The Client Letter
July 31, 2012
Sedona, Arizona
Sunny 78 degrees
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Revealed in “How I Became a Six-Figure Copywriter”: The strategy I used to turn a $1,000 copywriting project into a $14,000 client… and more.
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“Would you like fries with that?”
I’ve never worked at a fast food joint, but I imagine that single phrase is responsible for making the fast food industry a whole lot of money.
Simply put, that little upsell maneuver works. And if you’re selling products, it’s a smart idea to use that over and over again.
The person best qualified to buy more of your products is the person who just bought one.
But… I think you have to approach things a little differently in the service business. Especially if you’re selling professional services.
Asking the equivalent of “Would you like fries with that?” is a pretty surefire way to get rejected. When someone asks YOU that, there’s a reflex that just makes you want to say “no…” We’re just conditioned to do that. I know I am.
Think of how you feel when a car rental company asks you to buy the insurance package…
When you’re selling services, positioning matters. It’s not like you have 16 year olds all across the country asking your customers FOR you like the fast food guys do. That’s different. At least that scenario feels different to me.
Remember this when you’re talking to your prospects: never ask a yes or no question if you don’t find both answers acceptable.
So how do you take the “upsell” idea and use it in a professional service business? Simple, you actually put the upsell IN the main offering.
Bottom line is that if you’re acting like a true professional, then “upsell” is what you do A LOT.
And the best part is, you’re not selling your clients extra junk they don’t need just to make a buck, you’re actually delivering MORE value to help them reach their goals.
Here’s how:
When a client comes to you and says, “We need a website designed, how much will that be?”, you know the truth: Only an order taker answers that question.
Professionals don’t take the bait. Instead, they probe and they start asking questions. They uncover the client’s real need and their real goals.
What might have been a $3,000 design job (IF your price was competitive), could turn into a $20,000 engagement AND a much better served client.
Your job as a professional isn’t to do what your client asks. Your job is to help lead the client where she wants to go.
She’s coming to YOU for guidance. And if all you can do is “fill her order” and offer what she asks for, then you’re shortchanging yourself and her at the same time.
The formula is simple.
Client comes to you asking for A because she wants to achieve B.
You know that in order to help her achieve B, she will also need to purchase C, D, E, F and G.
It might sound like we’re making alphabet soup here, but stick with me.
So you tell her, “Ms. Client… most service providers will just give you what you ask for, but I work differently. After hearing you explain what you’re trying to achieve, here’s what you need to do…”
Some people might call this an “upsell,” but I think you should view it as serving a client.
In the end, professionals don’t give you what you want, they slowly walk you to understanding what you need.