9. Module 1
How to Sell
Professional
Services
“how you think about business development
will to a large extent determine the outcome”
Bernard Savage
10. What attributes do you need to sell
What attributes do youservices? sell ?
professional need to
11. Positive attitude
Do you “engineer
serendipity”?
Are you
enthusiastic &
passionate in your
conversations?
People buy
from people
12. Focus
How clearly can you
describe your
targets?
What does success
look like for you?
How is your activity
connected to your
marketing plan?
Are you fishing in the
right ponds?
13. Excellent communication
Are you actively
listening to your
clients?
How much time do
you spend listening
to your clients?
Do you really
understand what
the market wants?
15. Follow a system
Cold Prospects
(identified as having potentially great potential)
What system are
you using to attract
new business?
Warm Leads
How many
conversations you
Opportunities
need to generate
potential
Proposals & Quotes opportunities?
New
It’s a numbers
Customers
game!
20. Make a commitment and talk to yourself!
Remove scepticism and
cynicism
Think positively and talk to
yourself
Be disciplined and banish
all hindering thoughts
Adopt new habits
21. Use CATs to boost confidence
Positive Capability Affirming Thoughts (CATs)
“I’m “I will make
“Come on you “Keep
determined to that phone call
can do it!” smiling”
get this done” NOW”
“I’ve done this “Think of the “I am going to
“Stay
before – I can benefits when enjoy this
confident”
do it again!” you finish” event”
23. Focus on making small steps
What does marketing activity this month look like?
How many conversations do you need to have this week?
Who do you need to contact today?
24. Break down your plans into bite sized goals
BIG GOAL: Run Marathon (26.2 miles) One year from today
Key Milestone 23 miles 11 months
Key Milestone 19 miles 9 months
Key Milestone 13 miles 7 months
Key Milestone 9 miles 5 months
Key Milestone 4 miles 3 months
26. People buy on emotion first, logic second
Your clients will assume that you are technically competent. Technical
competence will not be the critical reason that someone instructs you
28. Show empathy & put yourself in your clients’ shoes
Have you visited your Do you buy your clients
clients premises products & services (or
recently? competitors)?
31. Questions for you to answer
How are you going to
build an emotional
connection with your
clients and prospects?
How are you going to
stay visible with your
personal key contacts?
32. How to
influence, build
profile & stay
visible
“successful marketing is about intelligent
elbow grease – do the right things & do them
often. You must stay visible to make it easy”
Bernard Savage
33. Lead Generation model
£ budget/ revenue target Your Sales Pipeline
‘Coffee’
Lead Generation
Speaking ‘Coffee’ Conversations
Press
Networking
Fees unsecured ‘Saw this &
Prospects
thought of you’
Referral strategy
E marketing
On line
b Pitches
Fees secured
or expected
based on £
existing client
repeat business
& brand
35. ……….or is this more typical?
“a new
“we always “its time to corporate id
have a golf print a new will make us
day” brochure” look more
modern”
“the magazine
“we need to said that they
“xxxx
refresh our have a special
always
website offer if we
sponsor
because the advertise in
events”
executive think the Dec issue”
it looks dull”
37. To influence your target ‘touch them’
6-8 times across 12-18month period
38. Use a variety of different methods to
attract your prospect
On line,
Video
Communication Telephone Email Face to Face
conference
eg extranet
or blog
format
Seminar Networking
Newsletter Hospitality PR
invitation event
Marketing
Send an Provide Hand written Write article
article a referral or Thank You Case Studies for prospect
activities of interest introduction note publication
Support Speak at Provide
Podcast Testimonials
charity Team Meeting FREE training
39. Stay very close to your friends
(clients & potential referrers of work)
40. Client retention is more profitable
Investing in client development
(the right ones) is ten times
more productive from a
marketing perspective than
chasing prospects
Increase in client retention of 5%
leads to an increase in
profitability of 14%, yet an
increase in new business of 5%
only delivers an increase in
profit of 5%
Source: Bain & Co consultancy
41. Immerse yourself in clients world
Read trade press; attend conferences;
visit clients location; understand key
issues; talk their language….what else?
