By Ben Botes
Speak to almost any self employed professional and most of themwill say that they love their job but don't care much forselling their services. Here's some advice to help all thosereluctant professionals who need to sell to clients.
A powerful presentation can mean the difference between securinga contract and losing one. Always keep in mind that yourcustomers will be inundated with competitors wanting to presenttheir case for stealing your business.
Giving a presentation is one of the most feared events inWestern society. In surveys of people's fears, death is usuallyranked around number six. Giving a presentation is usuallynumber one. Don't feel alone, this is a common experience.Ensure, before a presentation or meeting with a client that youhave done everything you can to be prepared.
As you go through the following four steps, think of thepractical issues of your specific service, how can you implementthese steps, what else could you do? In order for this module tobe effective you have to work through it and not just read it.Use this as your opportunity to become a great presenter.
Selling Professional Services Step 1 Be prepared
Before you go into a business meeting spend some time gettingprepared.
What is your product and its features? Who is your client andwhat are their needs? How are you provide a solution to yourclients needs? Why are you the best option for your client?Identifying reason why they might not want your product and howyou might respond to them. Make sure you will be able to deliveron the promises you make. Be professional in makingappointments, or use someone who can.
Selling Professional Services Step 2 Make a Great Presentation
Of course you are not going to make the perfect presentation atyour first attempt.
Start out by giving a brief presentation to your friends,stating your name and address. Follow this with a brieffive-minute presentation on your life and interests. Make ahabit of giving brief presentations. Despite all the discomfort,you will gradually get into the swing of it. Face that which youfear, and eventually the fear is removed.
When making a presentation to customers, focus on the benefit.Do not mention the cost. Can you imagine trying to sellLeadership Coaching programs for groups of executives in thesame company at £100,000 per annum? The simple fact is thatnobody has got £100,000 to spend on Leadership Coaching.Therefore, do not talk about the cost. Focus on the benefit. Theskills acquired by executives during the program will lead togreater sales, lower costs and greater profits, i.e. greatermanagerial ability for the foreseeable future. In fact, theprogram guarantees an increase in profit of £1 million in thefirst year of the program. If you focus on the benefits ofincreased managerial skills, and the £1 million added to thebottom line, then the £100,000 cost of the program does not seemexcessive. By the time we have focused on the benefit, then the£100,000 is mentioned at the end of the presentation as a meredetail.
Keep using expressions along the lines "what this means to youis...", "what this means to you is that sales will be increasedby 20 per cent, what this means to you is that costs will bereduced by 20 per cent, what this means to you is that you willhave the holiday of a lifetime, etc.".
Your prospective customer is permanently tuned in to his or herfavorite radio station, WIIFM - What's In It For Me? Listencarefully for feedback. Look for benefit as perceived by yourcustomer. You cannot set goals for other people, but you can usethe powers of love and suggestion on other people. The customermust feel that you are acting in his or her best interests. Youcan suggest to your customer that certain benefits work to theiradvantage.
Be positive. Be excited and enthusiastic about your product orservice. Speak confidently.
Dress for success. Be sure to present your product or service inits best light.
Use mega-credibility - who has already used the productsuccessfully, offer recommendations from other customers,present lists of clients, stories of satisfied customers, andindependent verification from other companies, researchinstitutes, universities. You cannot offer too much credibility.Nobody wants to be the first sucker to give it a try! Use yourjudgment to offer trial closes as follows: "is this the kind ofthing you had in mind?" "Is this the kind of idea that could beof interest to you?" "Is this what you were looking for?" "Doesthat make sense to you?" If you can get the prospective customerto nod or agree in any other way to one of these questions, thenyou are well on the way to making a sale.
As well as appealing to your prospective customer's desires, youcould also use a little bit of fear. You could mention the factthat your customer's competitors have already done it!
Finally, be prepared to handle all possible objections. Step 3Know how to handle objections
One of the scariest parts of the presentation is the possibilityof the customer saying no thanks. The truth is you are probablyexpecting it anyway. Be prepared for it. Practice what you'll dowhen someone says no. So they think they are not interested. Itis up to you to show them why they they do. Your initialreaction could be that you are not going to make the sale. Thisis incorrect. You have to understand that an objection is arequest for more information. As long as the customer isobjecting, you are selling. Only when the customer disappearshave you possibly lost the sale. Most objections are simplyrequests for more information. "It's not in the budget" means"can you invoice me at a later date?" Familiarize yourself withthe objections that customers usually make.
