When selling professional services a series of challenges are thrown up when it comes to closing deals with respective clients and prospects. The sales term ‘closing’ has an associated seller-oriented focus which can be interpreted as putting one’s needs as a sales person ahead of those of the client or prospect. This is not a desired interpretation for those selling professional services.
The ‘closing’ model presents a series of conflicts between the belief that buying decisions are driven by rational decision-making, rather than emotion. The important factor is making the buyer of professional services feel comfortable about a rational decision they have to make. The emphasis has to be upon creating a high ‘comfort level’ for the buyer when making the decision.
Always be thinking:
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What is it I want them to do?
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How do they need to think and feel to do it?
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How can I make them think and feel that way?
Here are 3 tips on how to avoid key challenges associated with the well known ‘closing’ models:
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Avoid talking too much about yourself and the company you represent
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Avoid talking too much about the product or service you are selling
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Avoid pushing too hard or fast to motivate the buyer to act
As a recap, you want the buyer to feel comfortable with his/her decision. If you provide the buyer with the reasons to: believe that you understand his/her challenge and concerns; that you are dependable and that you are likely to place their interests first, there is a high probability that they will hire you/your services. It’s all about making the buyer think and feel the right way.
Moving away from the ‘closing’ model, which presumes a transactional, seller-centric, rational model of buying decisions; we should look at a model which is based upon trust in the seller.
Here are 4 tips on how to achieve a trust-centred model for selling professional services:
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Instead of focusing on the transaction, focus on the client relationship
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Focus on selling with attention to competence in solving challenges and delivering value, as an alternative to focus on qualifications
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Hear and listen to what the client or prospect is saying to you
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Visualise and discuss solutions with your client or prospect
For more ideas and solutions to tackle sales challenges, particularly relating to service and solution selling, using a more strategic approach, why not contact us here at Sales Accelerant on 0845 3058145 or via email info@salesaccelerant.co.uk
