Was on the phone the other day with a commercial writing coaching client. She has an established commercial freelancing business with a number of solid, longtime clients that call on her regularly. AND, she wanted to land a few new ones, feeling she needed to broaden her base a bit.
Well, seems the prospecting process has been a tad frustrating of late, as most of what she’s getting are indecisive tire-kickers. People initially acting all interested in her copywriting services but then dragging their feet endlessly. A typical prospect was a woman who’s driving her nuts with request after request to the point where she’s about to give her the old heave-ho.
One day it’s, I love your writing much better than any of the other writers I’ve spoken with, but you’re too expensive. (Pause) Um…here’s a crazy thought, I know… But, uh, maybe you like me better than all the other writers, because, well, I’m a Better Writer. And uh… (slow here, don’t want her to miss this one….) that’s why I’m more expensive. Gasp.
But, then that’s the first and last time the prospect talks about money. Next, it’s, do you have this or that kind of copywriting sample? And then she wants to revisit a sample my client’s already discussed with her. Listening to all this, I harken back to my sales days, and tell her: When a prospect is all over the map with their objections, best thing to do is simply ignore what they’re saying, since it really has little to do with what’s actually going on.
Sure, she could outright ask, “Ms. Prospect, you seem to be interested, and I could be wrong about this, but it just feels like something else is going on that’s keeping you from moving forward. Could I ask what it is?” And that approach is worth a shot. Though, the prospect might tell her, might not, and might freak out that she’s been busted for being so transparent. But my client and I both agreed an even better strategy might be to step back, and as you walk away, leave them with this:
“Ms. Waffler, I’d really love to work with you, and I think, on some level, you feel the same. But, truth is, and I really don’t mean to sound like a rock star or something, but my schedule is filling up pretty fast for the next few months.
“So, if you’ve got some specific projects you want to move forward on, I’d love to discuss them, along with timetables, of course. I want to make sure I have the time to provide the high quality work I’m committed to delivering, and that my clients have come to expect from me. If you’re not ready to get going, no problem at all, but I just won’t be able to promise a quick turnaround if we get started in a few weeks…”
Or some reasonable facsimile thereof…
And here’s the funny part. She was hesitant to say the above to this prospect, despite the fact that, it was, in fact, completely true. She really was that busy (but is a veeeery smart commercial freelancer who looks ahead and tries to ward off the slow periods by continuing to build her client base – even when she IS busy).
She didn’t feel comfortable sounding like she was all that, even though, if you asked her clients, she was just that to them. And I can’t fault her for being modest. I’m not comfortable talking like that, either, but if it’s true, you’ve got nothing to apologize for. And more to the point, if it takes The Reluctant Rock Star Close to light a fire under an indecisive prospect’s behind, then rock on…
Hmmm…as a matter of fact, now that I think about it, who says it’s even got to be true to say it? We’ve all heard the admonition to “fake it till you make it,” right? Here’s Exhibit A of that strategy. Not something to use on every prospect, but if you’ve got a few whose middle names are, “Noodle,” “Mull” or “One More Thing…” and you find yourself gnashing your teeth loud enough for them to hear while you’re talking to them, maybe it’s worth a shot. What have you got to lose?
In addition to being good practice for being bold (which is a muscle like any other: it gets stronger the more you use it), it just sounds like a really fun way to startle the lost causes out of their torpor. And who knows? You might just learn how motivating Perceived Scarcity can be.
Have you ever used this approach (either when it was true or wasn’t) as a way to spur a prospect to action? (or perhaps, because you simply didn’t care anymore…)
Have you encountered more waffling-type clients of late, and if so, how have you dealt with it?
What other strategies have you employed over the years to motivate prospects to pull the trigger on projects?
Any other reflections on the Law of Scarcity?
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I have to admit… I am pretty bad at the rock star angle. Even though my clients love my work. And I’m almost honest to a fault, so the fake it bit is pretty far off my radar. For me it comes down to: I’ll be patient but then… I’m done.
That’s how it went with a client mid- to late 2010. He contacted me from a referral, I think in May, to write a landing page. Our discussions – MINIMUM 30 minutes each – went on for MONTHS: landing pages, then website, then general online marketing…idea after idea after idea. And the cycle started over and over and turned every which way until about September or October when he finally sent me a retainer to get started on his web copy.
