Ok... so you've talked to a company about web design and they agree that they could benefit from it. What now? There could be a frustrating few days or even weeks where you're basically in the dark on what happens next. This guide will help you remain in control so that doesn't happen.
Remember these 5 pillars to qualify your prospect:
1.) Are they the decision maker?
2.) Do they have a need for web design?
3.) Do they have budget for your services?
4.) Timing aligns with your work bench
5.) There is nothing standing in the way of you and them working together
I'll go one by one but just know that by asking (in a conversational manner and NOT sounding like a robot/scripted) these questions, you can get to the real reason why someone sees risk AND why a prospect would not want to move forward with your web design services. All in all, you know what prospects to spend your time on and which ones to not.
Decision maker
Ahhhhhh yes. The 'ol DM. The one you ultimately want to talk to. The DM has their 'finger on the pulse' and a vested interest in the company. The DM is the one you want the Zoom call with and the person you want to bring issues with the website up to. Challenge them. Ask questions. But all in all, make sure they are the DM. Use Linkedin to double check their position at the company website you're discussing. Also, press releases are a great way too. Always remember: never take a 'no' from someone who cannot say 'yes'. You should know that this person is the DM before you chat with them so be prepared.
Does the company even need a new web design?
Is the pain great enough that they want your services more than they want their $$$$$. It's up to you to show them. Use a tool like SEMrush and pull up the website's data AND show 2 of their competitor's stats too. Show them that a new design will increase traffic, conversions and sales. Why is the company interested in a new design? They're talking to you for a reason and it's not to just waste their own time. CEOs don't have a lot of time so make a good impression by bringing value to the table. Point out areas of improvement (which you can fix for them) and ideas you have already planned out. Hit the pain point otherwise... no deal. At least not one in the 5 figures.
Does the company have budget to invest in a new web design?
You must figure this out so you don't waste your time. Can they afford a $15,000 website? What is their estimated budget? What are they wanting to invest on the project? Is there a budget they want to stay in? If the budget is under ~$1,000 US... play that how you will. I'm a firm believer that there is so much opportunity now that you want to find high quality companies to work with that have no problem investing $15,000 USD and above for good web design. I can say that because I've done it and it's not as hard as you think. Will a company with big budgets spend time in a rinky dink trade magazine or a high profile niche Linkedin group? Establish budget early in the conversation to know where they stand and so you know what to work with.
Timing
The magic ingredient. With timing (natural sense of urgency) on your side, your prospect will make a decision quickly and if they like you, like your skills and believe in the tech it'll be in your favor. So ask what their timing is. When do they want a new website up? When are they wanting to get design/wireframe phases started? How soon do they want results? Are they just shopping around... no problem, but just know you're probably not going to get a 'yes' on the first meeting.
What if anything is standing in the way of working together?
Ask this and stay silent for as long as possible. Let them just talk and they'll literally tell you everything if you've built trust/rapport earlier in the conversation and shown your process with results. This question should be at the end of your presentation and after your other qualifying questions. This could be budget or timing, shopping around or just curious about you/your company.
Learn how to bring up these questions in a clear and methodical manner and magically watch your closing % increase. Happy hunting!
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