How To: Sell Your Service in 3 Easy Steps September 22nd, 2008 · 6 Comments by Julie Steelman, Ladies Who Launch member, Orange County, CA Selling a service is very different from selling a physical product, because it’s an inanimate object. Buyers want to know they’re getting something wonderful for their money, but you have only words to describe what you offer. So be sure to choose them wisely. Challenge: How do you articulate your value proposition such that you make money? If you follow this simple, quick, and methodical approach, you will have developed your pitch and be able to effectively sell your service. 1. Name your service so that the name alone piques a buyer’s interest and generates appeal for your company. What I mean by naming your service is that you define the value you provide in a unique way that goes beyond the performance of the activity. In order to name it properly, define what it is you do that someone else would rather pay you to do. For example: The service I provide is to take care of animals for busy people who want the best for their pet. Are you a dog walker/sitter only, or a pet caretaker? See the difference? 2. Highlight the special ways that you orchestrate or deliver your service and assign your service some descriptive terms. What is special about you and why do people like to work with you when they need this particular thing done? If you get stuck on this part, ask supportive family members and friends for some ideas. You might be really awestruck at some of the answers you receive. When you hear wonderful qualities about yourself, own them and use them. For example: When people hire me to take care of their animals, I spend time nurturing the pets and creating a space in the home for the animals’ enrichment. Clients tell me their pets are much more loving when they get home because of my special touch. 3. Think about your service and the unique aspects you provide. Ask yourself what value your service offers to someone. Make a list of at least five benefits a customer would receive as a result of hiring you and/or using your service. Make sure to write down as many things as you can think of and ask a supportive friend to review it and add to the list. For example: Some benefits of using my service are a) pets are much more healthy and get sick less, which saves a client money, b) pets who have daily exercise and play time maintain their ideal weight, c) pets who are loved during the day tend to be much more happy to see their owners, d) pets, being social animals, love the interaction and live longer, and e) pet owners experience less daily stress since they know their animal was cared for. By putting all three pieces of the above approach together, you now have your unique message and story about what you offer. When asked what you do, you can answer succinctly and also be able to handle any objections that might arise because you know your special characteristics. Key example: A potential client calls me and wants to inquire about my service. This is what I might say: “I am a pet caretaker and my goal is to nurture your pet so they are happy, healthy, and live longer. What I do that is different from pet sitters is to spend time playing with your animal and acknowledge them with loving touch. My hope is that you will experience a reduced stress level knowing your animal was well pampered while you attend to other matters.” Articulating your value: The value of your service is the unique way you deliver it and the ease that it offers your client. Taking the time to think about what is special about working with you will pay off now that you can articulate your differences from another service provider. The key thing to remember is that you are always offering value. Selling is just the ability to articulate your offering well and educate clients enough so that they know choosing your service is the right decision. Julie Steelman is a member of the Orange County, CA, Incubator and the founder of Sales Nirvana. www.SalesNirvana.com For more articles like this, visit www.ladieswholaunch.com, the first company to provide resources and connections exclusively for women entrepreneurs.
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