Post: #1

I've spent the better part of twenty years in a designer/developer role with different companies and even on my own for seven years. For a plethora of personal reasons, I'm slowly moving away from that role in to an operations and business development role that will initially require I do a lot of outbound sales and networking.

Selling professional services is no easy task. You're asking individuals and companies to invest anywhere from $50,000 - $500,000 and entrust you with the success and/or growth of their company over the course of several years (if all goes well).

I've been reading several sources and one article I happened upon has reinforced my initial idea of applying "game" to sales. The article explains in detail that most decision-makers don't decide to shell out that kind of cash based solely on rational (credibility and reliability) reasoning; but rather the rational in combination with non-rational reasoning (intimacy).

Working from that theory, I've developed a (rough) plan and would love any constructive feedback/criticism you might be able to offer.

1. Attraction: Build the brand, copy and website to specifically target the non-rational brain and sprinkle in the rational here and there as support.

Example: Potential client says, "I love their style and website. I'm willing to listen to what they have to say."


2. Comfort: Get potential clients to feel invested in us by giving them a stage to share their business and ideas, and express concerns, etc. All initial discussions are about them.

Example: Potential client says, "These guys really seem to understand my concerns and needs. I'm willing to give them a shot."


3. Frame: This explains itself I suppose. With services, you are your product. If you're confident and unwavering and people trust your judgment and believe what's coming out of your mouth, they'll feel the same about your products and services. This obviously needs to vary at different points and will require some practice and fine-tuning.

Example: Potential client says, "I don't know much about HTML or UX.UI or even PHP, but these guys speak with confidence and authority. They clearly understand their stuff."


4. Closing: I feel like this is simple. If you've built attraction, comfort and established frame, you just simply ask for the business. There's no reason to get too creative (and risk diminishing attraction and/or comfort). Example: "Joe, you mentioned that you wanted to improve X, Y, Z. We've drawn up an overview on how we'd go about implementing that for you. We estimate 200 hours. Our rate is $XXX.XX/hour. When do you want to get started?"

Example: Potential client says, "WOW, $XXX.XX/hour is a lot but their website is pretty kick-ass. They understand my business and what I need to do to grow. They feel confident in their ability to deliver. But I feel that $XX,XXX.XX is worth the risk."


Thoughts?


Full article here: http://trustedadvisor.com/articles/selli...l-services

Post: #2

I would start reading high-quality sales, copywriting, marketing and persuasion resources.

Yes there are parallels with game from a 30,000 ft view, but it's all in the implementation. It's different enough that you should be digging into the specifics of business game (i.e. sales/marketing), and not trying to reinvent the wheel yourself.

You are definitely on the right track though - spark emotional desire, build trust, demonstrate credibility/social proof, resolve objections, move it forward and close, etc.

Post: #3

In person sales with the decision maker is close to game. You're right there watching the gears of the mind turn..

Sales to entities with a long sales cycle and a procurement team is very different. Read Spin Selling.

WIA

Post: #4

(01-28-2016 04:07 PM)WestIndianArchie Wrote:  In person sales with the decision maker is close to game. You're right there watching the gears of the mind turn..

Sales to entities with a long sales cycle and a procurement team is very different. Read Spin Selling.

WIA

I'll second Spin Selling.

The Challenger Sale, which covers complex B2B sales methodology, is also a must-read for anyone working with long sales cycles involving multiple decision-makers.

Post: #5

Hey guys, I really appreciate the feedback. I've spent the past few days reading up on copywriting. I'll definitely be picking up "Spin Selling."