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One call close without giving a portfolio?

by Unisons
11 replies
I read this on another thread and got really intrigued by the idea of selling websites without them even interested in seeing your portfolio. Or what to say that after that.

I wouldn't mind showing a portfolio, but we all know once the phone hangs up and the email is sent, the flame is almost gone.

Wouldn't they want to see if you are able to produce the works that you claim?

Would love to hear some input on this, thanks!
#call #close #giving #portfolio
  • Profile picture of the author Jason Kanigan
    Your process is flawed. Why would you hang up and send an email (presumably with a quote or demo link)?

    Get the prospect to agree to be on the phone with you to go over your quote or demo LIVE. Then you'll hear LIVE feedback, instead of the lame silence of indecision. And you can do something about feedback.

    Credibility comes from the quality of your questions and how well you match your solution to your prospect's needs--not from a shiny display of previous work.
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    • Profile picture of the author Green Moon
      Originally Posted by Jason Kanigan View Post

      Credibility comes from the quality of your questions and how well you match your solution to your prospect's needs--not from a shiny display of previous work.
      That's only partially true. In my "real world" job I have interviewed website developers who asked all the right questions and gave all the right answers but when I looked at their portfolio, I didn't like the design work at all.

      You are right that the first step has to gaining credibility with a prospective client comes from showing that you can provide a solution to the prospect's needs, but you better have a portfolio that backs up your words.
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      • Profile picture of the author Jason Kanigan
        Originally Posted by Green Moon View Post

        That's only partially true. In my "real world" job I have interviewed website developers who asked all the right questions and gave all the right answers but when I looked at their portfolio, I didn't like the design work at all.

        You are right that the first step has to gaining credibility with a prospective client comes from showing that you can provide a solution to the prospect's needs, but you better have a portfolio that backs up your words.

        See the danger of showing your portfolio?

        Tell me this: who's the expert here? The customer or the designer?

        When I was running for public office, I told my designer I didn't want the national symbol on the pamphlet. He retorted, "Jason--it's not for you! This pamphlet is for voters, most of whom are immigrants! This symbol is important to them and they want to identify with it." My designer was an immigrant. I shoved my preferences aside and went with what my 'market' wanted.

        The website isn't for the customer--it's for their customers.
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        • Profile picture of the author Crew Chief
          Jason, if people actually grasp what you just stated, they can become RICH!

          Originally Posted by Jason Kanigan View Post

          See the danger of showing your portfolio?

          Tell me this: who's the expert here? The customer or the designer?

          When I was running for public office, I told my designer I didn't want the national symbol on the pamphlet. He retorted, "Jason--it's not for you! This pamphlet is for voters, most of whom are immigrants! This symbol is important to them and they want to identify with it." My designer was an immigrant. I shoved my preferences aside and went with what my 'market' wanted.

          The website isn't for the customer--it's for their customers.
          I hope everyone caught that! If not, you will spin your wheels trying to allow the customer to be the expert. People who go that route, end up constantly making unnecessary changes, in an attempt to please the customer, WHO IS NOT A WEB DESIGN EXPERT!

          Again, you need to heed Jason's words.

          We just launched a telemarketing campaign and I designed a script that sets the telemarketers up as instant experts.

          Between the, "Yes sets" and the immediate establishment of expertise and authority, we expect some great numbers on this campaign. I'll keep you posted.

          In the mean time, its all about...
          • (ABC) Always Be Closing
          • Smiling and Dialing
          • One call; one close
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          • Profile picture of the author Unisons
            Originally Posted by kenmichaels View Post

            Are you asking how to close the deal, on the phone without showing them anything?
            As in one call closes?
            That's my first priority. Of course if they're at the computer I can go over the portfolio with them, but sometimes they aren't near a comp and when they ask for a portfolio and email it to them and they'll check it out later, its blown.

