How I converted a client by doing the most unusual thing.

If you are reading this, thank you from the bottom of my heart for being here. I talk about a lot of things on LinkedIn but there will always be untold stories to share here. Love your support ❤️

Hey You💜,

First quarter of 2024 did not go as planned.

Lost a lot despite everything I could give.

From relationships to clients, it was an eye-opener in many ways.

Then came a beacon of light when a friend of mine working with LinkedIn reached out.

We both started our career in Monster Inc (now Foundit) in 2005. And we have kept in touch over the years wherever we’ve been.

He approached me to ask if I do personal branding for clients.

If you know me, of course I do! Right! :)

Well we didn’t get on a call but he forwarded my contact to another person in Bombay. (yeah, I still love this name over Mumbai)

This was beginning of March 2024.

The lady and I got on a call to understand what her requirements were.

She wanted the entire gamut of social media covered for her boss that included Instagram, LinkedIn, YouTube Videos, Podcast shooting, and X.

Phew! The entire thing completely took me by surprise.

Now the person I was supposed to do all this for is already a Blue Tick LinkedIn account and a Doctor.

A mini-influencer in his own way and a TEDx speaker. He has his own YT channel and now they wanted to grow their audience across all platforms.

Their only hiccup was - They wanted one person to do it all.

Now remember the basic rule of gaining a client - Be Honest and Transparent.

I told the lady who is his Media Coordinator that I don’t do media or video production and I do not do Podcasts or YT videos. It’s not my forte.

I can help her with Instagram, X, and LinkedIn. (well the last one is my absolute favorite you know it 😁)

We had 4 calls back to back after that. I introduced her to another peer of mine for media production. I thought I had cracked it.

But no.

I had to approach this account VERY DIFFERENTLY.

It could not be the same old routine of showing samples, telling what they can do and not do, because he had already built a loyal audience and was a Blue Tick account. (Yes I am stressing upon the Blue Tick part. You’ll know why later)

I presented my deck with the entire sample routine, gap analysis of his profile, hits and misses, what’s working and what’s not - but it wasn’t enough.

(My journey back from Mumbai. Tiring af it was 😊)

I was called for a personal meeting to Mumbai with the Doctor to show him my ideas and make my presentation in person. I agreed overnight because I had to travel 48 hours later.

Booked a cab but as luck would have it, despite getting a good headstart from home, the traffic jam on the highway and in Mumbai was a bummer. I reached the meeting 1 hour late.

I was sure I am wasting their and my time because why would anyone want to work with someone who cannot respect the meeting time.

BIG LESSON: Always account for jams if you are traveling to crowded cities. Never be late for ANY meeting.

Nonetheless, he was kind enough to see me and give me his time.

I walked them through the entire observation of LinkedIn and told them I specialise more on this platform and not on others. I cannot lie to you and tell you I will do it all because I do not like to - Overpromise and underdeliver. Period.

They understood that.

My peer, who stays in Bombay, had also traveled to the location for the meeting. He was going to present his YouTube and Podcast strategy.

Yes, it was a strategy discussion. (This was 1 week after our initial conversation.)

I presented what I had to and my peer did not get enough time to present his side. (Long story short about him - He was given a chance twice again to present what he had to show to the Doc, but he failed to make an impression and did not follow up with the outcome. His disinterest pretty much made me realize not to refer him again.)

One of the other BIG things involved in the KRA was to get ‘speaker opportunities’ on all platforms. This is where one part of PR comes into play. I was nervous and excited at the same time.

We had multiple discussions, writing one sample post for the doctor to show him my writing style to match his tone. It fared well but not very impressive.

He is used to writing long form content on LinkedIn with no formatting. His previous agencies did a great job to get him the Blue Tick and gain organic followers like crazy, but it wasn’t enough now. He wants to be an INFLUENCER.

How did I finally crack it?

I wasn’t sure if I will get the gig, but I did something radically different for them.

I approached a YT channel who deals with finance content and interlinks it with different subjects to have Doctor as a guest on their podcast.

I pitched him before I knew him.

I sent a DM on instagram to that channel and got a response after 24 hours that they love to have guest speakers over.

Now remember, this is not a small channel or a small creator. She runs a fantastic FinTech business in Mumbai and is one of the most recognized Indian Finance Creators. (nope, not revealing the name)

I got a number from them of their PR and Media coordinator.

I connected with him and gave the doctors lady a headsup about what I am doing.

(In the meantime, doctor was evaluating other options and agencies) It’s okay. It’s all part of the game.

I got a revert from the creators media person and one thing set the other into motion.

He was excited to see how we can shoot this and what the doctor will be willing to speak.

THIS WAS MY MOMENT.

Doctor and his PR coordinator was happy to see my proactiveness and initiative in getting him a podcast opportunity.

(Now the two parties were supposed to interact and take it forward but because of date issues with doctor and the basic understanding of why he should go on this channel, their dates were not finalized. We have still kept the finance creators team in the loop for the next open slot.)

But the fact I went out of the way to meet them and get them this opportunity, was the one thing that cracked the deal for me.

Proactiveness and Initiatives are always deeply respected and regarded.

And all this transpired after a month of back and forth with them, having multiple discussions and pricing negotiations.

I finally signed him as a client on 23rd April 2024. My Breakthrough to work with an influencer, a doctor, and an entrepreneur. (we call him Docpreneur ;) )

My Point!

If you want to win over clients, you have to do things differently. Not everyone is interested in only your samples. They want to see what you can do differently for them. How you can make a mark and impress them not with your words, but your actions.

I learnt a huge lesson with this particular client. They are one of the toughest to handle, they demand perfectionism, they are meticulous, and they love to create content.

How’s it going so far?

Well, it’s going alright so far. I have a lot to learn and adapt. I have pitched to two big national YT channels to have him as a guest. I evaluate all the speaking opportunities he gets and set the tone for further speaking gigs.

I hope it goes well and does not tire me out.

But until then, I will keep you posted about more client stories and failures here.

See you later alligator ❤️

Cheers,
Yours truly 💜

PS: I finished reading this beautiful book by Matthew McCoughney ‘Greenlights’ (it’s beautiful especially if you love autobiographies and memoirs)

Now started reading ‘Business Maharajas by Gita Piramal’.