Michel Fortin SEO Consulting - Latest Comments in Phone Calls Can Kill Your Copywriting Business

Re: Phone Calls Can Kill Your Copywriting Business

James Clouser — Mon, 10 Jun 2013 14:08:33 -0000

It's counter-intuitive, but makes so much sense. Thanks for the advice!

Re: Phone Calls Can Kill Your Copywriting Business

Bolton Mark — Mon, 19 Jan 2009 05:54:53 -0000

This can be a particular problem if you work out of your home office yet you still want your business listed in Google Maps (Local Business Center).

Google requires your phone number in order to register and then it lists it in plain view in the SERPS.

This makes it necessary to have separate phone numbers for home and business...or a keen eye on your callerID display!

Re: Phone Calls Can Kill Your Copywriting Business

Nark Heywood — Sat, 13 Dec 2008 09:48:02 -0000

Michel,

In my opinion you've hit the nail on the head! I used to offer free phone consultations when I first started out but it only seemed to attract the tire kickers and freebie seekers. And I think I'm as guilty as anyone of getting carried away and handing over FAR too much information for free.

Looking back, the free consultations resulted in very few new clients for me.

My turning point was when I realized that NO initial consultation is ever free. If the client isn't paying for your time...then YOU are!

Thanks for reinforcing the point for me.

Regards,
Mark Heywood

Re: Phone Calls Can Kill Your Copywriting Business

Mike — Mon, 09 Jun 2008 15:51:21 -0000

This is an amazing post, Michel, you should start selling your tips.. lol, thanks for the great information!

Re: Phone Calls Can Kill Your Copywriting Business

Roy Phay — Sun, 18 May 2008 00:59:09 -0000

Hi Michael,

I'm happy to be able to apply the great tips that you offer here.
I totally agree your valuable tips on pre-qualifying, either through phone calls, gatekeepers, or even a form.

I have been running my own web development and online business coming to 3 years now. We have been providing great services and value to our clients, however, many a times... we have challenges of showing the actual value to our clients for them to take us on.

90% of our clients are through word of mouth referral, and usually would contact them through email, phone and 60% of the them, face-to-face meetings.

Now that I have read your post, I will definately have a better process and system of pre-qualifying rather than just, taking the new prospect, call, meet them, have lunch...

... and realizing that they engage on other services.

Thank You Michael,
Roy

Re: Phone Calls Can Kill Your Copywriting Business

michaels craft store — Thu, 15 May 2008 11:29:51 -0000

i seldom do phone calls..might want to test this one if it converts more to my sales..;) thanks for this important post

Re: Phone Calls Can Kill Your Copywriting Business

Cathy Goodwin — Tue, 13 May 2008 15:49:25 -0000

I couldn't agree more. Every time someone has insisted on a call before signing up, they've been a high-maintenance client. They want lots of interaction. They call to say, "I just got a brilliant idea." They change their minds half a dozen times. They are not sensitive to the value of time. Now, I've learned: I quote a higher fee to account for higher-maintenance.

Then there are those I used to meet at networking events (before I stopped going) who would say, "Can we meet for coffee and talk about my website?" Or even, "I'd really be curious to know what you think of my website."

These days, I say, "Sure! You can hire me for my diagnostic service (I don't do free proposals but I subtract the diagnostic fee from the final big project). This diagnostic includes a phone call but we can have our review over coffee, if it's in my neighborhood. I live downtown with no car."

Usually that ends the discussion. If they faint dead away at the small diagnostic fee, they're not potential clients. It's been hard for me to say that sometimes when I'm having a slow week, but inevitably a great client shows up right afterward.

Re: Phone Calls Can Kill Your Copywriting Business

Michel Fortin — Mon, 12 May 2008 11:14:36 -0000

@Buildabear:

But you do you answer ever incoming call coming to your office? I think you prequalify them first in some way.

In fact, read some of the comments above, including my own. Prequalification is my point. I prefer to pre-qualify my non-clients before speaking to them by phone.

(Getting them to become a client by making a payment is one way, but it's not the only way.)