45. 1. Don’t sell, drink coffee
Demonstrate
empathy to build
trust – simply ask Success is creating a
questions & listen dialogue, not a sale
attentively
46. Questions to ask at ‘coffee’ meetings
What the prospect does Why the prospect does it that way
What do you do? Why do you do it that way?
Tell me more about….. What are the advantages for you of doing it that way?
What is the company’s strategy? Why did you decide to call us today?
What kinds of projects are you personally handling Who is involved in making the final decision to….?
now?
Who the prospect is currently working with
How the prospect does that
Who are you doing it with?
How do you do it? What do they do well?
Tell me more about….. What areas do you feel could be improved?
How is the company reacting to [the current economic What is the reputation of xxxx in the market place?
downturn]?
How do you differentiate versus your competition? Whether and how you can help the prospect do what
he does better
When and where the prospect does what he does
How can we help you do it better?
When and where do you do it? How are you going to choose who you’ll be working
Tell me more about….. with?
What are your plans for….? Have you ever worked with another company like ours
Where do you hope this….leads you? before?
What kinds of relationships are you hoping to develop
in the future?
47. 2. Speak at trade events
You have a captive You will build profile
audience to & thought leadership
communicate with credentials
Its more cost Change from
effective than just ‘interruptive’ to
attending events ‘permission’
communication
48. 3. Follow up within 72 hours of networking events
Sell the ‘coffee’ not
your credentials
Friendly & informal
tone of voice
Email is easier than
phone
Don’t limit follow up
to just those people
you met
49. Just email and say
“Hi John,
Good to meet you at xxxx yesterday. Hope your head is not as sore as
mine this morning!
I am in yyyyyyy 21st Nov and would love the opportunity to learn more
about ..... Have you got 30 minutes for a coffee?
If this doesn’t work, perhaps you can suggest alternatives in Dec –
perhaps we can meet on a future visit to yyyyy – planning another visit
4-6 weeks later?
Kind regards
Peter
50. 4. Get articles published – both print & on line
What trade press
do your clients &
targets read?
Participate in
LinkedIn groups
51. How?
Identify what your targets read & cultivate
relationships with journalists of publications
Find out publication forward features
Write interesting articles that fit tone of voice
of publication – make it easy to get placed
52. Embrace on line media
Segment groups
you want to
influence &
research where &
how they
communicate
What problems do
you see on forums?
53. 5. ‘Saw this and thought of you’ hand written note
Send articles of interest,
eg best practice
Provide market
intelligence
Your aim is to stay
front of mind & show
you care
54. 6. Ask for referrals & testimonials
You are mitigating risk for potential buyers
55. Perhaps we don’t ask because………
Not the
Embarrassment Awkwardness
British way
Never Doesn’t seem
Fear of rejection
think of it professional
If they knew someone,
they’d probably mention it anyway
56. Different types of referral
Value of referral
Please mention my name
& here’s what you need
to know
57. Different types of referral
Value of referral
I’ll call, email or
write for you
58. Different types of referral
I’ll set up a
meeting & make
Value of referral
the introductions
59. You might say
“We want to grow our business and I’d appreciate your advice
on who you think I should be talking to”
“Would you feel comfortable recommending us?”
“Who do you know who might also appreciate the services
we have provided you?”
61. Show that you understand the prospect’s
position
Paint pictures of profiles of clients you have
helped (Context, Action, Result)
You can protect anonymity
62. Focus on building trust
Rapport
Share intelligence
Provide introductions
Deliver on promises
Be consistent
63. How you can win new business:
Your 7 winning sales strategies
1. Don’t sell, drink coffee
(focus on building relationships, not fees)
2. Speak at trade events
3. Follow up (quickly)networking activity
4. Get articles published (on & off line)
5. ‘Saw this & thought of you’
6. Referral strategy
7. Case studies & testimonials
64. What action are you going to take?
Plan the work;
& Work the plan
Make a
commitment to do
something; do a
little & often
Measure activity
