Win the Work with Samples

Everyone knows that consulting can be hard to sell because it’s often perceived as expensive and too theoretical. To combat this bias, demystify your process. Using work samples and deliverables to show prospects how you do what you do will go a long way toward eliminating their skepticism. 

Samples can be anything that will help a potential client get an idea of how you work and what you will produce for them. Examples include a PowerPoint deck, a coaching plan, a sample work plan, a graphical timeline, an assessment summary, project communications, work instructions, etc. 

For ten years as an independent consultant, every time I shared samples I won the work. Whenever I interviewed with a client, I brought several samples of my work and then selected one or two to show based on their particular situation. By doing this, the client could literally see what they were buying when they hired me. This gave them confidence that I knew what I was doing and that the company would get its money’s worth. Seeing the samples helped the client imagine what I would be doing and how it would help them.

Tips for Using Samples To Win the Work

1.    Prepare several samples that show different aspects of your work, then only present those that best apply to the client’s project. Use your samples as a springboard to explain how you achieve results.

2.    Samples should be generic. In other words, they should be stripped of any proprietary names or logos. Potential clients will understand if your document says “XYZ Corp” where the real client’s name and logo used to be.

3.    Use samples from multiple clients to increase your credibility. 

4.    If you’re meeting your potential client in person, bring color copies to use as visual aids, but don’t leave your samples with the client. Potential clients aren’t likely to use your documents without you, but don’t tempt them. Instead, leave behind a list of references with their job titles and contact info. Clients usually don’t bother to call references but seeing the list will enhance your authority.

5.    If the client has asked you to send samples of your work, reply graciously that you’re happy to share some samples via screen sharing but because they are your intellectual property, you can’t send them via email. Then offer to set up a quick online meeting to review the samples together.

6.    Always have your samples ready.

Be prepared. Be your best. Win the work!