Help! I'm Having Trouble Converting Prospects Into Clients

In today's blog post, I'll answer a resume writing colleague's question.

Question:

Lately, I've been noticing that prospective clients have been replying with "Thanks for the information. I will take your recommendations into consideration but I cannot afford to pay to have my resume done."

What is your take on this? It has been 3 clients in a row.

My Answer:

What is the normal conversion rate you're getting from clients after receiving the critique? (How many clients -- out of 10 -- normally engage your services after receiving the critique?) For example, my normal conversion rate is 1-out-of-3. For every three clients I talk to (in general), one becomes a client. Instead of looking just at the last 3 clients, then, how many prospects out of the last 10 have become clients? If the overall ratio is slipping, then further analysis is needed whether this is an economic trend or simply a blip.

Second, look at where the clients come from -- each client should be asked how they heard about the service as part of the "intake" -- before providing the critique results. This can also help with the analysis. If they were referred by a current client or another source vs. finding you online, I would expect the conversion ratio for those clients to be different. (Referred clients should have a higher close rate, obviously.)

Is there any education about "value" in the communication process with the client? Perhaps sending some sort of information in between when you receive the critique from the client and when you deliver the critique can be part of the education process. For example, I have a document called "The Jobseeker's Guide to Working With Your Resume Writer: 10 Simple Things To Help Me Help You." (It was the April 2014 Pass-Along Materials content for Bronze members). It helps "warm up" prospects to become clients -- giving them information on how we can work together most effectively.

Do you have a follow-up system for when prospects don't immediately become clients? As we talked about in the Get Clients Now! program, follow up is a critical consideration. Even something as simple as a follow-up email after they get the "I can't afford you" message that thanks them for their time, reiterates the issue that they came to you with ("not getting interviews" for example), and a desire to work with them in the future if something changes. And then maybe a recommendation for a do-it-yourself product, a lower cost service (for example, a resume revamp instead of a full resume re-write, an offer of a referral to a lower-priced service -- for which you would get a 15% referral fee from that writer, or a book recommendation (with affiliate links). 

I find that when clients say they "can't afford to pay," it's really that I haven't established enough value for the service I'm offering. Sometimes it's that I haven't communicated up front my "range" of service fees (i.e., "resumes starting at $250") so that clients know that it's not going to be a $99 service. Do you ask them their budget as part of the critique process? That might be useful... and certainly appropriate -- after all, you are providing a valuable service and have an expectation of receiving valuable information in return. Are you "qualifying" prospects appropriately before the critique is being offered? (That is, are they a good fit for you -- in services needed, pricing, turnaround time, their industry/job title, etc. -- before you take the time to offer the critique? Or are all prospective clients offered a critique?)

From an overall standpoint, the best way to increase closing rates is to generate leads from the "top" of the "Marketing Strategies for Professional Services" diagram on page 15 of the Get Clients Now! book. These prospects, as I mentioned in paragraph 2, are more likely to become clients because you've established more of the "know/like/trust" factor with them than if they found the service through a Google search or an ad.

Want access to the "Jobseeker's Guide to Working With Your Resume Writer" AND a ready-to-go resume critique form you can use with prospective clients? Join BeAResumeWriter.com as a Bronze member and get access to both tools as part of your membership.

Interested in learning more about the Get Clients Now!™ program? Learn more here:
Get Clients Now!


Get Clients Now!™ is a trademark of Wings BusinessCoaching LLC and is used under license. www.getclientsnow.com

Women for Hire Looking for Career Industry Pros for Fall Sessions

Women for Hire is looking for resume writers and career coaches to provide resume critiquing and mini-career coaching sessions at their Fall 2011 Career Expos.

There are six Expos scheduled:

Tuesday, Oct. 4 -- Cobb Galleria, Atlanta

Thursday, Oct. 6 -- Navy Pier, Chicago

Tuesday, Oct. 18 -- Four Points Sheraton at LAX, Los Angeles

Thursday, Nov. 3 -- Hilton New York, New York

Wednesday, Nov. 9 -- The Almas Temple at the Hamilton Crowne Hotel, Washington, D.C.

Tuesday, Nov. 15 -- Doubletree Hotel by Hilton, Dallas

They are looking for veteran expo participants -- or first-timers! While admission to the expos is free for job seekers, they must bring a resume for admission. For resume critiquing you must commit to arrive by 9:30 a.m. and stay until 2 p.m. (the event runs from 10 a.m. to 2 p.m.).

The expo includes:
*Power Seminars: Top tips and tricks on acing a challenging job search
*Mentor Match: Candid advice from another professional in the trenches
*Perfect Pitch: Nail your quick intro to wow everyone you meet
*Resume Reviews: Instant feedback on this all-important document
*The Interview: Experts will evaluate job seeker’s interview skills
*Engaging Employers: Access to the people who’ll get you in the door
*Exceptional Connections: Phenomenal talent to trade ideas and leads

When critiquing resumes, you will spend five to seven minutes with each jobseeker. The goal is to provide some general observations about a resume and make a few constructive suggestions. All resume critiquers are, of course, free to mention their services and provide contact information. But we like everyone to leave with specific tips and feedback. 

Lunch and beverages are provided.

We have found that giving candidates a one-page list of standard resume tips cuts down on repetition. This document is also a great place to provide information about your services, including a contact number or email address. Many participants receive referral business this way.

Note: If you would like to receive the Resume Writers' Digest Resume Critique Form (customizable!), send an email to editor(at)rwdigest.com (subject: Critique Form).

Genevieve Geany is your contact at Women for Hire to sign up. Genevieve says, "In all of our extensive marketing efforts, we promote free resume reviewing as a key component to our events. Since we know your time is valuable, we include your name and contact information in the directory that is distributed to all attendees. This packet includes a list of participating employers as well as any additional offerings from last season. Last year, some resume critiquers also spent some time evaluating job seekers' interview skills with a new feature called The Interview. They also chose to partake in Perfect Pitch to help jobseekers perfect their 30-second elevator pitch. Please let me know if this interests you."

Contact Genevieve at Genevieve(at)womenforhire.com or call her at (212) 290-2600.

Have You Been Critiqued by TheLadders?

There has been some controversy in the resume writing community lately as clients of a few resume writers have submitted their new resume to The Ladders for a free resume critique and come back to their resume writer with the feedback that the client's resume needs further help.

I received an e-mail from a member of the Career Management Alliance that TheLadders is concerned about this issue, and wants your feedback:

IF YOU'VE BEEN UNFAIRLY CRITIQUED…THELADDERS WANTS TO KNOW:

Daniel Cohen from TheLadders writes the following:

TheLadders.com is committed to providing the best possible services to our current and future members. We are equally committed to working to promote goodwill in the resume writing community.

If you feel your work has been unfairly critiqued please send an email to Daniel.Cohen@theladders.com. The following information, while not required, will allow him to investigate the matter and make sure that all necessary action is taken;

Please provide:
-Client name
-Client email address
-Copy of the resume you provided (so I can verify it is the same one sent in
for a critique)

If you are one of the resume writers involved, and you want to share (anonymously, of course) what the situation is ... call me at (402) 393-4600. I'll report the details, but will keep your specific information confidential.