Sales , Leave a comment

Customize Your Selling Style

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I will present my workshop  “Become Your Own Boss:Effective Business Plan Writing”  on Wednesday evenings October 10, 17 & 24  5:30 PM-7:30 PM at Boston Center for Adult Education.  If you’ve been percolating a business idea that you’d like to launch, or would like to position for success the business you’re already operating,  please register at http://bit.ly/RnyIBP .

It should come as no surprise that  professional services clients approach buying,  in this case hiring a Freelance consultant, with their own agenda.  They are no different than you and me when we shop for a product or service.  Sometimes we know exactly what we want and other times we need guidance.  Some of us shop for designer labels that give us prestige when we flash the logo  (Prada, Jaguar).  Others like to get to know the owner and counter help at our favorite coffee shop and that relationship keeps us going back.

Jeff Tanner,  professor of sales and marketing at the Hankamer School of Business at Baylor University in Waco, TX,  recommends that you tailor your selling style to dovetail with the buying style of your prospect.  “We all  have our preferred selling style…..(but)  I don’t  always see  entrepreneurs trying to understand the need from the buyer’s perspective”.

Here are three more ways to successfully win a sale by tuning in to what motivates your prospect:

IV.   Tout your A-list clients

As William Shakespeare noted in “Othello”,  reputation matters.  Your reputation with other clients can make or break some deals.  If and when you get the chance to work with a prestige client,  be sure to get a testimonial.  That will be your springboard to the next prestige client.

Many,  if not most,  large companies will not hire a Freelancer who has only worked with small organizations.  They fear that the person does not have the capacity to adequately fulfill the job requirements.   No client wants to have egg on their face for hiring the wrong consultant.  Do what you can to leapfrog up the ladder by starting with small prestige clients and use those names as entree to the bigger fish.

V.     When service matters

For some clients,  it’s all about the quality of service.  What happens after project completion may be a concern.  Depending on your specialty,  it could be good business to devise some post-sale service packages that give clients some support as they implement or utilize what has been developed  (like a new website).

Project deadlines can also be an issue and producing a fast turn-around time may be especially important in winning an assignment.   Speedy response to post-sale questions may be at top of mind for certain clients.  To reassure those clients,  the guarantee of completing a project within a specified time frame,  or the guarantee of a response time,  may be written into the project contract or retainer agreement.

VI.    Close the deal now

Pay attention to your prospect’s body language to gauge whether he/she wants fast action.  If the prospect seems anxious to move forward,  by all means get on with it and cut to the chase.   Wrap up final details by confirming your duties,  the client’s expectations and any deadlines and get a verbal commitment to proceed that includes the project fee or hourly rate and start date.   Ask your newest client to send the contract ASAP and you may even offer to sign one immediately,  as soon as the mutually agreed-upon particulars have been added.

Thanks for reading,

Kim

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How They Want to Be Sold

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When we figure out what makes a client want to become a client,  we can then make that person a client.  Does that sound too obvious?  It is and it’s true.  Before the meeting,  we must first realize that each prospect is an unique individual and so a cookie-cutter sales spiel will not work and second,  when we do get a chance to sit down with him/her,   we must learn what his/her priorities are and then sell to those priorities.  What will give a prospective client the confidence to offer you a contract?

Learning that involves listening skills and that means it’s wise to let the prospective client do most of the talking during your meeting.  All we have to do is listen and respond in kind.  George W. Dudley,  Chairman of the Behavioral Sciences Research Press in Dallas, TX,  recommends that to seal the deal,  it’s imperative to structure your sales pitch to cater to the trigger that will give you the green light.  Here are three common agendas that clients will have in mind as they evaluate whether or not they’d like to do business with you:

I.      Just the facts

If your prospect is detail oriented,  then tightly focus on what your product or service will do for him/her.  Think features and benefits plus credible third party support.  This type does not enjoy small talk or being asked a series of questions,  unless they serve to refine the needs and objectives of the project.  He/she has a very good grasp of the project scope and the expertise required for successful execution.  He/she has a high regard for quantifiable data and has probably researched not only you,  but also your competitors.  This person doesn’t want to be your buddy,  he/she just wants to get the job done by whomever can demonstrate a solid track record of results.

II.    Be an adviser

At the opposite end of the spectrum,  there are those prospects who don’t quite know what they’re looking for.  In that case,  you have the opportunity to educate.  Ask lots of questions about the scope of the project and show the client how you can apply your expertise to ensure that objectives are achieved.  As you help this prospect to make a decision, you may be able to up-sell.

