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  • 18 Mar 2016

    60 Second Guide to Selling Services

    The principals of selling a product and a service are the same; the objective is to get the potential client to agree the way to solve their problem is to use your product / service.

    However there are some differences that exist between a service and a product sale that require different sales techniques:

    • Trust – until the service has been delivered it is based on trust that it will happen.
    • Sales person as part of the service – a product will have its own specifications which are unique to it. A sales person selling a service you is part of the package or service being offered.
    • You can’t prepack a service – You can’t store the service ready to deliver as soon as it is purchased, each service delivery will be slightly different.
    • Intangible – the benefit of a product is that it is tangible and the client can see, touch, taste, smell what they are getting and therefore decide if it is for them. With a service the client can’t see this so they need more buy in.

    Here are a few ideas to help you sell a service effectively:

    1. Effective questioning – listen to what the client needs and make them feel comfortable about buying from you by getting them to trust you and believe that you understand their issues and that you will place these first when delivering the service.
    2. Relationship – when selling, focus on the client relationship rather than the transaction which will build strong foundations for the relationship in the future.
    3. Clarity – be clear about your service, the sale is based on promises so make these are as tangible as possible.
    4. Give away something free – give free advice prior to the service that will convince the client the service is worth buying but be careful you don’t give too much away that detracts from the service you are selling.
    5. Provide testimonials / case studies – use these as part of your sales pitch. As mentioned in our previous article on Reputation in Business if a client hears how great you are from an existing client it will have more weight than if you say how great you are.
    6. Make your service different – ensure you communicate to your potential sales how your service differs from others, do this by selling the benefits of your service, not the weakness of your competitors.
    7. When the client has decided to purchase your service, the after care is an important part of the sell. Ensure that you keep in touch with the client so they are informed on what and when to expect.

    The most important part of selling the service is to:

    • Build rapport with the client
    • Earn trust
    • Get buy in from the client
    • Listen to the client’s individual needs

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