Monday, 7 December 2020

How to sell advice or find self-employment

Hello everyone, today I would like to give you some tips for finding new customers if you sell advice. The same techniques can be used by those who are at home looking for work and want to be self-employed.

Let's start immediately to sweep the field from the obvious objections that come to the mind of professionals by reading these lines:

it's true, there is a crisis out there, but if you don't do something, the problems don't solve themselves

if they told you that to find work and be successful you have to work hard and send 10,000 resumes and presentations without ever stopping ...

if you think that to be successful you only need recommendations and the ability to manipulate people you are on the wrong path and you can go back to point 1 without going the way

if you do the things you've always done, things are unlikely to change

Finding a client means selling something, even though I know full well that an accountant, a lawyer, and most other professionals believe the word sale is a misnomer for them. Do you have a client? Well, you are a salesman and if you are not in a while you will no longer have a job.

Accepted that I am also a seller (and later I will give you other elements to consider) I want to reveal a secret: all the objections that I have listed above and, in truth many others that I have not listed, are the classic ones that a seller raises that does not sell and that successful ones can easily overcome.

All this should reassure you: there is crisis, competition, little money, the end of the world getting closer and closer, all the bad luck you want, but if you follow the right techniques that successful professional sellers follow you get results.

Just adapt, as I did and today I'll reveal some secrets, the techniques to the person who has to apply them, who is still a professional and not a pure salesman.

If everything is clear to you, let's continue with the utmost simplicity by commenting on three very important points in order to have successful sales.

My service is good for everyone

Error! Unfortunately it can't fit everyone. There is no product or service that suits everyone and therefore focusing only on the customer potentially interested in your service should be the first rule to follow. it is clear that defining your target requires a challenging and delicate activity (which I have already illustrated in other articles), but it is essential.

Look at this cartoon and tell me why, in its simplicity, is it very smart?

The one who thought of this technique (which I do not invite you to copy of course, at least in these terms), did not send mountains of flyers with the words "I repair glass better than others", but a note with a note written to a few and "selected" people simply "If you need to fix a window call me". In practice, he communicates with certainty only with those who are potentially his customers because he has a specific problem (which in this case he has caused him).

A parodox, we agree, but without many customers who want your service, you don't go anywhere.

You must therefore understand what problem / need you are able to satisfy well and communicate only to companies that you think have that problem.

I use several advanced techniques to profile contacts in order to focus communication as much as possible, but here I suggest how to proceed in the simplest way possible.

Mainly divide your customers / contacts according to emotional criteria. Remember that a customer is a person who has problems, thoughts, anxieties, expectations and it is by working on these that you can amaze him by appropriately adjusting your communication and your offer.

Without revealing too many tricks of the trade I can tell you to focus on the effects of the customer problem and not on the causes as everyone does. If you are an expert in the sector it is easy to understand what the nuances of this activity are.

Only after having done this work, depending on the service you provide (for example security), do you collect information such as:

·         type of company

·         Number of employees

·         employee information

·         corporate sector

·         geographical area

·         employer

·         age

·         car he uses

·         relationships with customers

·         relations with suppliers

·         types of accidents / near misses

·         sanctions

·         customers in Italy / abroad

·         what service do they use if they already have one similar to yours

·         who bought it from

·         etc…

I'll give you an example to understand the differences between those who do this exercise and those who don't:

if you find yourself in front of an entrepreneur who is the father of a family and is worried about the fate of his children that should happen in the company that you know is threatened by the crisis it is important that you formulate your proposal to make it clear that your service has as its purpose the tranquility of the family.

Do you think it makes no difference? Instead, that's the difference. The customer does not buy a service, but the solution of a problem and the bigger the problem, the more he is willing to pay. It's up to you to find the real problem even if the customer, perhaps, keeps it well hidden.

Only when the customer is sure that you are the right person will he sign the contract and in the meantime listen to your competitors too.

My serve is beautiful

Let's imagine that someone has talked about you to a customer and that he contacts you (it is already a great luck because at least he called you) to get information on what you do.

