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2018 Sales Presentation – we are the first designer

If they say we are the first designer they’ve spoken with.

Thanks for that input. I do want to share some insight as to what we bring to the table, however, first if you don’t mind me asking – have you spoken with any other designers yet or are we the first?

CLICK HERE if we are the first.
CLICK HERE if they have spoken with others.

s

 

 

 

(LEAD RESPONDS.)
Bear in mind that you should make notes and also treat a NEW WEBSITE CALL slightly different than redesigning an existing one. New website calls are straightforward and existing ones can be a little clumsier – although you COULD simply ask that prospect what their thoughts are for the redesign (pages, etc.). The other alternative would be to research that kind of lead ahead of time and be prepared to listen to their feedback and then 98% of the time our response will be more informed – which provides the same opportunities to throw other firms under the bus for quoting inaccurately.

With a NEW DESIGN jump right to the next paragraph. If it is a redesign, then you could LEAD IN with, “_____________________ I plugged your existing website into a couple of tools and I have a lot of good information that I could SHOW YOU…and then go into the MEAT of the next paragraph. —————————————————————–

 

 

From here there are a few different directions that you will need to be ready to travel down on the sales path. The direction that YOU will take the prospect on is solely dependent on their comments.

YOU will be responding affirmatively to most anything they share above and then you’ll follow that sentence with a simple question. Additionally, more often than not, they will be sharing what they want in a website in very general terms such as – “we’re looking for something simple, professional, clean, modern…” instead of something that you can really provide an estimate for like – “ We need a three page website with a nice home page, about our company and perhaps a page to show our services.”

 

 

So this SECOND STEP on the sales path will look something like this:

 

  1. If they share a lot of good, easy-to-quote, information, (VERY RARE) then you can jump right into how we’d be able to deliver and then share “why Appnet” kind of input (our 16 man team, etc.) and provide a quote for it.
  2. If, like most, they share what they want in very general terms (MORE OFTEN) then you can take them down the path of sharing that the information they shared has NO price point attached to it and by doing so, kind of throw other firms under the bus.Of course THAT will be contingent on whether or not we are the FIRST firm they are attempting to get an estimate from. So this second step is a quick DISCOVERY of which direction you’ll need to go.

 

So bear in mind IF the prospect provides pretty good insight or a clear bit of detail for what they want in a website, like “Yes, we need 5 [pages and eCommerce for our products)”, then you’ll really be simply addressing those needs and then attempting to talk about you, our team and how we can help before and after the sale.

 

If, like most prospects, they don’t have a clear idea of what their needs are, then you’ll need to get into those discovery conversations. You’ll also want to ask if they have spoken with any other firms yet. If they have not, then the conversation is a little more cumbersome. If they HAVE spoken with other firms, then your presentation will carry more weight.

 

You can see how these conversations can build as we explore them on the next pages.

 

_______________thanks for that insight and for sharing that information. We’ve been in the business of web design for nearly 23 years and everything is doable. With that in mind, I mentioned that I am aware that the way Thumbtack works, you’re probably hearing from 5-10 and up to 15 design firms. Have you had the opportuntity to speak with any other firms yet?

 

They are going to answer either that you are the first one they’ve spoken with (about 50% of the time) OR they are going to say that they have spoken with a couple of companies – maybe local, maybe via Thumbtack, etc.

 

IF

 

If they say that you’re the first – then you’ll need to answer accordingly.

 

 

Thanks a lot – that was a lot of good information and that makes my job easier. I know you are hearing from numerous firms – and if you are like most people I speak with – you are going to devote time to speak with a few of them. Most design firms, including me, are all going to tell you how great we each are; that we can do everything you need and how your needs are right in our wheelhouse. So right now you don’t know how to trust or choose one design firm over any other.

 

Have you spoken with any other companies already or are we the first?

 

IF WE ARE THE FIRST, continue. IF THEY HAVE SPOKEN WITH OTHERS, GO TO

 

WE ARE THEIR FIRST:

Well, I almost wish we weren’t the first, but we’ve been at this for 23 years so I can predict what you will hear in terms of quotes. Firms will quote pricing all over the place  without even taking the time to get enough information to provide close to anything accurate…kind of pulling a number out of thin air. Regardless, I appreciate you taking the time to speak with ME.

