Ask the Experts: Weeding out the tire-kickers, Part 2

If you don't even want to have a conversation with prospects who can't afford you, then use your web site to be the first filter.

Here's how: post a form prospects mist fill out if they want a proposal or quotation from you. If they're willing to invest the time in that, they may be serious. And if you ask about money on the form, they may be more likely to give it to you.

Here are a couple of examples:

My client, direct response copywriter, Bob Bly, has a form on his site that links from burst at the top of the homepage. That way, no one can miss it. The burst says: "Need great copy? Click here now:".

Another client, video producer, Don Forschmidt, links from his contact page.

And I don't know this firm but they have a very comprehensive (maybe a bit much) survey for prospects to fill out.

Anyone else doing something similar? And how is it working?

Comments

[Scott Souchock]

I haven't done this yet but I like the idea -- a lot. I see thre big advantages right away. First, it gives a structure to the request which focuses potential client thinking. Second, it provides structure for us, for all the information (or good dose of it) to get us started in preparing a proposal that is accurate. Third, if we design it properly, it gives us a chance for new clients to get a sense of how we work and some of the requirements of working with us. I'm putting this on my list of marketing to dos for this year.

[Paul Minty - website designer in Melbourne]

We recommend this to our clients and use it ourselves (we build websites).

The down-side is also deterring premium clients who want great customer service and clients who don't like filling in forms. This will tend to increase as more people outside the early adopters of white-collar workers start researching services on the web (such as lawyers, builders, architects, dentists, etc.)

We find that letting people know that the same questions will be asked when they phone you and presenting the questions as more visual and 'point-and-click' helps overcome this down-side.