Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Doing Business As A Designer: Focus On Selling
1. Doing Business as a Designer:
Focus on Selling
(Slide-u-mentary Version - made in google docs)
By Jae Xavier of KnowledgeCity.com
Blog: jaexavier.wordpress.com
Twitter: twitter.com/jaexavier
2. Meet Anya, The Designer
About three months ago, my friend Anya (a designer of many
talents) posts on Twitter that she wants to transition from
part time freelancing to doing a full time business. I knew
that she was accustomed to getting business from referrals
because I have been sending most her freelance jobs. So I
tweeted back “Don’t give up.”
3. Anya's Challenge
Two months later, I get a phone call from her and we decide
to meet up for dinner. Anya tells me wearily (while drinking
red wine) about her situation. She was emotionally distressed,
directionless, tired, and was on the verge of quitting.
After listening to her story (and after her second glass), I saw
where Anya was getting distracted. She had very little money
to invest and has never sold anything professionally. So
naturally, researching seemed to be the right thing to do.
4. Anya’s Distractions
1) She was stuck in planning and researching.
Her confusion started by reading books on how to get
business. Anya did not realize that those tactics and strategies
where meant for established companies, not startups.
However, she did manage to find a market she would like to
do design work for: wedding planners.
2) She was focused on tasks that did not contribute to sales
efforts.
5. Anya's Distractions (con't)
3) She feared rejection.
Anya should be focusing on direct response tactics such as
calling, prospecting for leads on the internet and phone
directories, sending emails, and bidding for design contracts. I
explain to Anya that she will get more business this way
because it’s rapid response and does not cost money (perfect
for a startup). Her only limitation is her abilities and taking
action.
6. Her New Concern
Anya’s newest concern is how to approach prospects. I
suggested that she can do online sales training with my
company, KnowledgeCity. The course is about 1 hr and 30
minutes and is taught by a veteran sales professional. It’s also
very affordable.
7. Anya's Triumph
The next day, she did the sales training and emailed me after.
She mentioned that the training had helped boost her sales
confidence. Anya got educated about sales cycle and now
knows what to expect when talking with prospects so she can
close the sale.
Right after her day job, she immediately got started. Anya
contacted 232 wedding planners by phone and email, in 5
days. A week later, five of her voicemails got answered. Of
those five prospects, two of them wanted to get stationary
packages designed. The other three wedding planners kept
her as a vendor for future events.
8. The First Steps
Anya took her first steps into complete independence and is
now more determined. After experiencing and witnessing first
hand results, she told me
“All I had to do was ask, it’s that simple.”
