Entrepreneurial Tip Corner: Selling Your Service
Click to Print This Page
- Anticipate the objection. Ask, “How have you solved similar challenges in the past?” This question guarantees that you don’t spend a lot of time in the sales process only to hear at the end (surprise!) that the potential client will now be handling the service on their own.
- Qualify buying style. If the customer's answer to the above question is that he had his nephew read a book and do the computer-programming work, or the president of the company went to a class and learned how to do office design in her spare time, you know this customer doesn’t fit the profile of someone who buys professional services easily. If you’ve got a customer like this on your hands, sell them on the value of saving two important resources: time and energy.
- Look for the match. On the other end of the spectrum, if the customer is the type who outsources practically everything, they are a prime candidate for utilizing your services.
- Be bold. Offer two or three ways they could fulfill their need on their own. In most cases, the customer will respond with reasons why they don’t want to try those alternative solutions. This exercise strengthens prospective customers’ resolve to buy from you. This reverse psychology is a great example of chutzpah, or boldness, in selling.
- Let them go. Believe it or not, this approach will increase your sales. Too many sales reps spend their limited selling hours with unqualified clients. Respect everyone’s buying motives, even if you don’t agree with them. Rather than waste your time, move on and look for new customers—or new business from current customers.
- Be encouraged. There are job prospects out there. In the home improvement industry, big-box stores such as Lowe’s and Home Depot have contributed to the success of contractors by making homeowners eager to renovate. Many are inspired to tackle a renovation project on their own only to discover that getting a professional-quality result is a lot harder than it seemed. The next step for these reformed do-it-yourselfers is to hire outside contractors like you.