New clients are hard to earn.  Yes, you earn them.  But, sometimes we get a little too relaxed and don’t offer the service good clients deserve. 

What is a good client?  Well, that is up to you, but one thing is for sure: if you don’t take care of your clients they will become someone else’s customer.

Sometimes clients become friends or a least close acquaintances.  They may be more understanding or flexible.  But, that doesn’t mean they should be the one suffering due to a lack of planning.  Even worse, being put on the back burner because of a poor customer that consistently places demands well beyond the call of duty and wanting it for less.

Here are a few things that your best customers should not hear.

I need more time

The project will be late

Will you deliver that to me? (Verse picking it up yourself)

I’ll get to you later

We don’t have it

You’re not invited

We can replace your business

Your order is too small

Could you pick up the tab?

We had to give yours to someone else

It’s not worth our time

I’m sure you can think of more related to your business. 

Rosh

Today I offer a solo podcast. It has been a while since I’ve had the opportunity to go solo on Prosperous Artists.  I review a number of posts on Prosperous Artists and add a few thoughts. 

Rosh

Who’s creative: Oil Painter Ron Anderson

Rosh and Dean talk about sales. Getting back to the basics.

T x I = RC

TIME times INTENSITY = RESULT AND CONSEQUENCES

Neither Rosh nor I came up with this formula, our dear friend and guru Dr. Michael Lorente did so. It a simple law of holistic phenomena … what you put your time into times the intensity of your overall actions equals your results and consequences. I could spend another 400 words to explain it, but most of you get it.

When considering any course of action towards becoming a prosperous artist, use this simple formula as your watch words.

– Dean

This suggestion seems so simple that I anticipate most of you are going to roll your eyes at it and say something like “I know that.” Yet, the majority of you who do that I doubt are truly doing what I suggest. Why? This is too easy and it seems contrary to some intelligence you may have.

I want you to take out your calendar, pda, blackberry, online utility or other such item which you record your appointments and block out 120 minutes of time one day of each week between now and December 31st which you will sit at your desk and do nothing more then return and make new phone calls.

I’m sure some of you say, “I do that all day.” But doing it on the cell between gigs is not the same thing as scheduling it as part of your business. I want you to use it as a administrative and marketing tool.  The best times are one morning midweek between 9 am and 11 am, but if you can’t start until 10:20, don’t use it as an excuse not to schedule the time. BOOK IT!

Keep a folder of follow up calls, administrative calls and prospecting calls that you will do each week in that time. If you make all your calls, then promise yourself you will sit and either follow up with people you’ve met while networking or people who you want to spend time with. Have the biz cards you pick up also in this folder.

PROMISE YOURSELF (OR ME IF IT’S EASIER) THAT YOU WILL NOT SCHEDULE ANYTHING ELSE DURING THIS BLOCK OF TIME … ALMOST ALWAYS. Yes, things do come up. The only time you can … you’re current crisis requires … their is always a good reason why that time will evaporate. Promise me you will do everything in your power to work the phone during that 120 minutes. If it means a reward after, set up a lunch date with a friend or have your favorite quick fix lunch at home. Just commit to this simple change.

Try it! – You’ll be surprised how much more productive your focused energy will be. It will free you up the rest of the week to deal with things spontaniously. Better to book this time now with yourself then to book that all expense paid trip to Someday Isle I often talk about.

– Dean

‘I hope you can point me in the right direction, who is the person who handles …. ‘

I have just given all of you the biggest secret I have in all my success in my entire sales and marketing career. Identify quickly your decision maker by confirming his or her duties before you spend any time doing anything else.

“Excuse me Gretchen, are you the one who handles …” is a great way to confirm this.

They are the only person who can say yes and make a purchase …  no matter how much you impress the receptionist.

Asking for terms like  “Senior Creative Director”  “Production Manager” “Owner” “Director of _____” “General Manager” or “Boss” means nothing. Why? Terms and titles vary from company to company. It just varies by industry and business model. In some places, the director of operations may have the same exact duties as the chief administrator. The term “buyer” can mean different things to different people.

Asking for the person in charge of can be tricky. You don’t know the kind of hierarchy that you’re calling in to until after you establish a relationship with them.

Also, don’t ever waste your time trying pitching to someone lower in the food chain only to have that someone else who can’t do half as good a job as you can turn around sell your products and services.

If you’re looking to sell art prints, ask for the person who handles purchasing them. If you are looking to shoot head shots or catologue work, find the person who handles it. ‘I hope you can point me in the right direction, who is the person who handles …. ‘

– Dean

How do I sell my work?

This is a question many beginning and advanced artists ask. 

The number one thing you must understand is it’s all about people.  You if don’t work with people very well, you will fail.  If this is the case for you, than only way you will survive is to apply for grants, pray for a benefactor or find someone to support you in selling your work.  A representative.

