March 26, 2012 at 19:38The course of the young soldier "Sell the services of a web designer." Part 1 “Positioning”
The other day I talked with a novice “webdesigner,” who, although he makes sites “above average,” quality, but sits without orders. We talked with him for about 2 hours. As a result, he said, "Timur, here I am <sprinkling with ashes>!"
After thinking a little, I decided to lay out an exclusive, something like a young fighter’s course for free artists who work on the Internet and want to make a quick start and a powerful financial sprint in this field - in the future.
To make it more clear about the effectiveness of these steps, I’ll give the ORDER of coefficients for the envelope of sales meetings (that is, meetings at which I sell my services):
I repeat - this is an order of numbers, so I ask you not to write books on this subject. Judging by the communication with my acquaintances, these are very good indicators.
The technique, which is described below, has evolved evolutionarily. My target audience is small and medium-sized businesses. I work on my own as a "person-studio", i.e. I am engaged in a full development cycle, starting from sales and ending directly with the development of sites and its delivery to the customer. I recommend starting with this, and not going to a web studio to get hired. After reading the article to the end, you will understand why.
If you have ever sold services, then you have come across a bunch of objections and questions that rained into your address. In fact, all these questions can be reduced to 4 questions:
These questions need to be answered, but all your answers will give rise to new questions and new suspicions. I suggest - to make them appear at least. And one way to minimize the killing of your nerve cells is called "positioning."
The definitions (as well as its boundaries) of this marketing term are many. I will save your time and give my own, in relation to our specific situation: Positioning is the way we want the customer to perceive us. I will give 2 options. The first is common, the second is which I use.
To make it clear what I’m talking about, I propose to simplify the situation as much as possible. And to imagine the incredible: you came to a meeting with the customer, and he has a 3-inch screen built into his forehead (like the normal size, right?) Broadcasting his thoughts. So, what would a meeting look like:
He (flashed on the screen): who are you?
You: I’m a cool designer / programmer.
He: well, I need a site ... I don’t know exactly which, most likely, the competition from the competitors. Show that you know how, and I will decide what I need. Is there a portfolio?
You: yes, of course, here is the address www.site.ru/portfolio
He: so ... well, I need a beautiful site ... I need to surprise the visitor with what I would remember. It’s also necessary, what would the competitors have, here’s how they see www.konkurent.ru ... only so that on a red background and not a blue one, add a girl naked in a hat. I think it will trample ...
You: easy!
He: so ... how much do your services cost?
You: Nnn bucks.
He: Oh! and one student suggested to me for Nn ...
you: well, you know, he’s not as cool as I, I’ll make it cooler faster, more functional
He: so, how do you evaluate that ... and do I need to be quicker? And do I need more functionality? Well, if your gift of persuasion turns out to be stronger than my desire to save n bucks, then I probably agree. Ato it is not clear whether it will work or not, we must first try. It doesn’t work out, at least I’ll save it.
He: Who are you?
You: I am the owner of the site www.site.ru , which is additionally involved in the development of sites.
He: Hmm, interesting, but can I see it?
You: Yes, here is the site www.site.ru
He: I see. I need a website that brings customers, I am ready to invest in it, provided that what you offer really works.
You: Well, look: www.site.ru/admin/orders , N orders came this week.
He: That is, now you are offering me the same thing as yours?
You: yes. Only taking into account your specifics.
He: do you have a portfolio?
You:what portfolio? Orders - this is my portfolio.
He: and yes, for sure ... Well, I'm interested. What is required of me?
You: I, unfortunately, are not an important designer, so just buy from a pro, I did it. Local designers are breaking prices and not doing very well, I found a site with professional templates, I will select for you 5 pieces that are best from my point of view and then we will discuss which is better. OK?
He: ok! Thank you for saving me from these nuances and arts. Ato was one designer / programmer here, I need to earn money here, but he loaded me with some kind of CMS, jpg, xml ... By the way, how much does it cost?
You: nnnn bucks.
He: O_o !!! and one student suggested to me for Nn ...
you:Well, of course then go to the student, I would go if I knew how to make it work! He will do everything you want, the question is whether you can make money on it or not - I do not know, I had xyz projects, most of them did not give clients, this one works. Therefore, I know what works and what does not, and I know all the nuances.
He: well, yes ... you’re more reliable, it’s kind of like, you don’t want to take risks ...
This positioning, in fact, affects the entire process of your interaction with the customer. You in this case, become equal with him, you are both the owner of the site. You know how it works, he- no. Therefore, YOU say what and how to do, and instead of moving pixels around the screen, you do really important things.
