Who lands the big accounts and why,,, and how you can too!

Who lands the big accounts and why... and how you can too!

by copywriter and marketing coach Chris Marlow

When we first start out as a freelancer, there's a tendency to
"aim low" on the theory that since we're just starting out, we
should start at the bottom, servicing small businesses, and
eventually work our way up to bigger businesses. Right?

Wrong. Small businesses very often don't have the kind of money
a smart and talented consultant deserves to be paid. And very
often, a small business doesn't have the knowledge and resources
to implement the consultant's solution properly, often leading
to disappointing results.

And it's the results you need...it's the stories about how you
solved a problem, what kind of returns you brought, how you cut
costs, or increased productivity...these are the things the midsize
and big companies want to hear before hiring you.

So the first rule in consulting...whether you're an IT pro,
human resources expert, or copywriter like me... is to start
prospecting somewhat higher than the very small business. And
yes, you should also have the really big guys on your list, the
global enterprises.

Even though your chances of landing the IBMs might be small now,
you should have a certain number of enterprise-level names on
your list, because if they're not on your list now, they won't
know you later when you're ready for them, and they're ready for
you.

So the first rule in freelancing to the corporate decision-maker
is to target high enough.

Now before we move on, let me point out that there is one very
important exception to this rule...

...and that is that you CAN work successfully for small business
IF you offer a "full solution."

For instance, you'll have a hard time surviving on small
business accounts if you ONLY sell copywriting services.
However, if you handle all aspects of their marketing...the
strategy, ad buys, project management, creative, production...in
other words, if you handle the whole ball of wax as their
"marketing agency," you can make working for small business a
VERY profitable niche.

We'll go into the realities of working for small business in the
upcoming December 2006 issue of the Freelancer's Business
Bulletin, but for now, let's finish our focus on what it takes
to land the big accounts.

So if the first rule of landing big accounts is to aim high
enough with regards to size, then the second rule is to have a
solid "value proposition." This is a statement that does more
than differentiate you...it also shows, in specific terms, what
your value is to the client.

Here's an example of a value proposition taken from Jill
Konrath's outstanding book, "Selling to Big Companies," slightly
modified...

“After working with [me], one well-known retailer saw a 54
percent increase in sales conversions and a 25 percent increase
in order size from their online sales. My clients typically see
40 percent to 150 percent improvements in key operating metrics
such as profit margins, rates, and cost savings.”

A strong value proposition like this one, with numbers and
benefit statements, has a lot to do with getting you in with the
high-quality, high-paying clients.

It's the metrics that make the difference, and it's been my
experience as a copywriter that gaining strong metrics is easier
when you work with companies with sophisticated marketing
departments.

And what if you don't have any metrics you can use in your
value proposition?

Simply use your Unique Selling Proposition (USP) for now, being
sure to state not only what sets you apart from your
competition, but what it means to the client (your benefit
statement, what you mean to the client, is the most important
part of your USP).

So whatever work you do, and whoever you do it for, one of your
primary concerns is getting your hands on the results of your
work. I put it right into my fee agreement so the client can't
blow me off later when I come asking for results data and work
samples.

Here's what's worked well for me for years, and I encourage you
to add it to your own contract/fee agreement:

"In order to promote my business it is essential that I receive
samples of my work as well as any information on the performance
of the work. Your sharing of samples, response rates, and any
other measurement data is very important, and you understand
that I may use these samples in the promotion of my business.
Thank you for your cooperation!"

Ok...so back to the question: "Who lands the big accounts?"

The consultants who work for the high-quality, high-paying
clients have a niche market and specialized experience and/or
talent in that market.

They may be individuals like my coaching students and me; they
may be groups of individuals, such as small consultancies. And
they may be mid-size companies or big corporations themselves
(think Madison Avenue ad agency).

And they all have their various value propositions. You can get
into the big time too IF you know a common problem that your
niche market struggles with (low marketing response rates for
instance), AND you have the answer to the problem right there in
your value proposition:

"I can double your response AND cut your costs."

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Chris Marlow shows copywriters and other freelancers how to land the
high-value, high-quality clients through her popular Coaching Program and
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