 

I hope you chose to speak with us because you took the time to look at our profile and saw that we are the most hired, most reviewed and top rated design firm on Thumbtack. Regardless, let’s see if we can determine what you want and some options to put a price or estimate together.

GO TO

 

 

THEY HAVE SPOKEN WITH OTHER DESIGN FIRMS:

When you spoke with them, did you share ANY more information or something that you didn’t share with me?

 

_____________ I don’t want or need to know the numbers, but did any of those firms provide you with a quote?

 

TALKING THROUGH AND SCOPING THE PROJECT |
NEW CONSTRUCTION…then

 

Let me first share that with the information that you provided so far, none of the firms – us included – can really provide you with an accurate quote and let me explain…First of all, do you have an idea how many pages you are going to need?

 

ALTERNATIVE: ______________ can I ask you a legitimate question and don’t shoot the messenger, but is there anything in what you shared with me that we could even attach a dollar figure to? All you shared was…. [     xxxx   ] and there’s no way that any firm, us included, could quote you. So any quote you’ve heard so far HAS TO BE inaccurate. Does that make sense?

 

[ELABORATE AS NEEDED] A home page could cost $300-$400 and it could cost $1000 or more and without discussing your ideas more, their just guessing.

 

 

 

Let’s take a couple of minutes and actually come up with what you need and get you an honest quote.

 

(Response from client) CONTINUE…

 

 

Listen, every company says that they are different, whether you are a carpet cleaner or any other business. I want you to see and hear for yourself that there IS an Appnet difference in the way we work. In a moment, we can even talk about look, layout, navigation and the feel of the website and you and I can take a look at a hidden page on Appnet.com that we show some of the latest trends in design as we get to that point. However, there’s very little cost to creating “pretty”. For now let’s scope out what you feel like you need in this website. I will start it off by stating the obvious. Every web site has a home page…

 

You are probably going to want an about us page to talk about your mission statement and most everyone is going to want a contact form so customers can inquire about your services (or products).

 

I could keep making suggestions, but what else are YOU thinking?

 

[Collaborate and Scope out website; don’t get lengthy and preachy. Get the scope sketched out and be ready to quote. CONTINUE]

 

At this point ________________, let me point out that you and I together just mapped out what YOU feel like you need to have in your website. These are things that you did not share with me at the beginning of this conversation and based on what you told me upfront I doubt any other firm has taken the time to map this all out with you.

 

I can almost hear the gears turning in your head thinking the quotes you’ve heard so far just can’t be accurate. Wouldn’t you agree?

 

[move to after Q&A]

 

EXISTING WEBSITE RENO

(Discuss Existing Site) – Potential questions

1)         Did any of the other companies share the fact your website is (x) pages?

2)         Do you care/see any harm that right now your website is ranked for (20) first-page rankings. Does that matter to you?

[After Q and A]

 

CHOOSING A DESIGN FIRM

 

________, if I can just make one other point real quick. We know the other quotes that you have received can’t be accurate but let’s assume for a moment that all of our price points are the same. PRICE is off the table for a second, what would THEN say would be the next most important factor in determining which company you’ll choose to do this work for you?

 

SEE if they give you anything and then share whatever they didn’t come up with out of this section/list:

 

GUIDING THEM TO COME TO THE SAME CONCLUSION YOU WANT…

If they become “antsy” and say something like , “I can tell you guys would be great, so I don’t need the whole sales pitch. Just tell me how much you think this will cost…”

Then say, _____________ give me 30 seconds and I’ll tell you, but I do want to point out a couple of things.

 

CONTINUE:
Clients tell us that other than price, the most important factors were things like DESIGN QUALITY, or things like like that and I don’t want to shoot us in the foot but nowdays with all of the amazing new WordPress Layouts, coming up with something inspiring is something that any top design firm can do. So in that department, you can get an awesome, professional look from most of us…making many of the firms you may be speaking with about equal.

 

Where Appnet is your best choice is in two major places. ONE, these days you know yourself, nobody buys anything anymore without looking at reviews.

 

With that in mind, hopefully, you looked at all of our profiles and Appnet has more reviews than all of the other firms combined and we are also the top-rated.

