Don’t Just “Propose” … Sell!

Share this article

We web geeks have a problem. If you’re like me, you probably taught yourself how to design or program websites for the love of it. But, one day, maybe after you built a free site for a friend’s company or your church, this thought passed through your mind: “I could get paid for doing this …”

The heavens parted and the angels sang as you envisioned actually making money or **gasp** even a living from doing something you enjoyed so immensely.

But then reality set in. In order to get paid, you realized you needed clients. And that required you to **groan** sell.

Even though most of us never had any formal sales training, we realize that traditional sales tactics won’t work when selling web services. So, instead, we attempt to build trust and demonstrate our expertise by meeting with potential clients and offering ideas and suggestions. Sometime this backfires when people just want to pump us for information. But if they seem genuinely interested, we prepare a proposal and hope they hire us.

Like any good web designer, I did my share of preparing and hoping. In fact, looking back I realize that I would offer a proposal even when my prospect didn’t ask for one. After all, that’s what web designers do … or so I told myself.

But the fact of the matter is, I would do anything to avoid directly asking for the sale—especially if it meant I had to quote a price. Instead, I took the softer, gentler approach and buried the cost somewhere on page nine of my 10-page proposal. But after a few years, I began to grow weary of the “prepare a proposal and hope” strategy. After some struggle, I emerged with a method more effective than letting the proposal do the selling for me. But in order to take that next step, I had to learn a few hard lessons first.

1. There’s Nothing Wrong with Being Direct

I train sales people for a living, and sometimes during a “role playing” session, I will get those who ask for an appointment in such an indirect manner that it ceases to be a question at all:

“I don’t know if that’s something you may be interested in talking about sometime in the future or not.”

Instead of this: “Do you have about 20 minutes this week to meet and discuss this further?”

We ask indirect questions to be polite. If I don’t know you, and approached you on the street and asked, “What time is it?” you’d probably consider that rude. So instead we say, “Excuse me, do you have the time?” which, technically is an indirect question. A literal response to that would be either “yes” or “no.” But since you understand what I’m really asking, you respond with the actual time of day (unless you’re a real smart a*&#@.)

But, in the right context, direct question aren’t rude, they’re just … well, direct.

2. When Quoting a Price, It’s Best to Do So Face-to-Face

My partners and I once sat down with a client to finalize the project we’d been discussing. We handed him a beautifully prepared proposal, documenting everything a corporate website could do for them. Ignoring the first nine benefit-rich, value-laden pages, he flipped directly back to the last page to look at … you guessed it, the price. If the prospect does this right before your eyes, what do you suppose he’ll do in the privacy of his office?

Price alone without value has no context. Is $1,000 a lot of money? You can’t answer that unless you put it into the context of what you’re getting in return for that $1,000. It happened to me all the time when I sold lawn care, something I later termed as “getting wifed”:

Me: [Explaining all the benefits and value of our service, such as a green and weed-free lawn without the effort or risk of having to do it yourself, for a low, low cost of $20 a month.]

Husband [Telling me to hold the phone a moment, then shouting to wife in the background]: “Hey, Honey, do you want to spend $20 a month on lawn care?” [Then back to me]: “My wife says no.”

In fact, this is what you can expect any time you don’t have the opportunity to have all the decision-makers present.

Cost outside the context of return value is meaningless. Talking price face-to-face gives you the opportunity to provide that context, and prevent you from getting “wifed” or “partnered” because of it:

Me [doing my best Columbo impression]: Mr. Prospect, you told me that you wanted a web presence in order to compete with your largest competitors on a national level. You also said that your average sale is about $10,000. So could you please explain to me how $4,000 is “too expensive” when a single sale will pay for this project more than two times over?”

Don’t let yourself get caught in the trap of getting focused on cost (e.g., what he’ll have to spend), when the real issue is value (e.g., what he’ll get in return).

Next article, I’ll discuss how I escaped the “prepare a proposal and hope” paradigm and was transported to the land of “here’s my check, where do I sign?”

Image credit

John TabitaJohn Tabita
View Author

Former owner and partner of web firm Jenesis Technologies, John is currently Director of Digital Strategy at Haines Local Search, a company providing local search marketing solutions to SMBs, including print and Internet Yellow Pages, web design, and local SEO. When not working or spending time with his family, John offers great sales and marketing advice on his blog, Small Business Marketing Sucks. When not working or spending time with his family, John offers great sales and marketing advice on his blog, Small Business Marketing Sucks.