III.  Make it personal

Some clients prefer to establish a relationship with their Freelancers.  Here is where you lay the groundwork for repeat business,  which is a beautiful thing.  Solid interpersonal skills are required and it may take some time to build trust and get your foot in the door.  It will be necessary to demonstrate that you care about the organization and that you’re willing to spend time on customer service,  answering questions,  training staff,  etc.  You must be attentive and not just in it for a quick sale.

More next week and thanks for reading,

Kim

Professional Development , Leave a comment

You Like Me. You Really Like Me!

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Everyone likes to do business with people they like and when given a choice,  we avoid doing business with people we don’t like.   Marketing expert Rohit Bhargava claims that in some instances,  likeability can trump professional  expertise in business situations.   In his 2012 book,  “Likeonomics: The Unexpected Truth Behind Earning Trust,  Influencing Behavior and Inspiring Action”,   he explains how we all can become more likeable ourselves.

In “Likeonomics”  Bhargava,  who led a marketing team at the global ad agency Ogilvy,  where he worked with clients such as Intel and Pepsi and who now teaches global marketing strategy at Georgetown University in Washington, D.C.,   discusses why some companies  and people are more believable than others and why likeability is integral to being trusted,  obtaining and retaining customers and making money.   He reveals five characteristics that make businesses and individuals more likeable to clients and customers:  Truth,  Relevance,  Unselfishness,  Simplicity and Timing,  neatly embodied in the acronym TRUST.

 Likeability  differs from niceness.  Those two adjectives have similarities,  but if you think about it,   you’ll realize that they are not exactly interchangeable.  For example,  nice people don’t like to upset anyone or contradict the prevailing opinion.   To avoid rocking the boat,   nice people  may not always tell the truth.  They like to go with the flow.

Nice people prefer to gloss over the uncomfortable truth because they loathe confrontation and don’t want to hurt anyone’s feelings .   Nice people want to liked.   Don’t get me wrong,  I like nice people.  I like people who don’t want to hurt my feelings.  The problem is,  nice people are often shallow people.  In my experience,  nice people do not have a backbone,  they definitely don’t have your back and in fact,  nice people are not ashamed to stand by and watch your enemies stab you in yours.

On the other hand,  likeable  people usually value the truth.   In fact,  likeable people can sometimes be rather blunt as they point out the truth of a situation.   Likeable people tend to be transparent and for that reason  they earn trust.  According to Bhargava,  trust and believability are at the foundation of being liked.  They are the basis of our most successful relationships.

Bhargava goes on to say that likeability is not the exclusive domain of extroverts and neither is it a personality contest.  Likeability is about being warm and approachable,  not about being chatty and outgoing.  When one is warm and approachable,  it is not necessary to engage in nonstop small talk in an effort to win someone over.

To be likeable,  all you have to do is be receptive to whom you meet and open to the conversation you’re having.  Be interested in the person you’re speaking with.  Listen and respond accordingly.   Believe it or not,  an excellent way to convince others that you are a great conversationalist is to listen and let the other person talk.

Bhargava further recommends that you keep your marketing message and sales pitch simple because that’s what people will respond to best.   Simple is easy to understand and navigate and evaluate and that is very important to busy people  (like you and me!).   When speaking,  limit  technical jargon and  fifty dollar words.  Don’t try to impress clients and prospects with your stunning vocabulary and encyclopedic knowledge.  Instead,  use clear and simple language,  to ensure that your message is understood and no one feels confused or intimidated  (this is not to be confused with dumbing things down).

Finally,  be honest and transparent about the services and products that you offer and your ability to meet the client’s needs.   As badly as you may need a contract in order to pay your bills,   it is far better for your professional reputation to turn down a contract if you know you cannot do the job.   Honesty demonstrates integrity,  creates respect and goodwill and will persuade that client to bring you in at another time to discuss a project for which you are qualified.

“Likeability is a skill—it is something we all universally can work on get better at”,  notes Bhargava.   Like the saying goes:  People do business with people they know and like.  They do more business with people they trust and respect.

Thanks for reading,

Kim

Administrative , Leave a comment

Ace the Thank You Letter

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The month of August seems to have put me on a business etiquette soapbox,  so I’ve decided to conclude the month with a few pointers on how to write a thank you letter.  In business,  one cannot underestimate the importance of expressing thoughts in writing.  It is important for a Freelance consultant to know when and how to properly thank a client or colleague.

