Freelancers Web Designers, Developers, and Graphic Designers: Sell Your Small Business Services to Companies That Don't Have a Web Site (Information in this article can be easily adapted for any freelance profession)
by Rachel Goldstein
As
you are probably already aware - there are many more freelancers
out on the net than there are employers. Consequently, freelancers
often find that they are bidding for a job along with hundreds of
other web professionals. For this reason alone, some freelancers
are finding that they have to bid so low that they cannot make a
reasonable living. Why not take your business into your own hands?
After reading this article you will have a sure fire way of attracting
clients to you, so read on.
Market Your Freelance Web Design or Graphic Design Business Locally Offline
How
many small businesses are in your area? The average county has thousands
of small business. However, only a third of all small businesses
have a web site, and only a third of these sites can carry out a
sales transaction. What these businesses don't realize is that they
can probably profit from a web site. They are in great need of a
talented web professional such as yourself to not only bring them
to the water but also to show them how good it tastes to drink.
In other words, let these entrepreneurs see that there are more
profits to be made.
Prospect & Search Out Local Businesses That Need Your Web Design or Graphic Design Services
First
you need to prospect local businesses to find out which ones are
potential customers. What kinds of businesses are most likely to
need a web site? Selecting the best freelance opportunities is a
matter of intuition, but I have found from previous experience that
the following types of businesses are excellent prospective clients:
Restaurants
Theaters
Night Clubs
Grocery Stores
Travel Agencies
Law Firms
Religious Organizations
Real Estate Agencies
Insurance / Loan Officers
Universities and Educational Facilities
Local governments / County web sites
Customized Item Stores
Many others
It
is important to focus your energy on where there is likely to be
a need for your Freelance Web Design or Graphic Design services.
Uncovering a business opportunity often
times requires broadening the range of your skills and services.
Since you are targeting all sorts of different businesses you will
often need to learn about different industries in order to be useful.
You might find that you want to focus on one industry, for example,
only targeting restaurants. You could create online menus, downloadable
coupons, reservations, take out orders, and any other innovative
ideas to draw in the prospect's interest. In fact, imagination and
creativity are your keys to success. The number one focus of a successful
entrepreneur is PROFIT. Your goal is to find out how you can raise
the prospective client's profit line ... this takes creativity.
Excellent
tools for researching local businesses are :
1.
Yellow Pages
2. Chamber of Commerce
3. Better Business Bureau
4. Department of Small Business Development
5. Trade Associations
6. Search Engines
7. Purchased Lists
What
information do I need to find out about each prospective client
before contacting them?
Slow down, you have some work to do first.
At the minimum, you will need to get the phone number, company's
name, and address. From this information, you can hopefully gain
access to verifiable details about this business. From this information,
you should do research on the Internet. You will need to find out
if the business in question has a web site. Use every resource available
to access this information. If you can't find a web site then you
found yourself a lead.
What
happens if the company does have a web site...will they still need any of my design services?
Well, if the business
in question does have a web site then you have two choices ... either
move on or further evaluate the site. If you choose the latter,
this is what you should look for:
1.
Is the web site visually appealing?
2. Are the site's resources being used effectively?
3. Are there means for a sales transaction?
4. Does the site have a domain name?
5. Is site listed in search engines?
6. Were meta tags used effectively?
7. Does the site load quickly?
8. Is there essential contact information available?
9. Are there broken links or missing images?
10. Do you see a sales strategy that they are missing?
If
any of the above situations occur, you should consider contacting
the company to setup a consultation.
Remember to always use tact.
Never come right out and criticize anyone's site, in most cases
if the site is awful, the owner himself tried to build it. All you
need to do is show the business owner that he is losing out on extra
earnings. There are nice words that you can find to express this
instead of derogatory statements.
You
should keep all of this gathered information in a database, Rolodex,
or on index cards.
(I recommend writing down the information on
large index cards. When you find a prospective client, take their
card with you and write down personal information on the back of
this card. This way, the next time you visit the client, you can
ask him how his sick aunt is feeling.)
Before
contacting your newly found lead, you will need to get your thoughts
together.
Answer the following questions of yourself:
1.
How can a new or redesigned site increase the owner's profits?
2. How much money would I need to charge?
3. Are there similar sites on the net that you could show an example
of. You should show the owner how company XYZ profited from similar
steps.
