I recently visited the Palo Alto Farmers’ Market. It was an
amazing experience. On a Sunday morning, growers of produce from all over the
region converge on one street and frantically arrange their booths and wares
with an eye to curb appeal and easy access.
“Aside from the set up and tear down, the hard work is done
by the product,” said one vendor. “People like to squeeze the melons and choose
from lots of samples. I just let them and take the cash.”
I wish it were as easy to sell professional services in
today’s marketplace. Helping clients
choose me over the other guy for their marketing plan or branding campaign
involves my doing something that makes me feel uncomfortable: I have to toot my
own horn.
Oh, I use my LinkedIn page
and other pages
to post reviews and testimonials. But
inevitably, at some point I have to tell someone why I think I’m better than
the other guy. To me, that whole
conversation feels uncomfortable.
I’ve discovered that I am not alone and that one of my
favorite sales thought leaders, Carol Costello, has written a new book about
the subject with advice for professional service providers like me. Her eBook, Sell Yourself without Feeling Pushy,
Creepy, or Weird! It is
available on Amazon. Not only does
Carol zero in on the reasons why some of us have problems selling our own
services, she also offers some strategies for surmounting these problems. Spend
the $2.99 and get your copy. It’s worth it.
Sometimes we need to sell our services through proxies. Have
you ever had a client say, “I like working with you, but I have to present you
to The Group, and they make the decision.”
Selling my service indirectly is easier for me, but sometimes the
outcome is unpredictable. Sales training notable Anthony Iannarino
says that success results from arming your proxy with the information or talking
points they need to make your point for you. You also need to protect your
in-client champions by anticipating any possible objections they may encounter,
say about solution differences and price, and providing them in advance with justifications
that they can deploy if challenged. They need to look smart; if they don’t, their
decision to recommend your solution could reflect poorly on them.
“When you know that differences in your solution and your
competitors’ could raise eyebrows, then you have to provide your prospective buyer
with the reasons to choose you,” according to Iannario. The bottom line for me is that I can overcome my
squeamishness about selling myself if I hold onto a few key ideas:
1. I
may not be the only choice, but I know I will work harder to deliver value for
my client than anyone else. Loyalty and commitment count.
2. I
know my clients and their needs very well. I know that I am recommending a
service (provided by me) that can improve their business.
3. In
today’s marketplace, it is important to share the sandbox. Companies that
succeed are able to blend good ideas and services from a number of providers.
Knowledge worker integration is the key to measurable success. I know that I
work well in that kind of setting and my client will benefit.
Selling professional services is not like selling fruit.
After all, a vendor needn’t rave about his fruit but just lets customers tap
a melon, sample a strawberry or a grape.
So unless what you’re selling is strictly your looks, unless you’re a
model, you’re going to need to speak up to stimulate an appetite in prospects
to give you the chance you need to prove your worth.