But wait! As soon as that was decided he needed a “quick” job done for a “quick” landing page. He already had some copy but could I just tweak the layout and headlines a little? Sure. Yes, I’ll do that. So I did. And it wasn’t enough. So 5 versions later it was done. As was the retainer he paid me. So I told him I needed another payment and… wait for it… he responded with I needed to “show” him something before he paid me any more. Uh….. Mr. Taker of My Time… NOT GONNA HAPPEN.
Now, I happened to be going through a particularly difficult time in my personal life then, and so my response to him came very easily: I HAD shown him something with his last-minute, quick job. I had also proven my knowledge and capability – at no cost to him – in the months prior to actually starting the work. So either he was to pay me more or I would do no further work for him. No surprise… he didn’t hire me on for more work.
But no heartbreak on my end either because I learned a valuable lesson…. Sometimes the money just isn’t worth it. Period. Simply, you’re not going to gel with everyone. For me, the wafflers make me wary from the start. I don’t have the sales background, so the seemingly endless back and forth is like a fight. Maybe one day I’ll get better at it. 🙂 In the meantime, I just need to put my foot down sooner, right? Thanks for the great post, Peter.
I am coming across a lot of people who are interested in my services but drag their feet when they have to make a decision. I have written several proposals over the last few months. The most likely scenario that I run into after I write a proposal is that the business managers tell me “I don’t have time to work on this now” or “I don’t have the money right now.” Very frustrating after putting all my work into a well-thought out proposal. But what makes me even more annoyed is when my hard work is met by complete silence! Not even a returned phone call.
So, I’ve only been doing this freelance writing thing for just over a year but I’m thinking I’m doing something a little wrong. I believe I’m not qualifying my prospects well enough before I put a proposal together. I need to determine if they have the $$ and the urgency before I spend time quoting them. I would appreciate any thoughts that my fellow FLCW’s have on qualifying prospects and whether you’ve had similar experiences.
Oh, yes–these tirekickers are thick on the ground now–amateurs who list on Craigs, for the most part. Can’t buy creative services, never have, etc. I have never used the rock star gambit–though I love the term, Peter. I have said, “Well, where are we–what would it take now for us to work together.” Also–I watch real estate porn–meaning SELLING NEW YORK, for one. And those high-end realtors sometimes openly show frustration–they don’t cover it…
LOVE this approach! Super idea.
I get the tire-kickers, too. I give them my price, let them hestitate, hem, and haw, then I ask them if I should block time on my schedule for them. To date, it’s not worked, but I think that’s more a matter of finding clients that aren’t serious about spending money to improve their businesses.
I’ve found that time is indeed money to us freelancers, so my methods are more of there “Here’s the price – I’d love to work with you” variety. I don’t beg, I don’t cajole, I don’t waste time worrying the same thread the client is worrying. But you’re so right, Peter – if I used this more often, I’d see less of the hemming and hawing.
If it comes down to them wanting to make sure I’m a good fit, I offer to do a smaller project first – press release or blog post. It’s a rare day when I’ll lower my rates at the outset. I don’t know what I’m getting into any more than they do – if anything, the price should be hourly to account for time spent getting to know their style and work processes.
Hmm…this story sounds familiar :). Great post, Peter – and very timely. I have a feeling many of us are encountering Mr./Mrs. Waffler with increasing frequency these days. Lori hit the nail on the head with regard to these being “clients that aren’t serious about spending money to improve their business.” If a person is hemming and hawing over your services to a great degree, it should be a red flag that they’re not really buying what you’re selling. And even if they do end up hiring you, you may be facing a long and torturous road with a client who doesn’t fully understand the value you provide as a copywriter.
Carolyn – I used to waste countless hours composing detailed proposals for every prospect that came my way. Now, to qualify clients right off the bat, I give them a quick ballpark fee range. As in, “Mr. Prospect, I typically charge between $1,250 and $1,500 for this type of project. Is that within your budget?” If the client says my fee fits their budget and they’re interested in pursuing discussion, I’ll create a more formal proposal. This usually helps to weed out the tire-kickers right off the bat, and saves me a lot of time and grief.
Good article with sound advice. Also love the comments by other freelancers. Valuing our time, our expertise, and our ideas is a huge part of the whole service we offer.
