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"WANT TO SELL A SERVICE ON THE WEB?... Want Hundreds
Of Leads Lined Up At Your Door?... Use These Simple
Strategies To Easily Turn Challenges To Your Advantage
And Outsell Your Competitors!"
I've noticed that, lately, I've been receiving a lot of
questions from those of you selling a service (or thinking
about selling a service) over the Web, asking what you need
to do differently than those people marketing a physical
product.
It's a good question. Because while almost ALL of the
selling and traffic generation techniques I teach work
equally well for both product and service-based business
models, there are a few unique challenges faced by those
selling services that warrant special discussion...
CHALLENGE #1 - You ARE the product!
When you sell a service, you ARE the product, whether
you're a...
- Real Estate Agent
- Doctor
- Lawyer
- Bed & Breakfast Owner
- Auto-mechanic
- Caterer
- Hair Stylist
- Fitness Trainer
- Accountant
- Investment Advisor
- Childcare Provider
- Housekeeper
- Dog Walker
- Landscaper
... or whatever!
You're selling your time with the promise of a particular
result as opposed to a tangible product.
CHALLENGE #2 - Your time is limited!
Unlike someone selling a physical product that can be stored
and shipped on demand, you can only provide as many services
as your time allows.
And assuming you pause to sleep and eat like the rest of us,
this means you are limited to an 8-hour day. (Okay, 12 to 16
hour days if you love your work as much as I do!)
CHALLENGE #3 - You must prove your ability to deliver
measurable results, while emphasizing flexibility.
People will want to see proof that you've delivered great
results for other clients, but they will also want to know
that you are flexible enough to meet their own unique needs.
So you must walk a fine line, making sure that you keep
confidential client information confidential, while:
A) Proving that you've satisfied the needs of other
clients like them with great results...
And
B) Demonstrating your ability to customize your service
to meet their personal, unique needs.
CHALLENGE #4 - You're using a "global" medium to attract
"local" business.
Frequently, service-based businesses rely on local clients.
Sure, the owner of a bed & breakfast in Seattle, Washington
may be thrilled to be attracting clients from Australia's
Gold Coast.
But is the landscaper in Seattle going to be equally
receptive to securing a weekly hedge trimming and lawn-mowing
client from Australia? Probably not.
So service-based sites that rely on local customers need to
actively pursue sources of local traffic.
TRAFFIC TECHNIQUES, WEB DESIGN TIPS, & SALES COPY
STRATEGIES FOR SELLING A SERVICE ON THE WEB
STRATEGY #1 - Establish Your Credibility!
When you sell a service, you are typically selling a
relationship with yourself. And this requires that you
spend more time and effort establishing your credibility
and developing a rapport with your visitors than is
typically required on a site selling a physical product.
For example, a site that sells a product like gift baskets
might include some brief "About Us" information that gives
details about who the web site owners are, why they started
their business, and how long they've been online.
However, the majority of the web site would focus on
establishing the value of the actual product (the gift
baskets), providing detailed information about guarantees,
delivery procedures, etc...
Including reams of misplaced information about the web site
owners could actually hurt sales more than help because, in
this case, visitors' chief focus should be directed to the
value of the product.
When you're selling a service, however, you ARE the product.
So establishing your credibility -- essentially establishing
your value - is CRITICAL TO CLOSING THE SALE.
You need to not only establish the benefits of the service
you're offering, you need to establish the value of YOU
providing this service.
There are a few different ways you can accomplish this:
A) Include a good, professional PICTURE OF YOURSELF.
And no, the picture of you in your Hawaiian-print shorts
and "Kiss the Chef" hat from last year's summer barbecue
won't do. Giving your visitors a professional image to
associate you with will go a long way to establishing
your credibility.
B) Provide a list of YOUR CREDENTIALS.
However, don't just give point after point of
accomplishments; be sure to state exactly how each of
your credentials is going to TRANSLATE INTO A BENEFIT
for your clients.
Don't make the critical mistake of assuming that
visitors to your site can make this leap on their own.
Clearly spell out the benefits you offer in your sales
copy.
For example, if you are a real estate agent with
certification in housing inspection, then you shouldn't
just tell your visitors "I'm a certified housing
inspector." You should tell them:
"Not only can I find the best home in the best location
for you and your family, as a certified housing inspector,
I can give you an accurate assessment of the home's
structural soundness and let you know about any potential
problems to make sure you avoid getting stuck with costly
repairs in the years to come!"
Doesn't that sound better than, "I'm a certified housing
inspector"? Make the benefit obvious!
C) PROVIDE EVIDENCE that other clients have been satisfied
with your services.
Depending on the nature of the service you provide, you
may choose to do this in a few different ways. Testimonials
from clients are a great way to establish your credibility.
An online portfolio of your work might be another option
(e.g. landscapers might include pictures of well-manicured
properties they designed and maintain).
However, if the confidentiality of your clients is
important, then you may need to approach this a bit
differently by including more general descriptions of
problems you've encountered and steps you've taken to
solve them, with no names or clues that could give away
identities.
If privacy is important to your clients, then visitors to
your site should be able to understand why you can't
reveal names and exact details. But again, don't assume
they'll know! Explain!
STRATEGY #2 - Be Specific About What Exactly You're Offering!
We've already talked a bit about this, but this is such a
common mistake I see web site owners making -- whether they
sell a service OR a product - that I think it warrants
further explanation.
You can never assume that providing information about what
you've done for other clients will enable visitors to your
site to make that leap and picture what you'll be able to do
for their businesses. You need to be very, very specific
about what, exactly, you're offering:
- Look at other similar service providers... Do you offer
the same services? More? Less? What makes you different
from your competitors?
