Selling the Invisible

1. Services are intangible: Focus on making them tangible

Services are invisible; services are just promises that somebody will do something.

Overcome invisibility. Services lack the tangible qualities of products, making them harder to evaluate and trust. To counter this:

• Use visual metaphors and symbols to represent your service
• Create physical evidence of your service quality (e.g., well-designed offices, professional attire)
• Provide case studies, testimonials, and concrete examples of your work
• Offer samples or trial periods to reduce perceived risk

Emphasize the end result and benefits of your service, helping clients envision the tangible outcomes they'll receive. Remember, you're not just selling a service; you're selling peace of mind, solutions, and positive transformations.

2. Positioning is crucial: Stand for one distinctive thing

To broaden your appeal, narrow your position.

Focused positioning wins. Trying to be everything to everyone dilutes your message and confuses prospects. Instead:

• Identify one key strength or unique selling proposition
• Consistently communicate this position in all marketing efforts
• Be willing to sacrifice some opportunities to maintain focus

Examples of successful positioning:

• Domino's Pizza: Fast delivery
• Volvo: Safety
• FedEx: Overnight delivery

A narrow focus often creates more opportunities than it limits. By owning a specific position in prospects' minds, you become the go-to choice for that particular need or benefit.

3. Quality service isn't enough: Exceed expectations and communicate value

If no one complains about your price, it's too low.

Deliver and demonstrate value. In today's competitive landscape, merely providing good service isn't sufficient. To truly stand out:

• Consistently exceed client expectations
• Proactively communicate the value you provide
• Educate clients on the complexities and challenges of your work
• Highlight unique processes, expertise, or results that set you apart

Don't assume clients recognize your efforts or quality. Regularly report on progress, achievements, and the specific ways you've added value. This not only justifies your pricing but also builds trust and loyalty.

4. Build a strong brand: It's your promise and warranty

A brand is more than a symbol. In the public's eye, a brand is a warranty.

Invest in brand building. A strong brand offers numerous benefits:

• Increased trust and credibility
• Easier sales process and higher conversion rates
• Ability to charge premium prices
• Greater word-of-mouth referrals

Key elements of a strong service brand:

• Consistency in delivery and messaging
• Clear brand personality and values
• Visual identity (logo, colors, design elements)
• Reputation for keeping promises

Remember, every interaction with clients contributes to your brand. Focus on building a brand that represents reliability, expertise, and exceptional client experiences.

5. Pricing strategy matters: Avoid the deadly middle

Beware of the Deadly Middle.

Strategic pricing is crucial. Your pricing communicates value and positioning. Consider these approaches:

• Premium pricing: Signals high quality and exclusivity
• Value pricing: Offers good quality at competitive rates
• Low-cost leader: Focuses on efficiency and volume

Avoid the "deadly middle" where you're neither the cheapest nor the perceived best. This position often leads to competing with everyone and standing out to no one.

Factors to consider in pricing:

• Perceived value of your service
• Competitive landscape
• Your cost structure and profit margins
• Target client's willingness to pay

Don't be afraid to charge what you're worth, but ensure you're delivering commensurate value.

6. Effective communication is key: Say one thing clearly and vividly

The more you say, the less people hear.

Simplify your message. In a world of information overload, clarity and focus are paramount. To communicate effectively:

• Identify the single most important point you want to convey
• Use vivid language, metaphors, and stories to make your message memorable
• Repeat your key message consistently across all channels
• Avoid jargon and complex explanations

Remember the "Cocktail Party Phenomenon": people can only process one conversation at a time. If you try to communicate multiple messages, your audience may miss the most important one.

Effective communication techniques:

• Use concrete examples and case studies
• Employ visual aids and infographics
• Tell compelling stories that illustrate your point
• Ask rhetorical questions to engage your audience

7. Nurture client relationships: Assume you're in relationship debt

Watch your relationship balance sheet; assume it is worse than it appears, and fix it.

Prioritize relationship management. In service businesses, strong client relationships are crucial for long-term success. Key strategies include:

• Regularly express gratitude and appreciation
• Proactively address issues before they become problems
• Invest time in understanding clients' evolving needs
• Deliver unexpected value or "surprise and delight" moments

Think of client relationships like a bank account: every positive interaction is a deposit, while mistakes or oversights are withdrawals. Always assume your balance is lower than you think, and work to build a surplus of goodwill.

Relationship-building activities:

• Personal check-ins (not just when you need something)
• Sharing relevant industry insights or resources
• Remembering and acknowledging important dates or milestones
• Soliciting and acting on feedback

8. Focus on the client, not yourself: Sell understanding, not features

The most compelling selling message you can deliver in any medium is not that you have something wonderful to sell. It is: "I understand what you need."

Emphasize empathy and understanding. Clients are more interested in their own needs than your capabilities. To connect effectively:

• Listen more than you speak
• Ask insightful questions to uncover underlying needs
• Demonstrate a deep understanding of the client's industry and challenges
• Frame your services in terms of client benefits, not features

Avoid the common pitfall of talking too much about your company's history, awards, or technical capabilities. Instead, show how your expertise translates into tangible benefits for the client.

Client-focused communication:

• Use "you" language instead of "we" or "I"
• Share relevant case studies that mirror the client's situation
• Provide customized solutions rather than one-size-fits-all approaches
• Address specific pain points and how you'll alleviate them

9. Make your service easy to buy and visible

Make sure people see who you are.

Reduce barriers to purchase. Simplify the buying process and increase visibility to attract more clients:

• Offer clear, straightforward pricing options
• Provide easy ways to get started (e.g., free consultations, trial periods)
• Use visual elements to represent your intangible service
• Maintain a strong online presence (website, social media, content marketing)

Remember that every touchpoint is an opportunity to make your service more tangible and appealing. From your business card to your office decor, ensure all elements align with your brand and message.

Visibility-enhancing strategies:

• Speak at industry events or webinars
• Publish thought leadership content
• Leverage client testimonials and case studies
• Participate in relevant online communities and forums

10. Constantly innovate and adapt to stay ahead

Today's good idea almost always will beat tomorrow's better one.

Embrace continuous improvement. In a rapidly changing business environment, complacency is dangerous. To maintain a competitive edge:

• Regularly reassess your service offerings and processes
• Stay attuned to industry trends and client needs
• Encourage creativity and new ideas from your team
• Be willing to cannibalize your own services before competitors do

Don't wait for the perfect solution; it's often better to launch a good idea quickly and refine it based on real-world feedback. Remember, your competitors are also innovating, so staying still means falling behind.

Innovation strategies:

• Conduct regular brainstorming sessions
• Solicit client feedback and act on it
• Experiment with new technologies or service delivery methods
• Foster a culture that rewards calculated risk-taking and learning from failures

Last updated: October 7, 2024