Well, I think it’s safe to assume that not every voice over artist is a great salesperson. I think that one of the reasons that I’ve been able to be as successful doing voice over is because I’ve learned to sell myself without “selling” myself.
About a year ago I read an article online written by Lee McIntyre at the website getmoremomentum.com and everything that he wrote rang true with what I’d been doing all along. So to help you toward becoming a successful voice over entrepreneur here are his three steps to selling yourself and landing that new client. I’m going to explain each one of these in just a minute:
- Listen more and talk less
- Diagnose before you prescribe
- Stop being attached to the result
OK, so number 1, listen more and talk less. It may sound counterintuitive for a voice person to talk less at this stage of your sales process but being quiet and listening to understand what the client needs is the first thing to do. So don’t talk…listen.
The only reason that you’d need to talk at this first stage is to ask questions, to clarify those answers and to parrot back what the other person is telling you to show that you “get it”. This is what we call the “feedback only stage.”
The client will invariably perceive you as being very attentive, which you are and will then be ready to get your input.
Step number 2 is to diagnose before you prescribe. Like every good doctor, the next step is to diagnose what the client’s situation is, to hold up a mirror to them to help them see what’s really going on with their project and what their goals really are. You need to diagnose or define the reason they got in touch with you in the first place. You can help them bridge where they are with their project and where they want to be.
I guess as a side effect of this step you are creating value in the prospect’s mind, that you are more than just a voice person but a partner in their success.
If you want to understand what I mean about creating value, you can check out the podcast that I just did which is at the link just below this video. (or here)
And then there is step number 3, stop being attached to the results. Rejection really is a terrible thing and as voice over artists, we’ve learned to do our best when auditioning but understand that we won’t get every job we try out for. Well, the same thing goes for selling.
Whether the prospects at this point sounds like he’s sold on hiring you or that he wants to think about it and get back to you….the natural reaction in both cases is to start pushing in your favour. The more you push, the more your prospects will resist.
Either way at this stage you need to say relaxed, positive, calm and detached.
Let the prospect make the connection between his needs, which you’ve defined earlier and what you can offer.
What I’ve learned and what Lee points out in his article is that the more you resist them, the more they’ll come to you!
It sounds kind of crazy, but more often than not this is true.
BOTTOM L!NE: Selling isn’t the easiest thing to do but if you follow these three steps I believe that you’ll find it easier to close more sales.
I’ve noticed that these tips on selling services are actually pretty consistent with a lot of VO work I do. Not many clients wants a hard sell where you actively convince the listener. Most want a casual and laid back approach, where the message naturally persuades. Interesting perspective, thanks Tyler.
Right on Spencer! We focus on that specifically in my workshops. It’s “where we are” now with commercial voice overs.
Thanks Dave! I always say, my BIGGEST obstical is MYSELF! I worked in and for the radio business for over 35 years, and, as much as I appreciated what the Sales Staff DID, I found it difficult to do the acutal SELLING! Have, during a couple career detours, but just wasn’t ME! My HOPE is, that selling my VO talents will be MO Bettah! “What can I do to put you in a Voice Over TODAY”? 😀
Thanks Dave for the insight on selling….even if the 1st tip is a Hamilton reference (lol). Sometimes a client doesn’t really understand what they are looking for. But, you need to hear them out before you “Offer A Suggestion”. I always use the phrase “Let me make sure I got this right” and precede to parrot what they just told me. As a musician, I still use “Let me see if we’re singing from the same songbook”. It is their project after all. In the end they have to be convinced that “it’s their idea” and they need your VO talents to make it a reality.
If I may, I’d like to suggest reading the book “Never Split The Difference. Negotiating As If Your Life Depended On It”, by retired FBI International Hostage Negotiator, Chris Voss. It gives some fantastic insight into the topics discussed here. Certainly applicable to those of us trying to find our way in the v/o world.