04 Mar
Secrets of selling IT services
Selling IT services is associated with unique challenges compared to selling other types of solutions. Tech solutions are often very expensive and require in-depth research for buyers and most of all they provide value that can be difficult to quantify. It used to be that selling technology was all about software demonstrations (demo version) and case-studies presentations. Actually, it still kind of is, but things have gotten a lot more sophisticated and challenging.
For all of these reasons, success in this industry requires special skills and preparation. Here are a few examples of best practices that will help you turn potential customers into profitable ones.
Speak the client's language
First of all, you need to get to know whether the person you’re pitching is an IT novice, tech-savvy, or a true tech enthusiast. If you will figure it out, just match your tone to theirs, so you don’t speak above their heads or use a condescending tone.
Learn the client’s challenges and goals
Go beyond the customer’s specific request. You need to give more to distinguish yourself from the competitors. Talk with your clients about their frustrations or problems in their business. Find their short and long term goals and explore their budget. When you collect all the data you will be able to present options that will better serve their needs and easier meet their expectations.
Determine the business impact, not the IT solution
Your proposal must include recommended equipment and services, but it is equally important to focus on the impact on the business. Put yourself in the client’s shoes and answer the question whether the proposed solution will result in quicker order processing, increase the effectiveness of the e-shop, enable employees to work off-site, reduce costs, etc.?
Sell by storytelling
Convince your clients through storytelling. Don’t talk about functionalities of your solution, but ways how it helps your clients. Instead of describing function by function tell a story about a client who wanted to equip his salespeople with a tool that will help them to monitor the process of handling a lead and describe how you delivered this solution and how it helped your client in his business.
Facts to remember:
- Benefits sell – features don’t
- Benefits build stories, which customers can relate to
- People like stories because we’re wired to see our lives as a narrative
Offer a range of choices
Always be prepared. Provide several alternatives for your client, not only one solution. Present different levels of services and prices. Discuss the trade-offs, advantages, risks, and impacts of each option. Be flexible enough to negotiate – ultimately, it is the customer who decides what he wants and what he can afford.
Set clear expectations
Remember that client satisfaction comes from delivering services that meet their expectations. Clearly define what you are able to realistically deliver, and know what your clients expect from you. Talk about the likelihood of certain disaster scenarios.
Time to thrive
To sum it up I may say that we don’t sell software but solutions for clients’ problems. Remember not to talk about technology and features, just let them be the support of your story. Find the difference between “Here’s what our product can do” and “Here’s what you can do with our product”. It sounds similar, but they are two completely different approaches. Second one will help you to achieve your goals in the IT world.
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