It’s no secret that services can be one of the hardest sells to make. After all, you’re getting someone to take the leap on paying for something they have to engulf in, which requires a pretty big belief in what you’re selling. However, with the right mindset on how to approach a customer, you too can start bringing on more of a following in no time. Here’s how:
Focusing on long-term relationships
Make no mistake, the days of the “hard sell” are over. As people have more access to information than ever before, they rely less on brands to be their sole resource. This means that they’re coming into your business with an established knowledge base, which you should use to start a conversation.
Let’s say, for example, that I’m an electronics retailer who's chatting with someone about a TV. While I know in their price range there are a few good options, if they were able to save just a little bit more and come back, they’d be able to purchase something that will be of much better quality. Being honest with them about that will more likely than not build trust rather than just trying to get them to buy immediately. This will extend the lifetime of that customer, as well as provide a return of a much higher value.
While this strategy is only applicable to a certain number of industries, being able to pitch how your business could help with the personal development of someone will win them over forever. Granted, this can come off as somewhat disingenuous if you’re trying to make too loose of a connection, but it can fit perfectly if you’re taking a holistic approach. For example, an addiction treatments center would most likely try to take on helping people develop over months to years, which if your business is in a similar lane, would bode well for you, too.
Educating the customer
Although people have access to a wide range of information, being a part of that educational process in a meaningful way can be an excellent manner to gaining more customers. This is a key indicator that shows not only honesty but a dedication to your craft at hand. And if you’re looking to increase the subscribers to your service, then there are a few options you can consider to keep it consistent.
Perhaps one of the most popular methods to showcasing your knowledge base is a blog. For example, if I’m a computer software company, then writing about the latest and greatest in antivirus developments would bode well for building trust with my consumers. The overarching goal here is to make yourself the primary place people go to when they want to learn or gain insights about an industry, so brainstorm on where you can fit into that space.
Creating a community
Community building is one of the most vital aspects of any company looking to make an impact online and something you should definitely be mindful of when formulating your digital presence. This includes sparking interesting discussions, hosting events, and even keeping up with your social media management. Implementing a ‘human’ element to your interactions is vital because as a survey by Nielsen notes, approximately 84 percent of respondents believed that word of mouth recommendations from and friends family was the most trustworthy source. And if you’re looking to gain traction like that, you need to start to focus on community building.
Try to come up with a list of topics to post about on social media, including current trends per your industry. Additionally, if you have the capacity, then holding a local meetup or hangout could be a great way to gain engagement as well. The point is to get people talking with you so they start talking about you, which is going to require a fair amount of outreach.
Finally, if you’re looking to bring new customers on for the long haul, then you need to focus on starting small with your selling point. This is a classic strategy, but one that has been proven to work time and time again. In fact, as ContextSmith notes, it’s 60 percent more expensive to try and get $1 from a new customer than it is to upsell a current one, which is why if you’re trying to bring in new business, selling from a lower price point is much easier to work with.
To practice this, look into what you can do either about your online or in-person display that can hone in on a solid price point. Honestly, you’d be surprised at how many more bites you’d have, especially in locking in someone for a great introductory program. All-in-all, the goal here is to increase ROI by investing a little bit more each time.
With so many different approaches to use in selling your service, which one would you find the most beneficial? Comment with your answers below.