Thanks, all! Great stuff… And sounds like most of us have indeed crossed paths with this species of client… And Star and Lori, I think you’re absolutely right – it’s the amateurs that waffle – the ones buying on price alone. The good clients know why they called you and what you need, and usually know they won’t get it for low-mid double-digit fees… 😉
Andrea, sorry for the ordeal you went through, but at least you got paid for one round, and were smart enough to walk when he started getting cute with you. I have to scratch my head when I hear stories like yours. What are these knuckleheads thinking? You’ve already proven yourself, but I’m going to make you prove yourself again before I pay you any more…Say what?? Good riddance…
And Susan, great advice (and I suggest that too in the book): to give the client a ballpark idea of what such a project will cost them (OR if you haven’t done one just like that, giving them an idea of a fee for a similar project, just so they can get a sense of the fee universe in which you’re operating). If they gasp at a normal estimate, well, you’ve just saved yourself a TON of time and frustration. Carolyn, take that advice to heart – might just weed out the casual sort.
Susan:
Thanks for your advice. In future I’m going to do exactly what you say. There is definitely a learning curve to running a business and, unfortunately, I must not have remembered it when Peter wrote about it in his book. Live and learn.
I have definitely been through this, and used a similar resolution. Most of my clients were apologetic, believe it or not, but only a handful actually moved forward. I liked this approach because it essentially released my obligation to them and put the final decision in their hands. It also ‘politely’ forces them to step up and swing or bench it until their ready. 😉 GREAT POST!
@kdelley on twitter
I try to maintain peer relationships with my clients instead of allowing them to think of me as the hired help. I don’t mind sending a few writing samples and a price quote to get the ball rolling — but if the ball doesn’t roll, I shrug and move on. My time is too valuable to chase maybes around. And if a prospect tries the “How about you do a little trial piece just so I can see if we’re a good fit” thing, I reply: “You have my samples and my rates. You can view additional samples, testimonials, a partial client list and a variety of other information on my website. If that body of evidence isn’t sufficient, then I’m clearly not the best choice for your needs. But my days of ‘auditioning for the role’ are long past.” Because they are.
I’ve used the “You may want to get your deposit in before I implement my annual fee increase next week. (or month)” response.
Yes, I should use this!! I just got my first client and I’m over the moon about it. So that has given me the boost I need to practice “my elevator pitch.” However, I have one lady who keeps calling and I really need to be firm with her. I go to a lot of networking events and get people interested but they still drag their feet. I feel like I’m always defending what I do.
Thanks for the follow-up comments, everyone!
This concept is essentially the implementation of the old sales philosophy, which goes as follows:
He Who Cares Least Wins.
If you can convey the sense that it’s all the same to you either way (and ideally because it’s the truth, given a full schedule), not only will you care less – which will remove any whiff of desperation from your voice, but your lack of pressure of any kind on them will be subtle but powerful motivator. People hate to miss out on something!
And it’s akin to to yet another sales strategy: The Takeaway. Which essentially has you retreating from a prospect saying, “We might have to put this off, because I really AM busy…and I’m not sure I’m the best fit anyway…” 😉
Please don’t think you have to start playing super-salesman or get into mind games to be successful. Not my point. More that if you can indeed take this approach based on your actual reality (or a good imagination and good ‘projection” skills), you’ll in effect be bringing powerful psychological tools to bear in the service of growing your business.
Speaking of which, congrats Bianca on breaking through! Very cool. May it be the first of many!
PB
Great post, Peter. I’m getting this conversation a little late, but the events of the past two weeks in my business are definitely worth sharing in this comment string.
First, I’ve been working out of my home for quite some time. I realized one thing about this – it can be great for getting work done and saving money. However, it can be bad for developing business relationships. As luck would have it one of my potential clients is on the receiving end of the hemming and hawing. (They are working on a large contract and I’m a third-party vendor.)
One of the requirements of this contract is that they have to work with local vendors as much as possible. I went through the certification process to be a recognized vendor and received a request for a privilege license. So, I headed out to the county zoning board to get it. Well, my home property is leased from a water authority. I don’t own the land, and it is zoned as single-family property only. The water authority would not authorize my privilege license. I had no choice but to rent an office.
