Mold Builders Pages 9 to 14 How to Sell Your Service By Matt Judge To sell a service, you have to make sales contacts. It could be at a trade show, a networking event, in someone’s ofice or on the phone, but you have to tell people what you do and start the conversation. When your goal is to sell a service, you cannot only use blast emails, ban-ner graphics, sponsorships, trade show booths, magazine ads or a website. To sell a service, you must also talk to live human beings. Why? Because of how people make decisions. Marketing efforts Your potential customers are just like you. Look in a mirror if you want to understand them. This is are absolutely necessary to make your why you have to talk to live human beings. They need to check you out. business known and start the conversa-tion, but you need more to close the deal. You need relationships. Very simply, your prospects are just like you, and we all process. Always picking up clues is a survival tool for our live in fear of bad decisions. That’s why any potential cus-species. And we make signiicant life and business deci-tomers for your service want to speak with you. They could sions based on the gut check. Guts checks are intuitive, get all of the same information from your website, but not logical, but they may make the inal call in the decision some unspoken force inside process. them is driving them to You are not selling the read the room. They want The Human Touch capabilities of your to know if they can trust Your potential customers are just like you. Look in a mir-you. You are not selling the ror if you want to understand them. This is why you have machinery. Selling a capabilities of your machin-to talk to live human beings. They need to check you out. service means selling ery. Selling a service means After all, they are buying a service. They can’t return it or selling promises that you will exchange it for another one if you mess it up. A mistake by promises that you will come through for them . a service provider means the buyer made a bad decision, come through for them. and bad decisions have consequences. The Gut Check The issue is professional consistency in what you say Think back to when you and what you do. To sell a service, keep doing what you are had to decide on a service provider. You narrow your choic-doing to get your message out there, stick to your metrics es to two or three, and one seems to be a leading candidate. for contacts, follow through with proposals and take a hard But then, you get the gut check . You can’t even describe it, look at what you are doing that could be silently alienating but something was not right. Something subtle in that per-your prospects. Eliminate the gut checks. son’s speech or actions created a disconnect between who they claimed to be and who they are. And since you are buying their service, not a product, you have no recourse if they fail you. FOR MORE INFORMATION This is what you are up against when you are selling a Imaginestics LLC/Vizseek / 765-464-1700 / vizseek.com service. Your potential customer—just like you—lives in Matt Judge, Vice President of Sales fear of making a bad decision. It is not a conscious thought 14 4 MoldMaking M g Technology T — — JU JULY 2021