Normally the scheme you will follow will be, in a nutshell, the following:

The prospect will tell you they want something, for example ISO 9000 certification

You will start talking about your service, the software you use, that you do little paper and that to make a serious offer you have to take a tour in the company

Go to the company to check, explain well to the customer everything there is to do

You come home and send the offer

You look forward to the customer

Maybe up to now it went well for you and the whole tour ended successfully… but nobody believes it, many times this procedure has proved ineffective because the customer then chose a cheaper one than you.

But what did you do wrong? If you did not take the customer something you were wrong, maybe just because you did not realize that the customer did not intend to buy, but he inquired and you wasted a lot of time.

Your main mistakes are as follows:

you do not consider that 99% of the customer has already talked to your competitors, has already heard the same things you say many times and therefore it is useless for you to use beautiful adjectives to describe yourself

You just evaluate his request without going to the bottom of the problems he would have if he did not receive what he asked for. If he does not certify what happens, does he lose customers who force him to certify? Are you unable to organize the company as he wants? How much would it cost in euros not to be certified? Do you have a prosperous situation or does losing one customer mean failure? Is there a different way to solve his problem? If you just say what "What do you want?" drop your chances of taking the customer home.

You are afraid to immediately talk about the price, you think that after you have explained your fantastic proposal to him he will be so eager to buy that he will not wait to sign the contract. But do you realize that this has never been the case for your customers? The truth is that if the customer has no idea how much to spend on solving a problem, they don't buy. So better clarify immediately and establish a budget to think about and, also for this, there are various techniques that I apply.

the offer you make is often so detailed and defined that, to all intents and purposes, it is a perfectly copyable project, exactly what the customer needs to understand your solution and have it done by someone else at a discount. The offer must be written in such a way that it does not constitute free advice and must leave room for defining some details in person. Also on this point there are many aspects that I explain to my students, but already what you have read can help you make fewer mistakes.

Only the price counts

This is the classic phrase of someone who has made all the mistakes I have listed above and has not brought home the job.

He does nothing that he hasn't considered the customer's problem, that he hasn't qualified the customer in economic terms, that he has done such a head to his interlocutor about how good he is and that he has done a mountain of free advice for which the competitors thank him , but still has the feeling that the only problem is the price.

Yes, only the price counts, it's true! When two services are the same, only the price counts.

 

If for the customer there is no difference between you and the competition, only the discount is worth and the work brings home the friend, or the friend of the friend.

A case as an example: the management control should serve to prevent the problems of a company and therefore it should be very easy to sell, what does it take?

Just a spin on LinkedIn to see what the consultants write and understand how, in reality, it is not easy to sell and this is why:

 

Instead of evaluating and considering the end of the entrepreneur if he runs out of money, the consultant talks to him about budget ratios

to talk about money with a person you need to be well known and in a position where the client wants to work with you

the customer is put in a position where the only security is to spend money in the face of uncertain results: all at his own risk

We are the usual, we fall back into all the errors described above, but (I still want to be proactive) if you propose a service with a guaranteed result (you pay me at the result, satisfied or refunded, etc ...) don't you think you would have much more chance? Reverse the risk, take it on yourself and put the customer in a position to buy with confidence.

Do you want me to tell you how I do? For obvious reasons I can't tell you everything, but let's say that I made sure that a phase of the service designed to demonstrate the achievement of the results I do it for free and I found the system to do all this at no cost for me.

I can understand that reading these pages may leave you perplexed because no one has ever told you exactly how things are.

Everyone is used to using different techniques, the ones that everyone uses and they work for someone, but now I'll explain who they work for.

The professionals who are successful and who do not need my advice are those who already apply the same principles (even if they adopt different techniques from mine) and this is because:

they are very well known

they cater to a select clientele

they sell high-priced services

They work because certain categories of clients think that for their problem that professional is the market leader, the number 1, the one for them.

I teach you to walk the same path and then be number 1 in your industry, in your area. For example: how to be known? How do you make the customers you have talk about you?

I will do other articles, today you have learned many things and you can apply them from tomorrow morning. Share the article if you liked it.

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