Unfortunately,  many people get a little flummoxed by thank you letters.  We know we want to express our thanks,  but we don’t always know what to say.  We don’t want to sound too impersonal and neither do we want to gush.  Keep things in perspective by approaching thank you letters as acknowledgements and understand that they are not entirely different from the email that you write to a client to verify what was discussed and agreed upon in an important meeting.  Best of all,  thank you letters are a lot easier to write.

It is likely that a meeting precipitated the occasion to thank someone and it is best to send your thank you card or letter no later than 48 hours after that meeting.  Rather than sending an email,  show your business etiquette bona fides by using quality stationary or a business note card  (your own personalized stationary or cards have the most cachet) and sending your thank you via the postal service.   A thank you card will be hand written by the sender and a thank you letter will be typed and signed by the sender.  The tone will be friendly,  yet professional.

Begin you note or letter by expressing your gratitude for the meeting  “Thank you for meeting with me on_____”   or “I appreciate that you were willing to meet with me on_____”.   Next,  reference a key point or two that surfaced during the meeting,  such as the usefulness of information shared,  appreciation for a client referral or introduction made,  assistance or advice given,  etc.   I like to send thank you letters to clients when a project has concluded and thank them for awarding me the contract and letting them know how much I enjoyed working with them.  It’s all about relationship building and creating repeat business.

Thank you notes and letters are typically brief.   After you’ve stated the reasons for expressing your thanks,  move toward the close by thanking the recipient again  “Once again,  thank you for meeting with me…”  Set the stage for future contact with  “I look forward to working with you again…”;  “I look forward to seeing you at the _________Conference…”;  or whatever fits the context and your relationship.

Complete your note or letter with a salutation that suits you and the relationship you have with the letter’s recipient:

Best regards

Kind regards

Warm regards

Yours truly

Thank you letters are an important step in relationship building and maintenance and an important building block of your brand,  that is what you are known for and the image you project to others.  I suspect that many in business do not take the time to write thank you letters.  They may think about doing so,  but find the process intimidating.  They procrastinate and then decide that too much time has passed.  Now that the process has been deconstructed,  you’ll be ready to confidently and expertly write a thank you letter to someone who has come through for you.  It’s a small effort and it will be greatly appreciated.

Thanks for reading,

Kim

Administrative , , 2 Comments

Power Lunch Etiquette

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When establishing a relationship with a new or prospective client,  or sorting through a big and important project,  stepping away from electronic forms of communication and choosing to arrange an old-school  face to face meeting is the the most practical route.  So many vibes and nuances require that the parties be in the room together.   Inviting a client to leave the office for an hour or so,  away from various distractions,  is a smart move that will pay many dividends.  Lunch with a current or prospective client,  or with a colleague you’d like to know better  is invariably more productive and pleasurable than an office meeting.

I use here the example of  lunch,  but your client’s schedule may indicate that a breakfast meeting or afternoon coffee will be preferable.  If getting the client out of the office proves impossible,  offer to bring breakfast or lunch to the office.  It ‘s not ideal,  but I’ve found that a little food makes for a more relaxed meeting that sets the stage for candid conversations and relationship building.

Power lunch etiquette begins before the two of you sit down to eat.  It starts with the invitation.  When it is extended,  suggest two or three restaurants with good reputations that are convenient to the client’s office.  Welcome suggestions from your guest.  You’ll select the client’s choice of restaurant,  of course,  and remember to compliment his/her choice.  Visit the website,  peruse the menu and make a reservation if required.

Be sensitive to your client’s dietary requirements and preferences.  Whether or not there is a medical reason,  many people  (especially in the Northeast and the West Coast)  are following vegetarian,  gluten-free, vegan,  raw, etc. diets.  “As the host,  it is your responsibility to ensure that your client’s experience is pleasurable”, says etiquette expert Tina Hayes.  “Pay attention to details”.

Confirm the meeting time and place with your client/guest and the reservation with the restaurant the day before.  Exchange cell phone numbers in case one of you is delayed.  You will arrive at the restaurant 10-15 minutes early and give your credit card info to the host and request a quiet table that is suitable for talking business. Then wait in the reception area.  When your guest arrives, turn off your phone so that you won’t be interrupted.

