Ensuring New Client Meetings Convert To Sales – Web Design Musings

After putting up a post about small business networking, and how to make the most of it; I thought it’d be handy to follow it up with some thoughts on how to really make the most of any new client meetings you may book after you’ve been networking.

Of course these thoughts apply to any new client meeting that you make and also apply across a range of services that you may provide – however for the purpose of this post, I’m going to think about you as a web designer going in to look at a new web design for a company.

The usual caveat applies: these are just my thoughts, feel free to improve upon them :0)

Some Thoughts On How To Convert New Web Design Meetings To Live Projects

Most clients treat web design companies with an air of trepidation. It’s a sad state but I think it’s true I’m afraid…

Why? Well, I personally think there are a few reasons, here are a handful:

• We’re ten a penny – there are at least 3 new web design companies setting up every quarter in our locality, meaning that competition is fierce and winning projects based on price is becoming more common. If that’s how you want to roll of course.
• Everyone has a mate called Dave who can “do websites” for £20 and some KP nuts (Dry Roasted of course, he isn’t a mercenary).
• Web design is still actually perceived as a bit “ninja” for those who don’t know Dave The Design Guru – this is like me taking my car to the garage; I’ve no idea what needs doing, so basically I’m a blank cheque for the garage owners – I don’t know what work is really involved do I…

So going in as a web design professional (note the key word there) can be an uphill struggle.

How can us web pros overcome this misconception?

Here are a few things I’ve picked up from guys wiser than me, and from my own experience, which may help to maximise the chances of that first client meeting turning into a web design job for you:

• Listen, just listen – introduce yourself, give your elevator pitch (sorry buzz word haters!) and then sit back and listen to what the prospect has to say about their business; what they do, how they do it, why they do it, how well they do it and anything else they care to divulge.
• Understand your role – you’re a web Jedi, we know that; but the client doesn’t want to hear about how well you can flex your PHP muscles – instead figure out how you fit into their overall marketing strategy, how a new website can actually help them as a business and how best you can deliver this website based on what you know about their target market.
• Keep it simple – don’t baffle the prospect with web Jedi speak; talk about benefits instead of features.
• Don’t forget the basics – remember to be 5 minutes early for the meeting, take note of the attendees names and be sure to swap business cards at a convenient time.
• Book a follow up meeting there and then – I find it very useful to secure a second meeting right there and then, be courteous with it and of course don’t force the issue, but most companies will be very happy to see you again if they like what you have to say and, moreso, if they like how much you listen to their needs.

I’m sure there are lots of other ways you can help boost the success of your initial client meetings, and as I say, these are just some of the things I’ve tried and tested that have a positive effect.

Overall, just keep the prospect’s needs at heart, and you’ll secure that job with no trouble.

Have I missed anything? Let me know in the comments!