Friction is your client’s enemy. Eliminate it and they’ll listen to you.
Seriously. Everyone is experiencing friction within their marketing.
Small biz to corporations…
They don’t know how to create what they want
They don’t know what to create
They want better quality, but their current vendor isn’t it
Social media is so tough
They need a video in 10 days for an event
They have a lot of archived footage but don’t know what to do with it
And when people are experiencing friction, that’s all they’re thinking about.
Why?
Because it’s stressful. And they want to get that stress off their plate.
So help them get it off. Solve their friction. Don’t pitch them anything else.
Read that again: DON’T PITCH THEM ANYTHING ELSE.
Eliminate the point of friction, help them, and then they’ll listen to your pitches once you’ve proven yourself.
Story:
I scored my largest client because I helped them with their friction.
The client has paid me $350,000+ over the last four years…
Because I helped them solve their initial friction.
Here’s what they struggled with:
They had some archived footage that they needed to turn into promos. SOLUTION: I added some nice editing spice to make it look good. Client loved it.
Covid kept them from having on-site sales meetings. SOLUTION: I helped them make personalized videos for prospects.
Their current video vendor was too expensive and the quality wasn’t that great. SOLUTION: I cut a deal with them to provide better quality at $5,000/month.
Remember: we all buy to solve something
When we’re meeting people, try to identify what that person is struggling with within their business.
I never try to pitch prospects.
I try to identify their friction.
That sells itself.
We talk about that friction for a while. Why it exists. Why they keep struggling with it. Why they haven’t been able to solve it.
Then I ask if I can help them.
If they say yes, then that’s my in…
My chance to prove I’m worth working with.
Don’t rush in with a pitch
Too many gurus say you need to be pitching in order to win business.
It’s just not true in my experience.
I’ve built a business ($420,000 annual rev) by solving the friction first.
I prefer to build trust first.
And then I can pitch a lot of things once I have a relationship with the client.
It works really well for me and maybe it could work well for you too.
I encourage you to try it.
ACTION:
Look for the friction
Talk about the friction with the prospect
Offer a solution for that one problem
Solve the friction (even if it’s a small project)
Delight the client
Now, you can pitch other creative solutions
If you’re interested in more on this topic, please let me know. You can email me at: trent@mediabyerwin.com
Cheers my friends,
-Trent