As a general rule,  it is inadvisable to immediately plunge into a business discussion as soon as your guest arrives.  Be prepared to make small-talk and have a couple of non-business topic sready,  to allow both of you to relax and get to know each other in a different context  (avoid politics or any other potentially controversial topics).  Let your guest know that it’s OK to order a drink if he/she likes and if you’re meeting on a Friday,  that just may happen.  If your guest orders a drink,  you may also order one.  If your guest abstains,  you do the same.

Wait until the meal has been ordered and beverages have been served before easing into the business talk.  Focus the conversation around your guest and give him/her a chance to open up.  Do that by asking about business,  projects that are in progress,  what’s on the drawingboard for the future.  then inquire as to how you can help and what needs must be urgently met.

Be mindful that you must pace the discussion and be respectful of your guest’s time.  Plan on 75-90 minutes for the average business lunch and 45-60 minutes for breakfast or coffee meetings.  When finished, express your appreciation for the client’s time.  Send a written thank you note (not an email).

Thanks for reading,

Kim

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Get Your First Impression Right the First Time

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Congratulate yourself.  You were lucky enough to get a good referral from one of your clients and you’ve been invited to meet with your newest prospect.  Because you’re smart enough to know that first impressions set the stage for success in any relationship,  you want to get this right. 

Allegedly,  there is research that shows a prospect will decide whether he/she might be willing to work with a Freelance consultant within five seconds of their initial encounter.   To get the most of those precious few seconds,  why not do some preparation to make sure that your first impressions do the job for you—and not on you!

Keep fit

Good health gives you a glow that makes you appear more attractive and competent.   It’s not necessary to emulate a runway model or ironman triathlete.   Just follow some sort of fitness regimen that suits you,  whether it’s 3-4 hours/week at the gym,  biking or walking to work,  or maybe playing in a softball or volleyball league.  Regular exercise brings many benefits,  including more restful sleep,  decreased levels of stress and higher self-esteem.  

A diet that includes plenty of fresh fruits and vegetables and modest amounts of protein and carbohydrates,  about 60-100 ounces of water each day and limited alcoholic beverages  is the other half of a good fitness regimen and will make you look alert and capable.  Top it off by getting seven to nine hours of sleep each night and abstaining from nicotine.

Visual signals

Like it or not,  everyone makes snap judgments based factors such as looks,  weight,  hair,  jewelry,  make-up,  facial expression and more.   Be sure your visual signals  communicate that you are the type of person your prospect will want to do business with.  Always look sleek and professional,  neither too casual nor overly formal.  If possible,  find out what the company dress code norms are before  your meeting.  However,  even if the company dress code is jeans and polo shirt,  you must do a little better  (think business casual in that instance).

Good greeting

Your greeting consists of your smile,  your words and your handshake  (or bow, as appropriate).   A smile conveys that you are pleasant and approachable.   The words you choose for your greeting should be appropriately formal and never too informal.   Your handshake should be firm and neither limp nor crushing.   Lastly,  make sure that you use the appropriate honorific:  Mr.,  Ms.,  Admiral,  Captain, etc.,   to demonstrate that you’ve done your homework and know how to address your prospect.

Smart agenda

A huge part of  first impressions hinge on whether you seem confident in yourself and what you have to offer.  Your prospect will sense whether you are prepared for the meeting,  or if you’re just winging it.   Therefore,  it’s important to know what you’d like to accomplish in the meeting.   A few days before the appointment,  start jotting down possibilities and come up with three or four reasonable meeting objectives.   Preparation radiates a poise that communicates credibility and competence.

Rehearse entrance

Now that you have all the components for creating a winning first impression,  give yourself the benefit of a dress rehearsal.   Practice how you’ll enter the room  (or if the prospect comes to you,   how you will stand and greet him/her),  how you will express your greeting and how you will shake hands or bow.   Rehearse it until you are comfortable with all aspects,  including the goals of your meeting agenda.  If possible,  videotape it and critique.  Good luck!

Thanks for reading,

Kim

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Do Not Sell Your Elevator Pitch

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The elevator pitch gets a lot of attention.   Much has been written about its importance and how to get it right.   Unfortunately,  most of the so-called experts cannot help us get our elevator pitch right,  because they don’t understand what it’s about.

The original purpose of the  “elevator pitch”  was to have something relevant to say about your business if you happened to encounter someone who could potentially become a client.   Over time,  its purpose was corrupted and it metastasized into a sometimes smarmy self-promoting sales pitch that prospective clients didn’t want to hear.   Most of us forgot,  or perhaps never realized,  that  an elevator pitch was never meant to be a sales pitch.    