 

THE SECOND difference, is that many people reaching out to you are either one or two man shops or they are large companies. Neither is great. The one or two man shop can’t possibly keep up with more than a few clients and that creates scenarios where they can’t possibly be as communicative as you’ll sometimes need. You may want help at some point and you don’t want to wait for days and repeated emails or phone calls to get it.

 

With larger companies, it is a crap shoot as to whether you’ll get someone on the phone who can speak intelligently or clearly in answering your needs. You’ll never get the same person taking your call.

 

With Appnet, we are a 16 person team which makes us just large enough to handle any size project – but small enough to where when and if you call in you will always get the same people taking your call. They will know who YOU are and you will form friendships with them. When you ask for something, we will know your website and be able to get you what you need quickly.

 

I guess what I am saying is that there is a real pain index in choosing the wrong company. Have you ever had a product that you really loved but their lack of support really killed it for you?

 

 

[QUOTING]

 

All said ______________, as far as a quote – I think what we are looking at here based on the number of pages that you and I came up with and the overall layout, look, feel and functionality of the site we are probably in the ________________ range.

 

To be honest, I would love to work with you; I think this is right in our wheelhouse; I think that you and I have ALREADY shown that we communicate well together – and by the way that isn’t going to stop when you leave my desk. My team is going to continue working well with you.

 

 

 

[CLOSING]

 

Again _______________, I’d love to work with you and if you can give me a thumbs up – As far as the process is concerned, it is very painless. What I will do first is get you a simple design agreement and that is very informal – it just basically says you own your domain name and you are providing us the right to build on it. It also states that you will make a one half deposit and that the balance is due prior to going live.

 

The second thing that I will send you is a very straightforward scope of work document which simply spells out precisely what you and I just strategized. It will also detail what we will need from you in terms of photos, text, that sort of thing.

 

It will literally take us 2-3 minutes to set up an account in Quickbooks which is nothing more than name, address, city, state, zip, etc. So if I can get a thumbs up we can get going. What do you think?

 

[handle objection, ask for sale again]

–          Send me a proposal (not the decision maker) – Just have to do it

–          Send me a proposal (all else) – No!!!! Inquire about the objection

–          Talk to others

–          Sounds really good, but price isn’t in my comfort zone

 

 

 

OBJECTIONS AND HANDLING

The idea of this new “pitch path” is to take people down a road where THEY come to the decision to us Appnet/You. The presentation is meant to take things in a natural progression to eliminate their objections and most often it can do that. However, often you will get some kind of delay or hestitation tactic. Those could be because they didn’t think enough ahead and had no idea of costs and now they need to see if they still want or can proceed. Sometimes it is other things.’

 

Can you send me proposal – FOR MY BOSS, BOARD, PARTNERS?

Well sure, let me make sure I have your email address, phone number and other information. Now it will be more about who we are, our design/discovery process and what we bring to the table – and our contact information moreso than a proposal. To be honest, to include everything we spoke about in this conversation would take a novel that no one will read. But you can share it with your people – along with the fact that you and I actually came up with a real strategy and price and then I’m certainly you and your team will have questions and I’d be happy to answer those. In fact, as you prefer, we could even bring them into the follow-up conversations to make them equally as comfortable to work with us. I’ll also email you a brief overview of what we spoke about and then we can reconnect. With that in mind, what IS your timeline in terms of when you will be making a decision or want to talk again?

 

Can you send me proposal – JUST FOR THEM…?

Is there some reason why you’re not ready to move forward? I’m confident we’d be a great fit and I’ve done this a long time and what I’ve found is that when someone asks for a proposal, there’s usually some underlying  hesitation or reason that is at the core as to what may be keeping us from doing this. DO you mind if I ask what that is?

The reason could be timing; the need to see where they can get the funds from, etc. It could be that they were just tire kicking and ARE interested, but maybe they didn’t have a clue about what the costs might be and NOW need to think about it. The truth is – a proposal will rarely move the needle whatsoever, one way or the other. It MIGHT suffice as a “business card” that they can hold onto to remember how well your conversation was. However, but asking the questions and making the attempt to find the core reason, you can better discern what your next move is. IF they were to share something that “feels real”, then tell them that you’ll send a simple proposal that tells them who we are and how we work and that you’ll email that along with some cursory notes about what you spoke about. HOWEVER, don’t REALLY map out “scope of work” type notes or navigation/pages, etc. until they buy from us. Keep it simple and short…and be sure to get some kind of feel as to when you can reconnect to get moving.

