Do you sometimes wonder why certain clients hire you and others don’t?
I think about that a lot.
Rather than making assumptions, I often ask them why they picked me over a colleague. That’s useful information to have, because it helps me fine-tune the way I run my freelance business and how I position myself in the marketplace.
So, what are clients really looking for?
Even though you and I are likely to have very different clients with very different needs, there are three factors that always play a role in every purchase decision. You might be selling a service or a product. It doesn’t matter. All buyers are influenced by the same three things:
Once again, Paul, this is such sound advice. I love the way you put things into perspective for your readers. I especially like such a simple idea as first impressions… “this is where you should spend most of your marketing money.” How true it is! And often overlooked.
And makes me want to reassess my own marketing program.
Congrats on the release of Gingerclown 3 D, Rick. You must be the ONE other voice-over colleague who’s not in Anaheim this week for Voice 2012. Hey… some of us actually have to work for a living!
Thanks for the congrats, Paul! I’m rather excited about seeing what I look like in the film as Sphere.
Yes, we are one of a few that are sitting it out this year. Although, I really enjoyed 2010
I’m enjoying the work I’ve been busy with here.
Work I would certainly regret having missed.
“Smart sales people sell benefits. Stupid sales people slash prices”.
Thanks! I needed to hear that today!
Again, another great blog – thanks.
Linda Joy
P.S. the third voice-over colleague who’s not in Anaheim this week (love to be there, though)
My big trip comes later this summer when I go to The Netherlands. Hopefully I’ll be able to attend the next Faffcon.
Another awesome article, Paul. Love reading these. Very good advice. And there are apparently, at least FOUR of us not in California right now. 😉 (Hi Rick! Hi Linda!) 😀
We’re an elite club, Jodi. All the VO jobs are up for grabs because the competition gathers at the House of Mouse.
I could not agree more, Paul. As they say on the airplanes, “we know you have other choices” and it is true is spades in the VO business. So work hard, do a good job and be super responsive to the client’s needs.
Most will return the favor… and many will come back for more if you have given them what they need.
Absolutely. I always remind myself that I’m not the only game in town. There are many brilliant players I gladly recommend, and you’re one of them Michael (along with Rick, Linda and Jodi).
You’ve done it again Paul, your blogs never cease to hit home runs. As a former Sales Manager I used to drive some of these principles home with my sales reps all the time when dealing with doctors, nurses and pharmacists. Excellent pearls of wisdom, thanks for sharing it with us. I posted a link to this article with my VO in TO Meet Up group for everyone to benefit. I look forward to the next one. Thanks!
Hi Patrick, thanks for your kind words and for posting a link to this blog. I keep on telling the lowballers that price is just a small part of the equation. Some say I’m preaching to the choir, but that’s okay. When the student is ready, the teacher will appear.
Make that 4… Anaheim is too far from Spain for me this year, that and our lovely global crisis!
Thank you, Paul, for taking time to lay things out so clearly. I appreciate the time you take to do that and it helps me so much. Some of this stuff I do instinctively, the other stuff, things I’ll need to work on, but reading your blogs gives me the basis for a game plan. Thank you sincerely.
I’d love to take a trip to Spain, one day. I’ve made it to Portugal and some of the Canary Islands. Thankfully, you and I are running a global business and it doesn’t mater that much where we’re located. Good luck with the game plan. You’ve got some great pipes to work with!
Paul, do you ever hit the head off-center and bend the nail over? It doesn’t appear that you do.
Another good read…I agree whole-heartedly!
I stink at DIY, Matt, being born with two left hands. That’s why I have to make a living as a voice-over 🙂
Great post, Paul. I too am not in Anaheim. I’ve been rebuilding my website after nuking it accidentally, and taking some of your advice I hope as well.
I can recall from my sales training (in my other life), if there’s a price objection, you haven’t built enough value (in yourself or your product), so you go back to stating your value proposition. When the benefits (and value) have been established, price is much less of a factor.
Agreed. That’s why I say: “Those who can’t build value can only compete on price.” Have fun with your website. Hope it’s coming along. Is it going to be mobile responsive?
Thanks, Paul, for a great post!
I experienced how important it is to respond in a timely matter when I just recently had to put on the “client-hat” and hire a VO talent to work with me on a project. I didn’t post the job but contacted several people directly. And the one who got back to me first got the job. By the time I heard from another one – 3 days later – the audio files had already been recorded.
The early bird catches the worm! I enjoy getting up early in the morning. That way, I can still audition for European jobs and not be the last one in line.
And I’m up late for that reason 🙂