Businessfreelancefreelancingprice quotingpricingproposalssalessellingselling your servicessmall business
Share this article
Read Next
How to Use jQuery’s ajax() Function for Asynchronous HTTP Requests
How to Use jQuery’s ajax() Function for Asynchronous HTTP Requests
Aurelio De RosaMaria Antonietta Perna
Quick Tip: How to Align Column Rows with CSS Subgrid
Quick Tip: How to Align Column Rows with CSS Subgrid
Ralph Mason
15 Top Web Design Tools & Resources To Try in 2024
15 Top Web Design Tools & Resources To Try in 2024
SitePoint Sponsors
7 Simple Rules for Better Data Visualization
7 Simple Rules for Better Data Visualization
Mariia Merkulova
Cloudways Autonomous: Fully-Managed Scalable WordPress Hosting
Cloudways Autonomous: Fully-Managed Scalable WordPress Hosting
SitePoint Team
Best Programming Language for AI
Best Programming Language for AI
Lucero del Alba
Quick Tip: How to Add Gradient Effects and Patterns to Text
Quick Tip: How to Add Gradient Effects and Patterns to Text
Ralph Mason
Logging Made Easy: A Beginner’s Guide to Winston in Node.js
Logging Made Easy: A Beginner’s Guide to Winston in Node.js
Vultr
How to Optimize Website Content for Featured Snippets
How to Optimize Website Content for Featured Snippets
Dipen Visavadiya
Psychology and UX: Decoding the Science Behind User Clicks
Psychology and UX: Decoding the Science Behind User Clicks
Tanya Kumari
Build a Full-stack App with Node.js and htmx
Build a Full-stack App with Node.js and htmx
James Hibbard
Digital Transformation with AI: The Benefits and Challenges
Digital Transformation with AI: The Benefits and Challenges
Priyanka Prajapat
Quick Tip: Creating a Date Picker in React
Quick Tip: Creating a Date Picker in React
Dianne Pena
How to Create Interactive Animations Using React Spring
How to Create Interactive Animations Using React Spring
Yemi Ojedapo
10 Reasons to Love Google Docs
10 Reasons to Love Google Docs
Joshua KrausZain Zaidi
How to Use Magento 2 for International Ecommerce Success
How to Use Magento 2 for International Ecommerce Success
Mitul Patel
5 Exciting New JavaScript Features in 2024
5 Exciting New JavaScript Features in 2024
Olivia GibsonDarren Jones
Tools and Strategies for Efficient Web Project Management
Tools and Strategies for Efficient Web Project Management
Juliet Ofoegbu
Choosing the Best WordPress CRM Plugin for Your Business
Choosing the Best WordPress CRM Plugin for Your Business
Neve Wilkinson
ChatGPT Plugins for Marketing Success
ChatGPT Plugins for Marketing Success
Neil Jordan
Managing Static Files in Django: A Comprehensive Guide
Managing Static Files in Django: A Comprehensive Guide
Kabaki Antony
The Ultimate Guide to Choosing the Best React Website Builder
The Ultimate Guide to Choosing the Best React Website Builder
Dianne Pena
Exploring the Creative Power of CSS Filters and Blending
Exploring the Creative Power of CSS Filters and Blending
Joan Ayebola
How to Use WebSockets in Node.js to Create Real-time Apps
How to Use WebSockets in Node.js to Create Real-time Apps
Craig Buckler
Best Node.js Framework Choices for Modern App Development
Best Node.js Framework Choices for Modern App Development
Dianne Pena
SaaS Boilerplates: What They Are, And 10 of the Best
SaaS Boilerplates: What They Are, And 10 of the Best
Zain Zaidi
Understanding Cookies and Sessions in React
Understanding Cookies and Sessions in React
Blessing Ene Anyebe
Enhanced Internationalization (i18n) in Next.js 14
Enhanced Internationalization (i18n) in Next.js 14
Emmanuel Onyeyaforo
Essential React Native Performance Tips and Tricks
Essential React Native Performance Tips and Tricks
Shaik Mukthahar
How to Use Server-sent Events in Node.js
How to Use Server-sent Events in Node.js
Craig Buckler
Five Simple Ways to Boost a WooCommerce Site’s Performance
Five Simple Ways to Boost a WooCommerce Site’s Performance
Palash Ghosh
Elevate Your Online Store with Top WooCommerce Plugins
