Many of our clients are what I like to call, “warm fuzzy businesses”. These businesses are focused on making people feel better. Veterinary offices care for pets, but also families. Home health agencies care for people aging or infirm. Massage therapists ease our stress and aching muscles. Restaurants make our bellies full and our hearts warm.
So whether you’re a veterinarian, a nurse, a massage therapist or chef, at the heart of your business is service, not making money. Profitability, however, is critical to succeeding in your mission.
The challenge is that many warm fuzzy business owners don’t like being a salesperson or even asking for money. People motivated by service tend to be selfless, an admirable quality, but not necessarily good fiscal policy.
Sales tips for people who don’t like selling:
Focus on value — we define business as “the exchange of goods and services of equal value.” Focus on creating value and the pressure to ask for a fair price will subside.
Make buying enjoyable — Your customers, in most cases, enjoy being customers. Let them. Find products and services that make the experience more enjoyable. Little things like the decor in your waiting room, pleasant aromas and sending thank you notes add to the experience for any service business.
Ask for the business — Your marketing materials and website provide information about your products and services, but do they actually ask the customer to purchase? Imagine an infomercial with 30 minutes about a rotisserie chicken maker, that never bothers to ask people to buy it. It wouldn’t be very effective. The same is true for your business.
Tell them how to buy — People have already determined whether your company is right for them or not. Once they are ready to buy, give them very precise instructions. “Schedule an appointment”, “download this app”, or “call us today” are just a few examples of precision calls to action.
Say “thank you” — Ironically, business owners who are embarrassed to ask for money also have difficulty thanking people. However, a sincere “thank you for letting us serve you” make your customers feel good. Make sure they know that by purchasing services they also are helping you continue to serve others in your community. The money you received today goes to support your service in the future.
Warm fuzzy businesses tend to attract extremely loyal customers. Be comfortable asking and accepting money for your services, and your customers will be comfortable continuing to purchase.
Speaking of paying the bills… Mediastead will make sure all your marketing materials have strong calls to action. We also offer one-on-one sales training, or team training. Call us at 215-253-3737 to learn more.