In Episode 73, we talked all about how to get clients to say “yes” to working with us. Within that episode, we mentioned that your packages need to provide your clients with what they want as well as what they need.
When we first brought it up, we were tempted to go down the rabbit hole, but we saved all of our thoughts for this episode to break things down a little bit more clearly.
In this episode, we’ll go over why it is important to give clients what they want and what they need. We’ll also share how to do this and wrap up with a few examples.
Why It’s Important
To get clients that are ideal for you and your brand along with charging decent prices, your packages need to attract those types of clients. They also need to give those clients the results they are looking for.
If you throw your packages together for the sake of getting something up on your website or social media, you may get by, but just know things could be so much better. You need to put some thought into this process.
You want your packages to have the results along with the deliverables to get clients excited to book with you. When they are searching the internet, they are using keywords in their own language and trying to find what they think they need.
However, this process isn’t all about getting clients in the door. You have to deliver the results you promised them in your sales page copy (check out ep. 72 for more on this). Plus, you want to make sure you cover all of your bases with the project. It is your job to know what your client needs and include those in your package.
This means creating packages that combine your client’s list along with the industry standard of services that will get them the results they are looking for. You have to cover their blind spots to provide them with the big picture they want.
How to do it
Find out what your potential clients want
To get all of this ready for your website, social media and more – you have to figure out what your potential clients want. Determine what would get them excited to hire you and get in their head to learn what they are looking for in a service like yours.
Determine what they need
Talk to a previous client to help with your research. Find out what has been working well for them since your time together. Also, ask what hasn’t been working well. These are spots that you are going to fill. Reverse engineer those things to pick out what piece (or missing piece) of your design package is responsible for these gaps.
Add the missing pieces, keep the parts that have helped your clients perform well. There may be a part of your package that doesn’t really get mentioned in your research phase, it may be something you can get rid of as well.
For example: If your client’s website is beautiful, but their Instagram feed is a mess, social media templates could be something you might determine they need.
You may encounter a potential client who reviews your packages and wants to remove a certain line item because they believe they don’t need it, but based on your research you know they do. Take time to explain why you have that item included in your package. Inform them on the results they will get from this package piece and how other clients have benefited from it.
After you explain everything, they may still not want it. At this point, it is your call if you will move forward or not. You may want to consider if this client is going to be difficult throughout the process. That could be a deal breaker on your end so just be careful.
Let’s use a generic design business as an example. The client may want “a new design to help them grow their business”.
But in that situation, what they need is probably something more like:
- New branding to attract their dream clients: logo, secondary logo or mark, brand guidelines
- A strategic website that will lead visitors to inquiring with them: home page, about, services, contact, blog
Then, we’d want to consider how to make that package stand out. That could mean adding social media or newsletter templates to give even more well-rounded branding.
Put it into action
When it comes to booking new clients, your packages need to have the results and deliverables that get them excited as well as the pieces that will allow you to get the promised results.
Reviewing why past clients chose to book you for a project as well as what pieces of your projects have allowed them to perform well (or what might have been missing) will allow you to adjust your packages to address both what your clients want and what they need.
- Resources or related episodes mentioned in a bulleted list