You’re super-talented.
You have your website up. You’re collecting emails + building your list. You have your packages up… and yet, nobody is buying your thing. WTF!
You are soooooo ready to rock this freelance biz thing… so what’s the problem here?

Problem is… well, there could be a number of problems here + like any recovery program, admitting you have one is the first step.
So now that we know there’s a problem, let’s take a look at the usual suspects that may be keeping people from taste-testing your awesome sauce.

THE “WHO… ME?” PROBLEM

If your ideal client doesn’t read your sales page or offer + immediately feel like this is THE perfect thing for THEM…
➡️  THIS IS YOUR PROBLEM!
An even bigger problem? If you aren’t super-clear about who your ideal client is, what they want, what they need, how they talk about their problems + what their biggest issues are… your ability to create really effective sales copy that speaks to your prospective clients (see :: gets them to hit the BUY NOW button) actually depends heavily on knowing + being able to address all of these things in print.

The best advice I ever heard about knocking off the generic sales copy + getting specific about the person you want to sell to came from Halley Grey. Her game-changing insight was to dismiss the exercises about creating a client avatar + instead, to think of a real person who is your ideal client, someone you’ve worked with in the past. (If you haven’t worked with anyone yet, work this out like an imaginary friend + make them as real possible. Or if your past self is your own ideal client, roll with the image of your former self in mind.)

👉 What is your ideal client’s name? 👉 What does their average workday like? 👉 What drives them to do what they do? 👉 What do they come to you for? 👉 What are their hang-ups? 👉 How much time do they have + what challenges do they face in terms of time, money, energy, all that stuff?

Having your finger on those specific hopes, fears, dreams + preferences of one single person makes it insanely easy for you to create packages that inspire that feeling of “OMG, is this person living INSIDE my brain because they TOTALLY get me!”
And do you know what people who feel like that do? They hit the BUY NOW button!

ACTION ITEM :: Focus on that ONE SINGLE PERSON whose name you know + whose struggle is real (literally!) as you write up your offers. Create packages + write sales pages as if it were a personal letter, just for them. It’ll make all the difference between being the person who sells social media support… and the person who sells the social media support THEY NEED.

Will targeting a smaller market cost you sales? That depends… are you making that many sales?
Because if you currently are not making sales, then the answer is :: no, no it will not cost you the sales you aren’t making.
And if you ARE making sales, ask yourself if you’re making as many sales as you’d like to be making. Getting inside a specific person’s head + needs can be the difference between making decent sales + having a wait list for your sold out services.

But I get your hesitation + if you’re really nervous about cutting out a segment of potential buyers, here’s a solution you can implement to prove to yourself which approach will work best for you ::
Create 2 sales pages…
➡️ One with all that generic copy you hesitate giving up; and
➡️ A second one with laser-focus, “I’m writing this for you” type of copy.
Then… split-test these two sales pages + see which one gets you the best results.
Even if you only used that sales page with the targeted copy in specific instances – i.e. let’s say you’re a nutritionist talking to a vegan who is interested in your services + you send them to your vegan sales page rather than the more generic nutritional counselling page – it’s a valuable tool to have in your back pocket.

Here’s the real secret to this whole thing :: the type of person who will throw money at you is the one who feel like they NEED what you have to offer. It’s your job to communicate that!

THE “WTF?!? UGH!” PROBLEM

Ever start doing something only to decide it’s way too effing complicated + just give up?
Yeah, your potential clients may be doing the same thing if you don’t have a super-smooth client on-boarding process!
If you’re selling services, you need to streamline those processes!

And how do you do that? Well, I’m not going to lie + say it’s a quick fix to set-up – it’s not! – but the good news is that this is a set-it-and-forget-it kind of thing. Once you’ve put the work in up-front to automate your processes, your super-smooth on-boarding process will do all that heavy-lifting of tracking your deadlines + handling the paperwork like the contracts, invoices + questionnaires.

Auto-pilot means there’s never a risk of you forgetting anything.
Credibility? Up the wazoo!
Every client gets ushered through the same red-carpet treatment as they sign on for your services, regardless of what your current workload is, how much time you’re spending in your inbox or whether you remembered to sign + send that thing.
The desire factor of working with someone who clearly has their shiz together? High as a giraffe!

Aight so how do you set that up? The essential steps to setting up your client on-boarding process ::

👉 Select a Client Relationship Manager (or a Customer Response Manager), aka CRM.
This software is designed to help you manage your clients + services more effectively. These are designed to capture leads, manage projects, handle templates – the whole nine! – and they’re an integral part to helping you sell + deliver your services on auto-pilot.

