Whoever said – Business is all about money and not emotions – has a lot of learning to do. (Don’t listen to them. Stuff your ears with your fingers and sing ‘la la la’ loudly when someone’s saying that.)
Business is all about emotions. What emotions you inspire in your buyers. They will buy from you if they like you or trust you to know your job. And these are emotions. Generate these emotions and you are likelier to get that client.
(Raise your hand if you like to buy from those desperate salesmen who just never shut up their monologue or their creepy wide smiles.)
And of course, language plays a big, BIG part in generating these emotions. So how do you make sure your words are hitting right on that black round target?
It’s understandable if you feel tension rising up when you know the conversation is going t h e r e
+you fear losing the client and the work
+you really want the money
+you don’t want to look greedy (you’re afraid your client will see your eyes turning slowly green)
+you want to look like you command that price
+you really don’t want to lose that client (biting nails, flaring nostrils)…
For a good measure, you probably even want to look like “Money? Meeeeh. I’m just doing it for the love of it..” (Low whisper Psst. Not always a good idea.)
So what do you do?
Now is the time to look confident, in control of your work, not greedy, get them to really feel dependent on you and that they are doing a great job if they are hiring you.
So, you pull these out from your sleeves:
P o w e r and P o i s e.
And you lead the client.
Make them understand the pricing in detail. What all does their project include, what you would do to do it in the best manner possible, how much time it would take, and how much you would charge. Then tell them the process flow. Work out the dates and feedback system.
‘Let’s go over the details of what you expect. <Go over what they expect.> I will <design monthly campaigns over the next 6 months, each of which would be discussed and proposed to you 15 days before the launch. Each campaign will be aimed at <these different audiences> and will include weekly direct mails, 4 blog weekly blog entries, 3 infographics / etc. > For all of this, including the designing of graphics, I will charge …’
Use a commanding and direct statement.
Don’t hide behind indirect words and statements like ‘is usually charged at’, ‘around’, ‘approximately’.
‘To answer your concerns, I’m happy to discuss this past project of mine, which is very similar in nature to yours.’
‘How about you go over this with your team and I can answer your collective questions next Wednesday?’
‘As much as it would pain me to see you go over to someone else for this, I can’t do my best work at a more compromised price than this.’
‘As much as I would dislike you moving over to someone else, I can’t do my best service. I couldn’t give my best justification to even the reduced price you’re proposing for this.’
‘Out of respect for the money and time you’re proposing, I have to tell you I can’t do my best work at this and will recommend <this price.> How about I detail out again how this would be a better investment for you?’
‘I understand your price limitations. I know that this price would win you a lesser service and I can’t see myself choking the quality of the work which neither of us will ultimately be happy with. I’m happy to go over the details once again with you to help you see the value in the proposed price.’
‘I would rather not start this project than have you feel unsatisfied with the work in the end.’