Selling Services:
How to get in front of new clients
Agenda…
Why Selling Product is different from Selling
Services and why that really matters
How commercial clients buy trusted advice
How to build a sustainable stream of new
client opportunities
About You…
About You…
Expert
Improving
Beginner
About You…
Expert
Improving
Beginner
• Finding new clients is easy
• A bit hit & miss..
• We win clients that call
us…
About GenLead…
Help Law firms meet & build
relationships with new clients
About GenLead…
Law Society Consulting
Telemarketing Partner
Selling Services
Vs.
Selling Product
Why it really matters.
Are you selling Services
or Product?
Selling Product?
Product
• Boxes of stuff.
Buying
Process
• Clients do know how
to buy.
Why
Clients Buy
Feature driven
•‘
Buying Services…
Selling Services?
Services
• Guidance.
Buying
Process
• Clients don’t know
how to buy.
• Complex
Why
Clients Buy • ‘Outcome driven’
Being ‘Sold to’
Why This Matters…
Why This Matters…
75%
Of clients do not feel confident about
buying Professional Services
Why This Matters…
50%
Of the UK population say they don’t
know what Lawyers actually do
Section Summary…
• Clients don’t like ‘Being sold to’
• Clients don’t know how to buy
from you
• The profession is not confident
about selling
How Clients Buy Services &
Trusted Advice
3 Scenarios...
Trusted
• Trusted advisor
• Outcome driven
Improve
• Build a better world...
• Compliance
Fix
• Pain
• Time pressure
Outcome Driven...
What do you
say you are?
Compare
What outcome
do you give your
Clients
Outcome Driven
Example...
Qualified Tax
Accountant
Compare
Help Clients
Pay Less Tax
Section Summary…
• 3 Scenarios that drive a need
for Professional Services
• What you are vs. The outcome
you give.
How to build a sustainable
stream of new client
opportunities
How to build a sustainable
stream…
Introduce
Nurture
Collaborate
& Close
First contact...
Introduce
First contact...
Phone
Introduce
Follow
Up
Content
Accountants –
Target Audience...
Introduce
•
•
•
•
Owner/MD
Estate Agency
£2m - £20m
M3/M4 Corridor
Outcome Driven Accountants...
Trusted
Improver
Fixer
• We help the owners of Estate Agencies
Make more Money and Pay less tax
• Specialist in Accountancy services for
Estate Agencies
• Full service Accountancy firm.
• HMRC Investigation experts
Build the relationship...
Nurture
Build the relationship...
Buying
Scenario?
Nurture
Reinforce
(Content)
Presence
Dialogue!
Move it forward...
Collaborat
e
Move it forward...
Challenge
Collaborat
e
Package?
Outcomes?
Test
Review – How to get in
front of New Clients...
Review – How to get in
front of New Clients...
1. Services or Product?
2. Use Outcome language
3. Understand buying scenarios
4. Build a consistent client acquisition function
5. Maintain an outcome driven dialogue, reinforce
it & stay present.