One of the things I sell is podcasting services — studio time, editing, post-production, strategic sales + marketing implementation of the show content, guest recruitment strategy, and being the show host if they need me. Not to mention broadcasting live from a client’s trade show booth…
Funny thing is, even though this is technically one “product,” each client looks at the service differently, implements it differently, and utilizes the content differently.
I didn’t sell them a one-size-fits-all service. I didn’t pitch them saying they had to do this my way. Each eventually bought because we crafted a package that made sense to them, and their needs.
I have dozens of prospects considering podcasting and content generation services from me, and all have a different notion in mind about how they will utilize my services and the content it generates. And unless you are selling very specific products that perform very specific functions, all selling is this way…
…if you sell successfully.
You have to adapt, or you will lose.
You have to seek to understand how your service, knowledge, and expertise best supports your prospect’s endeavor. If you don’t, you are demonstrating that you don’t really care, and are just trying to close the deal.
You have to be patient. Selling this way is harder, takes longer, requires patience, doesn’t fit well in a CRM system, and oftentimes frustrates your sales manager.
But in the end, the package you’ve adapted to best serve your new client ends up with better results, higher profit (for both parties), and longer-term loyalty from your customer.
Don’t be so hard-headed that things have to be done according to some spec sheet drafted up by an engineer who rarely sees the light of day. You are dealing with humans, who bring to the table specific sets of knowledge and experiences, and it is through this paradigm that they see opportunity in your service and/or product.
Your willingness to adapt demonstrates real commitment to making the business relationship work for both sides. This is what sells…
…not some damn spec sheet or a stubborn sales manager.
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[drawing by hugh macleod]