Getting Into Big Companies


Who Lands the Big Accounts and Why... And How You Can Too! by copywriter and marketing coach Chris Marlow When we first start out as a freelancer, there's a tendency to "aim low" on the theory that since we're just starting out, we should start at the bottom, servicing small businesses, and eventually work our way up to bigger businesses. Right? Wrong. Small businesses very often don't have the kind of money a smart and talented consultant deserves to be paid. And very often, a small business doesn't have the knowledge and resources to implement the consultant's solution properly, often leading to disappointing results. And it's the results you need...it's the stories about how you solved a problem, what kind of returns you brought, how you cut costs, or increased productivity...these are the things the mid- size and big companies want to hear before hiring you. So the first rule in consulting...whether you're an IT pro, human resources expert, or copywriter like me...is to start prospecting somewhat higher than the very small business. And yes, you should also have the really big guys on your list, the global enterprises. Even though your chances of landing the IBMs might be small now, you should have a certain number of enterprise-level names on your list, because if they're not on your list now, they won't know you later when you're ready for them, and they're ready for you. So the first rule in freelancing to the corporate decision-maker is to target high enough. Now before we move on, let me point out that there is one very important exception to this rule... ...and that is that you CAN work successfully for small business IF you offer a "full solution." For instance, you'll have a hard time surviving on small business accounts if you ONLY sell copywriting services. However, if you handle all aspects of their marketing...the strategy, ad buys, project management, creative, production...in other words, if you handle the whole ball of wax as their "marketing agency," you can make working for small business a VERY profitable niche. We'll go into the realities of working for small business in the upcoming December 2006 issue of the Freelancer's Business Bulletin, but for now, let's finish our focus on what it takes to land the big accounts. So if the first rule of landing big accounts is to aim high enough with regards to size, then the second rule is to have a solid "value proposition." This is a statement that does more than differentiate you...it also shows, in specific terms, what your value is to the client. Here's an example of a value proposition taken from Jill Konrath's outstanding book, "Selling to Big Companies," slightly modified... “After working with [me], one well-known retailer saw a 54 percent increase in sales conversions and a 25 percent increase in order size from their online sales. My clients typically see 40 percent to 150 percent improvements in key operating metrics such as profit margins, rates, and cost savings.” A strong value proposition like this one, with numbers and benefit statements, has a lot to do with getting you in with the high-quality, high-paying clients. It's the metrics that make the difference, and it's been my experience as a copywriter that gaining strong metrics is easier when you work with companies with sophisticated marketing departments. And what if you don't have any metrics you can use in your value proposition? Simply use your Unique Selling Proposition (USP) for now, being sure to state not only what sets you apart from your competition, but what it means to the client (your benefit statement, what you mean to the client, is the most important part of your USP). So whatever work you do, and whoever you do it for, one of your primary concerns is getting your hands on the results of your work. I put it right into my fee agreement so the client can't blow me off later when I come asking for results data and work samples. Here's what's worked well for me for years, and I encourage you to add it to your own contract/fee agreement: "In order to promote my business it is essential that I receive samples of my work as well as any information on the performance of the work. Your sharing of samples, response rates, and any other measurement data is very important, and you understand that I may use these samples in the promotion of my business. Thank you for your cooperation!" Ok...so back to the question: "Who lands the big accounts?" The consultants who work for the high-quality, high-paying clients have a niche market and specialized experience and/or talent in that market. They may be individuals like my coaching students and me; they may be groups of individuals, such as small consultancies. And they may be mid-size companies or big corporations themselves (think Madison Avenue ad agency). And they all have their various value propositions. You can get into the big time too IF you know a common problem that your niche market struggles with (low marketing response rates for instance), AND you have the answer to the problem right there in your value proposition: "I can double your response AND cut your costs." © Chris Marlow, all rights reserved * * * * * Dear Reader: You have permission to publish this article wherever you wish as long as this resource box stays intact: Chris Marlow shows copywriters and other freelancers how to land the high-value, high-quality clients through her popular Coaching Program and Get Great Clients ezine. Sign up for your free subscription and get instant downloads of four timely articles on how the right clients can help you build your most profitable business! Visit http://www.GetGreatClients.com/signup

Who Lands the Big Accounts and Why... And How You Can Too!

by copywriter and marketing coach Chris Marlow

When we first start out as a freelancer, there's a tendency to

"aim low" on the theory that since we're just starting out, we

should start at the bottom, servicing small businesses, and

eventually work our way up to bigger businesses. Right?

