Want to learn to make money freelancing? If so, you might want to read this article. With just one change in how you sell yourself to your potential clients, you’ll soon be making more money than you’ve ever dreamed of.
Okay…you have a freelance business. You are (or you want to be) a writer, programmer, graphic artist, online consultant, whatever. How you present yourself to your customer will determine in large measure how well you’re paid for what you do. Let me explain.
Here’s what I want you to think about. Why would your clients, or potential clients, hire you? If you want to make money freelancing, then you need to figure this out. If you’re thinking along the lines of…they’re hiring me to write copy, to set up a shopping cart, or to create their new logo, you’re missing the boat.
Let’s take cars. What do you buy when you buy a car? Well, let’s see, about 2 tons of steel, a highly efficient gasoline engine, a great CD player, an iPod dock, four-wheel drive, etc, etc.
That’s not what you’re buying at all!
What you’re really buying is the security of knowing you can get back and forth to your job, which happens to exist 20 miles away from where you live. So, you’re buying security, food on the table, vacations, good health (through a good health insurance policy). You’re buying the freedom to explore places you love, like driving to the beach. So, you’re buying relaxation, beauty, a feeling of wholeness. You also could be buying power, a boosted self-esteem. (I’ve made it! Look at me! I’m driving a Mercedes!)
If I could sell you the exact feeling of what you get out of owning a car, for less money than you’re car payment, you would pay me and forgo the car!
So, what is your client buying when they buy your copy, your shopping cart, your logo? What they’re really looking for is not copy. They’re looking for sales. It’s not really a shopping cart at all. Again, it’s more sales. Ditto the logo!
So, here’s the question. Why are you selling copy, shopping carts, and logos? (Or, you fill in with the item or service you sell.) Why are you even selling this at all? Why aren’t you selling your client on making more money? After all, they’re in business. That’s what they really want.
So, let’s look at an example. I’m going to take something that I don’t do, graphic design, and show you how you should approach your client.
Let’s say that someone calls you, and they want a new logo for their website. Here’s how to approach them. I don’t know if you do an initial interview in person or on the phone, but during that interview I would look at their old logo, then ask them about how their site is performing for them. Ask about their business, what their average sale is, and especially what their plans are for growing their business. Find out about how exactly they’re advertising and marketing themselves. Specifically, be on the look out for other areas where they might need graphics services.
“Okay, Ms. Prospect, I see you’re not only revamping your logo, but your whole website. Do you have a top-notch web designer in mind?”
If not, then you can refer them to someone you habitually work with. Hopefully, you’ve already set up a referral fee amount with a few web designers. If not, then at least you’re going to expect some major referrals back to you over time.
“And, how about print advertising? Do you need any of that? Business cards, stationary, etc.?”
Oh Lord! I can hear it now. But Lee! My business doesn’t work this way. But…but…but…but… And you make, what? $30 a hour, if you’re lucky? Dude, I’m showing you how to double that, at least!
What I’m telling you is to move your conversation with your prospect away from selling a particular item or service and move it toward identifying their problem and solving it for them.
“Might I ask why you’re thinking about changing your logo?”
“Well, Lee, we had the site built four years ago, and it’s just…dated looking!”
“I can see that. I’m more than happy to give you a great price on a really great looking logo, but that might not be all you need….”Again, you’re leading towards the larger, more comprehensive sale.
Some of you are rejoicing at this moment and thinking, Yes! I can do this? I also know that some of you are cringing, or even getting slightly angry at me. You’re thinking, I’m a graphic designer, not a web designer. I’m a writer, not a salesperson. I’m a computer programmer, not an online marketing whatever!
Right. I get that. Here’s what has to happen. You need to grow! Your clients aren’t looking for a graphic designer. They’re looking for an updated, sharp looking website that generates more sales. They’re not looking for perfectly worded copy. They’re looking for more sales, more happy website visitors who return often to their site, instead of one of their competitors.
Here’s the harsh truth. I personally don’t think I’m the absolute world’s best at what I do. I’m a very good, but not incredibly good, copywriter. I’m a very good, but not stellar, search engine optimization expert. But I’m probably the best salesman I’ve ever met! And unless you change and move in the direction I’m telling you to, me and people like me, are going to take your lunch money away from you…every day! You can call your mommie all you want. But in my playground, when you come up against me. You are going down! I will win virtually every time.
Harsh but true!
So, want to make money freelancing. Figure out what your potential clients really want to buy, then sell it to them.
I’ll do you one better. If you’re selling to businesses, they probably want more money. Figure out how to pitch yourself as the money gal or money guy, and you will rule your own playground.
Adios!
Okay, I’ve written about three posts about this over the past couple of weeks. Would you say that I’m “hung up” on this? LOL! Quite possibly! You see I believe that telephone prospecting is the single best way to get leads for your business. What’s so great about the telephone is it’s immediate! You pick up the phone, call, and find leads!