 

 

Use Every time…

Have you spoken with any other companies already or are we the first?

 

IF WE ARE THE FIRST, continue.

 

Well hopefully I can show you enough proof that we’re your best fit that you won’t feel the need to burn a lot of your time talking with others. What I can tell you is that the reason I asked whether you had spoken with others or not is that with the input you just shared with me, there’s no way to attach an estimate or a quote to it and yet so many firms seem to pull quotes out of thin air.

Repeat what they provided and elaborate as to why any quote would be low and not comparable to what we will provide.

 

 

 

IF THEY HAVE SPOKEN WITH OTHERS, GO TO

 

When you spoke with them, did you share ANY more information or something that you didn’t share with me?

 

_____________ I don’t want or need to know the numbers, but did any of those firms provide you with a quote?

 

Let me first share that with the information that you provided so far, none of the firms – us included – can really provide you with an accurate quote and let me explain…First of all, do you have an idea how many pages you are going to need?

 

ALTERNATIVE: ______________ can I ask you a legitimate question and don’t shoot the messenger, but is there anything in what you shared with me that we could even attach a dollar figure to? All you shared was…. [     xxxx   ] and there’s no way that any firm, us included, could quote you. So any quote you’ve heard so far HAS TO BE inaccurate. Does that make sense?

 

Let’s take a couple of minutes and actually come up with what you need and get you an honest quote.

 

Making them see the difference

At this point ________________, let me point out that you and I together just mapped out what YOU feel like you need to have in your website. Without doing that, any firm that provides any quote is providing one that is inaccurate and incomplete.

 

 

 

 

 

CLOSING

 

_______________, I’d love to work with you and if you can give me a thumbs up – As far as the process is concerned, it is very painless. What I will do first is get you a simple design agreement and that is very informal – it just basically says you own your domain name and you are providing us the right to build on it. It also states that you will make a one half deposit and that the balance is due prior to going live.

 

You and I could look through some of the newest layout trends and choose something that stands out for you and then I’d get our guys working with you to get the content that we need to build your site such as your LOGO, any photos, text, etc. and we can build this in a staging area for your eyes only and get it up and running in a couple of weeks.

What do you say we get started?

 

 

HESITATIONS

 

I can almost hear the gears turning. Usually by now, most of our new clients are ready to go. What’s on your mind? What has you hestitating? Let’s talk about it because I can probably offer some options or solutions to help.

 

QUESTIONS TO MOVE THEM…

 

 

 

 

  1. So I’ve showed you clearly that Appnet is the best option and we’ve addressed things to fit your budget. What’s keeping us from moving forward?
  2. ___________ you would be interested in getting started with us if we can provide you with a better price, right?
  3. ___________ would I be safe in assuming that you would PREFER to do business with a design company that ranks number one on Google?
  4. ___________ I know that cost is important, but wouldn’t you also interested in working with a firm where every time you need to call us, you’ll get the same people who know who you are and who you don’t have to re-explain your needs each time you call?

 

 

 

Your Biggest Competitor is Not Who You Think

Over the years, I’ve lost more deals to the decision to do nothing than other web firms. Before getting too cozy with that prospect, find out whether this project is mission-critical, or if “doing nothing” is an option.  If doing nothing is an option then you have to ask yourself, “Are they really worth the hassle, the risk, the time, the money?”

Never Offer a Proposal

Writing a proposal is a poor way to close a deal. But when I first started out, I’d offer to write one instead of simply asking for the sale. Once I learned otherwise, I found I could close a deal on a verbal agreement, then write the proposal to finalize the sale. So don’t write a proposal unless your prospect has agreed to sign it.

Never Agree to “Final Payment Upon Completion”

Obtaining content from the client is one of the most challenging aspects of web design. You are on dangerous ground when your contract stipulates that the client can make final payment upon completion. Conceivably, a client can delay the project for any number of reasons that are beyond your control and you might never see that “final payment.”