I’ve just started reading a book on sales and marketing (an necessary evil in business – one which I’m still to master!). It simplifies the sales into the ability to answer four questions that your client will be asking (but not necessarily out loud!).
I thought ‘Can’t hurt – let me see if I can answer these questions for all the world to hear!’ I will try to answer all four questions honestly and openly.
So here goes:
Question 1: What are you trying to sell me?
We are selling good design. Our definition of ‘good design’ is that the practice functions properly for our client’s needs, now and in the future. Secondly, it looks fantastic and appeals to a wide range of people. I think a lot of our competitors get these the wrong way around.
Question 2: How much?
For a full design service, we estimate the cost of the construction and charge a percentage of this estimate. Our design fee is fixed to an agreed scope of works.
Question 3: Why should I believe you?
Don’t believe us – of course we are going to say we are wonderful and can solve all your design problems! Speak to previous clients, check out other practices we’ve designed, read our blog and other information on our website. Follow your instincts – I’m a big believer in following your ‘gut feeling’.
Question 4: What’s in it for me?
This is the question, isn’t it? As I’m still perfecting my elevator pitch I will let one of our client’s answer it for me:
‘Their approach was professional, available, accurate and thorough – their design brought my vision to life. They made a very challenging process bearable and the end result has been fabulous.’
Dr Patrick O’Rourke
Well, on that note, I should really go and read the rest of the book! Drop me a line if you have any questions or comments on any of the above.
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