            I am going to try to get to close without showing my portfolio, but if they ever ask for one but they aren't at the comp, is there any way you guys can tackle that? (Of course there's always the option of sending and following up, but I'm seeing what can be done to close over the phone at that time)
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            • Profile picture of the author Jason Kanigan
              Originally Posted by Unisons View Post

              That's my first priority. Of course if they're at the computer I can go over the portfolio with them, but sometimes they aren't near a comp and when they ask for a portfolio and email it to them and they'll check it out later, its blown.

              I am going to try to get to close without showing my portfolio, but if they ever ask for one but they aren't at the comp, is there any way you guys can tackle that? (Of course there's always the option of sending and following up, but I'm seeing what can be done to close over the phone at that time)
              All the prospect is doing here is telling you to go away, nicely.

              This is the precise equivalent of "Send me some literature about your product."

              OK so let's say you get this. You want to do something constructive about it.

              say: "Hmm. I could send you some info. But let me ask you this--let's say I do send you something. Can you tell me what that would enable you to do?"

              The prospect may blubber, or they may tell you something specific.

              If they blubber, you know it's a put-off. Go for the No: "Sounds like you don't really have any interest in improving your website/having a website/etc. Would you say that's true?"

              Yes - you can end the call politely.

              No - accompanied with a "That's not what I said!" usually...means they responded to the takeaway and will now start sharing some truth with you about their situation.

              If they tell you something specific that seeing your portfolio will enable them to decide on, you could ask: "I see. Could you share with me why that's important to you?"

              Dig deeper. Either it will turn into an absurd reason, or it will be about the prospect's sense of style (what they like). You can eventually ask: "I understand what you've been saying, and I appreciate it. ...Let me ask you this: who is the real user of your website? You ...or your customers?"

              They'll probably be floored, having never thought about it. Now you can get them on the right track, or qualify them Out if they just don't 'get it'.


              OR

              You could just say, "Well, I could send you some examples. Here's the problem with that. Each website I do is specifically designed for that customer, that marketplace, that visitor group. So it's like a writer showing you sales letters he's written for other clients--they have no relevance to your business.

              "Here's what I recommend: the usual process is that you and I sit down for a few minutes and talk about your business. Is now a good time to do that?"

              Remember what John said above: you are trying to separate those prospects who care about you having a portfolio from those who don't.

              This really reminds me of some job hunting expertise I rarely share.

              You go in for a job. The interviewer, after some chit-chat with you, asks, "So what makes you the best candidate for this role?"

              My advice is to respond with this:

              "So...you want me to go through my skill set and experience...talk to you about my background...and try to prove to you why I'm better than anyone else?" <Yes> "I'm not prepared to do that today. Let's talk about your business."

              Yes, it takes guts. But getting into a real conversation about the real situation your prospect is in is the very best way to get the work.
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              • Profile picture of the author Gatsby
                Thought I would inject some ideas about portfolios as well as referrals; especially to do with offline sites. There are several pros and cons, but these stand out to me just now.

                First, I have been in several lines of work where I could use a portfolio, and bottom line they only show how I think and how I communicate on levels other than verbal. If you do not have a portfolio for design, then buy two domains and make them up.

                As for a marketing portfolio, that kind of information is best sold to the client as to what you will do for them, otherwise you could be easily comparing apples to oranges. Use cases also do not need to be factual, again they can be based on "what if".

                Also, some of my best work you can't really see. I have one client who does not care on iota about how his site looks, and I am doing far more on the data side then any of my other projects. Also, I don't think anyone could even understand what is going on with him as it relates to their business without a two week series of meetings.

                In short, talking about "What could be" and looking at pretty pictures is dangerously close to lollygagging. It can be productive, but it can slide into a BS session really quick.

                More importantly, lets say they are asking for referrals. Similar to showing a portfolio, as this is establishing credibility and expertise. Well, imagine I am getting 12 people a month on the hook, and out of 25 clients I may have - 4 of them say "sure use me as a phone referral or email" Now, I am sending 25 clients to them each month - so beyond my pervasive phone techniques, now I am lighting their phone up every month with non-productive calls from strangers.

