Best tip for how to pitch a client? Don't make them feel defensive. They may want better online marketing, but criticism of their website can feel personal. ...
And now some kid tells you that your website has serious problems? And you have to fix them right away? And it’s going to cost you how much money? Does he really think he knows more about your business than you do? It really can’t be that bad or you would have noticed. You’re doing just fine, thank you very much.
That’s exactly how business owners and stakeholders can feel when you’re pitching your services. Defensive. As an online marketer, you know that your work on their website can improve their business and help them make money. You even have proof in the form of research and reports about their website and their competitors’ websites. But if you put your potential client on the defensive, chances are that you’ll be escorted politely to the door even if they’re the ones who asked for a proposal in the first place.
Instead, when you’re thinking of how to pitch a client, anticipate the reasons that they might feel defensive and try to prevent it. Here’s how....
Hank uses a somewhat sarcastic tone to discuss the UN-importance of RFPs. The client asking for proposals ultimately is trying to quantify skills and campaigns that, in order to be effective, must be emotional and pull at heart-strings; and therefore are NOT quantifiable.
RFPs commonly refuse to interact with agencies once a decision has been made. Hank writes: "The hours of completing an RFP are not worth a one-minute email."