Don’t sell to the wrong people and preach to the choir

19. Feb, 2010 0 Comments

I was recently contacted by a videographer, let’s call him Frank. Frank makes testimonial type videos, videos with the owners in them, tv commercial type stuff. Videos that make a great addition to a website. He invited me out to coffee so I was like ‘yeah cool’. So I went there, and he was a very nice guy and all, but basically I got a sales pitch.

Let’s have a look what’s wrong there.

Wrong customer profile. As freelancers we have to have a clear understanding of who we can help. For me, I can best help small businesses that can get value out of a website. Generally manufacturers, importers, service providers etc.

For Frank, his customer profile is much different.

Lets compare websites and video dollar for dollar.

For $3k, you can get a basic and good website. For about the same amount of money, you can get a basic and good video.

The website adds value by being a source of leads and sales, increasing exposure, facilitating word of mouth, educating and informing prospects, branding, creating an impression, etc etc. There is so much value in having a website. I don’t think I’ve ever made a website that didn’t or won’t make substantially more money that it cost.

Video on the other hand enhances a website. It can educate and inform prospects, create an impression, aid branding etc.

Both have their places. But I am a small business. For me to create a video, I’d have to sped a couple percent of my annual revenue. My website converts well already. I can’t see an addition like a video to my website generating more money than it costs. My business doesn’t market to a mass audience. I can’t leverage the video because I can only show it to a few hundred people per month at best.

I am not part of his customer profile. Frank’s customer profile is companies that have larger audiences that can leverage it better.

Wait a second… I know some companies like that… my clients! Which brings me to my next point.

Wrong approach. Alan Weiss says it best: “Think of the fourth sale first”. When I meet with other freelancers, I don’t even dream of pitching to them. In fact, I’d be more inclined to give stuff away, and so would all other freelancers I know.

There is so much to be gained by just knowing other people. And let me tell you, knowing and being friends with someone else, is going to be enough to win you work when the need arises.

Pitching to people who can help you with is like preaching to the choir. It’s a waste of time for the preacher and a boring pain in the arse for the choir.

To be fair, Frank and I did also talk about making videos for my clients. And despite what I’m saying here, I very much enjoyed meeting with Frank. If the need arises, if any of my clients would benefit from a video, I will have him in mind. So I guess the lesson is, even if you completely screw it up, it’s still better to get yourself out there!

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