After thinking a little, I decided to lay out an exclusive, something like a young fighter’s course for free artists who work on the Internet and want to make a quick start and a powerful financial sprint in this field - in the future.
To make it more clear about the effectiveness of these steps, I’ll give the ORDER of coefficients for the envelope of sales meetings (that is, meetings at which I sell my services):
- Hot market (acquaintances, friends) - 95% (naturally)
- Warm market (recommendations) - 80%
- Cold market - 60%
I repeat - this is an order of numbers, so I ask you not to write books on this subject. Judging by the communication with my acquaintances, these are very good indicators.
The technique, which is described below, has evolved evolutionarily. My target audience is small and medium-sized businesses. I work on my own as a "person-studio", i.e. I am engaged in a full development cycle, starting from sales and ending directly with the development of sites and its delivery to the customer. I recommend starting with this, and not going to a web studio to get hired. After reading the article to the end, you will understand why.
If you have ever sold services, then you have come across a bunch of objections and questions that rained into your address. In fact, all these questions can be reduced to 4 questions:
- Who are you?
- What do you want?
- What will I get if I do, as you suggest?
- How much is it?
These questions need to be answered, but all your answers will give rise to new questions and new suspicions. I suggest - to make them appear at least. And one way to minimize the killing of your nerve cells is called "positioning."
The definitions (as well as its boundaries) of this marketing term are many. I will save your time and give my own, in relation to our specific situation: Positioning is the way we want the customer to perceive us. I will give 2 options. The first is common, the second is which I use.
To make it clear what I’m talking about, I propose to simplify the situation as much as possible. And to imagine the incredible: you came to a meeting with the customer, and he has a 3-inch screen built into his forehead (like the normal size, right?) Broadcasting his thoughts. So, what would a meeting look like:
Positioning "I'm a cool designer / programmer"
He (flashed on the screen): who are you?
You: I’m a cool designer / programmer.
He: well, I need a site ... I don’t know exactly which, most likely, the competition from the competitors. Show that you know how, and I will decide what I need. Is there a portfolio?
You: yes, of course, here is the address www.site.ru/portfolio
He: so ... well, I need a beautiful site ... I need to surprise the visitor with what I would remember. It’s also necessary, what would the competitors have, here’s how they see www.konkurent.ru ... only so that on a red background and not a blue one, add a girl naked in a hat. I think it will trample ...
You: easy!
He: so ... how much do your services cost?
You: Nnn bucks.
He: Oh! and one student suggested to me for Nn ...
you: well, you know, he’s not as cool as I, I’ll make it cooler faster, more functional
He: so, how do you evaluate that ... and do I need to be quicker? And do I need more functionality? Well, if your gift of persuasion turns out to be stronger than my desire to save n bucks, then I probably agree. Ato it is not clear whether it will work or not, we must first try. It doesn’t work out, at least I’ll save it.
Positioning "I am the owner of the site"
He: Who are you?
You: I am the owner of the site www.site.ru , which is additionally involved in the development of sites.
He: Hmm, interesting, but can I see it?
You: Yes, here is the site www.site.ru
He: I see. I need a website that brings customers, I am ready to invest in it, provided that what you offer really works.
You: Well, look: www.site.ru/admin/orders , N orders came this week.
He: That is, now you are offering me the same thing as yours?
You: yes. Only taking into account your specifics.
He: do you have a portfolio?
You:what portfolio? Orders - this is my portfolio.
He: and yes, for sure ... Well, I'm interested. What is required of me?
You: I, unfortunately, are not an important designer, so just buy from a pro, I did it. Local designers are breaking prices and not doing very well, I found a site with professional templates, I will select for you 5 pieces that are best from my point of view and then we will discuss which is better. OK?
He: ok! Thank you for saving me from these nuances and arts. Ato was one designer / programmer here, I need to earn money here, but he loaded me with some kind of CMS, jpg, xml ... By the way, how much does it cost?
You: nnnn bucks.
He: O_o !!! and one student suggested to me for Nn ...
you:Well, of course then go to the student, I would go if I knew how to make it work! He will do everything you want, the question is whether you can make money on it or not - I do not know, I had xyz projects, most of them did not give clients, this one works. Therefore, I know what works and what does not, and I know all the nuances.
He: well, yes ... you’re more reliable, it’s kind of like, you don’t want to take risks ...
Summary
This positioning, in fact, affects the entire process of your interaction with the customer. You in this case, become equal with him, you are both the owner of the site. You know how it works, he- no. Therefore, YOU say what and how to do, and instead of moving pixels around the screen, you do really important things.