Rehearse your replies.
Compliment your customer for the objection along the lines"that's an excellent question ... that's an interestingobservation ...".
Handle the objection along the following lines: "many peoplefelt that way at first, but this is what they found ... that'sexactly what some of my biggest customers suggested at first,but this is what they found..".
Then, produce the evidence, produce the proof, handle theobjection.
For further ideas of how to handle objections, simply think backto the last time you went to look at cars and the sales personwould just not take no for an answer. Car sales people areespecially good at handling objections.
Selling Professional Services Step 3 Know how to handleobjections
One of the scariest parts of the presentation is the possibilityof the customer saying no thanks. The truth is you are probablyexpecting it anyway. Be prepared for it. Practice what you'll dowhen someone says no. So they think they are not interested. Itis up to you to show them why they they do. Your initialreaction could be that you are not going to make the sale. Thisis incorrect. You have to understand that an objection is arequest for more information. As long as the customer isobjecting, you are selling. Only when the customer disappearshave you possibly lost the sale. Most objections are simplyrequests for more information. "It's not in the budget" means"can you invoice me at a later date?" Familiarize yourself withthe objections that customers usually make.
Rehearse your replies.
Compliment your customer for the objection along the lines"that's an excellent question ... that's an interestingobservation ...".
Handle the objection along the following lines: "many peoplefelt that way at first, but this is what they found ... that'sexactly what some of my biggest customers suggested at first,but this is what they found..".
Then, produce the evidence, produce the proof, handle theobjection.
For further ideas of how to handle objections, simply think backto the last time you went to look at cars and the sales personwould just not take no for an answer. Car sales people areespecially good at handling objections.
Selling Professional Services Step 4 Closing that deal
A customer is someone who is willing and able to purchase thebenefit you offer. In a successful sales presentation, youeventually reach the point when it is time to ask for action,time to close that deal. You may or may not have already triedone or two trial closes. The following approaches are popularwhen it comes to closing:
You could try an invitational close: "should we complete thepaperwork ... should we arrange delivery ... should we give it atry ...?"
You could try an assumptive close: "let's arrange the delivery.... let's complete the paperwork".
Perhaps the most popular approach is the alternative close:"will you be paying by cash, cheque or credit card ... the blueone or the red one ... the deluxe or standard ... were youthinking of holding the program before or after Christmas?"
Another approach to the alternative close is the minor point orsecondary close: "will you take it with you now or would youlike us to deliver ... did you want it with the hardback or thesoft back?"
It is extremely important to note that once the customer isconsidering the answers to these questions, the purchasingdecision has already been made. You have made the sale. We arenow discussing mere details. On occasion you will be able toidentify a hot button close where the customer has got to buythe product because it's red in color, and it's the only red onehe or she has seen in two months.
On occasion the customer makes it perfectly clear that he or shemust have that armchair because it is the exact same color asthe curtains and the carpet in the living room. Given thechance, go for the hot button close. Identify the mostattractive feature to the customer and keep talking about thatfeature. Finally, congratulate the client on making such anexcellent selection. Then make an additional sale to the samecustomer.
Remember to follow up, you may not sell on the first visit orfirst occasion. Make a decision to go the extra mile, make thesecond effort, follow up your initial approach.
Contact the prospective customer once again within three days.You can always reopen a negotiation with new information, newprice, new terms, a better offer following discussions with yourboss. Keep your customer informed. Educate your customer toappreciate the benefit you offer and your competitive advantage.After making a sale, contact the customer within four weeks witha view to making the next sale. Follow up direct mail with atelephone call. Follow a presentation, visit or discussion witha note, small gift or a "thank-you" card. Many businesses havebeen completely turned around by the simple technique of gettingeach salesperson to send out a number of thank you cards everyFriday afternoon. Remember that it is activities which lead tosales. Ensure that your final contact with the customer isalways positive.
The customer must appreciate that you are caring, courteous andconsiderate. Do not be afraid to ask for referrals. Referralsalone can guarantee a successful business. Every customer shouldbe able to recommend you to two additional prospectivecustomers. Use your existing customers to create a golden chain.Ask your satisfied customers to provide you with a reference, anendorsement of your product, something on paper which you canuse to give you mega-credibility with prospective customers.
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