Secret 8 clients buythey are not sold

Despite softened sales tactics, shopping for a new car is still a challenge. The legendary hard sell still prevails. Today's salespeople may not say it aloud, but you can sense them thinking, "What will it take for me to put you in this vehicle today?" So you go into a dealership prepared for battle and determined to resist being sold until you are absolutely ready to buy.

Guerrilla Intelligence: How Clients Find You

When looking for consultants, clients rely on seven strategies in the following order:

1. Referrals from colleagues and other in their networks

2. Past experience

3. Internal research staff recommendations

4. Advice from industry analysts

5. Web-based research

6. Business and trade press reports

7. Tirade shows and conferences

Like most car buyers, guerrilla clients resent hard-sell tactics. In fact, three out of four buyers of services now hire consultants as a result of their own research instead of from consultants' solicitations.3 Clients no longer hire consultants solely because of a firm's brand name, advertisements, or direct solicitations, such as cold calls and direct mail. Instead, they turn to their networks of colleagues and the Internet. And they usually know quite a bit about you before they contact you—particularly about your qualifications to help them.4

Clients use initial discussions to see how well you listen and grasp their situation, not to learn how big your practice is or how many clients you have served in their industry. Exploratory client interactions are test-drives. Don't waste your time trying to figure out how to sell to clients, but be prepared to show how you can help them. Since many clients think consultants are trying to sell to them all the time, disarm and surprise them. Don't sell, but show them the benefits you have to offer.

Guerrilla Tip: Show Them the Goods

Clients gravitate to consultants who effectively demonstrate their capabilities and show the value they can add to the client's business. They ignore consultants who merely assert their qualifications with ambiguous marketing statements, glossy brochures, or Web sites. The assertion-based approach cannot compete with a value-based sales process.

Advertising With Circulars

Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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