I have been selling websites over the phone and in person for over 17 years.  I’ve sold to hot leads and cold calling leads.  Obviously, the hot leads are the easiest to close so I’m going to focus on those in this article.

What is a hot web design lead?

A hot lead is a lead that has contacted you directly for a quote.  They may have filled in your estimate form, called you, or walked into your establishment.  In any case, there are three main points most leads are interested in:

  1. Do they like you and your company and do they think they will like working with you?
  2. Is the quality of your services worth the price you are charging?
  3. Will this help their business and how?

Of course there are many other questions, but these are usually the top points that will help them decide if they want to hire you.  Therefore, I always focus on answering these three questions before they even ask them.

  1. Do they like you and your company and do they think they will like working with you?  To answer this question, you can use your portfolio, testimonials and proof of results, such as charts, SEO rankings, sales increase and so on.  Also, make sure you are very friendly and not pushy.  Treat them like you would a guest in your home, not like someone you want to leave soon.  It’s best to talk to them about things outside of their project briefly just to get to know them on a personal level first.  Then go into the history of their company and show an interest in what they do.  This will gain trust between you and trust is extremely important in any sales meeting.
  2. Is the quality of your services worth the price you are charging? You can answer this by explaining why your company is better than the rest.  You should already have some main points memorized and ready to go.  Make sure you point out things that made money for your client or increase their brand recognition.   Always focus on how you can improve their company just like you did with your previous clients and provide examples.  If you don’t’ have any examples then at least explain your experience and what you have done in the past that related to their project.
  3. Will this help my business and how?  To answer this, you need to dig deep into their company history and find some problems they currently have.  Find out if they are currently doing bad on the web, and if it could be improved with online marketing or a better design.  Explain to them that you will do a full analysis and report of their business and then provide recommendations.  Go over any previous clients whom you have helped increase business for.

Closing the Sale

Finally they will more than likely ask you for a quote.  You must then ask them a range of questions based on the type of project they require.  Obviously I cannot list them all here, but you should know enough about the services you offer to be able to compile a list of questions.

You can also create a form on your website and direct them to it.  This way they can answer the questions on their own time.  However, always make sure they make some kind of commitment before you leave them.  The commitment can be as simple as filling in the questionnaire on your website or as complex as signing a contract.  In either case, you want them to commit to something and agree to another contact to confirm everything.  This will keep them focused and make them realise you are taking their project seriously.

Stay in contact with the lead

You need to keep in contact with the lead until they either tell you to go to hell, or they agree to sign a contract.  But if they simply do not reply, then do not delete them from your CRM.  If you have a lead that does not respond for a long time, then try to reach them by phone to find out why.  Sometimes they are simply not getting your emails or they lost your phone number and giving them a quick call might get you a sale.  In the very least you will find out if you should delete them from your CRM and move on.

After the sale

After you make the sale, this is not the end, this is the beginning.  This is when you have to convince the client they made the right decision to hire you.  It’s also a great time to talk to them about other services that might help them down the road.  Make sure their project is running smooth and on time so that when you want to sell to them again it will be very easy.  Remember that it’s far easier to sell to a current client than it is a new one.

There are many things you can sell a new client, such as:

  • Website Hosting
  • Website Maintenance
  • Link Building
  • SEO
  • Social Media Marketing
  • Graphic Design for Print
  • Writing Services for their blog or website
  • Add features to their current site, such as a shopping cart, blog or forum

The list goes on and on.

So keep that relationship strong and you will get residual income.  Don’t forget to offer residual services such as; domain names, hosting, SEO, online marketing, graphic design and so on.  Depending on the type of business you are selling, there are always things you can up sell to the client.  But always focus on the services and products that will benefit your customers and help their business grow.  If you offer a service that loses them money or causing them problems, don’t expect to get another sale from them.