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Selling Services:
How to get in front of new clients
Agenda…
Why Selling Product is different from Selling Services and why that really matters
How commercial clients buy trusted advice
How to build a sustainable stream of new client opportunities
About You…
About You…
Expert
Improving
Beginner
• Finding new clients is easyExpert
• A bit hit & miss..Improving
• We win clients that call us…Beginner
About You…
About GenLead…
Help Law firms meet & build relationships with new clients
About GenLead…
Law Society ConsultingTelemarketing Partner
Selling Services Vs.
Selling ProductWhy it really matters.
Are you selling Services or Product?
Selling Product?
• Boxes of stuff.Product
• Clients do know how to buy.
Buying Process
• ‘Feature drivenWhy Clients Buy
Buying Services…
Selling Services?
• Guidance.Services
• Clients don’t know how to buy.
Buying Process
• Complex• ‘Outcome driven’
Why Clients Buy
Being ‘Sold to’
Why This Matters…
Why This Matters…
75% Of clients do not feel confident about
buying Professional Services
Why This Matters…
50% Of the UK population say they don’t
know what Lawyers actually do
Section Summary…
• Clients don’t like ‘Being sold to’
• Clients don’t know how to buy from you
• The profession is not confident about selling
How Clients Buy Services & Trusted Advice
3 Scenarios...
• Trusted advisor• Outcome drivenTrusted
• Build a better world...• ComplianceImprove
• Pain• Time pressureFix
Outcome Driven...
What outcome do you give your
Clients
What do you say you are?
Compare
Outcome Driven Example...
Help Clients Pay Less Tax
Qualified Tax Accountant
Compare
Section Summary…
• 3 Scenarios that drive a need for Professional Services
• What you are vs. The outcome you give.
How to build a sustainable stream of new client
opportunities
Introduce Nurture Collaborate & Close
How to build a sustainable stream…
First contact...
Introduce
First contact...
IntroducePhone
ContentFollow Up
Introduce
• Owner/MD• Estate Agency• £2m - £20m• M3/M4 Corridor
Accountants – Target Audience...
Outcome Driven - Accountants...
• We help the owners of Estate Agencies Make more Money and Pay less taxTrusted
• Specialist in Accountancy services for Estate AgenciesImprover
• Full service Accountancy firm.• HMRC Investigation expertsFixer
Build the relationship...
Nurture
Nurture
Buying Scenario?
Reinforce (Content)
Dialogue!
Presence
Build the relationship...
Move it forward...
Collaborate
CollaborateChallenge
Outcomes?
Test
Package?
Move it forward...
Review – How to get in front of New Clients...
Review – How to get in front of New Clients...
1. Services or Product?
2. Use Outcome language
3. Understand buying scenarios
4. Build a consistent client acquisition function
5. Maintain an outcome driven dialogue, reinforce it & stay present.