How to sell (position) a professional service

How to sell (position) a professional service

I managed business development in marketing agencies (formally and informally) over the last ten years and am a few weeks into building my own business.

It's fair to say it can be a challenge identifying, attracting and convincing new customers to spend money on a professional service they may not have realised they needed - and then spend with your company.

Marketing has a patchy reputation at best, with a broad spectrum of quality and price points targeting boardrooms that view the discipline as a cost rather than an investment. In some businesses it is even more dire; there is a failure to grasp how good marketing strategy and customer focused branding can transform an organisation, and it is assigned to people without the experience to manage it.

In the marketing game, there is also the uncomfortable acceptance that you often pitch your ideas for free to secure the work. Would those same clients offer free product trials?

It's a difficult environment to trade in. Yours may be the same.

For a long time, I counselled teams on avoiding cold calling, instead working to develop marketing led approaches that build awareness, resonance and value in the mind of a prospect over time. 

Then, when it does become time to call them, they are more likely to know who you are and take your call.

Is the horse or the water the problem?

I'm no expert, but from experience some horses can't be taken to the water; others can be taken to the water, but they won't drink it; some may see the value in drinking the water, but will not drink the water; and others will not see the value in drinking it and won't. 

How do we get the the proverbial horse (our new customer) to the water?

There is the insurance purchase approach - i.e. if you don't buy this from me, bad things will happen to you. This plays on fear of not making a decision or making a bad decision.

There is the glory purchase approach - i.e. if you buy this from me, amazing things will happen to you. This plays on the positives of making a good decision.

There may well be others but look around and you'll see marketing that is either based on fear or aspiration.

Positioning a professional service

You need to take a few steps back and give yourself the best possible chance of making a first impression. (You rarely get a second chance). Here are some of the things I advise clients to build on:

1. Stand for something

There is much talk about 'content' right now and how every business should create it. I know because I talk about it. But it has to be relevant, engaging, interesting and helpful. Any content has to be based around customer insights, known problems or barriers to greater success. It has to stand for something and be something that no-one else is saying.

2. Show up

Be where your audience is. Regularly. Don't assume you can draw them back to your website, blog, media centre. These assets are important as you shouldn't pitch a tent on rented land, but you need to hang out in the recognised watering holes in your industry and observe the interactions and discussions that are going on within them - understanding who is asking, who is answering, who is fulfilled and who is not.

3. Show you care

Don't just be the noisy salesman in the room. Consider your role as an industry facilitator, connecting and improving the collective lot of the community. These companies are the ones that succeed. Two great ways to do this: Share industry news and views. Or take the lead on cross-company initiatives to create trade associations that lobby for improved legislation or to raise standards.

4. Show credibility

Professionals act. Professionals deliver benefits. In telling your story, don't be shy about using evidence based materials to demonstrate your credibility. Admittedly in a number of b2b sectors, it is getting harder to mention who you work for or what you changed for the better, but being able to talk about making significant process improvements to Tier 1 companies operating in the aviation sector still give you enough to get in the door even if you can't paste it all over a website.

5. Give of yourself

This is harder for larger companies but it is important when executing an expertise sell.

There are a number of reasons why I tweet (since 2009), blog (since 2008), use Linkedin (since 2006), comment in groups and engage on social media seemingly around the clock.

Fundamentally, it is to learn by doing and in turn help others learn on chosen topics. Logically, then when my connections and contacts have a need for a particular service, they might recall me and make a request.

Over that spell, I have secured marketing projects, new retained accounts, publishing deals, speaking commitments and more from doing these things. You could and should too.

Summary

You might be able to sell people something they don't want. But you can't sell people something they don't believe in.

Other Linkedin Pulse articles by Rene:

For more on how we can help you position your business to the people that matter, visit www.visionb2b.co.uk 

John Munro

Senior Agile Project and Change Manager

8y

Good post well with a read.

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Hemong Patel

Digital Marketing Specialist @ BOC UK & Ireland | Master's Degree in Social Media

8y

good post

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Dan Södergren

Keynote speaker / trainer / author on the #FutureOfWork, #Technology, #AI and #DigitalMarketing. On stage, TV, radio and podcasts. Available for keynotes / trainings and workshops.

8y

Nice

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David Sayce

2024 Global & European Search Awards Judge | Senior Digital Marketing & SEO Consultant | Digital Lead at Forsters LLP | Specialising in Law Firm Digital Strategies, Technical SEO, and Accessibility Audits

8y

Thanks for sharing your thoughts Rene! Very interesting!

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