Cold Calling Tips For Selling Services

The notion of selling services is one that many representatives may not initially feel comfortable with, as salespeople tend to be better at understanding and describing a tangible product to their customers.

A sales management team needs to teach their representatives to find value in everything that they sell, regardless of whether they are trying to pitch a specified product or a service that may be difficult to attach a value to.

Representatives need to realize that when selling services, there are more options when it comes to creating value for what they are pitching to the potential buyer, according to Barrett Riddleberger, the chief executive officer (CEO) of Resolution Systems, Inc., a sales training and consulting firm.

“We live in a service oriented society, as we don’t manufacture as much in the US as we used to, noted the executive. “But our service industry has greatly increased because so many people outsource services now instead of doing them internally.”

The coming of the internet and email have led society to favor the use of electronics to do everything. This means that providing services to people has become a mainstream thing, as people are accustomed to receiving this type of interaction from their business partners, according to Riddleberger.

“The idea that it is harder to sell a service than a product may be wrong,” said the executive. “The fact is that you’ve got to find what is the value perception in the marketplace of your service that you’re providing.”

Salespeople have to understand why their customers buy from them, what value they are bringing these clients and how to communicate that value when cold calling a new potential buyer, noted Riddleberger.

“When you’re cold calling, and you’re selling a service, the greatest thing that you can bring to the table I think is a leveragability from your existing customer base,” said the executive.

“Reps need to demonstrate why their existing customers bought from them and if they can go to other businesses inside those same verticals that the company is selling into, your leveragability goes way up.”

If the customer does not specifically need the service that the company is providing, it is the responsibility of the representative to create this need through an effective pitch, reported.

Representatives may need to use examples of their existing clients and the use that they have had for the service that is being sold. Demonstrating the value to the customer through companies that are inside their vertical can allow salespeople to show the benefits of what they are selling, Riddleberger said.

Salespeople may want to speak to the fact that their existing customers have found value in the product, and that is the reason they are trying to get the specific client on board, as there is a similar need that can be filled, according to the executive.

“When you can bridge that gap and walk in with leveragability, with credibility, and you’re making that call about that particular service, and the value and the benefits that existing customers have received, and bring that wind in your sales as you make that cold call, that transforms the conversation,” said Riddleberger.

This type of connection with the companies inside the potential buyer’s vertical can help to distinguish the salesperson, as they will not be just another caller in the middle of a work day. Giving the customer a reason to talk to the representative is one of the first ways to secure business, noted the executive.