Was on the phone the other day with a commercial writing coaching client. She has an established commercial freelancing business with a number of solid, longtime clients that call on her regularly. AND, she wanted to land a few new ones, feeling she needed to broaden her base a bit.
Well, seems the prospecting process has been a tad frustrating of late, as most of what she’s getting are indecisive tire-kickers. People initially acting all interested in her copywriting services but then dragging their feet endlessly. A typical prospect was a woman who’s driving her nuts with request after request to the point where she’s about to give her the old heave-ho.
One day it’s, I love your writing much better than any of the other writers I’ve spoken with, but you’re too expensive. (Pause) Um…here’s a crazy thought, I know… But, uh, maybe you like me better than all the other writers, because, well, I’m a Better Writer. And uh… (slow here, don’t want her to miss this one….) that’s why I’m more expensive. Gasp.
But, then that’s the first and last time the prospect talks about money. Next, it’s, do you have this or that kind of copywriting sample? And then she wants to revisit a sample my client’s already discussed with her. Listening to all this, I harken back to my sales days, and tell her: When a prospect is all over the map with their objections, best thing to do is simply ignore what they’re saying, since it really has little to do with what’s actually going on.
Sure, she could outright ask, “Ms. Prospect, you seem to be interested, and I could be wrong about this, but it just feels like something else is going on that’s keeping you from moving forward. Could I ask what it is?” And that approach is worth a shot. Though, the prospect might tell her, might not, and might freak out that she’s been busted for being so transparent. But my client and I both agreed an even better strategy might be to step back, and as you walk away, leave them with this:
“Ms. Waffler, I’d really love to work with you, and I think, on some level, you feel the same. But, truth is, and I really don’t mean to sound like a rock star or something, but my schedule is filling up pretty fast for the next few months.
“So, if you’ve got some specific projects you want to move forward on, I’d love to discuss them, along with timetables, of course. I want to make sure I have the time to provide the high quality work I’m committed to delivering, and that my clients have come to expect from me. If you’re not ready to get going, no problem at all, but I just won’t be able to promise a quick turnaround if we get started in a few weeks…”
Or some reasonable facsimile thereof…
And here’s the funny part. She was hesitant to say the above to this prospect, despite the fact that, it was, in fact, completely true. She really was that busy (but is a veeeery smart commercial freelancer who looks ahead and tries to ward off the slow periods by continuing to build her client base – even when she IS busy).
She didn’t feel comfortable sounding like she was all that, even though, if you asked her clients, she was just that to them. And I can’t fault her for being modest. I’m not comfortable talking like that, either, but if it’s true, you’ve got nothing to apologize for. And more to the point, if it takes The Reluctant Rock Star Close to light a fire under an indecisive prospect’s behind, then rock on…
Hmmm…as a matter of fact, now that I think about it, who says it’s even got to be true to say it? We’ve all heard the admonition to “fake it till you make it,” right? Here’s Exhibit A of that strategy. Not something to use on every prospect, but if you’ve got a few whose middle names are, “Noodle,” “Mull” or “One More Thing…” and you find yourself gnashing your teeth loud enough for them to hear while you’re talking to them, maybe it’s worth a shot. What have you got to lose?
In addition to being good practice for being bold (which is a muscle like any other: it gets stronger the more you use it), it just sounds like a really fun way to startle the lost causes out of their torpor. And who knows? You might just learn how motivating Perceived Scarcity can be.
Have you ever used this approach (either when it was true or wasn’t) as a way to spur a prospect to action? (or perhaps, because you simply didn’t care anymore…)
Have you encountered more waffling-type clients of late, and if so, how have you dealt with it?
What other strategies have you employed over the years to motivate prospects to pull the trigger on projects?
Any other reflections on the Law of Scarcity?
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