👉 Establish a workflow.
These are the specific steps that client go through when they hit the BUY NOW button.
For instance, a basic workflow would look something like this ::

WORKFLOW EXAMPLE

You will need to detail not only the steps but the lapse of time that should happen between each of these steps to automate things you really don’t have to be doing (even if they need to done!) such as payment reminders.
Furthermore, by establishing a workflow, you can hop into your CRM every day + have a bird’s eye view of the status for each of your projects. In 90 seconds, you could be updated on what’s due, what’s next + what’s new, without having to personally follow-up on each + every step of the process every time.
{NEED A FORM TO FILL OUT YOUR WORKFLOW? DOWNLOAD ONE HERE!}

👉 Create your documents.
For each service you offer, you will have a series of documents that are a necessity.
Does that mean YOU need to be the one to do it each + every time? Nope!
Once you’ve created these documents the first time, most CRMs will allow you to store these documents for use + re-use with each every new client, without having to re-invent the wheel every time.
The documents you’ll typically want to include are ::

  • Client Welcome Package +/or Questionnaire
    Welcome Packages help give potential clients more details about your services + how everything goes down before they purchase.
    Meanwhile, there are instances when you want to include a Questionnaire to get more details from your client before you commit to the project +/or make sure this is a “right fit”;
  • Contracts
    Before you start any work whatsoever, you MUST have a contract in place. Whether you are working on a single service, on a retainer, hourly or an ongoing hourly retainer, you need the appropriate contract in place to protect your asss-ets + to get your client on the same page as you in terms of what they can expect (+ what not to expect!) from you.
    Seriously. You need this. Totally non-negotiable. Do not pass go. Do not collect $200. No exceptions.
  • Invoices
    Because I’m guessing that sending payment reminders is right up there with root canals + cleaning garbage cans – ew! And yet it has to be done… but not necessarily by you! Most CRMs will handle this for you.

👉 Automate the whole she-bang.
Because you probably don’t need to review an invoice – once it’s paid, it’s paid! – and you can safely automate a contract to go out as soon as you receive that payment, without requiring further input from you.
Likewise, you don’t have to go back + forth with emails to figure out a time that works when you could simply forward a link to a client booking tool/scheduler that automatically syncs with your other calendars.

But let’s say you have a questionnaire that you would like to review prior to sending the invoice.
You can automate a reminder for you to review the questionnaire as soon as your client has completed it, making it easy for you to know what is required of you to move forward.
By automating the areas that can roll out on their own from the areas that actually do require your time + attention, you’re setting yourself + your clients up for maximum efficiency.

ACTION ITEM :: Set up your smooth-as-buttah client on-boarding process.

Yes, setting this up can seem time-consuming… at first!
But if you’re selling services, this is the single biggest return-on-investment you can get for your time + money.
You don’t need a virtual assistant to manage your clients for you, you don’t have to be kept awake wondering if you remembered to follow-up with that one thing anymore – it’s all taken care of on auto-pilot because you set it up that way.
And if you need help or want to fast-track being able to do this, {STREAMLINED LIKE SNAP!} has all the cheat sheets, easy decisions + copy-and-paste worthy files to get you started like, well, SNAP!

THE “HUH?” PROBLEM

Your mission – should you choose to accept it! – is to ease whatever problem your client is dealing with.
They’re coming to you because they feel overwhelmed. They’re frustrated. They’re reaching out for help. They want a solution to their pain point + they want YOU to provide them with that.
What they don’t want is an a la carte menu of services they have to construct + create for themselves. That’s why IT’S UP TO YOU to create the packages that will provide the solution they’re looking for.

Another problem with offering a la carte type of services is that you’re generally describing WHAT you do instead of WHICH RESULTS you’re delivering or what’s in for your client.
For instance, nobody is looking for someone to “post 15 tweets” for them… but someone who can create a week’s worth of targeted content to increase their social engagement? Oooh, baby!
There aren’t a whole lot of people searching for “a weekly workout program”… but I know a lot of people who want to look better naked, each + every week.
And you probably won’t find a lot of people who want to “publish 2 Facebook ads”… but there’s a sweet spot for someone who can use Facebook ads to grow an email list with targeted leads that turn into future favorite clients.
See the difference? It’s not about WHAT you do but about the RESULTS you deliver.

ACTION ITEM :: As a service provider, there are two things that it is your job to do :: provide the solution to your clients problems + then, package them accordingly.
Nobody wants to come to your website only to find themselves with another decision to make or to have something else to figure out… that’s on you to swoop in like a Fairy Godmother + make right!

When services don’t sell, it’s generally because of one of these three things :: either 1) your ideal clients aren’t being targeted directly enough, or 2) your on-boarding process isn’t on-point + it has your clients (+ you!) wondering if you actually know what you’re doing, or 3) your offers aren’t packaged as solutions.
Still feeling stuck? Check out my 1:1 {UNCLUSTERF*CKED} sessions.
Because you have enough challenges to deal with as service provider that you can get these 3 key areas of your operations on lock-down + make into total non-issues for your biz.

Author: Lanie

Lanie Lamarre is the headmistress at Miss #GSD, where feisty biz ladies like you come to flip their To Do lists into DONE! Overwhelmed much? Drop her a line — all you have to lose is your gigantor workload!