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Benefits Express Value in the Prospect s Terms
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Demonstrating the quality you build into your service is crucial to clients understanding the difference in your value compared with that of your competitors However, make certain that the prospect cares about quality level If the prospect asks about how your associates are trained, you can talk about the quality education each of them has, and about your professional training programs This is benefit-oriented
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When you sell value rather than features or services, prospects better understand what they are buying
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Demonstrating Capabilities
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Demonstrate Capabilities with Passion
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hen demonstrating your firm s capabilities, it is important to feel and demonstrate the passion you feel about delivering services For instance, in a survey performed by Huthwaite a few years ago, clients of accounting firms indicated that while the candor and competence of their professional was high, less than 35% thought their accountant really cared about them When you are passionate, clients believe that you care Are you passionate about delivering technically correct documents, or are you passionate about helping clients make better business decisions, develop win-win relationships with their customers, obtain financing, and use their core competencies If you are passionate about delivering products, then your branding and strategic positioning will take one approach However, if you are passionate about helping, your message will be completely different
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When You Sell Relationships
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Let s take a common example: You have decided that your best clients want relationships that are not built on price or upon you having the latest doodad connected with your technical services A relationship means that the clients want you to become an expert in their businesses, help create custom solutions to their problems, and serve as a valuable extension of their decision-making team You need to be passionate about what your best clients want year round Or are you too busy doing technical work much of the year
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If you are going to develop a successful capabilities demonstration, you must connect what your best clients want with what you provide, with passion
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Even commodities can be demonstrated with passion when you connect with an interested customer One of the hottest selling and most profitable items is bottled water, a commodity that is available almost for free So don t tell me, Our products have become such commodities, we can t demonstrate with passion If you are serving a passionate client base with a passionate service team, you can demonstrate with passion And passion is contagious your clients will be passionate about you, too
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Bundling Your Services
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lients want professionals who recognize all their needs and wants We have learned that firms that adopt a clear marketing strategy when they add each new service are those that succeed while others languish The number one strategy of a successful marketing effort is to use bundling to add new services onto old ones Bundling is simply the process of offering two or more services together Bundling services often requires a new name for a traditional service
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Let s look at products for a moment as examples of bundling Often, bundled products are complimentary in nature: toothbrush and toothpaste, computer and software However, this is not always the case Multiproduct bundling combines products that satisfy different needs for the consumer, for example, Hasbro Play-Doh bundled with Lucky Charm cereal While some forms of product bundling are promotional in nature and have a short life span, other forms of bundling can develop into longterm, sustainable new products Automobile bundling takes place when the new car dealer offers you financing, service, and insurance services as part of the purchase Bundling takes place from your credit card company when travel, credit, insurance, and many other services are included Bundling can also take place when you bundle your services with another provider Law firms routinely bundle their tax services with an accounting firm
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