Professional services sales have changed, especially the relationship between sellers and clients. Clients expect more from sellers, which means sellers must change their approach, says Michael W. McLaughlin in this week’s article, Sales Evolution: 7 Roles and 7 Skills You Must Master. Forget about explaining your services to them—they already know that—instead respond to their issues and explain to them the expertise and value you can provide.
Your changing function in the sales process means you have to be ready to play these seven roles: business advisor, idea merchant, strategist, project leader, change leader, relationship manager, and communicator, McLaughlin says. More than that, you must also master these skills: client relationship development; interpersonal communication; client interviewing; problem diagnosis; sales proposal development; project leadership; and personal selling, negotiating, and closing.
Buyers' changing behavior: More look for providers online
Change is necessary, concurs Lance E. Osborne in his article, Throw Away that Sales Pipeline. “Focusing on the classic pipeline is shortsighted at the least and suicidal at its worst,” he says. Instead focus on building relationships and developing trust with prospects and clients, which involves having an open dialogue with them.
One way to foster trust with prospects and clients is through case studies, says Casey Hibbard in her podcast interview, Using Case Studies to Build Trust and Facilitate Sales. By explaining success stories, you show the world you are capable of doing what you say you can do. But like anything, case studies must be written well and used wisely to get their desired effect. Listen to Hibbard’s podcast interview to learn what makes a successful case study, the types of case studies firms should publish, strategies for using case studies in the sales process, and techniques for sharing your case studies.
Social networking is also an important tool for building relationships with prospects and clients, says Hilary JM Topper in her article, Social Networking: Where Virtual and Real Worlds Collide. In fact, if you aren’t using social media, you will be left behind, she stresses. Those who use social media understand that their posts allow them to meet other professionals, learn about projects, and provide feedback and expertise.
Enhancing your online presence with social networking, blogging, and articles can also go a long way toward helping buyers find you, according to RainToday’s How Clients Buy Benchmark Report. As this week’s chart shows (see above), three of the top 10 ways buyers find services providers are online—your website, Internet search, and industry website article or story.
With buyers changing their research and buying behavior, you must change to meet them. If you don’t, they won’t find you and they won’t buy from you.
