how to market your products and services: even if you don't like selling

How To Market Your Services

E V E N I F Y O U D O n ’ t L i k e S E L L I N G

Hanna G. Fitz, BA(Hons.), LL.M.International Business ConsultantSeashell Consulting Inc.

Wednesday, March 26, 2014

Overview of Presenter

• Hanna G. Fitz is an International Trade Development Consultant who began her career as a new product development professional, managing projects, analyzing product portfolios and developing sales strategies for one of the largest financial group of companies in the Eastern Caribbean. She holds a Bachelor of Arts with first class honours in Corporate Management from Anglia Ruskin University (UK) and completed a Master of Laws in International Commercial Law with Northumbria University (UK). She is certified in project management and mediation.

In 2010, Hanna founded Seashell Consulting Inc. a firm specializing in advisory services for companies targeting UHNWs and HNWs. She has worked with some of the Caribbean’s top international award-winning luxury resorts and “Made In Italy” luxury goods, crafting marketing strategies, brand development, public relations programmes and event management. She has created a track record of creativity and innovation in her various projects.

Seashell Consulting Inc. is also the publisher of luxury magazine, Seashell Lifestyle featuring Caribbean lifestyle and yachting updates.


YOU ARE ALWAYS SELLING

“I have never worked a day in my life without selling. If I believe in something, I sell it, and I sell it hard.” Estée Lauder

The key to elegantly and successfully selling anything is “belief” in what you are selling. For luxury brands this is required even more, as your story needs to be compelling enough to create added-value in the minds of your discerning customers.


SO WHY DO PEOPLE HATE SELLING

NO#1 - SIMPLY “I Don’t Like Selling”

NO#2 - Its manipulative: Its is all about

manipulating people into buying something that they don't really want to buy. By this line of thought, the typical salesperson is a fast-talking slick-head. Who wants to be like that?

NO#3- Selling is annoying: Selling sometimes involves repeated emails and

phone calls, both of which tend to be unwelcome. Most people have had unpleasant experiences with pesky salespeople who won't take no for an answer. And who wants to be a pest?

NO#4 - I am better at doing than selling

NO#4 - Selling is boring: Most business tasks can be undertaken full speed,

with progress limited only by the amount of time you're willing to spend. Selling, however, involves plenty of "hurry up and wait" while prospective customers mull things over before they "get back to you."


WHY SHOULD I SELL MY SERVICE?

#1- Times have changed and referral only business is not enough!!!

#2- If you hate selling, you'll never be good at it, and that means at least lost revenue

#3- The entrepreneurs who really love selling are the most successful e.g. Steve Jobs renowned for his excellent sales pitch


WHY SHOULD I SELL MY SERVICE(S)?

The Internet has made it so much easier to reach out to potential customers: Blogs, Facebook, Linkedin and Twitter

Never think of “selling”. Think “I am helping”. You have a valuable service or product to offer that can add-value to your client’s life or business. They need to hear about it.

Don’t try to sell to 1 million people, find your niche that group of people who share your ideals and values. You can’t please everyone and if you are positioned as a luxury brand you shouldn’t try to. Exclusivity and quality are your biggest selling points.


HOW TO SELL YOUR SERVICE AND GET NEW CLIENTS

RULE#1 - Give More Than You Are GettingReferral business is still one of the leading ways to gain to new business. 60/30/10 Rule of effort60%- Current Clients, 30%- New Clients, 10%- The Broader Market

RULE#2- Keep in mind that competition is not only between firms, but between PEOPLE and IDEAS. Know your clients and what you can do for them.

RULE#3- Engage your target audience.


RECOMMENDED TOOLS

A) Seminars and Trade Shows: Hosting seminars is a way of giving to your audience as well as drawing attention to your expertise.

B) Cold Calling: Identify potential clients and arrange to meet with them to present your services. Be ready with carefully researched information on the company. Visit a few times if possible asking casual information to employees available.

C) Professional Networks: Linkedin, Facebook and Blogs are excellent ways to showcase your products and services. Choose the networks that are best for your industry and engage.


MAKING MEANINGFUL CONNECTIONS OFFLINE AND ONLINE

“Six Degrees of Separation Principle”

This is the fundamental principle on which Facebook and Linkedin are built on. Your current contacts are connected to other people who may be potential contacts, so do your research and find out who is in their network or encourage them to advocate for you.


LINKEDINI think Linkedin is the best social media invention for entrepreneurs and professionals. Linkedin is #1 for marketing professional services or any product.

