Posted on: Wednesday, July 5, 2006
Land a client by avoiding gaffes
By Rhonda Abrams
Gannett News Service
A couple of weeks ago, I placed an advertisement seeking a consultant for my company. I received dozens of responses. Frankly, I was appalled by the poor quality of some of the proposals and resumes. It was an education in how not to land a client.
Since many entrepreneurs consult or provide outsourced services to other companies, it's critical to know how to respond to ads and requests for proposals. You can learn a lot from some of the worst mistakes others made when answering my ad.
Here's what not to do if you want to land a client:
Bad spelling and grammar. The subject line of one e-mail response read, "Purposal." Not a very good first impression. The e-mail itself was even worse: "i can beat almost anyones price and almost promise you success and if i dont reach it, we wont charge you after the time we say we can achieve it in untill we do."
You don't have to be able to write brilliantly, but you do have to get the basics right. Bad spelling and grammar send a message that you're sloppy.
Lack of responsiveness. I contacted two consultants who'd been recommended to me. I called and e-mailed each of them. No response. If someone's not responsive to me as a prospect, will they be responsive to me as a client?
Overeager. While you definitely want to respond to inquiries, you don't want to become a pest to your prospect. One man called seven times in one day. I finally took his call, but it was just to get rid of him.
So what worked? What tricks increase the chances a prospect will respond positively to your proposal or resume?
Check out the prospect. Thoroughly review the prospect's Web site and do a basic online search about them. That gives you a better understanding of the type of company you're dealing with and the products or services they offer.
Read the ad. Make sure your response reflects the needs indicated in the prospect's ad or request for proposal. Stress the services you offer that meet the prospect's needs.
Personalize the response. You don't have to spend the time to develop a custom proposal for every prospect. In fact, it's a good idea to have a basic standard response or proposal. But take the time to modify the language and your cover e-mail so it shows that you've looked at their Web site and thought about whether you're a good fit for their needs.
Rhonda Abrams is the author of "Six-Week Start-Up" and "What Business Should I Start?" Register for her free newsletter at www.PlanningShop.com.
