If you’re a creative entrepreneur, you probably face a harsh reality: doing the work you love isn’t enough. No matter how passionate or talented you are, you’ll struggle to sustain your business if you can’t sell your work.
It’s a truth that many creatives find difficult to accept, but once they do, it changes everything.
Your creative work deserves an audience, and that audience won’t come knocking on your door unless you actively reach out to them. But what if I told you that being successful at sales isn’t just about attracting more clients?
One of the most powerful sales strategies for a creative business is knowing how to disqualify leads that aren’t right for them.
In this blog post, inspired by a recent discussion with Chris Do on his podcast, I’ll explore why getting good at sales is vital for creative business owners, bust some common myths about selling, and dive into practical tips on how to disqualify unsuitable leads.
I’ll also show you how ScoreApp can become your secret weapon in this process, helping you attract the clients you want while weeding out the ones who aren’t a good fit.
Why you need to be good at sales…even as a creative business owner
Let’s face it—many creatives become naturally immersed in the artistry of their work rather than in the mechanics of selling it. The idea of “selling” can feel at odds with the creative process, leading many people to shy away from it altogether.
But here’s the thing: without sales, there is no sustainable creative business. The romantic notion of the ‘struggling artist’ might make for a great story, but in reality, it’s far more rewarding to be a thriving artist who can make a living doing what they love.
Sales aren’t just about money; they’re about ensuring that your work has impact and reach.
When you’re good at sales, you’re not just closing deals – you’re building relationships, creating value, and ensuring that your creative vision reaches the right audience.
And to do that, you need to get comfortable with the idea that selling is an integral part of your business, not something separate from it.
3 common myths about selling
Many creatives are held back by misconceptions about what it takes to be successful at sales. Let’s debunk some of these myths:
1. Selling is only for extroverts
There’s a belief stemming from the 1970’s and 80’s that you need to be loud, bold, and extroverted to be good at sales. This couldn’t be further from the truth.
Some of the best salespeople are actually introverts who excel at listening, understanding, and guiding clients through a thoughtful process.
Sales isn’t about overpowering someone with your personality; it’s about connecting with them on a deeper level, understanding their needs, and offering a solution that feels right.
Engineers and designers, known for their methodical and detail-oriented approach, often make incredible salespeople because they focus on an efficient process and outcome rather than being flash.
2. Good work sells itself
This is a particularly dangerous myth in the creative world. Yes, quality matters, but in a crowded market, it’s not enough to rely on your work alone to attract clients.
You could create the most stunning piece of art, the most innovative design, or the most captivating video, but if no one knows about it, it won’t translate into business.
Marketing, networking, and actively promoting your work are all crucial elements in turning your creative talent into a thriving business.
3. Sales is a one-size-fits-all process
Another common misconception is that there’s a single, universal sales process that works for everyone. In reality, sales strategies need to be tailored to your business, your industry, and your unique strengths.
What works for a luxury car salesperson won’t necessarily work for a graphic designer. But, the key is to find a rhythm and process that aligns with your business and allows you to consistently attract and close the right deals.
5 great tips for your sales process
Here are some actionable tips to help you refine your sales process:
1. Establish a sales rhythm
One of the keys to a successful sales process is consistency.
I call this rhythm LAPS – Leads, Appointments, Presentations, and Sales.
Track your LAPS weekly or monthly, and you’ll start to see patterns that can help you optimise your approach.
By maintaining this rhythm, you’ll not only improve your sales outcomes but also develop a deeper understanding of what works and what doesn’t in your business.
2. Use framing and rapport-building effectively
Framing and rapport are two critical elements of a successful sales meeting.
Framing is about setting the stage—how you present yourself and your business before the conversation even begins.
Rapport, on the other hand, is about building a connection with your potential client.
When you combine strong framing with genuine rapport, you create a powerful dynamic that can make or break a sale.
Always ask for permission before diving into business questions to maintain respect and trust.
3. Ask the right questions
The questions you ask during a sales meeting can make all the difference.
Focus on three main types:
- Where are you now?
- Where do you want to be?
- What’s in the way?
These questions help you understand the client’s current situation, their goals, and the obstacles they’re facing.
