Hey guys, I’m Jardel, Account Manager at Reev, today I’m going to talk to you about selling services: consultancies, agencies, if you want to sell more services, stay here!
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- Aspects of selling services
- Intangibility, what value do you deliver?
- Variability: same service, different experiences
- Inseparability, different steps, a single process.
- Simultaneously, the gears turn at the same time
- The 4 opportunities in selling service
Aspects of selling services
In my daily life as an Account Manager, I serve different types of companies, which is why the starting point must always be a diagnosis.
There we will identify some crucial things for the progress of the project, for example, what is the ICP, the ideal customer profile, for this specific company.
Also, what are the personas and influencers?
This will go a long way toward formulating those cadence flows that are so important in the prospecting process.
A big question here is also the solution that my client offers, whether it is the sale of a service or a product.
Today specifically, I’m going to talk to you about service sales and I’m going to give you more explanations on how this type of sales can have both opportunity and challenge.
To help with this process, I’m going to tell the story of a client of mine, who went through some difficulties, brought up some questions and we managed to resolve them.
First, I’ll talk about the challenges in selling service. And then, let’s turn them into opportunities.
Intangibility, what value do you deliver?
At the beginning of the service with this customer, an issue already arose, he did not know very clearly what was the fundamental value of the service he delivered.
This is not that uncommon, especially in service sales, we are talking about a product, a product ends up being more palpable, more visible, and this does not happen with services.
Unlike a product, the service is intangible, that is, it is not tangible and it is not concrete.
This means that the buyer’s entire understanding is based on the explanation, the description that the SDR itself and that the seller will give during this sales process.
This intangibility became clearer as I guided the team on how to build the cadence flows.
A good flow of cadence he has to understand the fundamental value very well, as it will guide our arguments.
Variability: same service, different experiences
Looking at the cadence flows for this specific customer, I realized that the approaches they used were quite different.
This makes the shopping experience also change a lot.
There, while certain SDRs focused on one problem, I realized that certain SDRs focused on another, causing the variability and Closers to be the same thing.
They went with the wave of what seemed to be most relevant to the customer, that is, totally focused on a feeling, zero data-oriented.
This issue was especially more critical when we were talking about a close flow during a service sale.
Inseparability, different steps, a single process.
The closing flow was mentioned here because it is precisely in this part that the shift from sales to service takes place.
What can happen is that Closer can be very afraid of having someone available to actually do this service.
And this fear can even pass to the customer, the customer can feel it, which can not only reduce conversion but also lead to a not-so-good shopping experience.
This is the inseparability between sales and service, and in the case of this customer, this ended up causing another problem.
Simultaneously, the gears turn at the same time
We know that in the sales process as a whole, the changeover between sales and service has to be quick.
It has to be agile, and that was not what was happening here, after the passage these customers were in limbo waiting for service and this also ended up generating some difficulties for the service team itself.
Not only in service sales but in the entire context, the loss of some customers was inevitable, and this ended up generating a lot of stress.
Because the seller they suffered a clawback, the service team was very worn out and the company in general was losing money.
The intention of both teams was to solve this problem, but how did they solve it?
The 4 opportunities in selling service
The great challenge of selling a service is that sometimes it has a very intangible value, it has a very broad scope.
Productization in service sales
One of the solutions to this problem is to find this fundamental value, another possibility is to promote productization of the service, that is, to highlight the parts in this service that have the fittest, that are most suited to the customer’s needs.
And then, within a consulting service, for example, you can have a scope more focused on prospecting and scope more focused only on closing.
This division allows for the upsell of a customer and multiple opportunities, so the important thing is to find the fundamental value of your service to your customer.
Variability as an opportunity
Along with intangibility, variability also offers an opportunity, here you can find the most common pain and use it as a starting point.
It is important to remember that variability brings a development by the team, providing freedom in the qualification process.
For example: in a qualifying call, the client will expose the first pain and the SDR will take advantage of this to make a qualification based on this pain that was exposed.
If you understand the core value you also reduce variability and here you will allow your team to focus on more specific education.
About the need to have someone to serve this customer, the issue of the inseparability of the sales team with the service team.
We can use this as an opportunity and that’s what we did in the case of this company.
The issue here is that we can use this issue to work an exclusivity, that is, this service is more unique, and it is good to be passed on in a commercial process.
Finally, let’s highlight the issue of simultaneity, that is, the need for a quick changeover between sales and service.
This issue can easily be resolved with Sales Engagement, that is, we can build, and that’s what we did in this case, a presentation flow because these customers are not left in limbo waiting for the service.
In the sale of service, and in every sale, engagement is critical.
So, guys, that’s what I wanted to share with you today, I hope you enjoyed knowing more about service sales.
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