When you sell a service such as accounting, haircuts, advice, advertising and even chimney cleaning, you might think you're selling your expertise. That's not necessarily the case.
What you are selling is a relationship and that's where you should consider placing the effort.
During the selling process, the potential buyer is deciding whether you have the professional skills and qualification to do the work. Sometimes that's a hard thing to gauge. How does the potential buyer know if a lawyer's brief is excellent, if the dog groomer knows how to groom a poodle or if a painter's skill is the best? That's hard to know, but if during the sale process, the potential buyer "does not like you," regardless of your qualifications, then the sale is doomed.
Think of a first date. Are you on your best behavior? Are you charming? Are you on time and are you well dressed? Well, think of your potential buyer as a date!
You are seeking to achieve trust during the sales process. The potential buyer must trust you before hiring you for your services. You develop trust through all the interactions you have with the potential buyer. Not only your interactions but those of your employees and the other subtle and not-so-subtle touchpoints your company presents.
As an example:
- Is your marketing material professional?
- Is your sales pitch a conversation or a monologue?
- Do you return messages quickly?
- Do you keep your deadlines?
- Does your appearance lend credibility?
- Do you listen attentively?
- Do your customers speak well of you?
During the sales process you are basically dating the potential buyer. If you want a second date, you must exceed the buyer's expectations and get them to trust you. If your effort is insincere and too many aspects not up to par, then the trust is hard to earn.