Captain’s log, stardate 20200608
Sent by Jonathan Stark on June 8th, 2020
NOTE: We recorded this episode before the terrible news about George Floyd hit. Rochelle and I both support the #blacklivesmatter movement and hope everyone will take action to support much needed change. Here’s a good place to start if you’re not sure how to help: https://blacklivesmatters.carrd.co/
This week on TBOA, Rochelle and I discuss the nuances of selling services. Selling professional services is a different animal than selling, say, shoes or phones. Now more than ever, we have to be good at it if we want to really serve our clients.
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How to make selling the invisible—your services—tangible in the mind of your ideal buyer.
Why once you reach a certain level of technical mastery, your most impactful investment won’t be in more technical knowledge.
What will drive sales far more than the technical aspects of what you do.
Using stories, actions and visuals to give your ideal clients a taste of what it’s like to work with you.
Fixing any disconnects between your marketing/sales collateral and the actual experience of working with you.
The advantages of podcasting in selling services.
“We’re taking something that’s not tangible and trying to make it feel tangible to someone who’s not an expert at what you do. “—JS
“Once you reach a certain level of technical mastery, increasing it won’t change how much you sell or how well you serve your clients.”—RM
“Your client’s experience of how good you are is…going to boil down to your treatment of them and your relationship, not the actual nuts and bolts of what you do.”—JS
“All of the small…decisions you make on your website telegraph who you are to your potential clients.“—RM
If you enjoyed this episode, please consider sharing it with a few friends who might find it useful. Thanks!