Re: Phone Calls Can Kill Your Copywriting Business

build a bear — Mon, 12 May 2008 10:59:58 -0000

bro.. i don't know bout copywriting but i estimate around 80% of my sales resulted from phone calls...but here's the actual challenge, people will call you and they will test your knowledge about that niche...if we failed to convince them , than sorry to say...but hey, its risky but if done correctly and professionally, almost 3/4 sales can be made from phone calls... i even asked them to call me to check whether i'm a scam or not..and heck they do call...;)

Re: Phone Calls Can Kill Your Copywriting Business

Aurelius Tjin — Fri, 09 May 2008 23:31:59 -0000

This is obviously one great post. The ideas and insights are very worth reading. Thanks for the valuable information and insights you have so provided here. Keep it up!

Re: Phone Calls Can Kill Your Copywriting Business

Ian Brodie — Fri, 09 May 2008 09:13:53 -0000

Hi Michel - I agree with your three points 100%. Initial calls are always primarily diagnosis (although it's surprising how much value a client can get from them) rather than advice-giving. And, of course, the consulting business is different to the copywriting business - more so than I thought initially, based on what I now see from your posts and the responses. It really is a different sales model.

Rgds

Ian

Re: Phone Calls Can Kill Your Copywriting Business

Brent Crouch — Fri, 09 May 2008 01:00:32 -0000

Amen Brother. I learned this lesson a few years ago. Initially, I thought it best to go over and beyond to make myself available to customers and would even allow my cell phone number to be given out. I had a few "tire kickers" that went over and beyond in abusing it. I was getting called all hours of the night and weekend. I don't believe one of the guys that abused it ever spent a penny with me.

Re: Phone Calls Can Kill Your Copywriting Business

Jim Kreinbrink — Thu, 08 May 2008 14:06:34 -0000

Michel,
This blog posts sums up expertly what I've learned as a small shop: The phone delivers horrible prospects. My existing clients have adjusted pretty well to my reduced phone time, too. It's key to mention "email is the best way to reach me".

Jim

Re: Phone Calls Can Kill Your Copywriting Business

Stephen Dean — Wed, 07 May 2008 15:12:41 -0000

Thanks Michel, now when I state my policy on phone calls, I can point to this post and the comments. There's some social proof in action.

Stephen

Re: Phone Calls Can Kill Your Copywriting Business

Gavin Ingham — Wed, 07 May 2008 13:58:16 -0000

Michel

What a great article and starting point for a much looked over question.

What rapidly becomes clear from reading these comments is that one size does most definitely not fit all. What catapults one business into the stratosphere could be entirely the wrong strategy for another business.

Ultimately, this comes down to having the right sales process for you and for your business...

And then sticking to it!

Many salespeople and business owners alike blow their chances of making the sale by talking too early and too much. Far from building rapport, exploring needs or checking commitments this approach, more often than not, results in a lot of frustrating tale chasing...

If you fail to qualify your clients you will spend far too much time and effort on clients that were not ever going to buy from you and far too little with those all important hot prospects.

Whether you talk to your prospects in person or not at the start of the process is your decision but the important thing is to have an intelligent and thought through process that works.

You need to know what you will and won't say and how far you are prepared to go on the phone.

In most cases, this will be all about questioning and not about giving advice. Stick to this thought and you will not find yourself dolling out free consultancy...

Most salespeople and business owners have a bad case of premature elaboration... and that's not good!

Re: Phone Calls Can Kill Your Copywriting Business

Lenny — Wed, 07 May 2008 10:04:23 -0000

Actually... I've directed clients who want to talk to get to know me first, to a digital teleseminar or similar online... saves me time and let's them learn enough about my abilities first before they committed... just an idea...

Re: Phone Calls Can Kill Your Copywriting Business

Christina Hills — Wed, 07 May 2008 00:54:25 -0000

Great post!

One idea to add to this, is for the clients who need to get a 'feel for you on the phone' one could have an 800 number hotline, with a pre-recorded message.

The client would call in, and listen to the message, thereby getting a sense of you as the copywriter. This should satisfy them, as they get to hear you speak on the phone.

AND, it cuts down on time taken up explaining again and again how the business works.