But we’re Freelancers and we need to self-promote because we need to plant the seeds for new assignments so we won’t starve to death!  Isn’t that what an elevator pitch is for? If it doesn’t sell us,  then how do we introduce ourselves to prospective clients?

Take heart,  gentle reader.   As we all know,  it’s not what you say,  but how you say it.   It is more advantageous to present oneself in a way that does not reek of obvious selling.   What Freelancers need is an elevator pitch that not only can open up the possibility of a sales opportunity,  but can also be gracefully inserted into a casual conversation.

The well- made  elevator pitch presents you and your offerings in a socially acceptable manner,  with no  obvious  sales pitch.   You’ll be able to roll it out at a backyard barbecue or a wedding reception,  without making people cringe.   To do it right,  it is necessary to learn how to introduce yourself and your business concern in the context of social conversation.

According to Geoffrey James,  author of  “How to Say It: Business to Business Selling”  (2011),  break your elevator pitch down into three parts.   First,  come up with one  sentence that will Position your business.   That sentence will describe what you do for clients in easy-to-grasp language and will state a benefit  that could be of interest  to the person who asks about your professional  life. 

The beauty of this sentence is that it will start the process of separating the wheat from the chaff by revealing the questioner’s level of interest in what you do.   If that person shows only polite interest,  you’ll know that you’re not speaking with a prospect and can move on to  other topics.   But if he/she asks something like  “How do you make that happen”?,  you may have a live one.

If your questioner shows knowledge and interest in your field of expertise,  then proceed to level two and Differentiate what you do by giving examples of what distinguishes you from competitors.   “Some of my clients begin to receive the desired return on investment within three to six months after implementing the business  strategy plans that come out of the sessions I facilitate for them”.   “We have extensive press contacts that will allow us to roll out the PR strategy you need to make your business appear reliable and trustworthy to your target customers”. 

If your questioner continues to demonstrate interest and ask relevant questions,  then advance to level three and open a Conversation.   Ask an open-ended question to verify whether you are speaking with a potential client,  or just someone who is bright and curious,  but cannot hire or refer you.   Maybe  ask something like,  “Does your company have these kinds of needs?  If so,  how are you getting the job done”? Drill down further with,  “Do you have an impending project on the drawing board”? The answers you receive will let you know who you’re dealing with.

If you’ve done things even half way right,  maybe five minutes have elapsed during which the other  person has done much of the talking and you the listening.  If it makes sense to keep the conversation going,  it’s time to  ask for a Meeting,  since  1.) Follow-up is an essential component of success and you don’t want to let an opportunity slip through your fingers and  2.) You are at a social event and you don’t want to be crass and ruin the mood by continuing to talk business.

You might propose it this way:  “If you’re open to talking a little more about how I can help you with  (insert prospect’s concern),  I’ll be happy to sit down with you.   How do I get on your calendar”?

A more cautious approach is,  “If my company were able to handle  (insert prospect’s concern),  what are your thoughts about us getting together so that you can learn more about what we do? Can I get on your calendar”?

So there you have it.  A straightforward and brief elevator pitch strategy that is a real conversation and elicits useful information for both parties.  It is not a sales pitch.  Now all you have to do is put yours together.

Thanks for reading,

Kim

Marketing , , 1 Comment

Boost Social Media ROI

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Like nearly all Freelance consultants,   I engage in social media  (LinkedIn)  for professional reasons.   I have yet to obtain a client through social media interactions  (my business is nearly 100% referral,  since basically no one hires business strategists or marketing consultants without a personal endorsement),  but I must keep up appearances and so I keep my profile in good shape and post relevant updates to keep things fresh.

The experts say that like all marketing campaigns,  what and how you communicate through social media must appropriately reflect your brand and appeal to current and prospective clients.   To achieve the desired return on investment from social media,   it is imperative to deliver the right message to the right sites.  To accomplish that,  you must know the customer.   Who hires you and what type of social media might they trust and follow?

To help define which social media platforms to focus on,   begin with the age group of your prospects.   Are they under 35 years old? If so,  they are more likely to be very comfortable with a variety of social media.  They’re likely to  own a smart phone,  tablet and laptop.   They may very well create and copiously share online social media content in their personal and professional lives. 

