Selling Services

Selling a service isn't the same as selling a product. Your prospect is buying an intangible. There are no shiny buttons to show off. You and your company are the visible representations of the service. You need to live up to them in your image. (marketing) And in how you "court" the prospect. (sales)

When you're marketing, you focus on opening your prospect's door. You're part of the day-to-day noise, which crowds in on her, every day. Your job is to break through that clutter and produce a good enough impression that she is willing to take the next step and meet with you.

Once you get to meet with a prospect, your goals shift. The two main goals in the sales meeting are to get the prospect to reveal their desires (needs analysis) and to see you as the best solution (positioning).

The sales meeting is your opportunity to take the positive image your marketing has created, and bring the sales/marketing cycle to a fruitful conclusion. In the sales meeting, the prospect must come to feel that you are more than competent, and that you can be trusted with her company, her career and her dreams.

The most important rule in sales: Talk little, listen much.

Spend 75% of your time listening. Ask questions and paraphrase the prospect's responses. As you do this, you're defining the background to the prospect's situation, confirming what their desires are, and discovering the prospect's personal agenda.

Note I say "desires", not "needs". Too many people try to sell what they perceive, believe or understand that people need. People don't deal very well with what they need, only what they want. Sometimes these coincide, but not always. Sell what your prospects want, their desires. Making dreams come true is a stronger sell--just ask Disney.

Once you've gathered sufficient data, summarize the key issues and their implications to the prospect's immediate and long-term well-being. The use of questioning, paraphrasing and summarizing, builds the perception of your expertise and trustworthiness. Your prospect will begin to believe in your ability to understand her unique issues.

And treat her issues as unique, even if you've seen them a hundred times before. Most people feel they are the only ones with their particular set of issues. Don't make them feel common.

It's important to assess your ability to live up to your prospect's expectations. If you can live up, then reassure the prospect with a simple, confident statement such as "I can help". If the prospect is interested in proceeding, begin identifying the parameters of the project. Begin by asking: "What's the specific end-result do you want to achieve from us working together?" Ask questions and follow-up questions to guide the prospect to begin defining the desired output and process, deadlines, budgets or other important project guidelines.

Before you get too far along in this contracting discussion, determine if your prospect is the real decision-maker. (If you haven't already.) Are there hidden decision-makers? (A decision-maker has the authority to approve or reject the terms of reference, any recommendations and implementation, can authorize payment and terminate the agreement.)

Tell the prospect what you need from her. Make sure that your prospect accepts joint client/provider accountability for success. Reinforce that you must be given the tools to succeed: access to information, people and other resources. Be clear about your fee structure. Make sure that your prospect understands it.

The sales cycle is completed by confirming the agreement in person and by following up with a written Letter of Agreement, or contract. It should contain your understanding of the Background, Project Scope, Project Plan, Fees, Expenses and Terms of Payment and any other relevant terms. For most small projects, don't get too wordy--one page will often suffice.

For many of us, selling is an uncomfortable, even frightening task. But it must be done if we are to have the chance to deliver the benefits we have to offer.

Keith Thirgood, Creative Director

Capstone Communications Group

Helping businesses get more business through innovative marketing

http://www.capstonecomm.com/

Markham, Ontario, Canada 905-472-2330

Subscribe to Thrive-on-line http://list.capstonecomm.com/ma il.cgi?f=list&l=thrive_on_line

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Province to look at filling gaps in legal weed sales  Cape Breton PostThe province will work with the Nova Scotia Liquor Corp. to look at addressing any gaps in retail cannabis sales in Nova Scotia.
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Insys executives used rap video to push sales of potentially lethal opioid  CBS NewsIn the video, two young salesmen encourage doctors to increase the strength of Subsys prescriptions until a patient reaches the adequate dosage.
Tata Motors global sales down 12% in January  Moneycontrol.comGlobal wholesale of all Tata Motors' commercial vehicles and Tata Daewoo range in January 2019 stood at 40886 units, down 9 percent from the same month ...
Medical marijuana dispensary sales in Maine drop for 2nd straight year  Press HeraldSales fell at Maine's medical marijuana dispensaries for the second time in two years, a reflection of increased and sometimes unfair competition, the dispensary ...
Taronis January 2019 Preliminary Sales Increase 468% Over Same Period Last Year  GlobeNewswireTAMPA, Fla., Feb. 13, 2019 (GLOBE NEWSWIRE) -- Taronis Technologies, Inc. (“Taronis" or “the Company") (NASDAQ: MNGA), a leading clean technology ...
AstraZeneca retires Medimmune name amid sales turnaround  BioPharma DiveAfter 30 years of drug development, MedImmune will cease to exist as an industry name now that owner AstraZeneca has decided to retire the brand as part of ...
Biggest sales: Weston mansion with a two-story granite fireplace  Boston.comThe five-bedroom mansion near Weston High School sold for $2512500. Search the latest luxury listings at realestate.boston.com.
Mild December weather hurts Canadian Tire sales  The Globe and MailNo matter how much Canadian Tire Corp. Ltd. tries to weatherproof its retail business it can still feel the pain of unseasonable temperatures. Over the past ...
Every Beauty Sale To Shop Over Presidents' Day Weekend  Refinery29If there's anything that can get you through a Wednesday slump, it's knowing that you're just two days away from a long weekend. In case you haven't heard ...
20 companies with zooming sales and fattening margins that can power their stocks forward  MarketWatchInvestors are used to seeing earnings-season headlines as companies typically “beat” analysts' estimates for sales and earnings. This is part of the Wall Street ...
Best Presidents' Day 2019 sales: Tech deals on laptops, tablets, and more  ZDNetExpect deep sales on all sorts of tech this Presidents' Day weekend (Friday, Feb. 15 to Monday, Feb. 18).
Passenger vehicle sales drop 1.87% in January  Economic TimesOverall, sales of vehicles across categories declined 4.68% to 2019331 units.
SNC-Lavalin seen speeding asset sales amid deepening crisis  BNNBloomberg.caIf a mine dispute were all that SNC-Lavalin Group Inc. (SNC.TO) had to worry about, Chief Executive Officer Neil Bruce might be looking forward to next week's ...
Best Presidents' Day Sales in 2019  Tom's GuideFrom consoles to gaming rigs, here are the best Presidents' Day deals you can buy now.
The multimillion dollar public land sales scheme, tenure review, will be stopped  The PressAfter giving up $65m and half a million hectares of land, the Government will put a stop to the controversial tenure review scheme.
A year after Parkland, support sinks for stricter laws on gun sales, poll says  PBS NewsHourIn the week after a former student opened fire at his high school in Parkland, Florida, killing 17 people and wounding 17 more, 71 percent of Americans said they ...

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