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STOP Selling and Start Educating

Written by: Diana Gelow

Article Overview: Why do so many ambitious, hard-working and talented service professionals struggle to get customers and win sales?

STOP Selling and Start Educating

Why do so many ambitious, hard-working and talented service professionals struggle to get customers and win sales? Because... they were taught that "selling" means "convincing" others that their services are the best and "selling" them on how great they are. Most service professionals dislike how it feels; manipulative, self-serving and gimmicky. So...one of two things typically happens; 1. They don't "sell" and rely solely on word-of-mouth and hope the well does not dry up, or 2. They force themselves to "sell" and typically are not satisfied with the results find they are working too hard for the results they are getting! It doesn't have to be that way - and it shouldn't be that way... Today's business environment is much more competitive and the old way of "selling" will not typically give you the results you desire. In my 90 day Essential Get Clients Marketing Makeover Coaching Program one of the 9 sessions that I teach my clients is how to sell with commitment. This first step in "selling with commitment" is one of the hottest, most important elements in educational based marketing today. Here are the TOP 2 reasons successful service professionals achieve better results than others and love doing it... 1. They ask great questions and listen. 2. They provide helpful information and advice. Stop selling and start educating your clients by giving them what they want...helpful information and advice based on their needs, and stop giving them what they don't want...a sales pitch. By asking insightful powerful questions and providing helpful, informative advice you'll find that: 1. Your Customers will want to buy from you and your company, (even if it may cost them a bit more).
2. Your dialogue with your client becomes not a sales presentation but a comfortable, enjoyable dialogue between two equal partners focusing on their needs. 3. Your customers view you with increased respect and as more caring, concerned and competent. 4. Customer relations are stronger, more in-depth and much more satisfying and they will be more willing to share information with you. 5. Less time is spent prospecting, and more time spent doing what you love. When I am talking to prospective clients, friends, or referral partners I become "Curious George". I have a list of well crafted, insightful, powerful questions that I ask my future clients. I am truly curious about their needs, wants and desires and want to offer them help in any way I can. Here are examples of a few questions I often ask my clients in my specific market. 1. "So, tell me about your business and what you love about it?" 2. "What do you feel are the biggest challenges in marketing your professional services in your industry?" 3. "How much time do you spend daily marketing your services"? 4. "What is the one item you struggle with most when marketing your services?" For me, to be effective I must know the needs and desires of my future clients. I must be curious and care. Once I know the needs of my clients it is only then can I provide helpful, informative, and timely information. TRUE STORY I recently was interviewing copy writers for my soon-to-be-released "updated" website. The majority of my copy had been written and I was looking for someone to edit, massage and modify as needed. As a Business Coach I was also looking for an excellent referral partner for my business clients who many times need a good copywriter to modify their marketing materials. "Sam" showed up at my offices in a pair of running shorts and tennis shoes explaining he came straight from the gym. I have no problem with casual attire
but this was a bit much. He begins his presentation congratulating me for not making the mistake of attempting to write my own copy since most small business owners are not qualified and should not be doing it! (Oops...he assumed I had not already written my copy). He then went on to explain his background, strengths, interests, blah, blah, blah. The first 20 minutes were solely focused on "Sam", his views, his work, and his agenda. As a Sales Coach, I felt compelled to help him out and asked him if there was anything he wanted to know about MY business and needs. He didn't get it! He went on to explain that once we come to an agreement to work together, all those types of questions and information about my business will be discussed. He then continued his presentation on his views, talent and abilities. An hour later, I walked him to the door and thanked him for his time. I promptly called the next potential copywriter on my list and have no plans to do business with "Sam". So what are the lessons learned? Focus your immediate attention on your clients and future clients by asking questions, questions, and more questions. Find out everything that you can about your prospect's business, goals, hopes, dreams and immediate needs. Then, and only then, do you start offering solutions, ideas and suggestions. You cannot hope to have a match between your products or services and your prospect's needs and wants unless you ask questions. Action Item: 1. Start today and craft #10 insightful, powerful, open-ended questions that are specific for your industry or niche. 2. Meet with a future client in the next 48 hours and get curious. Use your newly crafted questions and find their "hot buttons" and come-up with 2-3 solutions for them. 3. Offer them "no obligation" helpful advice, i.e. an article that relates to an issue they were struggling with, directing them to a helpful resource, encouragment etc.
You will be amazed at the results.

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Related Forum Posts
Re: How do you earn trust with an online business? - Add VALUE to your target market. How? Well depends. If your business can start by Educating the target market about how your product or Service can add value to their lives. This can be done via Video (hot right now), basic text, audio etc. I've had a lot of success with Video and am using it primarily as a lead generation tool. If done right your Content can add Value and add to your bottom line at the same time while building Trust.
Re: Kevin's Case Study #10 - When to become an entrepreneur? - When the bug bite you. A lot of successful entrepreneurs started in their teens or at school. Selling sweets to fellow students or lemonade to firends in the neighbourhood.
Re: This is Marketing Warfare! - Hey GT, I guess this was from a while back, and it'll test your memory a bit but could you possibly elaborate on Unique Selling Proposition? Can you give us some examples of good USPs?
Blog pinging - Thanks Martin - yes, I do ping and it has been very effective. I'm currently on the first page of Google for Mastermind Group and on the second page for Selling to Small Business.
Business magazines - Fast Company is pretty good if you're into technology although it can be very on the edge. Entrepreneur has become one giant advertisement and I cancelled my subscription. Selling Power also has some useful content if you're looking at improving your sales skills / presentations.


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