Lesson 7 - The Breakdown Page

I don’t want to overhype this, but it’s hard not to. When I started incorporating this page into my discovery calls, everything changed for me. Clients started telling me their budgets, and giving me all the clues I needed to win projects with them.

I’m talking about the “breakdown” page, which shows clients in a grid view, all of your service offerings, all the deliverables, all the timelines, and all the budget ranges.

This is when clients spill the beans.

But they only do it if you take them through the breakdown page in the right way. Here’s how you do it.

First, tell them, “this is the page with all the information about our services in one place.”

Second, take them through your highest-priced offerings first. “At the high level, we complete TV commercials for clients, where they get one 30-second spot, and two 15-second versions in the $75k-$200k ballpark.” Even if they didn’t show interest in these offerings at the beginning, it’s still a good idea to run through them during this time.

Why? Two reasons.

It anchors your value much higher, even if they’re only interested in your lower-priced offerings. You’re no longer an expensive social creator. Now, you’re a commercial director who will take the time to make social assets for them.

Also, the client may have gotten on the call only to hear about lower-priced social assets. But they probably still have a good notion of what their company spends on commercials, or bigger creative projects. If, in passing, they learn that you’re cheaper or offer more value than their current partner, that will pique their interest. They might call you for a bigger project down the line now that they know what you can do it for.