selling services: how to get in front of new clients
TRANSCRIPT
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Selling Services:
How to get in front of new clients
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Agenda…
Why Selling Product is different from Selling Services and why that really matters
How commercial clients buy trusted advice
How to build a sustainable stream of new client opportunities
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About You…
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About You…
Expert
Improving
Beginner
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• Finding new clients is easyExpert
• A bit hit & miss..Improving
• We win clients that call us…Beginner
About You…
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About GenLead…
Help Law firms meet & build relationships with new clients
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About GenLead…
Law Society ConsultingTelemarketing Partner
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Selling Services Vs.
Selling ProductWhy it really matters.
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Are you selling Services or Product?
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Selling Product?
• Boxes of stuff.Product
• Clients do know how to buy.
Buying Process
• ‘Feature drivenWhy Clients Buy
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Buying Services…
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Selling Services?
• Guidance.Services
• Clients don’t know how to buy.
Buying Process
• Complex• ‘Outcome driven’
Why Clients Buy
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Being ‘Sold to’
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Why This Matters…
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Why This Matters…
75% Of clients do not feel confident about
buying Professional Services
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Why This Matters…
50% Of the UK population say they don’t
know what Lawyers actually do
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Section Summary…
• Clients don’t like ‘Being sold to’
• Clients don’t know how to buy from you
• The profession is not confident about selling
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How Clients Buy Services & Trusted Advice
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3 Scenarios...
• Trusted advisor• Outcome drivenTrusted
• Build a better world...• ComplianceImprove
• Pain• Time pressureFix
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Outcome Driven...
What outcome do you give your
Clients
What do you say you are?
Compare
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Outcome Driven Example...
Help Clients Pay Less Tax
Qualified Tax Accountant
Compare
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Section Summary…
• 3 Scenarios that drive a need for Professional Services
• What you are vs. The outcome you give.
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How to build a sustainable stream of new client
opportunities
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Introduce Nurture Collaborate & Close
How to build a sustainable stream…
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First contact...
Introduce
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First contact...
IntroducePhone
ContentFollow Up
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Introduce
• Owner/MD• Estate Agency• £2m - £20m• M3/M4 Corridor
Accountants – Target Audience...
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Outcome Driven - Accountants...
• We help the owners of Estate Agencies Make more Money and Pay less taxTrusted
• Specialist in Accountancy services for Estate AgenciesImprover
• Full service Accountancy firm.• HMRC Investigation expertsFixer
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Build the relationship...
Nurture
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Nurture
Buying Scenario?
Reinforce (Content)
Dialogue!
Presence
Build the relationship...
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Move it forward...
Collaborate
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CollaborateChallenge
Outcomes?
Test
Package?
Move it forward...
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Review – How to get in front of New Clients...
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Review – How to get in front of New Clients...
1. Services or Product?
2. Use Outcome language
3. Understand buying scenarios
4. Build a consistent client acquisition function
5. Maintain an outcome driven dialogue, reinforce it & stay present.