Elevate Your Online Store with Top WooCommerce Plugins
Dianne Pena
Unleash Your Website’s Potential: Top 5 SEO Tools of 2024
Unleash Your Website’s Potential: Top 5 SEO Tools of 2024
Dianne Pena
How to Build a Chat Interface using Gradio & Vultr Cloud GPU
How to Build a Chat Interface using Gradio & Vultr Cloud GPU
Vultr
Enhance Your React Apps with ShadCn Utilities and Components
Enhance Your React Apps with ShadCn Utilities and Components
David Jaja
10 Best Create React App Alternatives for Different Use Cases
10 Best Create React App Alternatives for Different Use Cases
Zain Zaidi
Control Lazy Load, Infinite Scroll and Animations in React
Control Lazy Load, Infinite Scroll and Animations in React
Blessing Ene Anyebe
Building a Research Assistant Tool with AI and JavaScript
Building a Research Assistant Tool with AI and JavaScript
Mahmud Adeleye
Understanding React useEffect
Understanding React useEffect
Dianne Pena
Web Design Trends to Watch in 2024
Web Design Trends to Watch in 2024
Juliet Ofoegbu
Building a 3D Card Flip Animation with CSS Houdini
Building a 3D Card Flip Animation with CSS Houdini
Fred Zugs
How to Use ChatGPT in an Unavailable Country
How to Use ChatGPT in an Unavailable Country
Dianne Pena
An Introduction to Node.js Multithreading
An Introduction to Node.js Multithreading
Craig Buckler
How to Boost WordPress Security and Protect Your SEO Ranking
How to Boost WordPress Security and Protect Your SEO Ranking
Jaya Iyer
Understanding How ChatGPT Maintains Context
Understanding How ChatGPT Maintains Context
Dianne Pena
Building Interactive Data Visualizations with D3.js and React
Building Interactive Data Visualizations with D3.js and React
Oluwabusayo Jacobs
JavaScript vs Python: Which One Should You Learn First?
JavaScript vs Python: Which One Should You Learn First?
Olivia GibsonDarren Jones
13 Best Books, Courses and Communities for Learning React
13 Best Books, Courses and Communities for Learning React
Zain Zaidi
5 jQuery.each() Function Examples
5 jQuery.each() Function Examples
Florian RapplJames Hibbard
Implementing User Authentication in React Apps with Appwrite
Implementing User Authentication in React Apps with Appwrite
Yemi Ojedapo
AI-Powered Search Engine With Milvus Vector Database on Vultr
AI-Powered Search Engine With Milvus Vector Database on Vultr
Vultr
Understanding Signals in Django
Understanding Signals in Django
Kabaki Antony
Why React Icons May Be the Only Icon Library You Need
Why React Icons May Be the Only Icon Library You Need
Zain Zaidi
View Transitions in Astro
View Transitions in Astro
Tamas Piros
Getting Started with Content Collections in Astro
Getting Started with Content Collections in Astro
Tamas Piros
What Does the Java Virtual Machine Do All Day?
What Does the Java Virtual Machine Do All Day?
Peter Kessler
Become a Freelance Web Developer on Fiverr: Ultimate Guide
Become a Freelance Web Developer on Fiverr: Ultimate Guide
Mayank Singh
Layouts in Astro
Layouts in Astro
Tamas Piros
.NET 8: Blazor Render Modes Explained
.NET 8: Blazor Render Modes Explained
Peter De Tender
Mastering Node CSV
Mastering Node CSV
Dianne Pena
A Beginner’s Guide to SvelteKit
A Beginner’s Guide to SvelteKit
Erik KückelheimSimon Holthausen
Brighten Up Your Astro Site with KwesForms and Rive
Brighten Up Your Astro Site with KwesForms and Rive
Paul Scanlon
Which Programming Language Should I Learn First in 2024?
Which Programming Language Should I Learn First in 2024?
Joel Falconer
Managing PHP Versions with Laravel Herd
Managing PHP Versions with Laravel Herd
Dianne Pena
Accelerating the Cloud: The Final Steps
Accelerating the Cloud: The Final Steps
Dave Neary
An Alphebetized List of MIME Types
An Alphebetized List of MIME Types
Dianne Pena
The Best PHP Frameworks for 2024
The Best PHP Frameworks for 2024
Claudio Ribeiro
11 Best WordPress Themes for Developers & Designers in 2024
11 Best WordPress Themes for Developers & Designers in 2024
