As a creative shop, we’re as much in the business of selling ideas as we are in coming up with them.
Often, thinking up a great idea is far easier than convincing someone to a) go for it, and b) pay for it. And while we by no means have this completely figured out, we have noticed a few key pieces in selling great ideas.
1. Believe in what you’re selling.
I know everyone says this, but I mean really believe in it. If there’s an inkling of doubt or a “well, maybe it won’t work” tone in your voice, an unsure client will pick up on that. If you don’t believe 100% in your idea, why should anyone else? And if they don’t believe in your idea, why should they bother pursuing it?
2. Explain it succinctly.
You have 15 seconds, tops. If you can’t explain an idea in that time you either don’t fully understand it or you haven’t yet thought through it enough to distill it down to its essence. So, before you get to the sweaty-palmed point of explaining an idea you haven’t worked through in your own head, practice. Explain it to your team, explain it to your husband/wife, explain it to someone with a short attention span (they shouldn’t be too hard to find). These people don’t necessarily have to love the idea as much as you do, but they should be able to at least get it.
3. Show some enthusiasm.
The creative business is fun (at least most of the time) and should be exciting. It’s alright to let that excitement show. I think what most people incorrectly deem passion (a subject for another post), is really enthusiasm. And enthusiasm is nothing if not contagious.
4. Remove excuses before they exist.
For every one good idea there are no fewer than 100 reasons why it won’t work. Think through what the top five objections might be and have responses ready for each. Now you’re showing this client that you have considered possible roadblocks and will continue to see this idea through them. It’s about instilling confidence that not only do you have a great idea, but you’ll stick with it and turn it into something even greater.
5. Move quickly
Once you have them sold on the idea, don’t let it sit. Momentum is tough to start and even tougher to maintain. Start immediately. Set timelines, share inspiration, do whatever you have to do to keep their attention sharp and enthusiasm high. Just keep moving forward.
For the most part, we’re not the type of people who consider themselves born salespeople. We’ve had to practice (a lot) and pay close attention to get better at this. And we still have plenty of room to improve. We’ve spent the time and worked on this because it’s important. Every great idea deserve an equally great sales pitch.