Just like the other options, finding a representative is easier said then done.  Usually, a seasoned representative wants to see a track-record or a sure thing.  Sometimes, they will take risks on artists that create unique and fresh offerings.  But, this is rare.

An artists best bet is to learn how to work with people.  I have no reservation sharing that I am one of those people that had to learn.  I’ve always liked people, but, I’ve been very shy much of my life and I hate rejection.

The only way to work through the fear is to practice.  Create photo cards with examples of your best work and go to events.  You must learn how to ask good questions.  Fortunately, you don’t have to learn too many questions, because the best questions set up other people to do all the talking.  Then 90% of the time all you have to do is listen with a smile on your face.

How is this going to help me to sell my work?

Once you’ve learned that everyone’s favorite subject is themselves, learning to network becomes a breeze.   You have only a few goals when talking with people.  Make sure they have a card with your work, name and contact information.  Share your brief story, the customers you are looking for and inquire about decision makers they may know.

There are many people who may be very interested in your work.  But, not everyone is a decision maker.  The person that actually makes the purchase is the decision maker.  Often it’s not the first person you meet.  But, the people you network with will often be your cheerleaders and sources of good information about the people you need to ultimately target.

One thing is for sure if you wish to sell your work.  People will not come pounding on your door; you have to pound on there’s.  Advertising can work.  The internet is powerful, but it is still about people and many of the same above recommendations apply. 

Selling your work is about being active in your community.  Not hiding in the basement rubbing lotto tickets so someday you’ll have the money to properly promote yourself. 

The time is now.  Now is the time to go meet people.  People are the answer to the question, “How do I sell my work?”

Rosh

Do you send out email blasts to stay in touch with your clients? I do to my Roundtable Promotions and Publicity universe. Here’s my one rule – always make your email worth reading.

Don’t let it read like Little Jack Horner … remember his memory hook … “My what a good boy am I!” Sure you need to promote your goods and services. But say something more then “Look at me!” Talk about something that interests them: Have a piece of information to use. Give them an idea. Affirm them as part of a select group. What ever you do, MAKE IT WORTHWHILE TO OPEN IT!

I understand I am an invited guest. I never want to be lumped with the ads for OEM software, foreign money brokering, Hoodia and Performance Patches and Pills (You know exactly what I mean!)

Just don’t add people just add them – send them an email asking them if you can. Always give them the option to opt-in or out. (BTW .. If you don’t get our emails and would like to, feel free to opt-in at www.roundtablepandp.com/signup.) I still am flattered and delighted when I’ve met someone for the first time and they say to me in a positive tone, “Oh, I get your email …”

If it takes more then 375 words to make a specific point – you need an editor! Many people tell me they tune out reading something long or self serving in an email. My test is this – if my email goes longer then two standard pages printed out, trim the fat! I get one regular email that prints out at eleven pages – that’s way too long.

I also get emails and calls from people when my monthly event newsletter doesn’t appear in their in box on the first Tuesday of the month. This is the response you want – People come to expect it. And, they offer suggestions – many I’ve used.

I honor and respect my audience. My goal: always make what I do worth reading!

– Dean L.

I have dealt with and talk to a number of companies that make it difficult to do business. I’ll ask why all the barriers? The answer is usually the same. They are protecting themselves from “those” customers.

You mean the people that want to give you money for your service?

The owners will often share how they prefer to stay in full control of the sales process, loudly explain that they have been burned and how customers have taken advantage of them.

There is nothing wrong with having control in the sales process. You need to stay in control of your part of the negotiations. But, dominating your prospect often results in the feeling of a win-lose deal, lost commerce and lack of repeat business.

Some business people will put up a barrier for every little inconvenience experienced from previous customers. Before you know it; rules, barriers and paperwork dominate the customer’s experience with the company. Eventually the customer will find another resource.

Sometimes the barrier is the hard-nosed, poor personality individual placed on the front line to weed out the unwanted and low revenue prospects. “Those” clients that don’t fit the mold or business plan. Sometimes that person is placed there because the company doesn’t know what else to do with them, big mistake. Unfortunately, “good prospects” are finding the same rude associate as their first company impression.

Of course, this may be the business plan. Such as the case of an exclusive nightclub, the owner may have thought through the policies affecting the patrons.

There is nothing wrong with well-placed rules and pleasantly explained guidelines. But there are few things worse, to an unware customer, then a business reprimanding them over a rule they violated. The business failed to communicate, it’s not the customers job to investigate every possible regulation.

If a company is going to make rules, make sure the clients know about them ahead of time. If rules are changed, make announcements and be flexible until everyone has acclimated. If penalties are assessed , then make sure they are well posted.

When prospects and current customers are viewed negatively, it’s time to reevaluate how business is done. Customers should expect a positive experience.

The best answer is to offer rewards to customers that follow directions, obey the rules and meet deadlines. Keep the rules as simple as possible. Communicate positively and openly with clients about the win-win processes, guidelines and expectations. It should be an honor to serve not a burden to tolerate your customers.

Rosh Sillars