Why Use Linkedin: 250+ million usersAccording to research in the US of persons earning US$200,000 per year, 80% believed that networking impacts income. 40% of participants found their current job through networking. 70% of executives credit networking as the key activity that leads to career opportunities, but 75% of study respondents said they spend fewer than two hours directly managing their networks.


TIPS FOR CONNECTING ON LINKEDIN

Create a profile with clear and specific information on what you have to offer.

When sending a request for connecting tailor the message requesting connection, including where/how you met the connect.

Always send a thank you message once accepted. If you have added the contact for a specific purpose begin networking.


• Join Linkedin Groups: one of the best ways to make the most of your social media engagement time, but you must adopt the right strategy to be successful.

• Linkedin allows you to join up to 50 groups, but you can’t possibly be effective and spend enough time to make a difference in 50 groups.What works best is to focus your time and effort on a deep and narrow approach in order to build influence within LinkedIn Groups, enhance your credibility and generate new connections.

• Evaluate the groups you’ve joined or intend to join and focus on the top 3 to 5 groups that most accurately represent your target demographic. Also, you’ll want to choose groups that don’t have a huge membership. I recommend that you choose groups that have at least a few hundred members, but no more than a few thousand if you really want to maximize your visibility.

MAKING MEANINGFUL CONNECTIONS ONLINE


http://learn.linkedin.com/groups/

http://learn.linkedin.com/groups/

http://www.linkedin.com/

http://www.linkedin.com/

http://blog.wiredadvisor.com/new-linkedin-group-features-a-major-opportunity-to-build-influence/

http://blog.wiredadvisor.com/new-linkedin-group-features-a-major-opportunity-to-build-influence/

http://www.socialmediaexaminer.com/four-ways-to-find-out-if-your-customers-are-active-with-social-media/

http://www.socialmediaexaminer.com/four-ways-to-find-out-if-your-customers-are-active-with-social-media/

OTHER SOCIAL MEDIA

• Facebook Pages: Create a professional business page. The best way to completely maximise Facebook as a business tool is by building fans.

• Blogging: Build your own community and showcase your expertise.

• Viadeo: European network similar to Linkedin with 45 million users. Great for finding European professionals.


STAY IN TOUCH: E-NEWSLETTER

• Create professional email newsletters with useful information for your email contacts is a great way of keeping your services top of mind.

• I don’t recommend sending newsletters more than once or twice monthly otherwise people feel like its spam. Be sure that your content is what your audience may find useful.

• Attach all newsletter post to your blog and website. This will assist in your search engine optimization.


PREPARE A PROFESSIONAL LOOK

Solicit the services of a professional graphic designer to create a unique brand look/corporate identity. Getting it done professionally is worth it especially if you are targeting high networth clients. Select brand colours that will be consistently applied across your sales tools e.g. business cards, letterhead etc.

THIS IS IMPORTANT. People will know you are a small business or service provider who pays attention to detail.


SERVICE QUALITY MATTERS

• Parasuman et al (1985; 1988; 1991) developed the SERVQUAL MODEL using the Gap Analysis to help primarily service companies improve their customer experience thereby improving sales and customer retention. Attention to these potential gaps will be important in your selling process.


SERVICE QUALITY GAPS THAT AFFECT SELLING

•Use Quality as a Profit Strategy: True customers will keep pumping revenue into the firm’s coffers.

• There are six service quality gaps that can exist when you are dealing with customers:

• Gap 1: Customers’ expectations versus management perceptions

• Gap 2: Management perceptions versus service specifications

• Gap 3: Service specifications versus service delivery


• Gap 4: Service delivery versus external communication.

• Gap 5: The discrepancy between customer expectations and their perceptions of the service delivered.

• Gap 6: The discrepancy between customer expectations and employees’ perceptions.

• Gap 7: The discrepancy between employee’s perceptions and management perceptions.

• Regularly have your marketing process and customer touchpoints audited to ensure that any gaps are identified

SERVICE QUALITY GAPS THAT AFFECT SELLING


FINAL TIPS FOR SELLING

• Define clear objectives.

• Have a clear outline of who your target customer is and tailor products and services to meet their needs.

• Spend time understanding the clients needs rather than focusing on only what you can sell them.

• Selling does not stop on purchase of your product/service. It begins when the client is using your service.

• Place a strong emphasis on service quality management.


THANK YOU!!!www.seashellconsultinggroup.com


http://www.seashellconsultinggroup.com

http://www.seashellconsultinggroup.com

how to market your products and services: even if you don't like selling

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