Business Proposals and Sales Pitches
Support to sell UX work
We know that UX is important. The advanced edge knows that UX is important. But when it comes to selling in UX work it can often feel like nobody else knows that it’s important. Clients and colleagues often seem completely intractable on ideas when we present them. So how can we better serve those customers and get them to take on board what we do as valuable.
Examine Your Approach
Facts and figures are a great way to support a business case but an endless procession of facts and figures devoid of personality can turn people off. You need to inject some wit and charm into the process. The more likeable that you are, the easier it will be to win your audience over. Your passion can become infectious if you let it be. It’s hard to sell the sizzle without a little personal sizzle.
Leverage Other Clients to Help You Sell
There’s nothing more powerful in a sales process than the testimony of a satisfied customer. Put together case studies of things you’ve done in the past and distribute them with new proposals. Ensure you have quotes from previous customers (that can be reference checked if needed) and give your customers a great reason to buy from you. Past performance doesn’t always indicate future performance but it’s much better than starting from scratch on each sale.
Have a Clear But Flexible Process
Having a clear plan that shows inputs and outputs makes it much easier for a client to see what they’re getting and why they should invest in that process. However, don’t forget that the process is supposed to serve the client’s needs. If they need changes, and those changes are reasonable, the process should be able to be changed to reflect their needs. Don’t be afraid to update the process and get buy in during the project either. Plans in battle don’t last beyond the first engagement, they don’t in UX either.
Tailor Documents and Deliverables
Your documents and deliverables may work for one client but not another. Make certain that you have examples to hand and discuss them in context of the new client’s needs. One may want detailed in depth reports, the next may want a comic strip version… custom documents and deliverables can be a huge selling point.
Consult More, Speak Less
The more you listen to your potential clients the more likely you are to genuinely understand them. Questions are good but so is shutting your mouth and letting the client talk. This is a balancing act, otherwise the sales process could take forever but… in general most salespeople talk too much and listen too little. Check out Neil Rackham’s excellent SPIN sales book if you’re wondering what kinds of question to ask.
Use Data To Back Up Your Points Wherever Possible
Statistics, charts, graphs, quotes, etc. can all make for a much stronger argument. If your clients are unsure of something – you need to show them that you’re not the only one thinking it. This can be a big difference between you and the competition. Many sales people bluster without any evidence. You can always send evidence that you don’t have after the meeting… though try not to offer something that you’re uncertain of – in case there is no data to support it.