4. What design and graphic choices would you choose?
5. Are there add-ons that aren't necessary, but effective?
6. (If redesign) What changes would need to be made to better the
site?
There
are not many people that enjoy cold calling, so I assume that you
might be a little worried about this. Believe me, I hate cold calling
as much as you. With the use of a script, and a lot of practice,
cold calling will seem much less intimidating.
Now
you should have all the information that you need about the client
laid out in front of you.
Take a look at all of this information
and make sure that you can remember it clearly. From this information
you should be able to create a script to use when you call the business
owner. I will outline a sample script that you can in turn use to
your advantage. Take a look at the following example:
A:
Hello, Can I please speak with owner's name?
B:
This is he. How can I help you?
A:
Is this an okay time for you to speak?
B:
Sure, I have nothing going on right now. Who is this? (If he says
that he is too busy to talk right now then you should ask what time
is an okay time to talk with him).
A:
Hello, My name is your name from your company's
name.
B:
How can I help you today?
A:
Well first of all thank you for being so kind to speak with me.
I am familiar with your company and I have heard many good things
about it, for instance share an example. Well, anyway,
I was interested so I looked to see if you had a web site and I
couldn't find one. Do you have a web site running?
B:
No, we don't need one. I can't really see how it would do us any
good since we are a local company. If someone wants something from
us they just walk on over.
A:
Well, Mr. or Mrs. owner's name, I spent some time
thinking about your business before I called and I came up with
a few ideas that would raise your profit line. For example, a similar
site to yours, name a domain, started a web site how
long ago and developed your idea into their
site. Within how much time, they increased their profits
by this much.
B:
I don't know, it sounds expensive to me.
A:
I am the most reasonably priced web designer around, I could design
the entire site for only dollar amount. And if you
still aren't sure that you just want to jump in, I will give you
two free hours of consultation in which I will bring you a mockup
design of what I visualize for your site. We can then talk it over.
You won't have any commitment to continue, I just want to show you
that you can have a profitable online presence. Is 10 o'clock Monday
morning a good time to meet ... I want to share with you all of
the ideas for your site that I have typed out for you?
B:
11 o'clock is better.
A:
Great, I am excited to meet you.
B:
I am looking forward to hearing your ideas.
A:
Thanks. I will see you Monday at 11:00.
You
should always create a positive, but assertive, tone and try not
to sound like a telemarketer.
The difference between you and a telemarketer
is that you have educated yourself about the prospective client.
You are way above this level so try to make a good impression. You
will need to be ready for a negative response and rude replies.
Not every call goes this well. Try to figure out ahead of time what
kind of objections you might receive. Always respond with a polite
business response. Never curse or say rude things back. Negative
responses aren't always a bad sign. If the potential client says " I don't need a web designer now, I need brochures not banners."
Maybe your expertise includes print design too, go in for the kill
and get the gig. Maybe you want to educate the potential client
on the need of a web site to promote his or her business. If you
think ahead and know your responses beforehand, you will do great.
Good
Job! You have just landed your first web design or graphic design consultation.
Now you will
need to prepare yourself for this important meeting. You will need
to take on the role of an expert in your field. You need to make
sure that you understand that you ARE an expert. Otherwise, if you
don't have self confidence, the prospective client won't trust you
either. Look and feel confident because you can and you WILL build
a great web site for this client ... you WILL knock his socks off.
Use
all of the ideas that you had mapped out earlier and create a mockup
a sample web site in Photoshop. This is how you should create a
professional mockup:
1.
Take a screen shot of your browser.
2. Bring this image into Photoshop and save file.
3. Layout all design elements into layers for home page of site
first.
4. Go to your local service bureau to print out 2 copies of each
design, one for you and one for the prospective client.
5. Go to a business supply store, like Staples, and buy black board,
a portfolio case big enough to hold several black boards, Utility
knife, Exacto knife, spray adhesive, labels, and a straight ruler.
5. Use an Exacto knife and straight ruler to cut off excess paper.
6. Measure width and length of the printout.
7. Cut black board to be about 4 inches taller and wider than the
printout is.
6. Spray the back of the printout lightly with spray adhesive. After
spraying the back of the printout, put one corner down about 2 inches
from the top and 2 inches from the left of the black board. Then
pull printout taut from the bottom right as you slowly press down
the paper from the upper left. This will keep bubbling from happening.
