Profitmaker: A Client in Need is a Client Indeed

Your clients are a mysterious bunch, aren't they? One minute a client can be purring contentedly like a kitten, and the next he might lash out like an angry Doberman. What is behind these animalistic tendencies?

If your video business is like most, your clients are only human, which means they have needs. And you need to know what those needs are. Why should you care? Because if you fulfill a client's needs he will not only be grateful, he will gladly pay you for your work and he will probably be back for more. Conversely, if you don't meet his needs he might try to rip your throat out (only metaphorically, of course, but the sensation is still unpleasant).

How do you find out what the customer's needs are? You could start by doing a needs analysis for each of your clients. What drives your clients when they decide to buy video production or products? As you might guess, the number one factor is economic. This is true whether you are dealing with an individual or an organization.

A client will consider all the economic factors before shelling out the cash. Some of these factors are price, quality, service, performance and convenience. Here's the trick. Some clients consider some factors more important than other factors. When you do a needs analysis, one of your goals is to find out which factors have the most weight for a particular client in a buying decision.

Many people think that price is always the most important factor in a buying decision. In many cases, it is. This is why so many megastores (like Walmart and Home Depot) have sprung up and wiped out the local competition. For consumer goods like paper towels or laundry detergent, people want a bargain. National chains can buy in quantity, and make deals that local stores can't hope to match, and still make a profit. Lucky for you, there are no video-production superstores yet.

But price is not always the top consideration in your customer's mind when it comes to a video production. If you bring something to the table that your competitors can't match--in terms of expertise, creativity, high-quality equipment or superior customer service--then your service doesn't have to be the least-expensive option. If you position your company correctly, being more expensive may even work to your advantage. (In this case, your motto might be "Video by Videoman -- Because You re Worth It.")

What other client needs should you consider before making your sales pitch? Although not all of these factors relate specifically to video production, other client motivations are: basic living requirements, ego, lifestyle, personal goals and safety-related issues. How can you hook into such needs to help you sell? Depending on the status and reputation of your company, you might appeal to the ego of your prospect by listing any prestigious clients that you have worked for in the past.

One video company shows video clips of NBC News on the company's demo tape (the company has rented equipment to the network). New clients, upon seeing this, would think (consciously or subconsciously) "Hey, if this company is good enough for NBC..." Blow your own horn to tap into the basic human instinct of importance by association.

Who does most of the talking when you go on a sales call? Do you spend every moment telling the potential customer about what your company can do for him, what kind of equipment you use, how long you have been creating video? Or do you do these things until the client starts to talk? That's your cue to listen. This is the most important step in needs analysis. When the client asks you a question, or makes an objection, or makes an apparently unrelated comment, he or she is giving you a clue. The client is saying, "This is what is important to me."

What is the client telling you with this statement? "I used Brand X Video last time and I found out that the on-camera spokesperson that they used in my show was actually Brand X's receptionist." The client is really asking you a question. He or she needs to know that your talent pool is a bit deeper than that used by the other company. You might ease your client's mind by assuring him or her that you only use professional talent (Screen Actors Guild, or other) in your productions. Perhaps you can offer the potential client the chance to see several talent choices on tape before a decision is made. Let the client know that this is no problem, and you may have a sale.