Selling a tangible product is a little easier than selling digital services, because at least people can see face to face what it’s all about.
So how do you go about selling your ‘intangible’ digital services to small businesses?
1. Find the pain points.
The first thing you want to do is find out their pain points and offer a solution for them. We covered how to find out a business owners pain points in this previous post.
The reason you want to do this is because the first thing you want to present to a business owner is the outcome. In other word, you want the business owner to start visualizing the solution in their minds.
And you can successfully do this by getting them to imagine their business without these pain points.
2. Focus on the outcome.
This is what business owners are most interested in. “What da heck can you do for me? Why am I talking to you?” And they don’t have much time. This is why you go straight to the outcome.
This creates “positive expectancy” for them. And it’s a very good mindset to have in general. Focused on the result, living the result, enjoying that result. You want to present yourself as the source of all this.
If they hire you for Facebook or Google ads, show them how much they can expect their conversion rates to increase. Show them how much more revenue it is going to drive for them. In other words, here is their current profit margin, this is what they can expect.
You’ll find that the more specific you get, the easier it will be to close the deal. This, of course, makes sense if you are offering a solution to their pain point and not something they don’t have an issue with.
So, if you go into details, it will be easier for you to seal the deal versus being general.
Because it shows you’ve done your research and understand their marketplace and issues that their particular business is facing. This builds more trust that you can actually solve their problems.
3. Emphasize the features and benefits.
Only after you got them interested by showing them the outcome will you actually market your product or service directly by mentioning the features and benefits.
If you do this first, you will most likely bore and annoy them, and it’s hard to come back from that. Start with getting them excited because they’ve found out you can make their pain points disappear.
The idea now is to get them even more excited about the actual tool and/or emphasize the additional benefits they are not yet aware that they’ll receive.
“So you’re telling me I can collapse that entire building that’s in my way just by knocking down that one single wall??
“Yes, and you can do it just by clicking a few buttons here.
“Seriously?? Where do I sign.”
That’s a very crude way of explaining the point of this step, but I’m sure you grasp the concept.
4. Show the value.
A lot of businesses are understaffed, and there are many that would hire you just because they don’t have enough time. So they are basically purchasing your solution, your time AND their time as well.
So if you can do the job better than them, save them time in the process, and increase their bottom line…that’s a huge value added to their business.
Keep in mind that this too is a pain point.
More often than not, business owners can’t hire good talent. That’s why they use consultants and contractors. This is why it is so important to figure out their pain points first, which can also be a lack of time in their business.
If you can use that in your sales meeting, you’ll be much more likely to close the deal.
You never want to talk bad about your competition. However, if you can show why you are a better choice, they will hire you over the competition.
This is the time to present how efficient you are, as well as everything else that they’re getting with you, that they won’t get with the competition.
This is a good time to mention previous satisfied customers by using testimonials.
Keep in mind that you do not have to have lower prices. We talked previously about how to price your services in this post.
What you need to emphasize are better results and not lower prices. Lower prices attract lower-quality clients.
You can even find out about your competition straight from the business owner by asking about their previous experiences and what went wrong. This way, you won’t make the same mistake.
1. Choose your prospects wisely.
What does this mean? It means to go after those clients that fit your services the best.
The ones you know you can make a difference in their business if they become your client. Ideally, their worst pain points are the easiest for you to solve.
2. Stop developing products and services and start setting up systems.
What is a system? Think of it like building a car, for example. If it goes through the factory once and everything works, it means it can be built the same way, over and over again.
So let’s say you help local gyms, you have a system that helps them get clients, and you know that it works every time.
That system could involve Facebook lead ads or whatever it may be… now you have a system in place that you can replicate over and over again.
That’s all well and good, but here’s the problem. If you start taking on a whole bunch of different types of clients, that means you’ll have to come up with a whole bunch of different systems.
So you might have SEO clients, website clients, Facebook ads clients… If you offer all of these different services, for all of these different types of clients, guess what?
It becomes extremely hard to be consistent, as well as get consistent results, for those clients.
Think about it long term. If you have one core type of client, and one core type of system, you can bring on a team, or even develop a software that automates the whole process, so you continue to deliver great results, over and over again.
And you can still charge higher prices. Charge premium prices in order to attract higher-quality clients. Choose the clients that you’re going to work with, and then start selling systems in order to continuously get them results.
3. Speaking of results.
When you find a client, you’ve identified their pain points without even contacting them first, and you have a system in place, you can offer them a solution as the first contact. “Hey, I saw you have this problem, so I fixed it for you. It’s a 14-day free trial, let me know if you’d like to continue.”
I’m sure you get the idea here. This is called “a foot in the door” technique. It sets you apart from the crowd and presents you as their problem solver.
Once you understand where a business owner is coming from, selling your services to them is not hard at all. Just make sure you go through the list above to set you up the right way, and you’ll find closing clients a lot easier.