy it would be to simply sign your letter of agreement and cut you a check.
This is NOT the time to feel that you need to fill the silence – no matter how awkward. The next move is his. Let him make it.
Hope this helps…
Yours for Bigger Winners, More Often,
Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE™
P.S. Next Thursday at noon Eastern, I’m meeting with my EasyWriters live online to continue this conversation. We’re going to look at all the different ways to set your fees for all the different kinds of work you’ll be asked to do. I’ll even give our members actual contracts I’ve used for many of these working relationships.
If you’re a member, my advice is: BE THERE.
If not, this might be a great time to join. Tell you what: Membership is normally $66 per month, but if you click here and activate your membership now, your first month is just $9.97.
You get next Thursday’s live online event … this month’s 20-page issue of our Screamin’ Eagle print newsletter with Tony Flores’ enlightening guidance on the Secrets for Successfully Selling Information Products … and a CD containing my recent interview with Internet marketing legend, Brian Clark.
P.P.S. CONTEST WINNERS WILL BE ANNOUNCED TOMORROW! So many good folks posted great comments in last week’s contest, it’s going to take me the rest of the day and half the night to rank them all. So be sure to check the blog at the end of this issue for our winners tomorrow!
And don’t think I’ve forgotten about our last contest – the competition to come up with the best NAME for copywriter/marketers who partner with their clients to create explosive growth. Those winners will be announced on Wednesday.
Oh – and please BE SURE to scroll down and weigh in on today’s issue. Your questions, comments, suggestions and ideas are crucial to me and to all our readers. Let’s keep the conversation going all week this week!
Cheers…
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14 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Linda Byam — March 10, 2008 @ 4:31 pm
Clayton, great info! The seemingly unimportant approach about presenting your case and THEN SHUTTING UP COMPLETELY is so true! I learned it from my uncle who made millions in real estate. He said once you’re presented your (well-prepared, of course) case, shut up - then the first person who speaks loses. Silence makes people uncomfortable; they need to fill it. So you sit comfortably and confidently until your prospect realizes the need to say YES. This works, people! I’ve watched this work so many times! And I learned to use it to advantage. You can too. Clayton says so. Thanks, Clayton. Linda
Comment by Melissa — March 10, 2008 @ 4:46 pm
One of the things I find most helpful in these meetings - both to keep myself calm and confident and to give the impression to my prospective clients that I am nothing but professional - is to have my basic questions already typed up and in front of me. I call these "Big Picture Notes", and they ensure that I don’t forget anything and lets the client know I’m not just winging it.
Also, instead of saying "I’m thinking that your prospects are most likely to be feeling ‘X’ right now and would be likely to respond well to ‘Y’. What do you think?”, I say something like "Based on consumer behavior, it’s most likely your prospects are feeling ‘X’ right now. So I believe they would respond well to ‘Y’. What does your experience show in this case?" Several things are accomplished with this slight change in wording: 1) Based on consumer behavior…this shows I am well-versed in the psychology of buying and selling, ergo, someone he can trust with his campaign; 2) I believe - this is more solid than "I’m thinking…" It’s an actual belief and shows committment to the thought; 3) What does your experience show - lets the client know that I am knowledgeable, but I respect the fact that he’s the expert about his business.
Thanks!
Comment by RT — March 11, 2008 @ 4:24 am
Good article; looks like you’ve been on a sales call or two. I would agree with everything, except one, and it just might be sentence structure.
“XYZ company does it this way – have you tried that?”
Let’s hope XYZ company is in a totally different market. Otherwise, you’ll loose credibility real quick. No one wants there secrets told to a competitor.
Comment by BRIAN DAVID DELANY STARR — March 11, 2008 @ 5:01 am
OK OK OK…NOW THE ADVICE GIVEN IN ABSOLUTLY
PROFOUND. THE FINISHING TOUCHES ARE AS FOLLOWS. RECOGNIZE AND REMEMBER THE QUALITY OF YOUR TONE OF VOICE WHEN SPEAKING TO YOUR NEW CLIENT! CONFIDENCE IS ALWAYS PORTRAYED IN YOUR BODY LANGUAGE AND YOUR VOCAL DELIVERY. THINGS LIKE SPEAKING TOO FAST OR TOOOOOSSSSLLLLWWWWWLLLYYY…CAN
BOTCH THE DEAL, SO BEFORE YOU GO INTO THE METTING ARENA, MAKE SURE YOU DO THREE THINGS
1. PRAY,MEDITATE OR USE WHATEVER METHOD OF CONNECTING WITH THE "DIVINE’ ENERGY SOURCE YOU HAVE BECOME ACCLIMATED TO. ( IF YOU HAVE NONE, THAT’S OK TOO…YOU JUST USE CREATIVE VISUALIZATION TACTICS, AND SEE THE BEST BEGINNING MIDDLE AND END THAT YOU WISH TO ACHIEVE.)
