Service-based businesses face a variety of unique challenges when trying to attract clients. Businesses that provide a service, instead of a product, are organizations that sell knowledge, skills and whatever is between their ears. Interviewed by John Golden, the founder of The Unstoppable CEO Steve Gordon discusses the four challenges that service-based businesses face when attracting clients, and how to overcome them.
This expert sales interview explores the four challenges to growing and attracting clients as a service-based business, including:
- Not knowing who the ideal client is
- Having a complicated, or nonexistent, referral process
- Not knowing your offer
- Forgetting to follow up with leads
Be Clear on the Ideal Client:
Many businesses don’t have a real, clear definition of their ideal client. People assume that they know who their ideal client is, but when they are really pinned down for a specific answer, leaders and salespeople alike tend to fall short. Part of this is due to fear.
It’s common knowledge that referrals are a great way to generate more business, but the majority of organizations don’t have a system in place to influence referrals in any way. When implementing a system for generating referrals, keep it simple.
Know Your Offer:
Knowing what you are offering your clients may seem like something obvious, even simple, but for service-based businesses, in particular, it can be difficult to know your offer, because what you’re offering isn’t tangible.
Fix Your Follow Up:
Sometimes organizations become so focused on generating leads, that they don’t follow up with the leads that don’t do business right away.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.