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Research Triangle Business Advisors
July 2013 Newsletter
Selling is not easy, whether you’re selling a product or a service. The obvious action to take if you are having a sales problem is to get some sales training. The problem with that for companies that sell a service is that the majority of sales training programs only teach how to sell products. So, this month I thought we would take a look at some actions you can take “Making Your Service Easier to Sell.”
Bob De Contreras
Making Your Service Easier To Sell
It’s not about how easy your service is to sell. It’s about how easy your service is to buy.
Your prospect carries a high degree of risk and worry when buying. You need to develop trust.
But, services are intangible—you can’t see them, touch them, take them out of the box or demonstrate them. Yet this is exactly what you need to do to make them easier for your customers to buy them.
- Turn your service into a product.
- Package your different service levels.
- Combine your services and create a new offering.
- Package your process.
1. Turn your service into a product. This allows you to reach a larger audience than you could by delivering your services directly, and “prove” your expertise in the process.
2. Package into different service levels. If you present all your services a la carte at varying price points, you run the risk of confusing your customers.
By creating packages that are easy to buy and that cater to your customers' varying needs and budgets, you can sell more services and keep your customers engaged in the process of doing business with you.
For instance, let's say you sell cars and offer pre-paid maintenance plans. Then you might create:
3. Combine services to create a new offering. When buyers begin to see little difference between you and your competitors and start to focus on price, reposition your service by creating a new, more valuable service offering.
4. Package a process. When it seems impossible to package what you deliver, differentiate your company and increase your perceived value by packaging how you deliver. Start by naming the process, then document each of the steps, create a detailed project plan, identify decision points, formalize your deliverables from each step, and put it all together in a binder or on a CD.
What all these techniques have in common is the opportunity for you to present all the value you deliver. Often, we make assumptions that our customers understand everything we do for them. But this just isn't the case: you need to pull out every piece of value you provide over the course of a project and present that to the client in order for them to completely understand what a terrific job you're doing for them.
Then, not only will you have clearly differentiated your company from your competition, you'll have provided all the information the prospect needs to make it easy for them to buy from you. So start thinking like a product manager and watch your sales efforts decrease as your profits soar.
Cary | Raleigh | Research Triangle Park |
Greensboro | North Carolina