#003 Closing Clients Takes Opening Opportunities

To close new clients, you have to open new opportunities.

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Opening (or ‘opens’) is something I learned from my coach. 

‘Opening’ means starting conversations to quickly determine whether someone has a problem that you can help them solve. If ‘opening’ sounds awkward, they can be (to start). I certainly felt that way and held out for a long time. A combination of fear of rejection, fear of judgment, and ego got in my way and kept me small. Then, I had a change in mindset. I recognized I have capabilities that can help others succeed, meet their goals, and overcome their challenges. 

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Keeping those skills and abilities to myself is selfish. I started to approach opening an offering value from a place of genuinely wanting to help - not simply as a means to closing a sale.

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Here’s the process you can use to open conversations from a genuine place of wanting to add value:

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1. Reach out to people in your network. Ask them about their goals, priorities, and challenges. The key is making it about them (not you). I ask questions like:  “How did we get connected?” “What are your priorities for H2 2023?”, “How is the business going?” or maybe sharing an insight about their business. You can open using any channel: email, Instagram DMs, LinkedIn messages.

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2. Uncover what’s standing in their way. You’re trying to determine what they’ve tried and why that has/hasn’t worked. Follow up the first Q with a question like: “Sounds like a great vision; what’s holding you back?” or “If you could change one thing to help you meet your goal, what would it be?”

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3. Understand how those goals impact them personally and professionally. Dig deeper with questions like: “Why is achieving this goal important?” or “What happens if you can’t figure it out?”. You’re looking to stretch the gap between the current and end states. It’s time to pause and assess whether you can add value to this customer in helping them achieve their goals. Be honest with yourself. If there isn’t a good fit, use this moment in the call to wrap things up and move on. Taking the conversation any further is wasting their time and yours. 

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4. Offer to help. Once you've identified the gap and raised the stakes, it’s time to shift gears and discuss how you might be able to help them. It can be as simple as asking, “Need some help?”. This question gets them to say yes, and gives you permission to add value. If they say no, you could push back and ask what’s giving them pause. Or it’s a sign to wrap the conversation and move on.

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5. Ask for their business. Lay out your offer: what you do and how you can help. Share a story of how you’ve helped clients with related problems to achieve similar outcomes. Tie your story back to the goals and challenges you uncovered earlier. Ask them what you have to do to earn their business. What concerns do they have that are holding them back? 

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Asking for the business is the most critical step. And yet, only a few freelancers even ask. Your goal is to get to either a firm yes or a firm no. If you approach your opens with the mindset of helping others and adding value, you’re not selling. You’re serving. 

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Homework:  My challenge this week is initiating 5-opens each day. You’ve got this. I believe in you! 

- Jeff

PS If you read these emails, can you reply back and say hey? I love getting messages from other freelance marketers.