By asking these questions, you can quickly determine whether a client is a good fit for your services.
4. Invite pushback
Don’t be afraid to invite objections during the sales process.
Ask your client what reservations they have or what feels off about your proposal. This not only shows that you’re confident in your offering but also allows you to address any concerns head-on.
Inviting pushback can turn potential objections into opportunities to strengthen the relationship and move closer to a sale.
5. Offer insights, methods, and solutions
When presenting your solution, start by sharing high-level insights about the client’s situation.
Then, outline a method for addressing their needs, and finally, propose a solution that ties everything together.
This structured approach helps the client see the value in what you’re offering and positions you as a trusted advisor rather than just a service provider.
Working out who the right leads are for your creative business
When you have a great sales process, you’re on the way to a successful business.
However, it’s ESSENTIAL to focus on the prospects that are right for you – not the ones who will waste your valuable time.
And before you can disqualify the wrong leads, you need to have a clear understanding of who the right ones are. This involves defining your ideal client and recognising the red flags that signal a bad fit.
Let’s take a closer look at how to do this…
5 tips for disqualifying leads
1. Define your ideal client
Your ideal client is someone who not only values your work but also aligns with your business values and goals.
Ask yourself:
- Who benefits most from what I offer?
- What kind of clients bring out the best in my work?
- What industries, types of projects, or personalities do I enjoy working with the most?
By answering these questions, you can create a profile of your ideal client, and that will guide your marketing and sales efforts.
2. Understand the wrong fit
Just as important as knowing who your ideal clients are is recognising who they aren’t.
Some clients might have unrealistic expectations, lack the budget for your services, or simply not align with your creative vision. Working with these clients leads to frustration, poor outcomes, and wasted time – both for you and for them.
By identifying the traits of a bad-fit client early on, you can avoid the headaches that come with trying to please everyone.
3. Set clear criteria
Once you’ve defined your ideal client, set clear criteria for disqualifying leads that don’t meet your standards. This could include factors like budget, project scope, communication style, or timelines.
Having these criteria in place will make it easier to say no to clients who aren’t a good fit, freeing up your time and energy to focus on those who are.
4. Disqualify the wrong leads and attract the right ones
When you focus on attracting the right clients and disqualifying the wrong ones, you’ll find that your business runs more smoothly, your projects are more enjoyable, and your clients are more satisfied.
5. Use ScoreApp!
This is where ScoreApp comes in. ScoreApp allows you to create assessments that help you gather crucial information about potential clients before you even meet them, so you can prequalify leads and filter for dream clients easily.
By asking the right questions upfront, you can quickly identify whether a lead is a good fit or if they’re better off finding someone else.
This not only saves you time but also ensures that the clients you do work with are aligned with your business goals.
The power of disqualification
If you aren’t used to the concept, disqualifying leads might sound counterintuitive, especially if you’re used to thinking that more clients mean more business.
But actually, saying no to the wrong clients is one of the most powerful ways to strengthen your business.
When you disqualify leads that aren’t a good fit, you free up resources to focus on clients who truly value your work and are willing to pay for it. This not only leads to better outcomes but also to more fulfilling work.
By focusing on the right clients, you’re able to build deeper, more meaningful relationships. These clients are more likely to appreciate your work, give you the creative freedom you need, and refer you to others.
Disqualification doesn’t just protect you from difficult projects; it enhances the quality of your client interactions, leading to long-term success.
Disqualify your leads with ScoreApp
By setting up ScoreApp assessments tailored to your business, you can gather valuable data on potential clients before you even speak with them!
This allows you to quickly identify whether they’re a good fit for your services and disqualify those who aren’t.
ScoreApp’s user-friendly interface and powerful features (including an AI quiz-builder or ready-to-go templates) make it super easy to create assessments that do all the heavy lifting for you, thus saving you time and ensuring that the clients you work with are the right ones.
Being strategic about who you work with is absolutely crucial to your success as a creative business owner. By mastering the art of disqualifying leads, you can focus only on clients who truly value your work and are willing to invest in it.
Are you ready to take control of your sales process? Explore ScoreApp for FREE today and see how it can transform your business!