Cheers,
Christina Hills
"The Shopping Cart Queen"

Re: Phone Calls Can Kill Your Copywriting Business

Shel Horowitz — Tue, 06 May 2008 22:22:58 -0000

I seem to be a minority on this one. I spend a lot of time on the phone. I'll give prospects a few minutes on the phone, enough to establish that I know what I'm talking about and can help them. And then I ask for an e-address so I can send the appropriate template response--and mention that giving this sort of advice is one of the ways I make my living, and that I'd be happy to schedule a paid consult. Many of them give me credit card info and schedule a formal consult.

Quite frankly, I *love* phone consultations! Get paid without having to look at the eye-killing computer screen.

Shel Horowitz, author of Principled Profit: Marketing That Puts People First and six other books
http://www.frugalmarketing.com

Re: Phone Calls Can Kill Your Copywriting Business

Ken Calhoun — Tue, 06 May 2008 22:05:14 -0000

Great posts, it's all about managing boundaries correctly. I found back in my consulting days that prequalification was critical to effective time management, and that setting boundaries gently before the call, in a way that makes clear what kind of topics can vs cannot be discussed, along with a timeframe (eg 15-minute call) did a lot to filter out time-wasting calls.

A lot of it is client education, since they're "all over the map" in terms of sophistication in using outside resources and engaging consulting support. Client maturity level/experience is important to manage effectively; prequalifying does a lot to help with it. If they ask questions that border on the "trying to mooch free advice" arena, I'd tell them "that's a great question, Dan - and we go into that in the Selling Power Revealed seminar for your participants ... it takes about 45 minutes to go over... I'd like to meet with you and the rest of the executive team at (your company) to talk it over, how's this Tuesday? I've got a spot open at 2pm, or we could meet Friday, if that's better?".

And then with that alternate choice close for the appointment, I'd meet with the exec team, pitch the seminar and close the majority of them. Then the key is, raising prices and scarcity positioning etc.. helped me get to 140 clients in Hawaii at least.

-k

Re: Phone Calls Can Kill Your Copywriting Business

Michel Fortin — Tue, 06 May 2008 21:53:12 -0000

@Ian,

Agreed.

Many of the large firms I know or have worked with have internal sales staff, field teams, and/or telemarketers that answer inbound cold calls to screen callers, answer any pre-sales questions, and carry out needs assessments, before they escalate them to the senior staff who will continue the sales job and close the deal.

That has been my experience, but you know a heck of a lot more about business or management consulting than I ever will.

Nevertheless, calling prospects to close deals (whether it's a freelance copywriter or a senior consultant from a Fortune 1000 consulting firm) is a different ball of wax than what my article intended to cover, which was mainly inbound calls from non-clients asking for free copywriting or marketing advice.

Also, three other things come to mind:

1. It would be safe to say that large client firms, or C-level execs of large client firms, would be a little more qualified than most small- to medium-sized business owners.

2. Conversely, it would also be safe to say that large consulting firms approaching clients are well-positioned already, if not at least known to some degree, before initiating contact. (As opposed to a sole freelance copywriter.)

3. Finally, I submit that most consultants in business/management consulting, such as yourself, wouldn't be vulnerable to abuse on such calls, since offering any advice that would potentially offset the need for your services (and lose the client) would be premature, insufficient, or at the very least, difficult. (Whereas hungry copywriters desperate for a client would be in a more precarious position.)

Granted, if I, as a copywriter, were to do any cold-calling, I would first do direct mail to set the stage before picking up the phone. (And I certainly would have chosen my prospective clients carefully before mailing them in the first place.)

So the issue, really, is about pre-qualification. And not answering the phone or conducting initial consultations by phone is just one way to do this.

It is not just my preferred modus operandi, it has been my most profitable one, too.

Thanks for such an interesting discussion.

Re: Phone Calls Can Kill Your Copywriting Business

Ian Brodie — Tue, 06 May 2008 20:28:25 -0000

Hi again Michel,

In high-end management (rather than IT) consulting firms it's usually the senior staff that do the selling. The paid/bonused salesperson model has not been a succesful one - primarily because potential clients are buying the person and their capabilities - and a salesperson who hasn't been a consultant can rarely do the necessary client issue diagnosis and credibility building to be successful.

And you'd be surprised at how much cold calling large consulting firms do. Most have dedicated staff/agencies to make the calls - but some prefer their partners to actually call out to prospective senior clients.

