Profitmaker: A Client in Need is a Client Indeed (page 2)
Ask Questions
Listening is the key to understanding your client, but what if he isn't talking? Then you should ask questions. Here are a few examples.
- How did you get into this business? If you haven't already noticed, people like to talk about themselves. If a person runs into someone who will actually listen, the well of conversation may never run dry. The client's overall personality (dreams, wants, desires) could easily show through when asked this question, which you can use to your advantage later.
- What's the best video production of this type that you ve ever seen? What did you like about it? This question may tell you exactly what the prospect is looking for in a video. Once you know that, all you have to do is prove that you can deliver a similar one.
- What's the worst experience you ve ever had with a video production? If the client answers that it was something that your company did, you've got a problem. But if he or she is still talking to you at this point, then you have the opportunity to make it up to them, and sell them on a new production. If the problem was with another production company, you know what point you have to stress to win the client away from the competition.
- What did you like about it? Ask this question whenever the client is positive about anything. It keeps the conversation going and gives you more details on the client's preferences.
- What was it that bothered you? This is one to use when the client complains about a prior video. Whatever the answer, respond immediately, and try to make your response as positive as you can. Oh, yeah, I can understand how a video where all the flesh tones were green would be difficult to watch. If you are too negative, it could sound like you are arguing with the client. That approach seldom works.
- What's more important, having the video done in two weeks, or getting a low price? (or whatever). You can tailor this question to any needs that you have uncovered earlier. Clients will often happily shell out a premium price to get a video done faster (that trade-show date is not going to change), or to meet some other demand that you might not have thought about.
- Who can sign the contract for this project? This is one for companies where the chain of command may not be apparent. Be discrete. Your contact may take offense that you are suggesting that he or she doesn't have the authority to green-light the project (even when he or she doesn't have this authority). On the other hand, if this person is not the one who is able to buy, you need to know.
- When can you sign the contract? You are talking to the president of the company and you know that she wants the video, but that doesn't mean that the money is available. The president may be doing research for the next fiscal year, when new marketing dollars shake loose. If you don't ask this question (and offer terms to sign the contract now and get payment later), you may be giving your competition a chance to make a pitch.
- The most important question is always, why? Why is one factor more important to the client than something else? Why is the deadline so tight? Why is the ability to shoot aerials of the property important? Why is a short video better than a long one for this client? When the client offers you a clue, dig deeper with the question, why?
To View This Article
Start Your Free Trial Plus MembershipWhy Become a Plus Member?
As a Plus Member, you'll enjoy:
- Exclusive access to 1,000s of articles, tips, and videos
- Unlimited access to Videomaker Tips & Tricks video series
- Special contests and monthly drawings
- Members only eLetters
- Early online access to the current issue of Videomaker Magazine
- Members only discounts on Videomaker merchandise and more
- Priority status at Videomaker events
- The Expert Hotline: direct email access to our editors. Get answers to questions about any video subject