However, it’s been one of the best moves business-wise. I have made several connections in the past week for referral business and how my “firm” can help my potential clients. I also attended a few networking events this week and presented myself as a company. It’s been really effective in gaining that rock star status.
And, I got off a call earlier today with a potential client who wanted me to write for their company at a low initial price, but make commissions off the work. In the past week, I’ve written a proposal for them that details what working with me versus another writer gets them. I told them that at their initial price, they would get a mediocre piece. At my rate, they would get a great piece and promotion.
On the call today, we discussed exactly what that promotion involved. The client was hooked and offered another opportunity for more work. As my salesman husband tells me, it’s important to posture yourself. I’m doing that from here on out.
Very cool story, Amanda!
Not sure I’m ready to drop the bucks for an office, but it seems to be agreeing with you. Even if you’re zoning board is a bunch of morons. I just shake my head when I hear stories like that – I mean, can they even explain their thinking? Doubtful 😉
But, hey, the cloud had a silver lining…
PB
Just catching up with this thread. I’ve always employed the “I’m very busy” approach…even in my early days of freelancing when I was mostly prospecting with few projects. To me, it projected a sense of legitimacy in people’s eyes and gave me a leg up in the respect department…they knew from the start they were dealing with a serious, busy professional. It definitely helped weed out those who weren’t really interested in hiring me.
As for those inevitable prospects who drag their feet, etc., the “He who cares least wins” strategy is always a good one…again, it lets them know I’m busy and in demand (luckily true!), and removes any desperation from the equation. Fortunately, I’ve never had to force myself to act this way…it just comes naturally. Probably a leftover survival instinct from my corporate days!
I don’t know. This “the balloon’s going up!” message has an extremely high risk of sounding inauthentic. We’re not retail stores with arbitrary “deadline for rebate is June 30th” rules that come from corporate. The client knows damn well that if they wave a deposit under our noses we will probably take their job.
I was blasted by a few people I ran my own direct sales letter by for things like this in my copy. If it *were* true and if you truly felt under the gun to help the client despite your own increasing prospects, then the message would come across naturally and organically.
I prefer:
Projecting high self confidence, period.
Saying “I’ll be here when you decide that you need me”. However you express it.
Offering guarantees, such as “hey, it’s riskless: if you absolutely hate my copy, I’ll refund you. You just need to tell me why and offer some specific reasons.” (This is hotly contentious, I know, but it amounts to prepaid spec work for someone who at least has the authority to cut a deposit check.)
Dorkiness (the polar opposite of professionalism) can come about from a self promoting message that falls apart under scrutiny. It’s happened to me so many times that I’d rather go an entirely different route.
Hey Don,
No question this can backfire if you don’t have the confidence to pull it off. But, I was suggesting it, not in all cases, but when a prospect is really wishy-washy and throwing all manner of objections and disparate requests at you. In those cases, what have you got to lose? But, it’s definitely a personal decision whether to go this route… Though, if it IS true, I think it’d be a mistake not to use it… 😉
PB
Hi Peter,
I am a literal minded engineer… used to black and white … so I believe that I am fighting this tendency when I contemplate using such closes. But there is another issue here, besides self confidence.
Given what you said: “when a prospect is really wishy-washy and throwing all manner of objections and disparate requests at you”… my experience has been that this sort is *never* going to “get off the pot”, so to speak.
I had such a contact several months ago. The fellow introduced himself as a partner in a high flying VC-fueled technology startup. When I quoted him “real money” for a job he requested, he rejected my quote and started throwing alternative projects at me. After three go-rounds I realized that he was playing me and I cut it short and literally told him to get lost – it was feeling insulting. I later found an ad from the same individual on a “rent-a-body” outsourcing site offering all of $200 or so for three fairly complex white papers.
He had almost no money. *That* was why he was wishy-washy. He was just trying different project combinations to see if I would magically become cheaper.
So, ultimately, the indecisive client probably really doesn’t want to pay in your price range. The “real” solution is to generate more leads.
Don
Excellent post and some great comments too. There’s a small part of me that always wanted to be a rock star and this approach is about the nearest I’m ever going to get to it…
It can also help to make it clear in your quote that the price is valid only for the next 30 days or whatever – remind them that if they delay any longer, the price is going to go up.