Successfully Selling Your Professional Services The 7 C approach to getting clients- fast.

As a professional service provider, you face special challenges in promoting yourself to potential clients. You may have certain restrictions on how you market or advertise, or you may feel overwhelmed by the demands of being both owner and employee, or, you might not have a strong base of effective selling & marketing skills. In addition, you may believe that self promotion is somehow unprofessional/pushy- or even unnecessary. Very often, professionals “open up shop” and expect, like, in the Field of Dreams- “if you build it, they will come.”

While I dont deny that there is some validity to this approach- certainly, if you rent space in a strategic location and let your colleagues know youre there- you are likely to get referrals- eventually. This is fine, perhaps, if youre willing to wait months or years to create a thriving business. The bottom line is that if you want to be successful in selling your services- now- you must let people know who you are and what you can do.

This does not mean that you adopt a persona that doesnt suit you, or that you try all the marketing and sales techniques you can find, desperately trying to find one that works. Instead, Id like to offer you the 7 “C” approach to successfully selling your professional service.

Clarity. This refers to spending time to craft a clear, compelling, memorable message. It involves being very clear about the benefits of your service, and finding a way to “speak the language” of your potential customers. Very often, professionals resort to phrases like, “I help my clients reach their goals.” “I do tax returns.” “I give massages”. Is there anything particularly compelling or memorable about any of these statements? Perhaps, but, likely not. Instead, how about these: “I help my clients reach their goals of working 51% less and making 52% more.” Or “My clients pay fewer taxes- legally” Or “I provide a special type of massage which can reduce the pain from old injuries- permanently.” Do you see how each of the latter statements provides more clarity and gives the potential customer more information about benefits? The power of clarity is that you know, right away, if your potential client will buy from you. If not, at least youve provided the potential client a memorable way to remember you- so s/he can refer friends.

Caring. This point might go without saying, but, just in case this is a new idea- you want to be sure you care about your customers. Marketing is most effective (and easiest) when you have a passion for your service, and absolutely know that its effective. You really want people to experience your service, because you care that they work less and make more, or that they save money on tax day, or that they are pain-free. If you cant think of anything in your service that you care about- deeply, passionately, and vocally- keep looking until you do. Finding this aspect is like unlocking a treasure chest!

Congruency. Another aspect to consider in marketing yourself is that of congruency- that is, the match between what you say, and what you do. This “match” between inner and outer helps potential clients understand you, and remember you. For example, if you say that youre a financial services advisor, specializing in accounts over $500k, make sure you “look” and “act” the part. This means, most likely, that you will behave similarly to your ideal clients- perhaps dressing the same, reading the same magazines, spending time in the same restaurants or in the same professional groups. If you are congruent between what you say, and what you do, people will be naturally attracted to you and your service. Do what it takes to cultivate this `match within yourself. Stated another way, congruency is about credibility- being who you say you are.

Competency. The best marketing in the world will not save a professional who is not competent and skilled at his/her trade. Although you are probably extraordinarily competent already, make sure to maintain this “edge” by continuous learning, more education, training- whatever you need to continue to be extremely skilled. Those who are very skilled command higher fees and find it easier to attract and retain high quality
clients.

Charisma. Charisma is the skill of leading, and developing a devoted following. You can increase your charisma, and should make every effort to do so. Be aware of your “silent” language- do you look interested? Are you listening? Do you ask good questions? Do you provide the prospect an opportunity to ask questions or get more information? Do you have resources to connect this client with if it turns out s/he is not a match for your business?

Consistency. The most effective marketing strategy- ever- is consistency. Day in and day out, you must commit to marketing yourself and your professional services. It is too easy, as business picks up, to forget this principle, and then to scramble for business when the flow dies down. Instead, commit, fully, to daily marketing actions- and then take them.

So, lets say that youre ready to put these 6 Cs in place, but youd like someone to help you move forward. Consider, then, a 7th “C”- Coaching. If youre a person who is open to new approaches, willing to take action, and believe that support, guidance, and accountability would benefit you, consider working with a Certified Sales Coach. These specially trained professionals can help you develop the skills you need to build your ideal business, in record time. If youd like to learn more about working with a Certified Sales Coach, please visit http://www.salescoachtraining.com/meet.html

© 2003. Dr. Rachna D. Jain

About the Author

Dr. Rachna D. Jain is a sales and marketing coach and Director of Operations for SalesCoachTraining.com. To learn more or to contact Dr. Jain directly, please visit http://www.SalesandMarketingCoach.com,where you can sign up for her free email newsletter, "Sales and Marketing Secrets".

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