- Do you specialize in anything?
- What kind of guarantee do you offer?
- How will your services be delivered?
Too often, web site owners fail to provide their visitors
with enough information. Sales copy with a detailed breakdown
of the services you provide -- with the benefits you offer
clearly explained - will be one of the most critical aspects
of your site.
STRATEGY #3 - Demonstrate Flexibility!
As I mentioned earlier, people will not only want to see
proof that you've delivered great results for other clients,
they will want to know that you are prepared to customize
your service to meet their own unique needs.
So here, again, thorough sales copy that clearly explains
how you're willing to customize your services will be very
important.
Do your clients typically fall into a few different
categories? Can you talk about each group, and explain how
you adapt and change to meet their individual needs?
We recommended that the web site owner of a martial arts school break his sales
copy down from his existing summary description of his
classes into more detailed copy that explains the key
differences between his child, teen, and adult classes.
We showed him how, by focusing on these client groups
separately, he could more closely target their unique needs
(and therefore attract more customers!) by emphasizing the
benefits that apply directly to each.
STRATEGY #4 - Make It Easy For Leads To Contact You!
Here's another obvious one. But I bring it up because I'm
continually shocked by how difficult some sites make it for
visitors to contact them. If you're selling a service over
the Web, then you are generating leads -- your goal is to
compel visitors to contact you.
But just as someone selling a product over the Web needs to
make a seamless transition between their sales copy and
their order form, you need to make a seamless transition
between your sales copy and the point of contact.
Make it easy for your visitors to contact you!
Provide an online form... your e-mail address... your phone
number... your fax number... your physical mailing address
... and any other relevant information (like the best times
to call you). And make sure this information is highly visible
and easily accessible from every page of your web site.
Why not invite a few honest friends to check out your site
and time them to see how long it takes for them to find your
contact information? What's obvious to you may NOT be obvious
to the rest of the world.
STRATEGY #5 - Network & Get Listed In Local Directories!
As I mentioned earlier, if you're selling a service, then
the location of your clients is frequently important. So
while almost all of the traffic techniques used to drive
visitors to product-based sites can be applied to service-
based sites, I would like to mention a few techniques that
those of you who need "local" traffic will find useful...
TRAFFIC TIP #1: Network with other local businesses.
If you want local traffic, start making personal
connections with other local business owners -- preferably
those with sites of their own.
Look for ways to position your service and your web site
as a resource to their customers, and then request a link
on their site or get permission to leave your business
cards (printed with your URL, of course!) in their lobby
or next to their cash register.
Even consider rewarding local business owners for sending
traffic and leads your way by offering them a special gift,
a discount off your service, or even a portion of the
profits.
TRAFFIC TIP #2 - Get your site listed in local online
directories.
Here's a severely neglected source of traffic for any
local business... whether you sell a product or a service.
There are plenty of local online directories that list only
2 or 3 businesses in categories that should be quite popular.
With consumers becoming more comfortable searching for
information online, it only makes sense that they're turning
to these local directories (to hire local services!) with
increasing frequency.
Why not take advantage of the fact that few businesses are
pursuing this VALUABLE SOURCE OF TRAFFIC? Look up local
online directories in your area and request a listing!
TRAFFIC TIP #3 - Take advantage of sites like eLance.com.
Depending on the type of service you offer, professional
services marketplaces like...
http://www.elance.com
http://www.freelance.com
... may be a great source of clients and leads. Post your
qualifications and bid on posted jobs, using your web site
to help "close the deal" once you've entered into a one-on-
one discussion with a potential client.
STRATEGY #6 - Encourage Referrals & Repeat Customers!
Here's another technique you should be using, no matter
whether you're selling a product or service. Always, always,
always follow up with existing clients!
Are they happy with the job you did for them? Is there
anything else you can do for them? Do they know anyone else
who might benefit from your service?
E-mail has made following up with your existing clients
extremely easy and cost-effective, so there is no excuse for
not taking advantage of this SOURCE OF EASY EXTRA REVENUE!
Don't be afraid to remind previous customers that you're
there. And don't be afraid to ask for referrals. If you've
done a good job for someone, they'll likely be more than
happy to refer their friends and business associates to you.
But if you don't ask, they'll rarely think to do it! Don't
leave this to chance.
QUICK TIP: Don't forget that while you may sell a service
as your main revenue stream, you may also supplement your
income by offering products that are complementary to your
service through your web site.
Final Marketing Articles Thougts
I get a lot of e-mail from people who think that selling a
service over the Web must require an entirely different
approach than selling a product.
They think they will need to use an entirely different set of
tools and techniques... that their web site design will be
dramatically different... and that to drive visitors to their
sites, they'll need to use some strange, newfangled strategies.
This simply isn't the case.
The only real difference between selling a service versus a
product over the Web is your focus:
When you sell a physical product, every aspect of your
site design and sales copy focuses on how the product is
going to solve visitors' needs and benefit them.
When you sell a service over the Web, the focus is on how
YOU are going to solve visitors' needs and benefit them.
Once you've wrapped your head around this concept,
everything else should fall into place.
Sales copy strategies... traffic generation techniques...
web site design strategies... all of the techniques and
strategies I teach can be transferred directly to a service-
based web site to dramatically increase the leads you
attract, the deals you close, and your overall online income!
A site that's JAM-PACKED WITH THE EXACT
INFORMATION YOU NEED to start, build, and grow your very
own profitable Internet business, I highly recommend it.
Your Excellent Service Seller Option
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