I'd agree with you that qualification is key though. For inbound enquiries there's a lot of self-qualification going on too - anyone who calls McKinsey , Bain or BCG usually knows what to expect and believes there is a genuine opportunity. The most important prospect to weed out is not the tyre-kicker, but the guy who believes he is genuine, but who is unlikely to get internal approval, or who doesn't realise how big or how much the project is likely to be. They can be the biggest drains on time.

Ian

Re: Phone Calls Can Kill Your Copywriting Business

Andrew Cavanagh — Tue, 06 May 2008 19:12:37 -0000

I agree with Michel on this one but I think one point should be clarified.

I've avoided speaking with clients on the phone at all and insisted they sent me their questions, feedback etc by email.

That saves a lot of time because it forces a client to think through what they say and write down exactly what they want.

People ramble meaninglessly on the phone.

I also learned that the quickest way to land a prospective client you actually want is to call them on the phone within 2 hours of them contacting you (whether they call you and leave a message, email you etc etc).

I think the key phrase here is "a prospective client you actually want".

There MUST be an element of qualifying the prospects you're willing to call back.

I'd also agree with Michel on the point that prospects who ask for phone consultations are usually a pain in the arse, are generally wasting your time and are not used to hiring professional copywriters.

Having said that if you're another copywriter competing with me for a client and I've gone the extra step to actually speak to that same prospect and build some one on one rapport my chances of getting hired are much higher (as long as I've maintained or increased the perceived value of my service).

So if you are 99% sure this prospect would be worth having as a client I suggest you get him on the phone immediately and start asking questions about his project and what he's looking for.

I don't suggest you give advice.

Good prospects know and expect to pay for advice.

Kindest regards,
Andrew Cavanagh

Re: Phone Calls Can Kill Your Copywriting Business

Sarah — Tue, 06 May 2008 18:23:43 -0000

I was interested in purchasing an add-on for a program I bought and so I filled in the seller's form online requesting more information and prices.

A mandatory field was my phone number, which I hesitantly gave.

A couple of hours later, my phone rang. It was a number I didn't recognise and since it was my home phone, I let it ring off.

About an hour later, I received an email from the seller saying he couldn't get through on my number and asked for another number. I declined, saying I'd rather receive the details via email.

Nevertheless, he called me. No wonder: the price of an add-on for the program I was trying was almost double the price of the program itself! I then realised that the whole point was to call me anyway so he'd have a better chance of 'forcing' me into a sale! So when I said I'd think about it, his whole attitude changed to quiet, almost defensive.

I was so irked by his ignorance of my request that even if the price had been peanuts I still would have refused.

My point is, too many people take advantage over the phone and I would rather not open myself up to that possibility, from either side.

I guess I learned something there that I will certainly carry over to my own business dealings.

And Michel, you just confirmed it for me with your article. Good job. ;)

Re: Phone Calls Can Kill Your Copywriting Business

Ryan Healy — Tue, 06 May 2008 17:56:49 -0000

Great article, Michel. My process can still use some work. Typically, a person will fill out a form first. I'll then email the person requesting they schedule a time to talk.

If a person never responds, I never call them. If they do respond and we schedule a call, then I go ahead with it.

Like Jason, I've found talking to prospects to be very profitable for me. But like you, I've also found some prospects to be huge time-wasters.

So it sounds I'll need to look at that process more critically now. :-)

Re: Phone Calls Can Kill Your Copywriting Business

AndyBeard — Tue, 06 May 2008 17:07:37 -0000

Another ugly bear - phone calls (automated) and at which stage they should be introduced to the sales process... or affiliate process, and what time to make them.

I actually received 2 phone calls in the space of 10 minutes the other evening - it reminds me to go around all my old affiliate accounts and ensure they have my new phone number.

One was to remind me to mail a promotion, after already sending me about 5 email reminders that day - I had signed up to the aff program, but decided it just wasn't the right fit.

The second was from someone I am a much warmer prospect being a client and affiliate.

The first one I just slammed the phone down, the second one I listened to, and attended a 2am sales call the same evening.

Phone calls are interruptive in both directions, maybe they are better served when the chance of falling on a receptive audience are higher, or for the call to be productive.