2.) MAKE SURE YOU HAVE "EATEN BEFORE THE MEETIN" AND NOT HAD TOO MUCH NOURISHING SUBSTANCE…JUST ENOUGH TO GIVE YOU THAT CLARITY TO HIT YOUR MARK AND SCORE BIG.
3.) REMEMBER THE POWER OF WORDS, AND AS CLAYTON SAID IN A MORE FORMIDABLE WAY, AND I MUST REITERATE, "THE LESS YOU TALK THE MORE POWER YOU RETAIN", SO WHEN YOU DO EXECUTE YOUR WELL THOUGHT OUR MACHINERY, "K.I.S., TO THE POINT, ALWAYS DELIVER YOUR WORDS IN A MANNER THAT IS TONALLY (AND I DO MEAN TONALLY-DEGREES OF SOUND AND VOICE INFLECTIONALLY) CORRECT,…
AND THOUGH YOU NEED TO DIRECT YOUR CONFIDENT APPROACH, REMEMBER PROTOCOLS AND KNOW WHEN TO CLARIFY(NOTICE YOUR OPPONENT’S BODY GESTURES AND IF HE OR SHE SEEMS UNEASY, RE-ESTABLISH THE DIVINE CONNECTION BETWEEN YOU AND GET BACK TO THE ROAD WITH THE ULTIMATE FINISH IN MIND)
USE CORRECT EYE CONTACT AND ENERGY OUTPUT OF IDEAS WITHT THE EBB OF POSITIVE ENERGY FLOWING OUT TO YOUR BUYER OR CLIENT!
NOW… A FINAL NOTE. "…A "KNOW IT ALL" IS A GREAT STATUE (HOPEFULLY FILLIED WITH YOUR FAVORITE BEVERAGE OF EHTERIAL VALUE…AND AS EXPENSIVE AS NECESSARILY PROBABLE)TO PLACE ON YOUR MANTLE AS A REMINDER OF HOW YOU COULDA, WOULDA, SHOUDA ,GOTTEN THAT BIG CLIENT(AND THOSE MICKEY DOLLAROONIES)…SO DON’T COLLECT A SERIES OF "KNOW IT ALL" VALUES OR STATUES AND STATUETTES…IT’S A FACT…PEOPLE DON’T USUALLY ADMIRE SOMEONE WHO’S SO DAMN SMART THAT HE OR SHE OUGHTA BE RUNNING THE COMPANY AND WHEN TONES OF ARROGANCE SPILL INTO THE WOK,(YES THAT’S A CHINESE COOKING FRYING UTENSIL…SHEI-SHEI!) YOU’VE EITHER GOTTEN YOURSELF AN OVERFLAME OR …YOU’VE JUST PUT THE FIRE OUT! SO DELIBERATE, DELEGATE WITH DIPLOMACY AND USE THE FORCES OF POSITIVITY AND SENSITIVELY, WELL DIRECTED ENERGY, TO ATTAIN THE BEST POSSIBLE RESULT(S) THAT YOU WISH TO ACHIEVE… AND IN CROSS RETROSPECT, IMPLEMENT AN EQUAL AMOUT OF SELFLESSNESS IN YOUR DESIRE SO THAT THE DEAL IS NOT ONLY OPTIMAL FOR YOU, BUT FOR YOUR NEWFOUND PARTNER AS WELL.
SINCERELY, FOREVER IN GOD’S SERVICE, BRIAN DAVID DELANY STARR
Comment by Ken Peabody — March 11, 2008 @ 8:11 am
This is an interesting thread. I’m trying to decide how I might be able to work it into my business model, but I am not actually looking for clients as a copywriter. When you have information relating to creating your own copy I eagerly consume everything I see.
I have been enjoying that which you have been sending out in your so-called "swipe-files" and when I can afford it I will be looking to sign up.
Thanks for doing what you do.
Comment by Clayton Makepeace — March 11, 2008 @ 10:02 am
And the Winners Are …
Hi, guys!
Yesterday, I promised to name the three folks whose Digital Point posts in defense of The Total Package and our EasyWriters Marketing Club – you know: The lucky guys and gals who get a free copy of my $299 How to Build a Six-Figure Copywriting Business course?
Well, I’m NOT going to name three winners. There are so many amazing posts, I’m going to name FIVE winners!
PLUS, since ALL of the posts blew me away, I’ve got a surprise for the rest of you, too …
First the winners:
Ryan’s post was short and to the point – and included some impressive stuff about The Total Package being required reading at Agora that even I didn’t know!
And who could possibly resist Michelle’s headline – “Clayton Makepeace is a BUM!” – and her methodical, linear, logical argument?
Brian gets my vote for doing a great job of minimizing our membership dues and contrasting them with gurus who charge six, eight, even ten times more.
And I loved Richard Hutchinson’s great recitation of all the FREE stuff our subscribers get and his negative sell.
Then, there’s J. Daryl Thompson and his powerful shot of personal proof – that thanks to what we do here … “I’m a finalist in the National Salesletter Contest!”
