promota

..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.it's the stories about how you solved a problem, what kind of returns you brought, how you cut costs, or increased productivity. 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.) 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. .so back to the question: "Who lands the big accounts?" The consultants who work for the high-quality, high-value clients have a niche market and specialized experience and/or talent in that market.whether you're an IT pro, human resources expert, or copywriter like me..." For instance, you'll have a hard time surviving on small business accounts if you ONLY sell copywriting services.. And yes, you should also have the really big guys on your list, the global enterprises.is to start prospecting somewhat higher than the very small business..." This is a statement that does more than differentiate you. Right? Wrong.these are the things the mid-size and big companies want to hear before hiring you.. So the first rule in freelancing to the corporate decision-maker is to target high enough.the strategy, ad buys, project management, creative, production... "

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. 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.. We'll go into the realities of working for small business an upcoming article, but for now, let's finish our focus on what it takes to land the big accounts. And they all have their various value propositions.. (Your benefit statement, what you mean to the client, is the most important part of your USP.and that is that you CAN work successfully for small business IF you offer a "full solution.. 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. They may be individuals like my coaching students and me; they may be groups of individuals, such as small consultancies.. Small businesses very often don't have the kind of money a smart and talented consultant deserves to be paid. Here's an example of a value proposition taken from Jill Konrath's outstanding book, "Selling to Big Companies," slightly modified. 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.it also shows, in specific terms, what your value is to the client. And it's the results you need. 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. My clients typically see 40 percent to 150 percent improvements in key operating metrics such as profit margins, rates, and cost savings..

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 (within your niche), 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.... Now before we move on, let me point out that there is one very important exception to this rule. Thank you for your cooperation!" Ok. I put it right Squishy slow rising toys Manufacturers into my fee agreement so the client can't blow me off later when I come asking for results data and work samples. 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.." ... And they may be mid-size companies or big corporations themselves (think Madison Avenue ad agency). 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." 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. However, if you handle ALL aspects of their marketing. So the first rule in consulting..in other words, if you handle the whole ball of wax as their "one-person marketing agency," you can make working for small business a VERY profitable niche.