HOW TO SELL YOURSELF AND YOUR WORK

Creative people are usually pretty lousy at selling their own work. One reason is because they have been labeled as those wild and crazy guys who dress differently and behave oddly, always trying to push edgy design.

Another reason is a total lack of understanding of business in general.

Most creative people don't take the selling part of their job seriously enough.

So here are two solutions for all you creative types:
1. Preparation is key. You must learn to put as much effort into selling great work as you do into creating it. The great basketball coach, John Wooden, said, "Failure to prepare is to prepare to fail."

Distill your thoughts as to why the client should buy your favorite concept into three to five convincing points. Make those points part of your rationale. Write them on a piece of paper and then put it in front of you.
Believe me, when your clients hear well-thought-out and wonderfully articulated arguments and sales pitch, they will be sold.

2. Get excited about your work. When I was at O&M I learned a very valuable lesson from the creative director of JWT.

She said, "Before I present I psyche myself up. I tell myself that I am going to be positive, I am going to like my client and enjoy showing our concepts.

"If you can't get excited about your own work why would anyone else?

"Besides, she added, "I don't want to go back and do it again because the best ideas are usually the ones that we first come up with."

Remember, even before you open your mouth, you speak with your body.

How you feel is often reflected in your face and your mannerisms, your 'body language'. Back in the seventies when the term 'body language' was coined, the experts claimed that communication was 7% verbal, 28% tonal and 65% body language.

I'm not saying these figures are scientifically based, but when we speak sometimes our bodies reveal more than our words.

There are other tricks of the trade that great salesmen use.
Consider yourself the most important thing you have to sell.

Ensure the first impression you make is of the highest caliber.
Create a rapport with the client

Two great books on selling that I highly recommend are: "Selling To VITO (The Very Important Top Officer)" By Anthony Parinello

"Solution Selling: Creating Buyers in Difficult Selling Markets" By Michael T. Bosworth


HOW TO SELL YOURSELF AND YOUR WORK - To learn more about this author, visit Billy Sharma's Website.

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