Chances are your product is invisible if you work in the services sector. I am not saying thatyou are invisible just what you provide is. Thesales process is completely different for a product than a service. When you sell a product, you are selling something that people can see, feel, touch and even taste. The client has the choice to try it and can decide if they like it,need it, and can possibly afford it. However, when you sell a service, it’s different, you are selling a promise. It is not possible for your clients to evaluate what you are selling them; only time and your overall performance will tell.
The Issue with Selling Services
We find at times the biggest issue is that your clients don’t always know if they need your service in the first place. It is also very hard to price your offering, since the price will vary depending on the time and extent of the engagement. We have noticed, from our own experience and that of our clients, if you try to sell your service as if it were a product, not a service, by focusing on the features or benefits instead of your relationship you will underachieve.
Why People Buy Services
Generally, clients will only come to you for your services if they cannot or will not perform the service themselves. It is also true that starting out your clients will have no knowledge of what is required but that’s why they came to you. So, starting out try not to focus on the details but stress how your company and staff are the right people. Make your client feel comfortable that you are capable of performing the task successfully. Look to build relationships with your prospect and potential clients. Your goal is to make sure they feel valued by you and your company and know that you are prepared to go that extra mile. These are the things that motivate clients’ decisions about whether or not they use you or your company.
Too many service companies get confused and think that their service comes first. Instead concentrate less on trying to make your clients want your service and more on making them feel wanted. By developing a strong and lasting relationship with your clients, they will undoubtedly refer business to you. When it comes to the service sector, clients often go where someone tells them to go. And as a service provider, you need to build a base of clients who are willing to refer their network to you.
What to Avoid When Selling Your Service
1: Over-confidence: You might feel that your service is above average and better than your competition, it still might not be as good as it could, or should, be.
2. Assumption: When you begin to market your company, don’t take anything for granted.
3. Competitive Strategy: Your true competitors are not necessarily other companies – often they are prospects and clients. Look to relax any fears.
4. Pricing: Pricing is always hard to figure out. When you set your price, use this as a rule of thumb; watch your customers’ reaction. If no one complains, chances are your price is too low. If everyone complains, it’s too high. Your goal should be to look for a level of 15 to 20 percent resistance.
5. Silence: If someone isn’t complaining, it doesn’t necessarily mean they are satisfied. In fact, in a service relationship, it may mean that your customer is dissatisfied. Keep your relationships in constant repair.
6. Over-Selling: If you create an impossible gap between what your customer expects and what they get, you have set the stage for dissatisfaction.
7. Your Offering: Your clients aren’t necessarily looking for the best or most skillful provider. They are looking for a relationship with someone they can trust. It’s important to be good at what you do, but it is more important to be good at who you are.
