Closing Prospective Clients
1. Research your client:
If there is only one thing you take away from this post, I hope it’s this: research your client! Not all clients are the same. Not every wedding photographer is looking for the same needs or has the same ideal client, so don’t treat them like they do. I always spend time looking not only at their website, but also all of their social media. This way I can get a better idea of what their client is, what their branding is, and how I can help.
2. Discuss the on-boarding process:
Most clients will want to know what the on-boarding process is like with you, and what they should expect next. Make sure you have this outlined prior, so you can explain. For me, it involves me sending a welcome questionnaire, as well as an invoice and contract to book my services. Once all those items are finalized, I’ll share our agency terms and conditions, along with company policy.
3. Discuss how communication works:
It’s important to make it clear what your office hours are, what your preferred method of contact is, and appropriate response times. This way your client is aware ahead of time of what your communication is like, and if it is a good fit for them. For example, my preferred method of communication is email, I am in the office 9AM-5PM, and respond within 48 hours.
4. Discuss client needs:
As part of my email inquiry form on my website, I ask for the potential client to list the services they are looking for, but I like to dive more into this in my phone call. I always write down what services they are inquiring about, as well as any questions or things I notice they may need help with. I’ll ask about previous project and future goals to have a better understanding of client experience and long term expectations. For example, if they are a photographer, but don’t utilize Pinterest, I make sure to discuss my social media packages, and why it is so important for them to book that service.
5. Next Steps:
At the end of every phone call, I go over what we discussed in the call, what the clients’ final needs are, and what the next steps are to move forward. Not only do I discuss how to book, but I also lay out how we are going to tackle these items together. For example, at the end of every call I want to take away the top 3 tasks that the client wants to tackle, and how I can help.
WHAT TO DO AS A CLIENT BEFORE YOUR CALL:
1. Have a list of questions ready.
Jot down any questions you will have for the phone call beforehand. This way you can make sure you don’t forget anything that you may have questions about.
Some example questions:
What is your payment and billing process?
What are your office hours?
How long is a typical project turnaround?
2. Know what services you are looking for:
It’s okay if you are not 100% sure what you need help with, but a general idea helps a lot. Know what your company needs, what you are looking to outsource. Understanding what you do well first and identify areas that you could use help. This way you can discuss what exactly you are looking for, and make sure they offer those services.
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Running a successful business can feel like walking on a tightrope while juggling multiple swords at once, both high adrenaline and exhausting. Success requires knowing when and what aspects of business require precision planning versus those you can leave to chance, whether that be startup superstardom or veteran CEOship.