So congrats to all our winners – and thank you from the bottom of my heart. Martha will have your free copy of How to Build a Six-Figure Copywriting Business to you in no time flat.
Now here’s the surprise for the rest of you who rose to our defense – and who wrote so many fantastic posts about the value you derive from The Total Package and our EasyWriters Marketing Club: You ALL get a Discount Certificate good for up to $1,000 discount (10%) in our Online Store!
Just call Martha at 800-827-0940 (U.S.) or 828-456-9277 (Int’l) and she’ll make sure you get your discount.
Again – thanks to all of you who accepted the challenge: We love every single one of you!
– Clayton
Comment by Askar Albanov — March 11, 2008 @ 2:38 pm
Dear Clayton,
I think people are not ready and I ‘m out, because I must to do work something different. I’m dificult situation pay my bills.
I’m sorry but I know nobody help me, may be …,? may be …?
My account is going to close. My wife was right and may be when I fix my problem then I’ll let you know.
Sincerely Askar
Comment by Dipankar Sen — March 12, 2008 @ 2:48 am
Hi Clayton
I had not written earlier because I was overtaken with. But never mind an ingrate I and a thousand others appreciate you and your blogs. Don’t stop. Ignore the ingrates! They are a bunch of sanctimonious hypocrites. They don’t have authority to speak for others. Whatever you do they will criticise. We think you are wonderful. You are a genius. Dipankar
Comment by Susie Henderson — March 12, 2008 @ 8:36 am
Hi Clayton,Your post this week is extremely timely for me, as I am in the midst of bringing in some new clients. You’ve done half of my work, with your lists of what to ask for, and how to approach those clients.Now all I need to do is modify what you’ve said to fit my market. And go in there with every confidence I’m closing the deal.So, thanks, as always, for such great guidance. Susie
Comment by Ryan — March 12, 2008 @ 8:41 am
Thanks Clayton - both for the contest win, and the Total Package. I never would’ve written a thing if I didn’t love reading your gems daily.
Comment by Craig — March 12, 2008 @ 12:33 pm
Hey Clayton,
I just wanted to say thanks for sharing your insights and experience through the Total Package, your posts are Always Phenominal, Insightful and Helpful.
Thanks….
Comment by Clayton Makepeace — March 12, 2008 @ 2:09 pm
And the OTHER Winners Are …
Hey – guess what? We’ve got still more to give away!
Yep – remember? A couple of weeks ago, we were all trying to figger out what we should call copywriters who are MORE than copywriters … who have the knowledge, skills and tools to go deeper into their clients’ businesses … partner with them … and create an explosion of profits?
… And I said the ONE person who came up with the idea I liked best would win?
Well, I’ve made my choice and I won’t keep you in suspense: My favorite idea is short, sweet, simple and says it all.
When you explode profits in every company you touch you are <drum roll> …
A RAINMAKER!
Unfortunately though, there’s a problem awarding this prize.
See, I told The Redhead we were giving away ONE copy of How to Build a Six-Figure Copywriting Business in this contest.
Problem is, FIVE of you came up with “Rainmaker:”
Namely…
So you’ve got to help me out here: PROMISE you won’t tell The Redhead … send us your street addresses (care@makepeacetotalpackage.com) … and I’ll have Martha rush your free copies to you (I’ve already sworn her to secrecy).
Plus, everyone who played also gets a certificate that’s good for up to $1,000 in discounts on products in our online store.
So congrats, all … NOW, GO MAKE SOME RAIN!
– Clayton
Comment by Marvin — March 12, 2008 @ 5:43 pm
Clayton,
Thanks for your RAINMAKER Prize! It’s an unforgettable win.Imagine, been waiting your decision for one and a half month :-)Will get in touch with Martha right away.
This win makes my day… also, Congratulations to all the other9 winners too! After putting your heart and soul into carving out your words for the contest/s, what a surge of excitement,
makes you feel like having landed a copywriting contract!??
To those who didn’t win, don’t feel too sad … ,
We will have our equal chances …
Clayton might have more contests up his sleeves,
who knows
God knows how many I’ve entered and didn’t win.
So this is very special for me.
About the awarding of $1000 discounts … , since many
of us have joined BOTH contests, do we get up to $2000
discounts - a surprise bonanza for active participants?
To The Total Package and to Clayton’s generosity,
a thousand volley of appreciations!
From me,
Marvin
Comment by Booker — March 14, 2008 @ 12:46 am
Hello Clayton,
I’ve just landed a new job in the Director’s office. He likes my media background to assist him in media anlysis and other strategic issues in his office.
Remember Clayton we are in Development Planning and Urban Management, he’s head of that and has managers that report to him. The clients here are the communities.
I would like to know what other preparations do I need except editing and proofreading copies for him. He needs me to look at strategic issues in his office. Please broaden my horizon on this.
I’m joining him asap.
Please help
Booker Maseti