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MARKETING If You Want Repeat Voice Over Business, Consistently Show Customers You Care January 6, 2016  By Paul StrikwerdaVoice Actor We like to be reassured. Our need for reassurance has to do with a deep human desire: the wish to be accepted. It’s this universal, comforting feeling that we matter, that we are safe, and that everything is going to be alright. It’s what lovers love, preachers preach, and what politicians promise. The person able to reassure us the most, gains our trust and gets our vote. Our voice over clients are no different. They want to know that they are in good hands, and that their money is well spent. It is your job to convince them of that fact. Selling is about reassuring. Before the sale, during the sale, and after the sale. THE DO’S AND DON’TS As the client is making up his mind, here are a few things that will make him feel confident that you’re the right person for the job. This is what you have to do:
"But isn’t this what you’re supposed to do as a professional?” you may ask. Well, you’d be surprised to learn that many so-called pros:
WIN THEIR CONFIDENCE Here’s my second lesson: Selling is not about making a sale. It is about winning a client’s confidence, and building a relationship. Your aim is never to make a quick buck. Your ultimate goal is to cultivate a long-term connection. Now, once the buyer has decided to hire you, don’t think that everything is A-Okay. Your job to reassure him or her is far from over. You still need to prove yourself. You might have the best testimonials and reputation in the world, but some clients just don’t care about the opinion of others. SELL YOUR VALUE This is the question they want answered: "What can you do for ME?” There’s only one appropriate answer: you have to deliver a stellar product that is worth more than the price paid. Remember: you’re not just in the business of providing a voice over (or other freelance service). You are in the business of adding value. That’s what you’re really selling. KEEP COMMUNICATING There’s one other thing you must do at this stage: you need to keep your client informed of your progress. This is especially important when you’re working on longer projects such as eLearning modules, and audiobooks. If you’re behind schedule, let your client know. If you’re on schedule, tell your client too. REASSURE AFTER THE SALE Let’s say everything went according to plan. Your customer is happy with his or her purchase, and you are ready to move on. But are you really done? Absolutely not! This was just the beginning of a relationship, and some clients may need additional assurance that they made a solid investment. That’s nothing new. One of my best buddies just bought a car, and he is showing it to all his friends. Of course he is proud of his new Subaru, but what he is secretly hoping for, is some kind of confirmation that he made the right choice. In other words: he wants reassurance after the purchase was made. So, what can you do to give a client a warm and fuzzy feeling once the audio has been delivered? Well, show some gratitude! Send your client a thank-you email, or - better still - a handwritten card. Let them know how much you enjoyed working with them The key thing is personalization. Avoid clichés such as, "I look forward to working with you again,” or "if you have any questions, don’t hesitate to contact me.” If you have done your job and you did it well, they WILL get back in touch with you. PAINLESS WAY TO PAY Also make it painless to pay you. Some authors will tell you to invoice a client as soon as possible. I always wait a few days. Number one: I want to be sure that my recording is approved before I send the bill. Number two: I don’t want to give the impression that I’m all about money. Don’t wait too long either. Catch the client in the afterglow of their experience. That way they still remember what they’re paying you for. Ask clients what their preferred payment method is. If your client prefers PayPal, use PayPal. If your client likes TransferWise, use TransferWise. And when the check clears and the money is in the bank, send another thank-you note. Always reward desired behavior! So do yourself a big favor (to receive repeat business): consistently show your customers that you genuinely care. --------------- ABOUT PAUL Paul Strikwerda is a 25-year veteran of the voice over industry whose Nethervoice service features German and Dutch voice overs, translation and evaluation services. Born in Holland, he has worked for Dutch national and international radio, the BBC and American Public Radio. Although 90% of his work is in English, Strikwerda also records in Dutch, German and French. Clients include Novartis, Johnson & Johnson, and the Discovery Channel. And he is author of the new book, Making MONEY In Your PJs: Freelancing for voice-overs and other solopreneurs, and publishes an informative and entertaining blog, Double Dutch. Email: paul@nethervoice.com Web: www.nethervoice.comDouble Dutch Blog: www.nethervoice.com/nethervoice Making MONEY In Your PJs: http://makingmoneyinyourpjs.com |
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Here is the link: https://www.linkedin.com/pulse/article/humble-secret-success-susan-manhire
Best wishes for good health and prosperity in 2016!
I printed self-designed cards via Moo and sent handwritten notes to every 2015 client for whom I could find an address. As I wrote them, it occurred to me that I should do this after every job. (I often send emails, but never cards.) Thanks for validating my instincts!
Here's to 2016!