Give More Than They Expect

Good selling technique rules the business world. As an independent businessman, it occurred to me one day that I should know a thing or two about sales and marketing techniques. A cousin of mine involved with a yacht charter business and a tour guiding company loaned me a book about how to close the sale. What started out as a one-book read turned into a year of dedicated study, the material was so fascinating. Basic principles of sales and marketing are now a part of everything I do - for myself, my friends, and my clients.

One good rule of sales is, give them more than they expect. More than they are asking for, even more than they know they want. Remember, as freelancers, we are the experts our clients are turning to. Often we know more about our clients' projects than they do. When a business approaches us to help set up a site, begin a blog, or develop a user manual, it's their first time. It's more than likely our twentieth, so we have valuable knowledge to share about where the pitfalls are, what stumbling blocks they can expect. I say, give it to them.

But doesn't that diminish our offering? Shouldn't we put a price on all that hard-earned wisdom? Here's the secret - you can tell someone where the bridge needs to be, tell them how to build it, even give them the plans. They'll still hire you to build it for them. Since you're obviously so good, they'll even pay you more.

I start offering sage advice, if I have any, from my very first contact letter or email responding to their job ad. It not only proves my worth, it helps my contact stand out amidst the hundreds of other responses they're seeing that day.

So give it to them. Tell your prospects how you can provide what they don't even know they need. Once you're hired, go the extra mile where you can, providing more value than they think they paid for. Their business will prosper, and so will yours as they spread news of your largesse far and wide. It only makes good sense, and it's the right thing to do.