Conversely,   if your typical clients are 40+ years old  (like mine),  they are less likely to be heavily involved in social media and much less likely to create  content.   They may own a smart phone,   are guaranteed to use a computer and may even own a tablet,   but should they decide to share content,   it was most likely created by someone else.  

Social media expert Judith Lewis  says that about 20%  of social media users are High Sharers and about 80%  Low Sharers.  High Sharers are almost three times as likely as Low Sharers to recommend  products or services to those in their network.   Therefore,   it is wise to create content that will appeal to the High Sharers,  who will do some  “e-legwork”  on your behalf and boost your social media ROI. 

Lewis has identified seven types of social media High Sharers and explains how their sharing style can be leveraged to target and engage clients and prospects.   Give the list a read and see how you might tweak your message and perhaps vary the sites you use:

Altruists

Altruists share content out of a desire to help those in their network.  They respond well to appeals made through email and Facebook.  Altruists make up the largest percentage of social media users.

Selectives

This group shares information if they feel it will be useful for a specific individual.  They usually use email to share information.   Selectives comprise the second largest percentage of social media users.

Passionates

Passionates share information with those who share their intense interest in a given topic,  cause,  band,  fashion designer or whatever.  This group uses Facebook most frequently.   Also,  they are big contributors to customer review sites.

Connectors

As their name describes,  this group likes bringing people together to socialize or perhaps do business.   Connectors tend to use several social media sites,  most notably LinkedIn,  Flickr,  Twitter and Facebook.

Trendspotters

This type uses social media sites to show the world that they are on the bleeding edge of the hottest trends.   Trendspotters are compelled to build their credibility and they are busy working many social media platforms.  YouTube,   Foursquare,  Delicious,  Twitter and Facebook are favorites.   Trendspotters can be very useful for B2C  ventures seeking to increase visibility and sales,   especially in fashion,  electronics and baby products.

Provocateurs

Bloggers often fall into this category  (but not your humble diarist).   Provocateurs like to do just that—be controversial,  cheeky and outrageous and get a rise out their readers.  In addition to their blog,  these folks tend to favor YouTube,  Delicious,  Flickr and Twitter.

Careerists

This group will use social media networking almost exclusively for business purposes.   They favor LinkedIn,  but will use Facebook,  Twitter,  YouTube and Facebook as needed,  to effectively share information about their business enterprise or career.

As a postscript,   I will say that I don’t know any Freelancers who have successfully monetized their social media relationships.   From time to time I read and participate in LinkedIn Answers and there are those who swear that they get clients  (whom they have never met)  through LinkedIn.   I have my doubts.   Still,   creating some buzz will never hurt your business.  If you’re able to get on the radar screen of a High Sharer who will post a good recommendation for your services,   at the very least this may help convince someone who is on the fence to go ahead and offer you the contract.

Thanks for reading,

Kim

Sales , , , 1 Comment

Smart Sales Call Questions

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Management guru Peter Drucker famously noted that in order to get the right answers,  it is first necessary to ask the right questions.  Whether the subject is love or money,  many of us do not ask direct clarifying questions because we are afraid of the answer.  It takes courage,  sometimes,  to hear the truth.  But in the end,  only the truth is useful. 

I recently found this list of sales call questions and they are a little scary because they cut right to the heart of a prospect’s motive and let you know what is real and what is not.   I vow to pose these questions in my next sales call because it is far better to know  what I’m dealing with.  Time is much too valuable to waste trying to wrestle an assignment out of a prospect who does not have the means or real motive to hire me.  Write these down and post them at eye level:

1.  In terms of time,  money and/or risk,  what business problem will working with me solve for your organization?

You’ll learn the reason the project is out for hire and assess your ability to do the job.  You’ll  learn whether or not there really is a project,  or if the prospect is merely checking out available talent.  Maybe the prospect only wants to compare the Freelancer they usually use to who else is out there?  If there is not a genuine problem to resolve with a timeline and budget attached,  then your prospect is only window-shopping and there is no contract here.

2.  How will you measure success 60 days after we begin working together?

The answer clarifies the goals and objectives you must meet if you win the assignment and also identifies the metrics that will be used to measure your progress as you work.  You’ll confirm that milestones and metrics have been set for the project and that it is real.  The prospect’s  seriousness and sincerity  (or lack thereof)  will be demonstrated in the response.  You will understand how you will approach the project and reconfirm whether you can meet expectations.

