Selling the Invisible: a field Guide to Modern Marketing \(Biz Books to Go\) pdfdrive com

Yes, build the quality into your service—but make it less risky, too.
You Have Nothing to Fear but Your Client’s Fear Itself
Peggy, your prospect, is frightened.
You are just this invisible thing—a service—a mere promise that you will do
something.
Peggy is afraid. She is thinking about buying something almost sight unseen.
She is very uneasy—and she is the typical prospect.
Often, Peggy is so fearful she does not buy, even though she needs and could
benefit from your service, and even though you are the best company she could
choose.
It is less risky for Peggy to do nothing.
At this point, you do not need to put more sale in. You need to take some of
the fear out.
How?
How do product manufacturers do it? They offer free home trials, or free
money-back guarantees.
Can you do that? Often, you can. Instead of asking for the business, ask for a
project. Offer to do one shirt, one small survey, one blurb for a newsletter, one
small case, one free review of their retirement plan. If it is a big account, ask for
a tiny slice— a slice about which Peggy might not worry and on which you can
shine.
Always remember: Peggy is afraid.
The best thing you can do for a prospect is eliminate her fear. Offer a trial
period or a test project.
Show Your Warts
In the mid-1980s, some researchers at Cleveland State University made a

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startling discovery.
The researchers created for two fictitious job candidates—Dave and John—
two identical résumés, and two almost identical letters of reference. The only
difference was that John’s letter included the sentence “Sometimes, John can be
difficult to get along with.”
The researchers showed the résumés to personnel directors. Which candidate
did the directors most want to interview?
Sometimes-Difficult-to-Get-Along-With John.
The researchers concluded that the criticism of John made the reference’s
praise of John seem more believable, and that made John look like a stronger
candidate. Showing John’s warts actually helped sell John.
But does this academic study apply in the real world? Ask Tom Keacher. A
regional sales manager for First Protection, the company that originated marine
service contracts, Tom for years started his sales presentations by listing every
boat engine part that First Protection covered. Midway through 1994, however,
Tom decided to switch tactics. He started his pitches by listing every part that
the service contract did not cover. The result? Tom’s conversion rate improved
significantly.
Rather than hide your weaknesses, admit them.
That will make you look honest and trustworthy—a key to selling a service.