How should a Doctor, Lawyer, Accountant, or other Professional Service Provider sell their services?
Do you think your prospective clients are buying your expertise? YOU may think so, but THEY don’t. Even if THEY don’t admit it, they are buying a solution to a specific problem or challenge they are experiencing.
Your patients and clients have no way of knowing how good your expertise really is. They do not know if your diagnosis is the best and most thorough, your motion is the most creative and effective, or your tax return is the most economical and audit-proof.
But, they can tell if the experience and the relationship with you is a good one. They can tell if your staff is courteous and helpful. They can tell if they feel better after their encounter with you. They remember if their phone calls have been returned and the promises made were kept.
They can sense if the overall experience with your service, brand, or company is good or bad. We all know it. And, it usually has to do with the small and insignificant things. The little details of the transaction.
It is usually perceived as their relationship with you. All the small details that combine and determine the “feeling” they have with their encounters with you.
You are really not selling your expertise, because that is assumed when you receive your business license and set up your shop. Nobody can evaluate your expertise in a comprehensive manner. Sure, other people can recommend your services whether they have experienced it or not, but their perceptions may be diametrically opposed to your past experiences and expectations.
You are selling a relationship. And, it is based on emotional factors, not logical thinking. Therefore, you should give this area of your practice as much attention as you do in obtaining your professional skills.
Everyone sells. Whether it be a product, service, knowledge, or expertise, customers and clients buy YOU first before they buy the solution you provide. To be tops in your field, you should include constant training and advice from sale professionals to hone your skills in this area.
How Do You Sell Your Expertise?
You develop a trust in your prospective clients mind that you can provide the solution to their needs and you create a new relationship based upon that trust.
Howard writes, speaks, and consults about sensible selling using the new media reality.
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