How to Educate a Client about a Discount
I was asked a question about my referral email, especially about how I phrased the statement offering clients a 10% discount if they refer business to me.
I also struggle with this problem of phrasing a message to a client in emails. I feel awkward just asking a question, yet each day I ask people for help. I ask my wife for something out of the refrigerator, a college for a report, or my kids to clean their room. I ask these things without thinking about how I am phrasing the question.
When I write, I tend to over compensate and get fancy. A question becomes moot or more of a statement and the emphasis is more on not to ask a question, but transform it into a statement. Subconsciously I read the question and think, what if they say “No”? How do I get them to say “Yes”?
When this occurs, the message becomes misleading, confusing, and is not in harmony with the rest of the message. I have now mentally blocked myself, and am fixated on how to write a question that will give me an instant response of “Yes”. There I sit, confused on how to write a simple question.
My solution
I sit at my desk, stare at my computer monitor, and pretend it is a person. Then strike up a conversation. I look at the monitor and say, “Bob”, (it is easier for me if the monitor has a name). “Bob, I am offering all my clients a 10% discount or finder’s fee for helping me find new clients. If you do not want the finder’s fee, I will be happy to donate it to a charity of your choice.”
I do the same thing with questions. I talk aloud and listen to how I ask the question. I must ignore the voice in my head saying, “What if they say no?” Of course, some people will say no. It is part of life, how many times have you heard, “Get up and get it yourself!”
PS
If you just cannot get over the fear of being rejected, use the Post Scrip (PS) trick. After your signature, add a PS, and let the question or statement rip. I found that the PS statement is liberating. I can say anything because it just an extra thought, idea, or just a passing statement.
Researchers have shown that the PS statement is highly effective and that is why you see it used in salesletters.
Example of a Referral Letter
Hi (Name)
Are you aware that much of my business comes from referrals? Because of this, I am reaching out for help.
I was wondering if you would be kind enough to pass on a name or two of people who might need entertainment. People that organize events that could use my service.
Here are some ideas on how to use my service and the types of events at which I perform: (list what I do with links to web page explaining each service).
Thanks for your help.
Dale
PS. I am offering all my clients a 10% discount or finder’s fee for helping me find new clients. If you do not want the finder’s fee, I will be happy to donate it to a charity of your choice. I am looking forward to working with your friends, co-workers, and family.