3.  How much better does my  “better”  have to be for you to bring me in on this project?

The prospect’s answer will reveal if he/she knows what they’re looking for in terms of whom to hire as a Freelancer.  Are the expectations reasonable in your opinion and do you have the wherewithal to meet them? Might you have to call in a subcontractor to meet a special demand or timeline?  You can assess the level of interest in your services and determine if you are a contender or merely filling out a list that must contain a certain number of names.

4.  How soon do you need to see progress or improvement for you to know that you’ve made the right decision in hiring me for the project?

Once again,  the prospect will show that he/she has thought things through,  has established clear and reasonable goals,  objectives,  timeline and metrics and recognizes success.  You’ll have another means to confirm that the project is real and there is something for you to pursue.

5.  What process will you follow in bringing me on as a provider of this service?

Process questions reveal how far ahead your prospect is thinking.  This question will demand that the prospect envision hiring you and think through what must be done to bring you on.  What budget is available and who else must sign off on your hire? If your prospect has only a fuzzy answer to this question,  then he/she may not have the authority to hire you.

Thanks for reading,

Kim

Professional Development , Leave a comment

Charisma and the Way You Say What You Say

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Is it my imagination,  or are people called upon to do much more public speaking now as compared to 20 years ago? I had a 15+ year career in sales and that kept me talking all day.   In addition to sales calls,  there were company meetings and I was frequently called upon to give presentations and participate in the whole give and take.   But  there was no need to be  “on”  and repping a brand 24/7.   In fact,  human beings didn’t consider themselves a  “brand”—we had reputations.   We had off hours, during which time we could relax without feeling anxious about it.   That was then.

Now I’ve got the Freelance consulting thing going on and demands to stand and deliver have about doubled.   Networking plays a major role in business development for the self-employed and business owners.   I do some teaching and occasionally speak to a local business group,  to demonstrate my credibility and promote visibility.

These days,  we’re all out there self-promoting and doing all that we can to attract new customers,  retain current clients,  obtain venture capital,  get a job or a promotion,  get our child into the  “right”  school and generally look like we are a valuable asset to those who are holding the goodies we desire.   For obvious reasons,  the ability to communicate well has never been more essential.  We need to learn how to inject some charisma into our presentations.

Charisma means a special gift in Greek and charismatic speakers have the unique and valuable gift of connecting with their audience and persuading them to grant the speaker their trust and loyalty.   Charismatic speakers are able to make their audience understand,  buy in to,  identify with,  get excited about and remember the cause and message that they addresses.   Charismatic speakers are adept at painting vivid word pictures by judiciously weaving stories and anecdotes,  humor and metaphors into their presentation in a way that causes the audience to align with them and their goals and opinions.

We all come by at least some of this naturally.   We all use metaphors,  rhetorical questions and other turns of phrase on a regular basis.  We can learn to become more conscious of our natural speaking style and ability by practicing speaking techniques when chatting with friends and family.   In time,  you’ll be able to comfortably inject some charisma when called upon to speak to a group.

Metaphors  are an excellent way to explain and illustrate a message and can persuade a skeptical audience to understand and embrace a new concept.   Martin Luther King, Jr.  displayed his mastery of the use of metaphor in his 1963  “I Have a Dream”  speech,  when he likened the US constitution to a  “promissory note”  that guaranteed the inalienable rights of life,  liberty and the pursuit of happiness.

 Contrasts  often combine reason and passion.  They clarify the speaker’s position on the subject by comparing it to its opposite.  In his 1961 inaugural address,   President John F. Kennedy spoke the immortal words,  “Ask not what your country can do for you—ask what you can do for your country.”  Benjamin Franklin noted that  “Content makes poor men rich;  discontent makes rich men poor.”  Similes  also compare and contrast,  as Muhammad Ali did when he famously announced that  “I’ll be  floating like a butterfly and stinging  like a bee.”

Then there is the use of story telling.   Stories can be where to use Analogy,  which points to the similarities between two things and on which a comparison can be based.   For example,  if your purpose is to build confidence and loyalty in a group and rally the members to face a difficult challenge,  the story you present may summarize when yourself or a group of people  (e.g. Londoners during the bombing in World War II)  pulled together,  kept their spirits up and faced the challenge with courage and resolve,  eventually prevailing.

Charismatic speakers are compelling and memorable.  Their skill is formidable,  but not entirely unattainable.   With practice,   we can learn to paint the picture for the audience,  frame the message,  influence priorities,  win confidence and portray ourselves as a leader.

Thanks for reading,

KIm