The sales call is the biggest moment of any project (other than maybe the launch) but in order to launch a project you first need to get the client on board by giving them an offer they couldn’t possibly refuse. Which is why I rate the sales call slightly above the launch. This is the nerve racking moment to make your first impression, speak one-on-one with the potential client, hear what they are looking for and why, pitch your offer, and seal the deal on the decision to work together.
Sales calls go both ways. Not only are you pitching to work with the client but the client is also pitching to have you as their designer. They are just as lucky to work with you as you are to work with them. It’s important to keep this in mind when going into calls because when someone says no to working together on a project it’s not a rejection of you or your worth, it simply may not be the right fit for this particular project.
Which brings me to the key to nailing a sales call.
Ooof, have I had some cringe-worthy sales call experiences.
When I first started Quill & Co. I had no idea how to run a sales call, a long with a lot of other different parts of the business. Over the years I’ve made a lot of mistakes, gotten in a lot of practice, and I am always still learning from each sales call that I do.
I remember one sales call in particular. It was one of my first ones. I got on a call with someone that needed branded social media templates. In those early days I would get on a sales call with anyone. It didn’t matter the size of the project or if they were a great fit. I was willing to take on any project.
She immediately took hold of the call, telling me exactly what she was looking for and then bluntly asked me “how much will that cost?”
I was put off guard, we hadn’t had a chance to talk about WHY she wanted these templates and what wasn’t working for her currently. But I didn’t push back or ask any additional questions. Instead a stuttered and sheepishly answered “I think I could do 15 editable templates for $150”
She immediately looked surprised, almost offended. And answered “Well I can get them a lot cheaper off of Canva”. I remember feeling really embarrassed and not sure how to answer back. I stammered something along the lines of “well…well… I can see what I can do”. I know I certainly didn’t address any objections or tell her next steps.
Unfortunately, that wasn’t my only sales call that went like that. And after many failed calls and hearing lots of “no’s” I started to realize a trend: my lack of confidence.
I wasn’t confident in taking charge of the call – I wouldn’t set an agenda and defer everything to the potential client.
I wasn’t comfortable addressing any of their objections if they came up. I would be passive and say “okay..I understand..”
And when it came time to talk actual numbers I would clam up. I would get sweaty or talk really fast just hoping that the call would be over soon.
Now that I’ve shared how I learned the hard way, allow me to give you some tips on how to be more confident in your sales calls so that you don’t have to learn the hard way like me…
The more you practice the better you will get. When I was first starting I would have my fiancé do practice sales calls with me. It can feel silly but it’s so worth it to go through all of the awkward, odd, or uncomfortable questions that could come up. Practice how you’ll address potential client’s objections or other sticky situations. Practice saying big numbers out loud. The more comfortable and normal if feels to say them the more confident they will come off during the call.
2. Do your research before hand
Make sure you go into the call prepared and ready. I am a trusty user of a sales script to reference before and during the call. Have a good idea what this script looks like so you can jump into the call to take control, allow the conversation to flow and feel natural but stay on course and make sure you discuss everything. It’s important to get to know things about the client, hop onto their socials, see if they post a lot about themselves or if they prefer to stay in the background, get to know their personality. Take a look at what design materials they’re currently working with, what their website looks like/if they have one, get to know their brand. Create a plan for what you’ll pitch to them and how best to go about it.
3. Step into higher you
Connect with yourself. Put together a list of affirmations that you need to hear and repeat them over and over again until you start to believe them, then don’t stop, keep giving yourself the assurance that you need. Visualize what you want the out come to be, picture yourself in the call with it going exactly how you hope it will. Meditate, give yourself time to breath and to connect with your inner-self. Don’t rush, slow down. And pamper yourself! Draw yourself a bath, paint your nails, do your make up, style your hair, put on an outfit that makes you feel like yourself, listen to your favorite song and dance around, do whatever it is that you need to feel ready.
Confidence is something that takes time to build up in yourself, and it will fluctuate from time to time, it does for everyone. The important thing is learning to fake it in times when you don’t feel confident and building yourself back up.
I’ll let you in on the best kept secret of all time… no body knows what the hell they’re doing most of the time. That’s right, NO BODY. Including: Celebrities, fellow designers, the president, even your mom. I know shocker! They fooled you for all these years and you never suspected a thing.
Now it’s your turn! Lift you head up, be certain in your words and decisions, take hold of the situation, get to know your audience, and fool them all.
I’m all about sharing what I’ve learned over the years to help others so if you’re looking for more insight check out, this blog post: about planning to work with your dream clients, this blog post: on weather your website is actually working for you, and this blog post: as to why I stopped sending a branding questionnaire.