What is the best approach for selling services to small to medium businesses?
I am not a sales person but I am in need of a couple of good pitches for calling or emailing perspective clients.
Emails are not content copies! This is the first thing you must understand before you launch an email campaign.
It is supposed to be short, concise and filled only with the important information regarding the product/service and the company selling it.
You should focus only on the 3 most vital selling points and one of them should be about saving money or extra benefits.
All you need is 1 or 2 videos showing your services. Upload that into a great medium and see your "email opening rate", click through rate hit the roof. Knowing someone has viewed your video helps break the communication barrier, allowing you an open dialogue with your prospects.
"Helping businesses communicate better"
Remember their time is valuable. Get straight to the point. Who are you? What do you offer? Provide information for review with your contact information and follow up.
Their funds may be tight. Give them an introductory offer.
Why should they buy you? What makes you stand out from the competition?
Keep It Simple. Don't throw "the kitchen sink" at them at the first contact, just offer one thing. Depending on your product or service, the length of time to follow up to offer further products or services can vary widely.
Try out the Word of Mouth Marketing / Selling. And nothing beats setting up a Net Promoter Score where customers answer 1 simple Q (how likely or unlikely are you to suggest this service to a friend). In this case the friend could be a fellow business owner.Selling is an exercise of getting Shelf Space And Eyeball time from the customer. Think about ways in which you get that shelf space and possibly eyeball time for your services.
You can't email perspective clients to pitch a service if they have not opted in to be contacted.
The best way is either connect with perspective clients on sites like Facebook and LinkedIn. You can also pick up the phone and call them or hire someone to do it for you.
You can do direct mail if you have the budget for that.
Either which way you do, you have to determine the client's need and how what you sell can help them solve their issues.
USP of selling to small to any enterprise is creating very good relationship on a consistent basis.
If you don't know them, the best thing to do is start building relationships with them first so they will want to do business with you.
Lisa, services are all about trust and engagement. Your outbound effort is thus to simply find out if a company or person needs what you offer. Since you are going for trust, I think it is best to be very straightforward and very clear. I answered a similar question a few days ago, and I think the advice is the same. So I wrote there (and will include it again here):
"My script is always honest and not gimmicky and always follows this pattern in my voice mail and is more or less exactly the same in any related email:
"Hi, I'm Doug McCartney and I am calling to follow up my email. My company xyz works with companies (people) like yours (you) to (do whatever you do for them, for me it would be "improve their sales processes and bottom line sales results"). If you'd be interested in learning more about how we (I) do that, please give me a call back. My number is xxx-xxx-xxxx or my email is xxx at xxxxx.xxx . "
If I get them live, the same basic format works. Note the one "trick" here, which is that I offered to tell them how we help others, meaning I didn't offer to talk about their needs. That is important, because people don't like to admit they need help right from the start. It is an admission of some sort of weakness. But if you offer to tell them about how you helped others, well they can then assess if you might be able to help them. It's a minor point, but I think it helps.calls real fast and then knock out the emails second. Order doesn't seem to impact results, so it is just about how to push yourself through it as effectively as possible."
Once you have someone that says, "tell me more" or similar then much and all of the advice from others really comes into play. Be the expert, know your subject, give them good counsel, and most of all listen and respond to what they are saying. If you can show you can help address their needs, they'll be interested in talking more.
All very good responses above, however, one of the keys to successfully selling my company's services was first selling myself. In my experience, most small business owners will only do business with qualified referrals, people they have come to know and trust. How do you do that? Not via a sales pitch, but by getting to know the business owners one-to-one and building a relationship with them. Through that more personalized process, I learned their pain points and how I could help alleviate them. Less pitch; more hands-on. It works!
Hello Lisa! I have been in sales for 7 years and went to Sandler for 2.5 of those years. I think their approach is best. I agree with Josie's points below about having 3 problems to address.
I created scripts per industry for cold calling where you introduce yourself, ask them if you can tell them why you're calling and see if it makes sense to talk further, give them your 10 second company elevator speech (who you are and what you do), describe three common problems your clients typically face and the impact of those problems, ask them if they can relate to any of those (if they say no try one or two more), if they say yes ask them to elaborate and then see if they would be willing to set up a follow-up appointment for you to ask them questions about their business, what they are doing currently, what problems they are facing, how they make decisions, if they have a budget, what their timeline looks like and what they hope you can do for them. Then and only then do you offer any solutions.
The old way of selling was to offer features and benefits upfront. The modern sales metholody says that you first find out what the customer is doing, what their problems are to determine if there is a fit. How can you know if you can help them if you don't first understand them. If you just spit up features and benefits you may try and sell them something they don't need or want and take yourself out of the equation completely.
Best of luck to you!