Freelance Domination 2.0Build A Profitable Business With Your Skills
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Week 4: Client Acquisition Part II:
Finding Clients and Onboarding Them
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7 Ways To Find Clients
Cold Traffic
4 The “Loss Lead” Approach
7 Advanced Referral Systems (Covered in a later week)
Leveraging Existing Relationships
5 The Marsupial Method
3 Warm Canvassing
6 Online Job Boards (Covered in a bonus module)
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Strategy #1: Cold Traffic
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Strategy #2: Leveraging existing relationships
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Who’s In Your Immediate Personal Network?
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Coworkers
Colleagues and Classmates
Roommates and Neighbors
Friends
Family
Significant Others
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Why Leverage Existing Relationships?
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Build Confidence
Super High Closing Ratio
Test In Safety
“Prime The Pump”
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How?
1. Start asking around…
2. “Would you pay for this?”
3. “Do you need this?”
4.“Do you know anybody who does?”
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The psychology behind it…
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Strategy #3: “Warm Canvassing”
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We’ve all seen businesses that were in DIRE need of our services…
• “Man…this restaurant’s web site SUCKS…I could build a much better one…”
• “This chiropractor’s advertisement is horrible. I could get them much more business.”
• “This office could really use an in-house personal trainer. They need me!”
• “This magazine would do so much better with higher-quality writing. They should let ME write some articles and see how many readers they get.”
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4 Ways To Make Your Leads Beg For Your Services
🍂 📣
“Call their baby ugly”
Probing questions
Ridiculously high free value add
Incredible presentation
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EXPERTISE
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“Call their baby ugly”? WTF?
• Many small business owners have a primary “wheel house” and literally no idea what they are doing outside of that
• What’s worse…they don’t even KNOW what they don’t know
• It’s your job to “call their baby ugly”, then offer incredible value
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The psychology behind it…
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• It’s your job and duty to ethically create a sense of urgency/doom and gloom in a prospective client
• They need your services, and they should know all the things that could go wrong if they don’t hire you
• Your experience comes in to play here. What’s the worst that could happen? Paint the picture
• If they are already doing ok, how much better could they be doing WITH your services?
• Always tie it back to their primary metric — in most cases, this is money
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Why should you ask probing questions?
• Reinforces your knowledge/thought leadership
• Shows that you’ve already put careful consideration into their needs before even being hired (good predictor of your attention to detail)
• Gets them even more anxious about all the things they don’t know
• “Have you thought about how you’re going to [insert feature or service they don’t offer]?”
• “I’ve been looking at your website/product/service…why haven’t you [insert something they overlooked]?”
• “How do you know that [insert an assumption they are making]?”
• “What happens if X? Do you have a backup plan for Y?”
• “What specific strategies are you using to [insert goal they want to accomplish]? Do you have a roadmap in place?” (If “yes”, ask if they are happy with their progress. If “no”, ask why they don’t have a roadmap)
Examples
After creating some fear and tension, assuage them with a massive
demonstration of how valuable you are…
The “Value Add” Technique
• When approaching a client about why they need to work with you, it’s important to give them something useful/actionable whether or not they agree to a contract.
• Why? This gives you a chance to highlight your knowledge again, and solve the problems you brought up with the probing questions.
• It’s the ultimate weapon — the knockout punch.
• Website Analysis
• Preliminary Edits
• Free Consultation
• Walkthrough
• Report
Examples of The “Value Add” Technique
• In person
• Online
• Either way, make sure you find time walk through it with them — it’s much better than attaching a document
• Create a narrative (see examples in this section)
How To Deliver
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Strategy #4: The “Loss Lead” Approach
Would you lose $100 today to make $1,000 next month?
(I hope so…)
• Also known as “free work” — but with a twist
• Setting clear expectations from Day 1 that you normally don’t do this for free
• Contingent on phenomenal work — but is a nearly fool proof way to get a client
• Focuses on the lifetime value of a client, and the fact that once you’ve made their life easier, they won’t want to live without you (think about free samples)
• It works because people love to get things for free — especially expensive services they’d normally have to pay for
What is a “Loss Lead”
• Approach a prospective client with a “value add” proposal
• State the things that they are doing wrong, ask probing questions and pique their interest
• Then, offer to make all their problems go away — for free — on one condition…
• If you do extraordinary, they return the favor…
How it works…
• You could say “If I do extraordinary work and you’re extremely pleased, then I’d love to continue working with you at my normal rate.” (Discuss rates later)
• EVEN BETTER: “If I do extraordinary work and you’re extremely pleased, all I ask is that you refer me to 3 friends who have businesses that might also benefit from my services.”
• BOOM — 3 potential clients for the price of one. And 9 times out of 10, the original clients ends up hiring you as well for work down the road.
• Imagine if you did 5 “Loss Leads” and ended up with 15 prospective clients. Incredibly powerful.
• More on creating these systems later
Ask for something better than money…
Strategy #4: The Marsupial Method
(AKA “host/beneficiary”)
• The Marsupial Method is one of my “signature” strategies
• The concept is simple: Find a business who already has your ideal clientele, and offer to serve that business as an in-house/“white label” service
• I did this with test prep by finding private admissions counselors who already had affluent clients, but were sending their students to Kaplan/Princeton Review for test prep
• Original Marsupial Method explanation video also in this module
History of The Marsupial Method
• The ultimate win-win-win
• Other business owners get to add more services, they look better to their clients + they get money
• Existing clients often get cheaper rates on services that they absolutely need
• You get instant access to a stream of paying clients — that you can keep for LIFE.
• Allows you to kickstart a profitable business in 24 hours or less
Benefits
• Via email: Send a short pitch (template included in this lesson)
• Follow up with a brief value-added report that outlines what your services are, and how everything will fit together seamlessly (template also included)
• Benefit, benefit, benefit — it’s all about them
How to pull it off
Sample Marsupial Outreach
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Strategy #6: Online Job Boards
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Strategy #7: Advanced Referral Systems
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Week 4 Action StepsFinish this work before we meet again next week!
01Set Up Your Onboard ProcessCreate a streamlined process to welcome people into your service
02Find Your First ClientUse one of the strategies today!
éWeek 2 Bonuses
Expert interviews !Join The Private Group
Get support and brainstorm with the Tribe
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