I looked at a number of websites over the last week and many, even the ones that get healthy traffic seem to have a short term project focus.
There was nothing on the websites that provided a reader with any hint that they want to do business with their customers over a longer period of time. Or that their services extend beyond one offs.
The Problem with Project Thinking
It leads you into the trap of continually needing new customers to have a healthy business. It can also mean that you get swamped with work for a time and then nothing, so you need to attract more customers.
Sure there will be times when customers just want you do a one off project. However if you change the way you think about your services and how you offer them you could be surprised at the additional solutions you can actually offer your customers.
To help with this you can use mind maps such as MindMeister and FreeMind.
How to Use The Mind Maps
Type in one of your services and then just think of the different ways you can extend this service with your current customers.
One way is to think of what is the next stage for your customer’s business.
In the past that may have been the end of the relationship unless the customer calls with a new project. However if you mind map or set out the next stages of the work your customers would want or need you will be able to come up with idea and services.
For example a website is not a one off. After the initial stages, customers may want to add ways to interact more with their customers such as a newsletter, or they many want to add offers for example.
Of course the easiest way to do this is actually with your customers, but if you have new relationships and do not feel comfortable doing this, then at least in the early stages you can do it alone.
If you are think through the stages and importantly keep in touch and be proactive then you make it easier for the customer to keep using your services rather than be tempted by a competitor.
What are Your Thoughts?
These are just initial thoughts so let me ask you how to you extend what you offer your customers so they can buy from you more frequently.
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Hi Susan. Every now and then I get a dream client. We start with their email sign off. Then we do a media release. Then a position decscription. Then a job ad. Then a policy manual. Then a tender. And so on. These clients are very rare, but they sure are great to work with. I always thought they were gifts from the Great Power, but now you’ve got me thinking that maybe I could grow my own! Thanks for that. Great writing and fab content, as always. Best regards, P.
Hi Paul,
I love the great clients: grow your own comment and if you think about you have nothing to lose.
Let me know how you go and what you did as it would be great to share your success in a post for others to read.
Cheers,
Susan
No worries, Susan. You’ll be the first to know! I did a short email for a new client just recently. Today I shall ask how it went and whether they plan to go ahead with the newsletter they mentioned during the briefing process. Your post has impelled me to action, so thanks a lot. Wish me luck!
Nothing like taking a small action step. Best of luck.
Short Term Thinking Can Harm Your Business…
This leads you into the trap just working n projects and needing new customers to have a healthy business. It can also mean that you get swamped with work for a time and then nothing, so you need to attract more customers. If you change the way you thi…
Susan,
Excellent post and WISE words! I initially fell into the one-off project trap. I didn’t at first recognize that there was another way. My mind has since changed and become more in line with your great thinking. I would at first market random writing services; then I realized there was in fact a chain: resume…corporate bio…website (or website overhaul). I have since gotten more and more “package deals.”
Writing in general is a profession stuck to the one-off mentality. But as you state there is a better way. It’s about keeping customers in a pipeline, getting referrals and word-of-mouthers and having a more continuous stream of work. It is about offering solutions!
Thanks for another info-packed, thought-provoking post!
Yoni
Yoni,
It is great that you have gone from project based thinking.
One question for you is did you have any problems with customers when you switched the focus and any learnings you can share with us?
Hi Susan,
I come for a software sales background where the sales manager was always encouraging us to “add another product” into the deal. I learned a technique I still use in my writing business. When I propose the initial project, I will add a section on “phase 2″ in the proposal and speak of it as if it’s a “done deal”. I don’t put pricing against it but I do put start dates.
It’s sort of the old trial close mentality. I manage the next pieces of business to completion by planning it into the project. Of course, the client can say they don’t want to do it but by acting as a mini-project manager, I’m keeping the enthusiasm going for the original plan and setting expectations on when and how it will get done. It works.
Thanks for another great post. I’ve never used mind mapping software but I’m going to give it a whirl.
That is an excellent example Sarah for others to follow. The timing is great and a smart way to do it. It also helps the client to get out project only thinking mode.
Thanks for adding to the post.
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Hi Brad,
Thanks for your comment and I do hope it will help your business. If you have any questions about the information just let me know as this is a bit of a summary.