Here are some simple ways to eliminate tire kickers. In any business, you’ll spend a certain amount of time on clients who will never pay you.
- Website designers quote jobs that never come to fruition.
- Car dealers spend hours chatting up customers who will never buy.
- Coaches spend time giving out free advice to clients who cannot or will not hire them.
Truthfully, it can be frustrating, and it’s definitely a drain on your time and energy. But there are some things you can do to eliminate people who will never become clients without having to spend time with them first.
Post Your Prices
One of the most hotly debated topics among design agencies is whether or not you should post your prices on your website. There are pros and cons on both sides of the fence, but the biggest advantage to posting your prices is that it immediately eliminates people who cannot afford you.
Of course, you don’t have to list prices for everything to achieve the same effect. If you offer hot water heater replacement, having a price tag of $1000 on your “entry-level” model makes it pretty clear that your other models are going to be at the high end.
Before you get on the phone with anyone, require that they do a little groundwork first. A client intake form should tell you everything you need to know about a potential client long before you pick up the phone. But what it tells you the most is how much work they’re willing to do. Freebie seekers aren’t likely to do the work required to answer even a simple questionnaire, so those who do fill out your form are better prospects.
Not only that, but you can include in your form a question about pricing, such as “What’s your budget for this project?” Use a pre-defined list of answers that start with “$1,000 and up” rather than letting your potential client fill in her own amount, and those with smaller budgets won’t bother to complete it.
Change Your Language
Words have power, and if the words you use on your website and other marketing material are speaking to newbies or those just getting started looking, you’ll never attract the audience you’re seeking. Instead of using words like “price for every budget,” say, “$1,000 and up.” You’ll still spend some time and energy on those who ultimately won’t hire you, but by making these simple edits to your website, marketing materials, and other business systems, you’ll begin to see more high-end clients and fewer of those you no longer wish to work with.