This week I had 4 different meetings with the same prospect (All of them were above 2 hours long)
In the first couple of meetings, we were getting briefed heavily about the nature of the brand and how diverse its product range was.
The founder talked about how hard it would be for an agency to plan a strategy for all of their 200 products and told us about how their previous agencies failed to do the same.
Then we started discussing the services that they would like to get from us. That itself got us into another 2-hour long meeting. In which we pitched in all of the services we provide as an agency to them.
That got the client a bit confused and I could see him having trouble understanding what services he actually needed from us. The reason was that we just pitched him everything we had and didn’t pinpoint any one or a few of them.
Just before the last meeting, I called upon my colleagues who were there with me during the pitch. I told them that “Hey let us reduce the number of services we are pitching to them“
I was convinced that we needed to be the experts here and I wanted to pinpoint a few services that would really make sense to the client and which also will give us a starting point.
“We will cut off social media marketing and will just pitch them performance and SEO. That’s it“ I told my team
They were kinda confused about why I was trying to sell less.
Eventually, we pitched in the idea to the client and he said “Makes absolutely perfect sense” I could see his confidence rise since we as experts took over and put out preferences in front of him rather than giving him that task.
If you are selling something, you should know what your customer wants more than the customer himself. I really like those waiters who simply tell me “Hi, this particular biriyani is the best seller here and you’d definitely love it. Try it out!” - really helps me in the decision-making process.
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