How to sell services
Selling The Invisible: The 5 Best Ways To Sell Your Services
0:00 / 0:00
Timecodes:
most marketing advice and strategies out
there are aimed at businesses selling
products but if you're a service-based
business then it's incredibly important
to understand how marketing strategies
for service businesses are different
from those of other types of businesses
and the problem is that many service
business owners don't know how to market
their services so they end up wasting a
lot of time and money on marketing
efforts that just don't work and never
pay off that's why in this video i'm
going to show you five of the absolute
best ways to sell more of your services
and a few super easy steps that'll help
you create a successful marketing
strategy for your service business
follow these steps and you'll be well on
your way to getting more customers and
more clients so let's get started with
tip number one selling your services by
using the problem first mentality when
it comes to selling services most
business owners and people start by
describing what they do like we do
accounting or plumbing or coaching
whatever it is that you do some even
take it a step further and talk about
the solutions they offer like we take
care of your business's bookkeeping or
we help you sell your home fast and for
top dollar but this next part's really
important so i'm gonna say it slowly a
solution that's presented without
context about what problem it's solving
is completely irrelevant and ineffective
for example if someone offered to sell
me an in-ground sprinkler system for my
backyard well i'd probably pass after
all i don't really need a sprinkler
system at least i don't think i do but
if that same salesperson showed me how
my dead and dying grass was not only not
that great to look at but it was also
painful for my kids to play on because
it was dry and scratchy and it was
causing all kinds of dust and dirt to
get tracked into the house and maybe
even lowering my property value well
then you've got my attention and this is
why you always need to start with the
problem first for an example of this
just rewind and re-watch the beginning
30 seconds or so of this video and
you'll see how i called out my target
market in this case service business
owners as well as the problem that i was
going to cover which in this case was
the fact that marketing services is
different than marketing products so
once you've got your problem
sufficiently addressed it's time to move
on to the next point which is that when
you're selling a service it's all about
the end result there's a quote in
marketing that's commonly attributed to
theater levitt that goes people don't
want quarter inch drill bits they want
quarter inch holes basically meaning
your clients and customers don't want
the thing you're selling they want the
benefits of what that thing is going to
provide they want the end result the
outcome so if you offer coaching you're
not offering a package of four 60 minute
consultations you're offering better
performance or better health or better
relationships or whatever it is you
provide if you offer marketing services
you're not giving them social media or
content marketing or video services
you're offering the promise of more
customers more clients and more sales
and revenue for their business or if you
offer i don't know say mobile auto
detailing services where you show up at
someone's house or work and clean their
car well you're not just offering a
clean car you're offering status and
prestige and pride maybe even hygiene
photography you're capturing memories
and helping preserve someone's legacy
daycare you're offering freedom security
peace of mind meal preparation services
you're selling convenience and time and
maybe health depending on what kind of
food you cook i think you get the
picture and on the topic of pictures
let's talk about tip number three next
show don't tell the hardest thing about
marketing and selling services as
opposed to products is that services are
intangible you can't hold a service in
your hands you can't see it in front of
you and the end result the outcome is
often little more than a promise which
means you need to do everything in your
power to try to make it as real as
possible and the best way to do this is
to show rather than just tell and of
course the best way to show is with
video marketing the tool i'm talking
about is also this video's sponsor
pictostory pictostory is an amazing
video marketing tool that allows you to
take a single video and then quickly and
easily turn it into multiple content
pieces for use across all of your social
media platforms it's the perfect tool
for content marketers social media
managers brand strategists and anyone
who creates video content to increase
audience engagement it automatically
adds subtitles allows you to change the
color type and size of the font and you
can customize the video background color
to match your brand or whatever look
you're going for i'll put a link in the
description box below this video so make
sure to check out picto's story right
after this video by clicking the link
below which will allow you to create a
completely free account and when you use
the code you'll also get 50 off any
annual plan if you want to access any
additional features now that you've got
a way to make sure your video gets seen
in all the right places let me walk you
through a four part video framework i
use with all my clients to help you sell
more services with a simple video part
one of any successful video is always
the hook this can sometimes be referred
to as the attention capture or call out
phase but whatever you want to call it
the objective is always the same to get
someone's attention and to get them to
pay attention and to keep paying
attention but here's the thing you don't
want just anybody's attention you want
only your ideal target market's
attention and the best way to do this is
pretty simple but effective and that is
to call them out with a question ideally
something that asks them about the
problem they have also you want to make
sure to do this in the first three to
five seconds of the video alright so now
that you've got their attention part two
is to introduce yourself and more
importantly the problem you're going to
be solving even though we're only about
five seconds into the video this is
where so many people start to go so
wrong the key here is to keep your intro
as short and powerful as possible and
then move quickly on to the problem an
important point to consider here is that
the only reason we're introducing you at
all is to humanize you so they get to
know you build rapport and then they
like you and establish a little more
credibility and authority so ultimately
they'll trust you now the way to do this
is to give your name your title and
possibly a previous but related big
achievement and then dive right into the
problem you see and the damage it's
doing and this is where you want to
spend most of your time on their pain
their problem and the current reality
they're living in you don't have a ton
of time here but even 30 to 60 seconds
of putting a little salt in the wound
can go a really long way and set you up
for success for this next part alright
so at this point you've hooked them
you've given a quick intro and you've
presented the problem that they're going
through and hopefully put just a little
bit of salt in the womb to make it real
and make them feel yeah that rhymed so
it's at this point part three that you
want to now present your service that
you're selling and all the benefits that
they're going to get from using it
finally we come to what may be the most
important part of the entire video the
call to action or cta the goal here is
to do the thinking and heavy lifting for
your viewer by spelling out exactly what
they should do next that ever important
next action step that'll move them one
step closer to solving their problem now
is not the time to get creative and let
them know about all the things they
could do and all the ways you could help
them instead you want to pick one single
call to action make it clear and make it
direct when your call to action is
confusing or worse doesn't even exist
well your viewer is left hanging trying
to figure out what to do next and when
they're trying to figure it out on their
own it's not good for anyone okay now
that you've got that let's move on to
tip number five which is all about
mastering your marketing when it comes
to selling more of your services and
getting more customers and clients for
your service based business marketing is
the single most important element to
your success there's some good news and
some bad news that comes with all of
this the good news is that human
behavior consumer psychology and why
people buy really hasn't changed that
much in thousands if not tens of
thousands of years so even getting a
basic handle on the principles of
marketing are gonna go a really long way
the bad news is that technology and the
way that your customers engage and
interact with brands and businesses
online is changing faster than ever but
don't worry i've got you covered and
this is why the next thing you're going
to want to do is check out the video i
have linked up right here which is going
to give you even more service business
marketing strategies so make sure to
check it out now and i'll see in the
next video it's called the social
selling system it's a very simple
framework that essentially takes them
from an ad to a opt-in page where they
can enter their name and email in
exchange for some kind of content