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

• Finding new clients is easyExpert

• A bit hit & miss..Improving

• We win clients that call us…Beginner

About You…

About GenLead…

Help Law firms meet & build relationships with new clients

About GenLead…

Law Society ConsultingTelemarketing Partner

Selling Services Vs.

Selling ProductWhy it really matters.

Are you selling Services or Product?

Selling Product?

• Boxes of stuff.Product

• Clients do know how to buy.

Buying Process

• ‘Feature drivenWhy Clients Buy

Buying Services…

Selling Services?

• Guidance.Services

• Clients don’t know how to buy.

Buying Process

• Complex• ‘Outcome driven’

Why Clients Buy

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 advisor• Outcome drivenTrusted

• Build a better world...• ComplianceImprove

• Pain• Time pressureFix

Outcome Driven...

What outcome do you give your

Clients

What do you say you are?

Compare

Outcome Driven Example...

Help Clients Pay Less Tax

Qualified Tax Accountant

Compare

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

Introduce Nurture Collaborate & Close

How to build a sustainable stream…

First contact...

Introduce

First contact...

IntroducePhone

ContentFollow Up

Introduce

• Owner/MD• Estate Agency• £2m - £20m• M3/M4 Corridor

Accountants – Target Audience...

Outcome Driven - Accountants...

• We help the owners of Estate Agencies Make more Money and Pay less taxTrusted

• Specialist in Accountancy services for Estate AgenciesImprover

• Full service Accountancy firm.• HMRC Investigation expertsFixer

Build the relationship...

Nurture

Nurture

Buying Scenario?

Reinforce (Content)

Dialogue!

Presence

Build the relationship...

Move it forward...

Collaborate

CollaborateChallenge

Outcomes?

Test

Package?

Move it forward...

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.