Entrepreneur
Article
By Andrew Neitlich

How to hook a client with the toehold strategy

By Andrew Neitlich
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The previous blog entry (about upselling) has an important corrollary that is the subject of this blog:

The easiest way to get a client is with a toehold. If you can propose a small, initial piece of work, that is often a great way to land a long-term client. Here’s why:

1. It gives the client a safe way to review your work. A client is often more likely to go for a small assignment than a huge one.

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2. It gives you the chance to prove what you can do.

3. Once you prove your value, trust goes up exponentially compared to when you were selling to a prospect (vs. working for a client).

When I was a consultant at Computer Sciences, we would offer clients a $75,000 diagnostic, which almost always led to multi-million dollar projects. That’s a large-scale example of the idea here.

This is only one strategy to land clients, but it has usually proven to be a great one. Once you have a toehold, you can continue to get more work and expand your presence/visibility.

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