When you sell professional services, there are a lot tremendous challenges that you have to deal with. In order for you to close a deal, there are some basic dos and don’ts to the entire process. Most of the people who experience tremendous challenges in expanding their customer base break these rules.
If you are to get ahead in this very competitive market, you have to be clear: observe these unwritten rules at all times. This article explores the various dos and don’ts that should be paid particular attention to if you are to succeed.
Do not talk too much about yourself and your firm.
Most people think of marketing as purely promoting yourself and your business. To do it well, they will overdo and in the process alienate their prospect thereby losing a client. The problem with marketing yourself too much is that it makes you appear conceited and arrogant.
If you are to succeed in reeling new business, it is important that you shift a focus from yourself to them. People love it when it seems that you care about them and what they need. In a way, they feel indebted to you. Use this to your advantage. Always consider what the customers and don’t toot your own horn to a point where you are insufferable.
Do not talk too much about your product and/or service you are offering.
This similar to the above. The only twist is here is to only provide the unique selling points of the products. Never give irrelevant information to your client in your marketing proposition as you will lose their interest very first.
Do not push too hard or fast to move the buyer to action.
Most people think pushiness is the way to get people to buy. It is not. People abhor getting bossed around especially by a stranger. Most companies that think it is a great strategy to dominate the people suffer severe backlash from this.
People want comfort instead. They need assurance that their problem will be addressed by you conveniently and speedily. Use comfort as a tool to endear yourself to the customer.
Focus on the client relationship, not the transaction.
If you have ever interacted by a person and felt robbed, then that is what a customer feels when you focus on the money and not them. They will not return to you because they feel robbed of their time and money.
If you are to succeed in bringing them back, it is important that you tailor your interaction to them. Ensure that you make them feel larger than life while you talk to them. Get to read their moods and tailor your message to what they are feeling at the moment.
Focus on selling with an emphasis on competence to solving problems and bringing value, rather than an emphasis on qualifications.
Never emphasize your qualifications. You might have all the qualifications the world has to offer but it will come off as bragging. People, instead, want to know how you can solve their problem. As humans, we are conditioned to avert pain and crave equilibrium very quickly. Knowing this crucial titbit will go a very long way in painting you and your firm in a positive light.
In terms of value, people want to know what benefit they will get by having you on their side. Translate your problem solving skills in a way that brings value in terms of time and money.
Listen and hear what the client or prospect is saying to you.
The problem with most people in business today is that they rarely listen. Most businesses fail on account of not being receptive to their customers even when they are talking to them directly. It is important that you be open to feedback at all times. Remember: if you don’t have feedback about the current situation, you are more likely to repeat what you are doing blindly hoping that you will be successful. Train your ears to listen to what the prospect or client is saying to you. It not only makes your products better but it also shows how courteous you are.
Envision solutions with your client or prospect.
As was mentioned earlier, the client wants a problem solved. They pay you to solve it and that is that. However, they will feel much better knowing that they had a hand in solving the problem. This makes them feel good and they associate that feeling with you hence guaranteeing you repeat work. Ensure that they know their voice is heard and their suggestions are taken seriously; you might always agree with what they are saying but the gesture of appearing to agree goes a long way in creating goodwill.