Orange County Advertiser is pleased to welcome back guest blogger, Norm Van Wieren, Chief Executive Officer of SocialMediaMerchant.com. Socialmediamerchant.com is a full service social media management and online business advisory firm located in Laguna Hills, California. They focus on implementing and managing a proven social media marketing and optimized online presence for your business.
When you are selling consulting services, coaching services, golf instruction services or legal services, what you’re selling isn’t the service, you’re selling something invisible. It’s called “Expertise”.
Expertise is your product. How you brand it, deliver it and communicate it is everything.
Selling a service also commands your ability to demonstrate social proof of your expertise. How do you do that? Easy. Think visual.
Here’s an example: I once owned a successful college planning & mortgage business a few years ago. When you walked into my office lobby you immediately were greeted by a receptionist and our “Wall of Fame”. The Wall of Fame was on one side of our office lobby wall that was plastered with forty two 8×10 framed and photographed testimonials of me and my clients together each with a written testimonial outcome of the service I provided to each client.
That’s demonstration of compelling social proof of expertise. This is what your after. Whether it’s your office lobby, auto repair shop, golf instruction studio, legal office or your company website, you want to be able to show prospective customers you can deliver. Remember, NOBODY SPEAKS ABOUT HOW GREAT YOU ARE BETTER THAN SOMEONE ELSE. You can tell me all day how great your service is but when someone else says it for you with a visual component of credibility (photo or video) then the landscape of closing the sale easily changes in your favor.
Moral to the story: Get started on gathering photographed testimonials with you and your clients together and have them write a three to four sentence “outcome statement” about your service. Have them sign it with their full name, city and occupation.
Gather these testimonials and neatly place them in a binder and leave the binder open in your client conference room or frame them on your wall so customers see them when they walk in your business. Either way you can easily eliminate the price / tire kicker shopper with this strategy and it can establish the correct platform to increase your rates and fees. This is called positioning.
Understand that when you’re selling a service, your product is your expertise. Your ability to demonstrate social proof of that expertise can make the difference between a customer buying your service over someone else’s. It’s smart business.
Norm Van Wieren, Socialmediamerchant.com 949-230-5119