by Debbie Josendale
Buyers brains are naturally wired to not trust, and this is magnified when it comes to buying the invisible.
Left-Brain Thinking is King of Buying Decisions
Buying decisions start with the right side of the brain…the emotional side. But when it comes to justifying that purchase…the left-brain or logic kicks into gear.
Left-brain thinking is where distrust must be turned into trust. Or it will put up mega roadblocks that may be impossible to overcome in the sales process.
That is unless you know the secret to selling your services.
The Secret to Selling Your Services
And what’s the secret? Position your service as a product!
Services are invisible and as a result, it’s hard for customers to understand what they’re buying or how your service is different. The invisible nature of services naturally sounds the alarm of distrust.
When you position your service as a product, buyers and clients will be able to see, touch and feel your service. The sense of “I can see it” helps to educate your clients on what they’re buying and begins to diffuse the distrust of the left-brain.
Your buyer will be armed with information that makes it easy to answer left-brain questions and justify their buying decision.
The First Step: Create Your Methodology
This is a 3 part series on How To Position Your Service as a Product. In following articles, we’ll talk about packaging and pricing to complete your service-as-a-product building.
A methodology describes a systematic way of doing things. It helps buyers to connect the dots and understand how your service works. To create your methodology first identify all the steps or tasks and then the associated process that results in successful delivery your service.
5 Steps to Create Your Services Methodology
Step I: Identify the Steps
Start by thinking about the key steps or tasks that must be completed to deliver your service. Use top of mind thinking and quickly jot down all of the tasks that must be accomplished to fulfill your promise of service delivery.
Step 2: Apply the KISS Principle
With the recent passing of Steve Jobs much has been written about his secret weapon…simplicity. Your goal is to do the same. Develop a simple methodology, one that is easy for you to explain and thus easy to understand. Do that by creating top level categories of tasks.
Look at the list you just created. Does it naturally break down into 3 or 5 key categories ?
Life Coaching key tasks might include Self-Discovery, Action Planning, Try It Out, Internalize and Ongoing Support.
Business Strategy top categories might include Analyzing Strengths, Weaknesses, Threat and Opportunities; Resource and Risk threshold, Action Plan.
Financial Planning might include Current Position, Future Goals, Risk Threshold, Recommendations, Portfolio Selection and Build, Tracking.
If not, go back and figure out how to roll up the tasks that you defined into 3 or 5 top level categories. Think of this process like creating an outline.
Step 3: Turn Your Service into a Process
Now that you’ve defined the main categories, decide what type of process matches your service delivery. Process flows include step-by-step, hierarchical, continuous, outside-in, inside-out and other variations.
Step 4: Diagram Your Service Process
Unleash your inner child and let your creativity flow by drawing doodles of your process flow. Draw it first as you defined it in Step 3.
Then challenge yourself to think of other ways the elements in your process relate and draw an alternative. Choose the diagram that resonates the most with you.
Step 5: Talk About Your Services with Confidence
One of the biggest keys to your success as a service-based business is to be able to talk about what you do in a confident manner. You should feel comfortable discussing the service and value you offer. Using the diagram that you selected in Step 4, do a role-play.
Use the diagram from Step 4 to answer a prospective buyer’s question about your service. Share three to four sentences that provide a high-level snapshot of your service. Don’t worry about being perfect, just say it. Observe how it feels.
If you feel confident and comfortable, you’re on track. You’ll feel authentic and maybe even excited at your ability to talk about your services in a way that prospects can understand.
If the process feels awkward or like you’re trying to be something that you’re not, pause. Give some thought to what feels awkward. Make adjustments and role-play again. Keep working through this process until you find the right fit that creates a sense of authenticity and confidence.
Now You’re Ready for Step 2: Packaging Your Service!
Give yourself a big round of applause when you finish this first step. You’re on the road to cashing-in on selling your services and attracting more clients than you thought possible! In Step 2 you’ll learn the next secret…Packaging Your Service!
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