Nick Usborne's How to Write Your Own Money-Making Websites program.
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Writing Rituals - Banish Writer's Block & Procrastination.
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Goal Setting Rituals for Freelance Writers & Copywriters.
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Articles on Freelance Writing Success
- Bob Bly
- Peter Bowerman
- Nick Usborne
- Ed Gandia
- Pete Savage
- John Riddle
- Kendy Sproul
- Clayton Makepeace
- Steve Slaunwhite
- Michael Masterson
- Chris Marlow
- Roger C. Parker
- Marcia Yudkin
- Michael Stelzner
- Brian Tracy
(Excerpted from The Well-Fed Writer: Back For Seconds; Fanove
I picked up a new client some months back (through a graphic design firm...) and the companys probably helped me as much as Ive helped them. This Atlanta-based firm of 21 employees, Aslan Training and Development, is a sales training enterprise specializing in Inside Sales. Translation: phone sales. A few of their clients? BellSouth, Xerox, FedEx, Apple Computer, Oracle, GE, HP and Russell Athletic.
As I worked with them, an idea bubbled up: to have CEO Tom Stanfill contribute something to this book. After all, Aslan specializes in transforming non-sales people into effective phone marketers. Are your ears burning?
Unlearning Bad Habits
In the course of working with Tom, many of the things Id learned from my past sales background i.e., ABC - Always Be Closing, asking for the order, making a strong call-to-action, and others ran contrary to what this guy running a highly successful sales training organization was saying.
At the same time, many ideas he was espousing were exactly what Ive been saying about sales for a long time: that its not about being slick, pushy or aggressive. Its not about closing hard. Its about taking the time to understand a clients needs and exploring whether your product/service meet those needs.
Its really about service, not sales. I asked Tom to offer up some tips for this book, keeping in mind that he was talking, largely, to creative people deathly afraid of sales. Here are the gems he served up ...
1) Clients Dont Want To Be Sold. They want a partner, so adopt the voice of a partner. And whats a partner? Someone who knows he or she cant be successful unless the client is successful.
2) Asking For The Order Doesnt Motivate People To Buy. What motivates people to buy is when they get to that you get them - that you understand their world and have shown how your product/service will impact their company in the ways that are important to them. In most cases, the salesperson that wins the deal isnt the one with the best product or lowest price, but the one who can best articulate the customers point of view.
3) Drop The Rope. While its unlikely that people already fearful of the sales process would actually lean on a prospect, its still worthwhile to grasp the concept of Drop the Rope. Take the analogy of a tug-of-war. If two people are holding a rope and one pulls, the other will pull back. If prospects sense you have your sales hat on, theyll resist. Theyre not rejecting your solution, service, or product; theyre rejecting you.
In the course of prospecting, if you get resistance from a prospect, regardless of your approach, drop the rope by saying, Mr. Prospect, Im not even sure my service is a fit for your company, but Id certainly love the opportunity to learn more about what you do and see if there is some common ground. Speaking of which
4) Sell the Meeting, Not the Service. Dont try to sell people writing services. Sell them on getting together by phone or in person for a discovery meeting and exploring, together, what they do, what you do and whether theres a fit between the two. In a discovery meeting, you can evaluate the clients needs and determine how to position your services. Most importantly, youve built a relationship that will ensure, at the very least, your recommendation gets heard.
5) Sell the Process, Not the Service. Often sales people rely too much on the client to determine the next steps. Make sure that every interaction with a customer ends with a specific event the customer agrees to (i.e., another meeting, a follow-up call at a set time, etc.). And the agreement is crucial. A planned action is much likely to happen than one left to chance. Just as importantly, you stay in your customers field of vision.
6) Stop Trying To Be a Salesperson. Every day, we teach non-salespeople to be effective salespeople, not aggressive, pushy closers. Those attributes are self-centered, and self-centered doesnt sell. Motive is ultimately transparent. If your motive is to truly do whats in the best interest of the customer, the customer will sense it and pursue a potential partnership. If its to sell the customer something, regardless of need, the customer will avoid you. You dont need to be a salesperson; you need to be a passionate, competent copywriter who is unafraid to share your talents not because you need the money but because they need the help.
7) Calculate The Value Of Your Prospecting Time. Once youre established, figure out how much youve made up to a certain point divided by the number of hours youve prospected for that business. If you figured out that you put in 100 hours prospecting which netted you $10,000 in work, then your prospecting time was worth $100/hour. You might just get a bit more motivated knowing this.
8) Answer the Question, Why You? Whats different about you? How are you going to differentiate your services from the competition? Dont assume the client will figure this out. There always exist multiple solutions: doing nothing, hiring a competitor or doing it themselves. Once you have determined your unique offering, make sure the client gets that difference, either by just telling them (or validating it through success stories), or, better yet, ensuring the customer experiences the difference through your actions reliability, professionalism, creativity, etc.
Nick Usborne's How to Write Your Own Money-Making Websites program.
The most reliable and certain way to make money online is to write an information-rich website on a topic that already interests you. More about How to write your own money-making websites program...
The demand for print and direct mail copywriters is static, to say the least. The real demand right now is for copywriters who have the skills to write effective copy for the web. This is a professional-grade course that will make you a specialist in online copywriting. This is where the future for copywriters lies! More about this online copywriting course...
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