The hardest part about selling a service is convincing the buyer that they can trust you.
When a person buys a product, they are doing so with the intention of taking something home with them in return for cash. Whether it is a new car, iPod or fast food, the exchange of money for goods is an acceptable form of business, and often results in the creation of trust immediately following the transaction.
“This service sucks!” is a statement that is preceded by a smiling face and an unspoken agreement to bring someone’s food or drinks in a timely manner. The final product is now a based on the perception of both the patrons of an establishment, and the employed server charged with providing a solid service. There is nothing to circle in a catalog or take for a test drive. There is only a promise of satisfaction.
Related Post: How Loyal Are Your Customers?
For many service based industries, the idea of selling makes them cringe. Trying to sell strangers on the assurance that what you are offering is both factual, feasible and worth the cost of doing business, is by far the hardest type of transaction to complete. No matter how genuine the pledge, there is always a tiny bit of doubt that rises up from past experiences that may have turned sour. Both the client and the contractor are left wondering if the other will keep up their end of the deal.
As a person that is hell-bent on building a successful marketing firm, I understand first hand how one responds when approached about doing business that calls for an exchange of funds for anticipated services. But lucky for me, I figured out how to break down the walls of resistance, and ensure every engagement ends in the signing of a contract.
I thought it was impossible at first. Everyone looked at me like I was trying to sell them a healthy dose of snake oil. But, just like everything in life, experience proved to be the best teacher. Soon I stopped caring and started making money. Even better, I now make new friends in the process!
And to me, they are priceless. Anyone that sells a service has put a hell of a lot of time in honing their skills. I started putting confidence in my abilities to help people. Once I started to believe that what I was offering was worth every penny, people naturally started to see things from my point of view. Their fears dissolved after being soaked with my confidence.
There are a hundred local plumbers, sixty electricians, and forty-seven exterminators. Which one do you choose? I will hire the one that does the best job explaining why they are different from the rest, or the one that isn’t scared to point out their flaws, but is extra aggressive at highlighting their strengths. Being one of many is only bad for business if you have nothing great to offer!
Once you start to understand that those prospects you’ve been targeting have lives outside of their profession, and start interacting with them on a personal level, the flood gates of business will open. People want to be treated like people. Exchange common interests, talk about fishing, and develop a friendship. Friends like doing business with friends.
Don’t be afraid of a little constructive criticism. Humans make mistakes, but the key is to learn from them. Maybe you are a little too aggressive with your sales pitch. It is always better that someone tells you now than losing gobs of cash in failed attempts to garner more business.
Just like a parent putting their child’s needs in front of their own, you will have to take action to ensure your customers are completely satisfied. If that means a few extra hours in the office on a Friday night, than so be it. A little sacrifice will prove to be the best investment you’ll ever make.
A well-developed system, designed to keep your service offerings both consistent and of the greatest quality has been the cornerstone of many Fortune 500 Goliath operations. There is no reason to approach every new prospect differently. If you find a way to provide value that is easily understood the first time, don’t attempt to alter your methods.
Never try to sell an incomplete service. It will blow up in your face every time! If your offer isn’t water tight, and there is a chance of failure, you need to make repairs before you present it to your customers or clients. People are trusting in you to honor your commitment. Don’t deceive them!
That’s it. No magic Voodoo or secret sauce. If you offer a quality service, and are passionate about your business, people will start seeking you out. Just be different! That’s what we want…
Let us start building trust by connecting with you on Facebook! Hey…it’s a start. ~Andy