                Now, everything I just wrote could really go good or bad - but if you are concerned about having these items, I would just not get into it and move on. I told one client "I am new to the area and have no clients, so I am offering a discount...." a week later he asked for referrals and examples. I really have to wonder now, did this guy listen to me at all on the phone or even the meeting we had where I explained that twice!

                I could worry that this me and this guy are going to have communication problems in the future, or I could also consider that I am not doing something right in my approach and presentation. But I can tell you that portfolios and references have amounted to about .0001% of me getting business in the past.
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    • Profile picture of the author AndrewCavanagh
      Originally Posted by Jason Kanigan View Post

      Credibility comes from the quality of your questions and how well you match your solution to your prospect's needs--not from a shiny display of previous work.
      This is VERY good advice.

      I'd also add that having a genuine interest in your prospect and in helping him make real sales and profits comes through in everything you do.

      A lot of people find it difficult to get hired because they come across as totally self serving, selfish people.

      When you really WANT to know about your prospect and his business and you genuinely want to find a way to help him you telegraph that attitude in everything you say and do.

      If all you want to do is sell some websites you have a long hard road in front of you.

      Kindest regards,
      Andrew Cavanagh
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  • Profile picture of the author Unisons
    Because most of the prospects I've talked to were never around a computer and were working outside. Perhaps it's the niche I've been calling.

    Will take note of your comments.
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  • Profile picture of the author kenmichaels
    Are you asking how to close the deal, on the phone without showing them anything?
    As in one call closes?
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  • Profile picture of the author John Durham
    Unisons,

    Its not about "There is a trick for getting people to close without seeing a portfolio", its about "some people will and some people wont", and your job is to find people that will.

    Your pitch should be assumptive enough that people kind of halfway think they know your company anyway if you do it right... What Im saying is that you can totally talk them around even asking most times; and for the ones who insist, if you dont have one, let em go.

    Phone closing is a game of numbers. Anyone who tells you they close one out of three cold calls is LYING, try one of of 200 dials on an average day, for a guy who is experienced enough to be an "average" telemarketer.

    The truth is that you have to set your policy in stone, and call people presenting it, and dont be swayed from your policy or else you will end up talking to "suspects" all day lolly gagging on the phone about nothing that is getting you close to a close..,only to getting strung along.

    People respect you more when you have a strong policy.

    In call centers telemarketers are kept in the dark about anything other than the pitch in front of them, they are on a "need to know" basis, because if all they know is the pitch then they can deliver that strong verbatim stuff , they can only follow policy. It keeps them on a track, but more importantly it keeps the PROSPECTS on the COMPANIES track.

    The telemarketer has NOTHING they can talk about on the subject that isnt on their pitch page many times, and thats the way they work best. Thats why it works, because they have to keep the customer on track, there is only the pitch and rebuttals and no technical knowledge of the product to talk about many times.

    Back to closing with no portfolio...

    Your job isnt to convince people to do business your way, its to present how you do business, and find people that like it that way.

    If I was a greedy call center owner who paid sales genie for lead lists at a rate of 5k per month...then I would say "rebuttal everyone three times verbatim", but since Im not talking to telemarketers but rather home working entrepreneurs, I would say "Dont wear yourself out, just be polite and let people go- find your laydownf".

    You make enough money that one sale per day will make you rich, and two per week will make you a comfortable living, or even ONE...., and you can find that without a bunch of head banging, just dial the numbers and go for the laydowns.

    A "laydown" is when you run across a person who was JUST thinking about what you are calling about. Or they have it in the back of their mind already and just havent gotten to it, or anyone who asks questions like "How much do you charge" (buying signals).

    Im Dialing for buying signals, not trying to bang someone into a deal.

    Now Im not gonna bang heads with someone all day and miss my chance to find that guy who was "just thinking about it"...He already has the check half written before you even call. Dont want to miss him.

    Jason gives the best advice on this thread. Listen to him and you cant go wrong. Pick a teacher and focus on the style they teach solely, and practice it in a focused manner until it works.... If you were looking for a good one, Jason has some great systems that you cannot fail with, and I personally admire his teachings, you really cant go wrong listening to him.
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