From conversation to assignment: this is how to convince your client

Are your clients mainly consumers (individuals)? Then read From interest to sale: how to convince your customer. 

1. A good conversation starts behind your laptop

Building trust starts with good preparation before you talk to a potential client. You come across as serious and your conversation will be stronger if you have read up on or immersed yourself in your client beforehand.

Spontaneous conversation

In a spontaneous conversation at a business event or at a party, you do not know in advance who you will be talking to. But you can prepare how you will come across:

• Make clear what you stand for and what a client can expect from you with a pitch. ‘I help ... (target group) with ... (problem solving) so that ... (result).’ For example, "I help small hospitality entrepreneurs with their financial administration so that they can get a better grip on their finances and spend their time on their business. As a result, they experience less stress and make smarter, profitable choices."
• Be visible online and make sure you appear trustworthy. One way to do this is with a clear business website, an up-to-date LinkedIn profile, or reviews from previous clients.
• Think about what you want to project and how you come across.

Meeting by appointment

Do you have an appointment with a potential client? Congratulations! The first step has been taken. Prepare for this appointment.

• Make a pitch that briefly and clearly explains who you are and what you can do for your client. Use your pitch later in the interview during the introduction round.
• Research the business and the person you are meeting with: what is their core business, mission or vision? What updates have they shared on their website or social media in recent weeks?
• See if you already see any notable things you can help with. As a photographer, you can start looking into what images they use on their website or socials. Do they radiate the same corporate design that fits their vision and mission, or do you have any tips or suggestions for this?
• Connect with your client on LinkedIn and see what messages they have posted. This will allow you to open the conversation, for example, because you know what your client is concerned about.
• In any case, prepare 3 clear questions that will help clarify your client's need. Consider the following questions:
  • What is currently your biggest challenge that you are looking for help with? This immediately helps to bring the pain or need to the surface.
  • What exactly do you want to achieve and why is it important to you? This gives insight into the client's goal and underlying motivation.
  • What have you tried so far and what (not) worked? This avoids unnecessary duplication of effort and shows that you are thinking along based on their experience.

2. During the conversation: listen more than you tell

Sincere interest works better than a pushy sales pitch.

• Ask what exactly is your client's problem, need, or goal. What is taking a lot of time, causing frustration, or uncertainty. What is their ideal situation? What have they tried so far and are there competitors they have already spoken to, for example? What are they still missing?
• When you think you hear what the issue is, check if this is correct and indicate how you can help solve this problem. For example: You notice that the customer is very concerned about “too many different things on their plate”. Summarise it with a question and the benefit you can provide: "Do I understand correctly that you are mainly looking for someone to structure your work and take over your administrative tasks, so that you have time to focus on your new dream project? I am super organised and, besides administration, can help you with planning and time-management."
• Find out if the person you are talking to is the decision-maker and what else is on their mind. For example, are there other issues that play a more important role in the business at the moment? Or is your client unsure whether their colleague or manager feels the same way? Then ask how you can help, but do not push. A first conversation is often not about selling, but about building a relationship.
• During the conversation, regularly summarise and ask: ‘Do I understand correctly that you especially...?’ or ‘What does this mean to you?’.
• Be honest about what you can and cannot offer. Consider whether you are suitable for and  interested in the assignment. If necessary, redirect your client to someone from your network if you know that person is a better fit for the assignment. This creates trust and you may get a future assignment from the client that is a good fit.
• Use a tool so they can see what you mean. Such as a sketch, example, or step-by-step guide. Show examples or stories of previous assignments. Clear examples always work better than just explaining what you do. Or ask your customer how they prefer to be shown a good idea of what you have to offer.
• People do business with people. Show yourself. Share something that makes you unique and personal. For example, "I volunteer at the football club in addition to my work as a consultant. That helps me with...".
• Highlight what sets you apart from your competitors. "I am not an accountant who just ticks off numbers. I think along with you as a sparring partner, for example, how you can work more data-driven."

3. After the conversation: how do you ensure a follow-up?

Aftercare is just as important as the conversation itself. That is precisely the difference between a good conversation and a real assignment.

• Send a personal message or email with a thank you, a summary of the conversation, and the next step.
• Include something valuable, such as a tip, advice, white paper, or discount code.
• Suggest a concrete next step: ‘Shall I make a proposal?’ or ‘Shall we call next week?’.
• Do not just make a price quotation, but ask about the parts your client would like to see reflected. Also ask whether your client has requested any other price quotations. Read more tips for preparing a price quotation.

Customer meeting checklist: get started step by step

Checklist

• Create a business website
• Update your LinkedIn profile
• Research the business and your client
• Think of 3 strong questions to get to the core of your client's needs
• Collect reviews or examples of previous assignments
• Above all, listen and do not immediately start with your own sales pitch
• Send a personal message with the next step after your conversation
• Only make a price quotation if your client is seriously interested.
• What is your core message? Determine what you stand for and what the client can expect from you. I help ... (target group) with ... (problem solving) so that ... (result).