SitePoint Sponsors
Top 9 Best WordPress AI Plugins of 2024
Top 9 Best WordPress AI Plugins of 2024
Dianne Pena
20+ Tools for Node.js Development in 2024
20+ Tools for Node.js Development in 2024
Dianne Pena
The Best Figma Plugins to Enhance Your Design Workflow in 2024
The Best Figma Plugins to Enhance Your Design Workflow in 2024
Dianne Pena
Harnessing the Power of Zenserp for Advanced Search Engine Parsing
Harnessing the Power of Zenserp for Advanced Search Engine Parsing
Christopher Collins
Build Your Own AI Tools in Python Using the OpenAI API
Build Your Own AI Tools in Python Using the OpenAI API
Zain Zaidi
The Best React Chart Libraries for Data Visualization in 2024
The Best React Chart Libraries for Data Visualization in 2024
Dianne Pena
7 Free AI Logo Generators to Get Started
7 Free AI Logo Generators to Get Started
Zain Zaidi
Turn Your Vue App into an Offline-ready Progressive Web App
Turn Your Vue App into an Offline-ready Progressive Web App
Imran Alam
Clean Architecture: Theming with Tailwind and CSS Variables
Clean Architecture: Theming with Tailwind and CSS Variables
Emmanuel Onyeyaforo
How to Analyze Large Text Datasets with LangChain and Python
How to Analyze Large Text Datasets with LangChain and Python
Matt Nikonorov
6 Techniques for Conditional Rendering in React, with Examples
6 Techniques for Conditional Rendering in React, with Examples
Yemi Ojedapo
Introducing STRICH: Barcode Scanning for Web Apps
Introducing STRICH: Barcode Scanning for Web Apps
Alex Suzuki
Using Nodemon and Watch in Node.js for Live Restarts
Using Nodemon and Watch in Node.js for Live Restarts
Craig Buckler
Task Automation and Debugging with AI-Powered Tools
Task Automation and Debugging with AI-Powered Tools
Timi Omoyeni
Quick Tip: Understanding React Tooltip
Quick Tip: Understanding React Tooltip
Dianne Pena
12 Outstanding AI Tools that Enhance Efficiency & Productivity
12 Outstanding AI Tools that Enhance Efficiency & Productivity
Ilija Sekulov
React Performance Optimization
React Performance Optimization
Blessing Ene Anyebe
Introducing Chatbots and Large Language Models (LLMs)
Introducing Chatbots and Large Language Models (LLMs)
Timi Omoyeni
Migrate to Ampere on OCI with Heterogeneous Kubernetes Clusters
Migrate to Ampere on OCI with Heterogeneous Kubernetes Clusters
Ampere Computing
Scale Your React App with Storybook and Chromatic
Scale Your React App with Storybook and Chromatic
Daine Mawer
10 Tips for Implementing Webflow On-page SEO
10 Tips for Implementing Webflow On-page SEO
Milan Vracar
Create Dynamic Web Experiences with Interactive SVG Animations
Create Dynamic Web Experiences with Interactive SVG Animations
Patricia Egyed
5 React Architecture Best Practices for 2024
5 React Architecture Best Practices for 2024
Sebastian Deutsch
How to Create Animated GIFs from GSAP Animations
How to Create Animated GIFs from GSAP Animations
Paul Scanlon
Aligning Teams for Effective User Onboarding Success
Aligning Teams for Effective User Onboarding Success
Himanshu Sharma
How to use the File System in Node.js
How to use the File System in Node.js
Craig Buckler
Laravel vs CodeIgniter: A Comprehensive Comparison
Laravel vs CodeIgniter: A Comprehensive Comparison
Dianne Pena
Essential Tips and Tricks for Coding HTML Emails
Essential Tips and Tricks for Coding HTML Emails
Rémi Parmentier
How to Create a Sortable and Filterable Table in React
How to Create a Sortable and Filterable Table in React
Ferenc Almasi
WooCommerce vs Wix: Which Is Best for Your Next Online Store
WooCommerce vs Wix: Which Is Best for Your Next Online Store
Priyanka Prajapati
GCC Guide for Ampere Processors
GCC Guide for Ampere Processors
John O’Neill
Navigating Data Management: Warehouses, Lakes and Lakehouses
Navigating Data Management: Warehouses, Lakes and Lakehouses
Leonid Chashnikov
Get the freshest news and resources for developers, designers and digital creators in your inbox each week