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公開日:2016.07.21

仕事を獲得するためのリスクリバーサル

最近、仕事の獲得の仕方が分からないので教えてほしいと、とあるWEBコンサルタント(と名乗る方、Aさんとします)に言われました。WEBコンサルタントと名乗りながら、仕事の獲得って、そんなに難しいのかなぁと、よく理解出来ないのですが、WEB集客が得意なのであれば、LP作って、リスティングを出せば反響あるんじゃないですか。その反響が合った見込み客に提案がハマれば顧客獲得になるのでは無いでしょうか。と提案をしました。

しかしこの方はあまり納得をしていない様子で、「出来れば広告費を掛けずにクライアントを獲得したい」と。

「何故、広告費を掛けたくないんですか?Aさんは、クライアントにはLPや広告の提案をするのに、ご自身ではやりたくない理由は何ですか?」と伺うと、「限られた資金だから、出来る限り予算を使いたくない」との事。

藤「なるほど。クライアントには提案するけど、自分はやらないという理屈は好きでは無いのですが、それであれば労力か時間を掛けるしかありません。現在は電話代が安いので、業界を絞って、テレアポするか、信用があるのであれば紹介を貰えるように知人に電話したりするか、(ほぼ意味ないけど)異業種交流会などで人間関係を時間を掛けて構築するかをしましょう」と言いました。

Aさん「いやぁ、テレアポは経験が無いですし、異業種交流会は意味ないって言いますしね。紹介して貰える人も少ないし、他に何か方法は無いでしょうか?クライアントには結果を出せる自信があるのですが・・」と。

藤「無いですね。僕も含め周囲の方達は、お金を掛けて集客しますし、労力を掛けてテレアポなどのセールスを経験していますし、時間を掛けて信頼関係を構築しています。野球の投手で例えるとまずはストレートを磨いて、変化球を覚えています。なぜAさんは王道である直球も投げずに、変化球どころか魔球を探そうとしているのですか?」

「もう一つ、クライアントには結果を出せる自信があるのに、ご自身ではリスクや労力を負えないのは何故ですか?」

Aさん「・・・。」

仕事の獲得は簡単。獲得した後に「結果を出すのが難しい」

このAさんと僕の大きな違いは考え方の違いが大きいようです。

僕はクライアントの獲得は簡単だと思っています。1ヶ月もあれば、10〜20社以上はご契約を頂けそうです。しかし、契約を頂いたその全てに成果を出せる自信はありません。だからこそクライアントを精査し、自分や社内リソースとも照らし合わせ、クライアントにも満足して頂けるように提案すべきだと思っています。

しかしながらAさんは「顧客の獲得が難しい、契約さえ貰えれば成果を出せるのに。」と思っている様子。本当に成果を出せるのかは仕事を見ないと分かりませんが、実戦経験が少ない方の集客力はそこまで期待できないと個人的には思っています。

自信があるからなら、リスクリバーサルしてあげる

このAさんが本当に成果を出す自信があるのであれば、知り合った経営者の方に、「最初の予算◯万円は僕が持ちますから、1度弊社の集客(サービス)を試して貰えませんか?成果が出て期待出来ると考えて頂けたら、正規のご契約をお願いします。成果が出なくて、期待出来そうに無ければ、契約の必要はありません」と言えば結構簡単に顧客は獲得できると思うんですけどね。

リスクリバーサルは、顧客のリスクを自社で受け持ってあげることです。返金保証やお試しや無料体験など。

自分はリスクは持ちたくないけど、顧客にはリスクを持ってもらうと言うマインドでは、集客のハードルは高くなります。顧客を獲得したいからこそ、顧客のリスクを受け持ってあげられるマインドを持ちましょう。

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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  76. browse this site 様より
    2023年03月14日 22:28

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  77. Clarisa Golojuch 様より
    2023年03月15日 12:38

    I am planning on being a creative writing teacher for my Senior project. The problem is, I can't think of a grade that kids start creative writing. I would rather deal with younger kids than older ones because in the end I want to give them a book of the classes collected works. I was thinking 3rd Grade, but I can't remember when I started creative writing. Any and all help would be much appreciated. Thank you. :).

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