Wrong. Small businesses very often don't have the kind of money

a smart and talented consultant deserves to be paid. And very

often, a small business doesn't have the knowledge and resources

to implement the consultant's solution properly, often leading

to disappointing results.

And it's the results you need...it's the stories about how you

solved a problem, what kind of returns you brought, how you cut

costs, or increased productivity...these are the things the mid-

size and big companies want to hear before hiring you.

So the first rule in consulting...whether you're an IT pro,

human resources expert, or copywriter like me...is to start

prospecting somewhat higher than the very small business. And

yes, you should also have the really big guys on your list, the

global enterprises.

Even though your chances of landing the IBMs might be small now,

you should have a certain number of enterprise-level names on

your list, because if they're not on your list now, they won't

know you later when you're ready for them, and they're ready for

you.

So the first rule in freelancing to the corporate decision-maker

is to target high enough.

Now before we move on, let me point out that there is one very

important exception to this rule...

...and that is that you CAN work successfully for small business

IF you offer a "full solution."

For instance, you'll have a hard time surviving on small

business accounts if you ONLY sell copywriting services.

However, if you handle all aspects of their marketing...the

strategy, ad buys, project management, creative, production...in

other words, if you handle the whole ball of wax as their

"marketing agency," you can make working for small business a

VERY profitable niche.

We'll go into the realities of working for small business in the

upcoming December 2006 issue of the Freelancer's Business

Bulletin, but for now, let's finish our focus on what it takes

to land the big accounts.

So if the first rule of landing big accounts is to aim high

enough with regards to size, then the second rule is to have a

solid "value proposition." This is a statement that does more

than differentiate you...it also shows, in specific terms, what

your value is to the client.

Here's an example of a value proposition taken from Jill

Konrath's outstanding book, "Selling to Big Companies," slightly

modified...

“After working with [me], one well-known retailer saw a 54

percent increase in sales conversions and a 25 percent increase

in order size from their online sales. My clients typically see

40 percent to 150 percent improvements in key operating metrics

such as profit margins, rates, and cost savings.”

A strong value proposition like this one, with numbers and

benefit statements, has a lot to do with getting you in with the

high-quality, high-paying clients.

It's the metrics that make the difference, and it's been my

experience as a copywriter that gaining strong metrics is easier

when you work with companies with sophisticated marketing

departments.

And what if you don't have any metrics you can use in your

value proposition?

Simply use your Unique Selling Proposition (USP) for now, being

sure to state not only what sets you apart from your

competition, but what it means to the client (your benefit

statement, what you mean to the client, is the most important

part of your USP).

So whatever work you do, and whoever you do it for, one of your

primary concerns is getting your hands on the results of your

work. I put it right into my fee agreement so the client can't

blow me off later when I come asking for results data and work

samples.

Here's what's worked well for me for years, and I encourage you

to add it to your own contract/fee agreement:

"In order to promote my business it is essential that I receive

samples of my work as well as any information on the performance

of the work. Your sharing of samples, response rates, and any

other measurement data is very important, and you understand

that I may use these samples in the promotion of my business.

Thank you for your cooperation!"

Ok...so back to the question: "Who lands the big accounts?"

The consultants who work for the high-quality, high-paying

clients have a niche market and specialized experience and/or

talent in that market.

They may be individuals like my coaching students and me; they

may be groups of individuals, such as small consultancies. And

they may be mid-size companies or big corporations themselves

(think Madison Avenue ad agency).

And they all have their various value propositions. You can get

into the big time too IF you know a common problem that your

niche market struggles with (low marketing response rates for

instance), AND you have the answer to the problem right there in

your value proposition:

"I can double your response AND cut your costs."

© Chris Marlow, all rights reserved

* * * * *

Dear Reader: You have permission to publish this article wherever you wish as long as this resource box stays intact:

Chris Marlow shows copywriters and other freelancers how to land the high-value, high-quality clients through her popular Coaching Program and Get Great Clients ezine. Sign up for your free subscription and get instant downloads of four timely articles on how the right clients can help you build your most profitable business! Visit http://www.GetGreatClients.com/signup