Don't Sell Your Services; That's Not What People Buy
By: Tessa Stowe
Believe it or not, no one actually buys your service. No one buys
coaching. No one buys consulting. No one buys financial planning. So what
do people buy? Well, there are, in fact, two things people buy.
The first thing people buy is a solution to a problem.
People buy a service only because they believe it will solve certain
problems and give them certain results. They are not buying the "how" of a
service. Your service is simply the "how" you do it. Your service is the
tool or method you use to solve problems and deliver results.
Do you buy a hammer because you just want a hammer? Do you buy a car
because you just want a car? Do you go to the dentist because you happen to
feel like being drilled? These examples show you that you are buying a
solution to a problem; you are buying a result. You would not buy a hammer,
a car or go to the dentist unless they all solved problems and delivered
Just suppose you focus on telling someone all about "how" your coaching and
consulting service works and what it is. At the end of the conversation
(if they are still listening), they will have a good understanding of your
"how" but they'll be left wondering what problems you will solve for them
and what results you will deliver.
If people do not know what problems you will solve for them and the results
you will deliver, it is highly unlikely that they will buy your
service. If however you focus on understanding their problems and the
results they will get, you will be focussing on what people are buying and
your chances of success will be dramatically increased.
The second thing people buy is YOU
Once someone has decided they have a problem they want solved, they then
make a decision as to who will solve it for them. If you have focused the
conversation on telling them all about your "how" and what your service is,
they will feel that you are focussed on yourself and your needs. When the
focus is on you, people get the sense that you have your own best interest
at heart and don't really care about them. They will start to think you are
simply trying to sell them something, and all sorts of sales resistance
If you have been focussing the conversation on understanding their
problems, they will feel that you have their best interests at heart. They
will start to trust you and open up to you. They will naturally decide you
are the person to solve their problems (assuming of course there are
problems to be solved, etc).
So in summary, don't focus on selling your services. Instead, have
conversations where you focus on understanding problems and then people
will assume you know "how" to deliver results. The more you focus on
understanding their problems, the more they will trust that you are the one
they should be working with.
© Tessa Stowe, Sales Conversation, 2006. You are welcome to "reprint"
this article online as long as it remains complete and unaltered (including
the "about the author" info at the end) and all links are made live.
Tessa Stowe helps Coaches and Consultants stop struggling to sell, and
instead attract clients like magic! Her FREE e-course tells you how:
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