This is the 3rd and final post of a 3 part series on “How to sell Web design Skills to average Indian Businesses” – a talk I gave at the Mumbai WordCamp 2016. As promised, below is the Part 2 of my draft of the COMPLETE talk, followed by the PPT. (Read the Part 1 and Part 2 first.)
Any enquiries that come your way, voluntarily originating from the Prospects’ side (Either as a response to any of your advertising efforts or personal references) fall under the Inbound category. In order to get a growing pool of these, the answer is pretty straightforward – Advertise better, and more often. The thing is, people do it, but fall short in a major area. Funding an outreach program is fairly easy, but nudging the client enough to make him contact you, is the REAL kicker. Picture this – you have a good ad running, the prospect sees your ad, clicks it, and then BAMM! He’s lost. You don’t know where, you don’t know how, but he is lost for sure. Now, for him, it is okay, because he lost YOU.
He’ll simply go all Adele on you – you know “Never mind, I’ll find someone like you”. But if he gets lost, for you, it means YOU lose HIM. And that’s a luxury you certainly can NOT afford. He has clicked your Ad, which was only because it was good, you have lost your buck, but you didn’t get the bang promised to you.
Your secret weapon to this abomination is – Landing Pages. Being Web devs, we all think our own websites are the epitome of modern design, and nobody can get lost in them. But mind you, people have extremely low attention spans nowadays, thanks to the internet. Don’t let the customer get lost in the endless text of your babble about how you awesome you are at making “design” meet “technology”. They mean business, so give them that.
A great Landing page is the boiled down version of THE most important things about you on your website. It consists of 5 parts
No matter what kind of Advertising you are doing, be it Paid Ads on Search Engine, or Big Banners on the Highway or an Ad in the Local Newspaper, or Send Bulk SMSes or literally ANYthing else, make sure that you lead all of them to your Landing page. Give your potential clients the opportunity to reach you quicker.
Apart from these things, I want you to remember one last thing – A great business is built on the backs of personal references and retainers. ALWAYS keep in touch with your old clients, and keep asking them for references every quarter. Structure your services in such a way that the clients would be happy to pay you a retainer, no matter how small the monthly amounts.
TO SUM UP –
Use CRM, Inbound is better than Outbound, use Landing Pages, and remember – references and retainers.
Almost everything I said here tonight has to do with what we did WRONG. Which is pretty much the whole point. I know we were wrong. I know we lost a lot of battles. But we’re still here. We still exist, and that alone counts for something. So don’t give up your fight just yet, your upward journey must be just around the corner.
All you need to do is look back at what you did wrong, rectify it, and give life another jab. Slowly, but steadily, you’ll learn to hit hard enough.”
If you have ANY questions, hit them up in the comment section below, or bomb me on Twitter @thekshitijpatil .
Kshitij runs The Patil Post and Zetabyte Solutions Pvt. Ltd. - a web development company focussed on E-Commerce implementations. Loves to eat, sell, write and talk. He is an avid reader, an enthusiastic traveller and trekker at heart.
I have an old client whom I’ve helped for free, in the past. When she had to use my help a lot many times, she felt bad and was ready to pay me a monthly fee, though a small one.
Because she doesn’t have any income ATM. But, I lost touch with her.
Do you think it would be a good idea to get back in touch and get the small monthly income from her?
Why not! Just make sure the small monthly amounts don’t take a lot of your time on a repetitive basis. The amount of time dedicated per client should be directly proportional to the money they pay. Plain and simple.
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