As I was beginning to write this article, a line from the movie Jerry Maguire popped into my head. It’s the moment when Renee Zellweger’s character says to Tom Cruise’s character, “You had me at hello.”
Wouldn’t it be great to win over your prospective B2B clients at “hello?” It’s possible, if you understand what they’re thinking even before they contact you. So let’s consider a typical behind-the-scenes scenario I’ve witnessed hundreds of times.
The client is often someone in the company’s marketing or IT department. Usually this person is part of a team, and he or she has been charged with finding an outside copywriter. He or she will identify one or more copywriter candidates and then report back to the Creative Director, Marketing Director, Product Manager, or someone else who’s part of the decision-making process. The B2B client is usually NOT the final decision maker for hiring a freelance copywriter.
In short, you’ll often be speaking with someone who needs approval to hire you.
So how do you gain approval from a corporate team?