en we first start out as a freelancer http://www.shopcanadaicehockey.com/Patrick-Roy-Jersey/ ,

there's a tendency to "aim low" on the theory that since we're just starting

out, we should start at the bottom, servicing small businesses, and eventually

work our way up to bigger businesses. Right?

Wrong. Small businesses very

often don't have the kind of money a smart and talented consultant deserves to

be paid. And very often, a small business doesn't have the knowledge and

resources to implement the consultant's solution properly, often leading to

disappointing results.

And it's the results you need...it's the stories

about how you solved a problem, what kind of returns you brought, how you cut

costs http://www.shopcanadaicehockey.com/Patrick-Marleau-Jersey/ ,

or increased productivity...these are the things the mid-size and big companies

want to hear before hiring you.

So the first rule in consulting...whether

you're an IT pro, human resources expert, or copywriter like me...is to start

prospecting somewhat higher than the very small business. And yes, you should

also have the really big guys on your list, the global enterprises.

Even

though your chances of landing the IBMs might be small now, you should have a

certain number of enterprise-level names on your list (within your niche),

because if they're not on your list now, they won't know you later when you're

ready for them http://www.shopcanadaicehockey.com/Patrice-Bergeron-Jersey/ ,

and they're ready for you.

So the first rule in freelancing to the

corporate decision-maker is to target high enough.

Now before we move on,

let me point out that there is one very important exception to this

rule...

...and that is that you CAN work successfully for small business

IF you offer a "full solution."

For instance, you'll have a hard time

surviving on small business accounts if you ONLY sell copywriting services.

However, if you handle ALL aspects of their marketing...the strategy, ad

buys, project management, creative, production...in other words http://www.shopcanadaicehockey.com/PK-Subban-Jersey/ ,

if you handle the whole ball of wax as their "one-person marketing agency," you

can make working for small business a VERY profitable niche.

We'll go

into the realities of working for small business an upcoming article, but for

now, let's finish our focus on what it takes to land the big accounts.

So

if the first rule of landing big accounts is to aim high enough with regards to

size, then the second rule is to have a solid "value proposition." This is a

statement that does more than differentiate you...it also shows, in specific

terms, what your value is to the client.

Here's an example of a value

proposition taken from Jill Konrath's outstanding book, "Selling to Big

Companies http://www.shopcanadaicehockey.com/Mike-Smith-Jersey/ ,"

slightly modified...

"After working with [me], one well-known retailer

saw a 54 percent increase in sales conversions and a 25 percent increase in

order size from their online sales. My clients typically see 40 percent to 150

percent improvements in key operating metrics such as profit margins, rates, and

cost savings."

A strong value proposition like this one, with numbers and

benefit statements, has a lot to do with getting you in with the high-quality,

high-paying clients.

It's the metrics that make the difference, and it's

been my experience as a copywriter that gaining strong metrics is easier when

you work with companies with sophisticated marketing departments.

And

what if you don't have any metrics you can use in your value

proposition?

Simply use your Unique Selling Proposition (USP) for

now http://www.shopcanadaicehockey.com/Maurice-Richard-Jersey/ ,

being sure to state not only what sets you apart from your competition, but what

it means to the client. (Your benefit statement, what you mean to the client, is

the most important
part of your USP.)

So whatever work you do, and

whoever you do it for, one of your primary concerns is getting your hands on the

results of your work. I put it right into my fee agreement so the client can't

blow me off later when I come asking for results data and work

samples.

Here's what's worked well for me for years, and I encourage you

to add it to your own contractfee agreement:

"In order to promote my

business it is essential that I receive samples of my work as well as any

information on the performance of the work. Your sharing of samples, response

rates http://www.shopcanadaicehockey.com/Matt-Duchene-Jersey/ ,

and any other measurement data is very important, and you understand that I may

use these samples in the promotion of my business. Thank you for your

cooperation!"

Ok...so back to the question: "Who lands the big

accounts?"

The consultants who work for the high-quality, high-value

clients have a niche market and specialized experience andor talent in that

market.

They may be individuals like my coaching students and me; they

may be groups of individuals, such as small consultancies. And they may be

mid-size companies or big corporations themselves (think Madison Avenue ad

agency).

And they all have their various value propositions. You can get

into the big time too IF you know a common problem that your niche market

struggles with (low marketing response rates for instance), AND you have the

answer to the problem right there in your value proposition:

"I can

double your response AND cut your costs."

Author's Resource Box

Chris Marlow publishes a newsletter on how to land the high-quality, high-paying clients. Sign up for the newsletter at:


chris@chrismarlow

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