FOCUS: Serving, not selling COMMITMENT: Time spent with the client
While most people hate to be sold, everyone appreci-
is always mutually beneficial.
ates being served. When selling professional services, Traditional sales calls waste a lot of the client’s time.
building trust is the primary objective. Traditional selling Those in sales roles in our business often recoil when I
erodes trust (sales is among the least trusted profes- mention this. They mistake the client’s willingness to
sions). Research by sales experts Huthwaite indicates that meet with them—and even be friendly with them—as ev-
the area where professionals really need to focus their idence that the client feels it’s time well spent. But the
trust-building is showing genuine concern for the client. fact is that clients almost always have something better
That concern is demonstrated in how we serve. So forget to do than entertain our sales call. That is, unless, we
selling and get to work serving the client—helping un- make a commitment to always bring something of value
cover needs, identifying alternatives, and developing so- to every sales call in exchange for the client’s time. This
lutions. Ditch the pitch. It’s the best way to sell. is what I call the “entree,” which typically involves helping
the client address a need or solve a problem. In Service-
MOTIVATION: Meeting client needs, not
Centered Selling, we don’t just talk about solutions, we
primarily our own.
start delivering them.
Perhaps the greatest reason for our discomfort with
salespeople is that we distrust their motives. We suspect
OUTCOME: The “sales process” becomes the
they are driven by their own needs, not ours. So when
primary way you differentiate your firm.
does your firm make sales a priority? Is it not when you Qualifications-Based Selection rules may prevent
really need the revenue? Do you think clients don’t notice? clients from shopping your services on price (sometimes),
Client focus is not as easy to fake as many of us think it but don’t assume clients really make decisions based on
is. So you’ll not likely make a substantial transition in your qualifications. The truth is they screen firms based on
sales effectiveness until you’re truly motivated by serving qualifications (sometimes), then select the one they feel
the client. most comfortable with. The trust-building, relationship-
building advantages of Service-Centered Selling will take
GOAL: Developing profitable relationships,
you much further than touting your credentials (which is
not just pursuing projects.
traditional selling). Don’t tell clients how good you are,
A sometimes myopic focus on winning and doing proj- show them!
ects plagues our industry. This despite the fact that most
firms boast that 80 per cent or more of their work comes
from repeat clients. Sustainable success is founded on Consultant Mel Lester provides organizational and
enduring client relationships. Not surprisingly, those firms business development consulting services. See addi-
that concentrate on building relationships during the sales tional resources at http://www.bizedge.biz, or his blog at
process—versus simply chasing the project—have a dis- http://www.blog-bizedge.biz/. He can be reached by
tinct advantage. phone at (540) 268-2300 or by email at
mel@bizedge.biz.
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