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Qualifying Leads & Turning them into Clients

An interview with
Emily Cohen


Finding potential logo design leads can be a challenge, but once they contact you how do you convert them to clients? How do you know if they will be good to work work with? What should you send them? On this weeks episode Ian talks with Emily Cohen to learn more about qualifying clients, then creating proposals and contracts to convert your prospects into clients.

Emily is a brutally honest consultant who provides strategic business advice to creative firms, and is the author of the book Brutally Honest.

Emily Cohen Episode Transcription

Ian Paget: I understand that once you’ve actually got a telephone call from a client, or an email, you would aim to qualify the client. Can you talk through how you would go about doing that?

Emily Cohen: Sure, absolutely. People call it qualification. Other people call it vetting. However you want to call it, it’s basically to understand that when you talk to people, those are your leads. Those leads, only some of them will turn into prospects. The prospects are the ones that are possibly calling you for new business. Even within the prospects, imagine it being a funnel. There are even more fewer than those prospects that will turn into clients. Look at them in three ways. One is if they’re qualified to work with you. In order words, do they fit your business model? Did they qualify you? Did they look at your website and do the due diligence to make sure that you are the right firm, because a lot of clients just come to you willy-nilly, and they might not have gone to your website. They might not know what they’re doing, or whatever. It’s qualifying to make sure they’ve done their due diligence, but also qualifying to see if the project fits your studio. It’s not only the client, but the project.