There should now be 2 inches of blackboard framing each side of
the printout.
7. Place a label on the back of black board with copyright information,
your logo, and a place for client to sign off.
You
should also organize your thoughts by creating an organizational
chart.
This way you can show the client what rough ideas you have
for their business web site. Take a blank piece of paper and place
your pen in the center of the page. Write down a word or two that
matches the subject of your previous notes. Branch out with lines
to related topics. Make sure that all navigational routes have been
mapped out. After you have completed this process, I suggest taking
it into Freehand or Illustrator and clean up the organizational
chart. You should also place this on blackboard the way you did
above. Once you have completed this step and typed out any further
notes, you are ready for your presentation.
It
is true what they say about first impressions, they do last. "You
Never Get A Second Chance To Make A First Impression." I am sure
you have heard that old saying. Follow some or most of these rules
and you should be fine.
Here are some rules that you should always
follow when dealing with a client or a potential client:
1.
Always address client formally (Mr., Mrs., Dr.) until client says
you can do otherwise
2.
Keep all materials that belong with this project together. I find
that it has worked best to keep all materials in a huge envelope
(And I mean huge). There are envelopes that are big enough to hold
a few binders in them, try to find those.
3.
You MUST rehearse first. If you mess up a presentation you are screwed.
Why would a client want to hire a freelancer who can't even explain
in a clear manner how he/she is going to make him money? Rehearse!
Rehearse! Rehearse! Use images to help you through the presentation.
It is much easier to talk while the client isn't staring directly
at you.
4.
When speaking to a client, try to weed out the "ums". This is hard
to do, and even I do it all of the time. "Ums" are used to say something
while you are thinking of something else to say. Your client might
think that you are not a clear thinker. Even if this is not true,
the client might think this.
5.
To separate you as a freelancer from other freelancers, send a "thank-you"
note through regular mail. This is a good way to set yourself apart
from the rest. All you need to do is send a short note thanking
the client for either considering or accepting you for the job (depending
on whether you have already been promised the job or not).
6.
Don't answer the phone if you aren't ready to talk. It is better
to have a good, intelligent conversation with a client when it is
less convenient for him than to have an awful conversation with
him when it is convenient for him. Also, get a second phone line
if you have kids, you don't want to sound like a stay at home mom
or dad when you are talking to a client.
7.
Dress for the occasion. Brush your hair. Wear a suit or corporate
casual if told to do so. Never wear jeans; you won't be taken seriously
in jeans.
8.
Be on time. Never be late. If you are late on the first meeting,
how late are you going to be on the clients' project? This is what
will go through the client's mind.
9.
Bring all presentation materials that you need, including paper,
pen, projector and slides (if needed), portfolio, and what ever
else you feel that you will need.
10.
Look at other individuals directly in the eye and state your name
clearly and the purpose of your visit. Shake hands firmly. A limp
hand shows that you are not confident. Show these clients that you
have what it takes to take on their project.
11.
Don't sit until a chair is offered to you. It is a definite no no
to sit before the client does.
12
. Pass out business cards at the end of your presentation
If
you follow the above rules, I am sure that you will leave behind
a good impression, but will you make the sale? Being a good sales
person doesn't depend on talent, although this obviously helps.
What you need most is confidence, and portraying that confidence
will rub off on the potential client.
Follow these important points
and you will most likely generate your first order:
1.
Never stop selling. Get used to rejection and understand that you
will eventually make a sale. You should try to find an average that
you can attain. One out of five people that you talk to will order.
2.
Don't lie about your skills or abilities if you want repeat business.
If you are good, other local businesses will be knocking down your
door in no time.
3.
Open up with an attention-getting statement. Try to walk in the
business owner's shoes, what would be important to him. Find this
answer and start off by bringing this to his attention.
4.
Portray benefits of building a web site with complete confidence
and excitement. Try to be overwhelmed with excitement.
5.
Be ready for objections. Think of any objection that the business
owner could possibly come up with and brainstorm for answers before
they are asked. This should be done in practice.
6.
Close the deal by asking when you should get started working on
the web site, this week or next? In other words, don't give the
business owner a yes or no question, give the customer a choice
between two positive alternatives.
Now
that you know how to attract local clients, you should have no problems
creating a successful freelance business.
When working within your
community, word spreads like fire. In fact, once you have a few
dependable clients, you should have no problem finding new clients.
Good luck.
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