Marketing and Communication
We’ve all been there at one time or another. We’re having great conversations with a potential client but the ball is still in their court. They say they want to hire us, but when it comes down to actually drafting a contract, getting it signed, and nailing down expectations on both sides; crickets.
Maybe you’ve sent them the contract for signature and they never respond. Or perhaps they’ve said they’ll send you a list of requirements (in my case, article topics), then stop responding to, or even opening your emails. Either way, your excitement over landing a new client wanes as days and weeks go by without further contact.
In come cases, I’ve found it’s a blessing in disguise. I sent someone a contract knowing there were a million red flags indicating it would be another client-from-hell. I was happy to void the contract when i got no response after a week, and only one of the reminders was even opened.
What to Do With Radio Silence
Other times, I was really pumped about writing for someone. I really thought we had a rapport. 
Then radio silence. My first instinct is to ask “what did I do wrong?”. While it might truly have been something I did or said that turned them off, quite often, it’s their own challenges and circumstances. They got caught up in something that was more critical to their business at the moment, and had to re-prioritize hiring another content writer. I get that.
What I don’t get is the silence. If your needs or priorities have changed, respond to my email saying that. I understand. I’m not left feeling like I did something wrong.
And yet, in some ways I understand. One of the biggest frustrations when I had a J.O.B. was communication. A mis-read email; a hasty and incomplete response; someone having a bad day and not hearing what was actually being said; being on completely different pages. There are a million reasons for miscommunication. At least when you’re in an office you can usually walk over and ask to clear up the mis-directions.
Finding the Lesson When You Can’t Get Answers
When you conduct your business virtually, figuring out whether a ball was dropped, a hot button was pushed, or even if the person you’d connected with has left the company are difficult questions to resolve. I’ve learned that in any event, it’s rarely about me, pretty much like so many of our interpersonal relationships.
I’d love it if I could have a debriefing with every client I’ve lost for unexplained reasons. I know it would help me do a better job in the future. But opportunities like that are few and far between. Instead, I have to look back at our communications to try to determine where our conversation went off the rails to try and do better next time.
As I mentioned, there will be times when the disconnection is a blessing in disguise. I learn from those too; primarily to trust my instincts in the first place. Also, I need to ask questions when a client says their previous consultant or contractor “disappeared”. It could mean a lot of things, including that the prospective client is challenging to work with.
Setting and Holding Your Own Show Stoppers
As I move towards working only with clients I love, things like that should become show 
stoppers; a time to say “I love what you’re doing and where you’re going with your business, but I don’t feel I’m the right person to support your efforts at this time.” If I know someone who might fit their bill, I might refer them. If not, I can try to send them on their way with no hard feelings on either side. Above all, there’s nothing wrong with declining a client your gut tells you will be especially challenging to work with. The truth is, they’ll suck up a lot of our most valuable commodity—time.
While my pipeline has room, it’s easy to accept clients who aren’t a perfect fit, or frankly, even a good one. The trouble is, when I do, I fill space which would be better left open until the right clients come along. I know that sounds scary, but you can’t attract the right clients when your schedule is full of the wrong ones. For me, I’m learning my time is better spent getting clear on the qualities those right ones possess, learning new skills, and becoming better at marketing myself.
When it’s Right, it Flows
I think of my marketing pipeline like the plumbing in my house. Optimally, the drains flow freely and water comes out of my faucet clean and clear. Sometimes, the drains get clogged, or a pipe cracks or breaks, upsetting the balance. Until I remove the clog or fix the pipe, I’m not getting what I expect or even want.
When I take on a client who isn’t a good fit, I’ll spend excessive time fixing things to fit their vision. It’s unproductive and frustrating for both of us, slowing down the flow and inhibiting efficient use of our time and effort. Needless to say, the relationship won’t be a happy one, and eventually, it will break down, possibly with ill feelings on one side or another.
Another recent potential client didn’t manifest due to a certain level of miscommunication. In her mind, my prices included unlimited research and edits. When I quantified both, she balked, claiming her budget only allowed for her requirements at my published pricing. She wasn’t willing to pay extra for her excessive expectations.
Making Changes Because of a Single Lost Sale?
I thought briefly about putting a qualification on my price list, but decided it was unnecessary. 
Why? Because I’m not looking for clients who expect the moon, or who won’t do their own homework. There are writers out there who will be a better fit—willing to work a lot more hours on a piece than I’ve allowed in my pricing.
All in all, it’s about setting expectations and communicating them clearly. I may have work to do before I’m clear to most people. Or I may simply need to devote more time towards attracting those for whom I’m already communicating clearly. Instead, I’m adding to my education with Leads Lab from #GorillaArmyNation, the Facebook page for The Sales Gorilla, Landon Porter. I’ve learned I need teams to help me grow and thrive, and people who’ve already learned the “don’t do’s” and can help me shorten my marketing learning curve.
Are you communicating clearly with your ideal clients? Are your sales calls effortless and flowing? Was it always that way, or did you have to learn a few things along the way from difficult clients and unclosed sales? Please share some of your experiences in the comments as many of us could benefit from what you’ve learned.
About the Author
Sheri Conaway is a writer, blogger, ghostwriter, and an advocate for cats and mental health. Sheri 
believes in the Laws of Attraction, but only if you are a participant rather than just an observer. Her mission is to Make Vulnerable Beautiful and help entrepreneurs touch the souls of their readers and clients so they can increase their impact and their income. If you’d like to have her write for you, please visit her Hire Me page for more information. You can also find her on Facebook Sheri Levenstein-Conaway Author. And check out her new group, Putting Your Whole Heart Forward.
Be sure to watch this space for news of the upcoming release of ” Rebuilding After Suicide”.
