In this issue, I wanted to talk about the most common questions I ask, whenever I get to talk to a potential new client, and what’s the logic behind these questions.
I am doing this because at some point in my career I decided I wanted to only work with top notch clients that:
And also that they:
Once I made the decision to work towards these type of clients, everything changed.
Because I reject 95% of the projects and potential clients that want to work with me right now.
And boy, that’s a relief!
In Semantic Mastery, we call it #POFU.
What it basically means is that you’ve developed your portfolio and your pipeline enough so that you can tell FU to anyone that doesn’t fit in what you deem worthy.
Not in a bad way, though.
Some people are in one position, and some people are in other position. And there’s more than enough to go around for all of us.
But it’s important that you decide what type of clients you want to have in order to prepare for these questions properly.
And don’t forget that this is a two-way conversation. Not only the client is deciding if you’re a good fit for them, but you need to decide if the client is a good fit for you!
So let’s dive right into them:
The answer to this question will tell me if they’re already sold on the idea that a professional will help them growing their business or if they’re just shopping around.
This is important because you want them to tell you why they can’t do it on their own.
Your job is not to change the prospect’s mind or to convince them that your service will help them, but rather to reinforce what they already believe.
This is important. I don’t want to work with anyone that has been burned badly in the past. I know this is a lot to ask, because most people have hired some sort of “marketing help” in the past, but some of them had actually had a great experience!
It’s a PITA when people are bringing their emotional baggage to a professional relationship. And this will be reflected in everything you do. So it’s better to say “NEXT”.
This is also important, even further when you’re going after some sort of revenue share agreement. I always talk about numbers in the first call. I don’t care if that sounds rude or something… I want to know what I’m getting myself into!
Some people will have 3 calls before they get down to talk about numbers. I’d rather not waste anyone’s time if I can avoid it. That’s why I also lead with prices.
My prices are stated in my consulting form and also in the emails I sent before I even get to talk to anyone.
On this specific question, I’m asking them to tell me what they really expect. Not the “on paper” expectations, but rather what they really want to accomplish.
I do this for two main reasons:
Number one: To manage expectations.
If the potential client would consider an increase of 1000% in their revenue a success, then maybe I cannot provide it to him (or maybe I can!).
Number two: To work based on the client’s goals, not on mine.
This is important because you want to keep the client happy (assuming his goals align with yours!).
This is kind of getting into the nitty-gritty of the agreement, where I can come up with some implementation ideas and then they go ahead and do it (consulting), or I can actually take my team for a ride and we do the stuff for the client.
Depending on their answer, I’ll quote them accordingly. But for the most part, they already know what I charge before going to the call (again, I don’t want to waste anyone’s time).
As you can see from the questions above, I never talk about metrics, PPC, backlinks, number of emails, tools and all of that crap.
Good clients don’t care about what you’re going to do, as long as it’s ethical and you bring home the bacon.
If a client starts asking questions about the technical side of thing, that’s a huge red flag for me because it will potentially micro-manage the whole process. “NEXT”!
In any case, here’s a video I recorded talking about conversations with clients. I hope you enjoy it!
The Power of Marketing is a project by Hernan Vazquez Media, LLC. www.hernanvazquez.com. This initiative is to help small business owners, entrepreneurs and agencies learn tips, tricks, techniques and methods in regards to Digital Marketing and Marking in general.
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