Mastering the Client Consultation - The SCOPE Strategy (WordCamp Orlando 2017)

@nathaningram nathaningram.com#WCORL


Hi, I’m Nathan! From Birmingham, Alabama

Host at iThemes Training Freelance Web Business Owner since 1995

Business Coach for WP Freelancers since 2014


Overview •  Why you desperately need a strategy

for client consultations. •  The purpose of the client consultation •  The SCOPE Strategy


Overview I’ll pause for questions in each section

Slides and Checklist link at the end Freelance table talk at lunch today


Why the SCOPE Strategy?

Have you ever gotten nervous during a

client consultation because you didn’t know what to say next?



Have you ever spent hours talking to a client

and gotten nowhere?



Have you ever left a meeting and realized

you forgot to cover something important for the project?



Have you ever spent time agonizing over a proposal

only to discover you were way off the client’s price point?



Take Control of the Client Consultation

You’re spending your time. Make it count.

@nathaningram nathaningram.com#WCORL@nathaningram nathaningram.com#WCORL

the

Purpose of the

Client Consultation


What the Consultation is Not

Is not to try to sell a website. It’s a first date.

You need to be sure this relationship is going to work.



Is not to refine the client’s business plan.

You might be able to help, but that’s a separate service.



Is not to answer “how” questions You’re there to discover the “what”


5 Purposes of the Consultation

S C O P E



S C O P E Scope

Learn enough about the project to create a proposal.



S C O P E Chemistry

Determine if this is a client you can work with.



S C O P E Ongoing

Explain the importance of your ongoing services.



S C O P E Process

Set expectations by walking through your process.



S C O P E Estimate

Provide a ballpark estimate and get client buy-in.


Using this method, I closed over

90% of my proposals

in 2016.


S C O P E

Scope

Learn enough about the project to create a proposal


Client Intake Questions

5 Main Buckets

The Business The Launch The Purpose The Budget The Website


Client Intake Questions

5 Main Buckets

Create a checklist for every consultation.


The Business §  What’s your coffee shop answer? §  What do you do or make? §  Who is your competition? §  Who is your ideal customer? §  Why choose you instead of the competition?


The Business §  What is your price point? §  How do you find customers now? §  Do you have an existing brand identity?

Goal: Determine how much

they understand their business


The Business §  What is your price point? §  How do you find customers now? §  Do you have an existing brand identity?

The client may not be ready for a website.

Suggest a consulting arrangement.


The Purpose §  How does the web fit into your marketing strategy? §  Why should your ideal customer come to your site? §  What are your goals for the website?

Goal: Determine how much

strategy assistance you’ll need to provide


The Purpose §  How does the web fit into your marketing strategy? §  Why should your ideal customer come to your site? §  What are your goals for the website?

Again, the client may not be ready.

Suggest a discovery phase.


The Website §  Do you have a domain name already? §  Who will be our point of contact? §  Where will content for the site come from? §  Roughly how many pages will the site include? §  Will you be blogging or sharing news items? §  Will you be selling things online?


The Website §  Do you need an event calendar? Event registration? §  Do your clients need to log in for any reason? §  Do you use Social Media? Which networks? §  Do you have videos you want to use? §  Do you want testimonials? Do you have them already? §  Is there any third-party integration needed?


The Website §  Should the website simply be a credibility piece or

will you want to generate leads from search results? §  Aside from communicating information, is there

anything else the website will need to do?

Goal: Create a solid scope of work.


The Launch §  Do you have a deadline? §  How do you handle email? §  Who will be responsible for maintaining the site

after it has been launched?

Goal: determine timeframe and start the discussion about ongoing services.


The Budget §  Do you have a ballpark budget for this project? §  Can we simplify or do things in phases? §  What is the decision-making process? §  When do you expect to make the final decision?

Goal: Make sure you’re not wasting time.


S C O P E

Chemistry

Determine if this is a client you can work with.


Chemistry

Listen and Watch for Red Flags

By the end of the Scope phase, you should have a feeling whether this is

a person you can work with or not.


Common Red Flags


Common Red Flags

Unanswered Questions The client doesn’t know what is needed.

A discovery phase can be helpful.


Common Red Flags

Disrespectfulness The client doesn’t listen, interrupts,

won’t answer questions, nickel and dimes you or won’t take your advice.

Or… the client is a jerk.


Common Red Flags

Scheduling Problems The client is hard to reach, reschedules

or is late to your meeting.


Common Red Flags

Complaints The client complains about a previous web developer

who “did everything wrong.”


Common Red Flags

Emergencies The client needs everything

done immediately.


2 Frequent Mistakes


2 Frequent Mistakes

Running a Red Light Thinking a red flag is “no big deal.”

Remember this is a first date. Red flags are icebergs.

Don’t make excuses for the client!


2 Frequent Mistakes

The Hero Syndrome A need to “fix” the client.

A need to be needed. Client Co-Dependency.

Ultimately, this will wreck your business.


S C O P E

Ongoing

Explain the importance of your ongoing services.


Selling Management Services

Education is the Key

Explain the need. No commitment yet. Provide training or a white glove service.


S C O P E

Process

Set expectations by walking through your process.


Explaining Your Process

You have a process right? Every Client, Every Project, Every Time


Explaining Your Process

Talk it through with the client Explain the steps and tools

Explain the value your process brings Set expectations early


S C O P E

Estimate

Provide a ballpark estimate and get client buy-in.


Creating an Estimate

Ballpark not Exact By this point you should know enough

about the project to offer a price range. I usually give a $1000 range.


Creating an Estimate

Get Client Buy-In “If I return a proposal within that price

range are you ready to start the project?”

If not, dig into why not…


Using this method, I closed over

90% of my proposals

in 2016.


Thanks! nathaningram.com/wcorl

training.ithemes.com

Freelance Table Talk at Lunch – Let’s Chat!
