Selling Your Services with Bob Bly (Outline)
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I just did a program with Bob Bly last week that should be of GREAT interest to you.
I’ve included the ENTIRE outline of our program here in this email. If you sell services of any kind, this program will be a HUGE help.
Every Bob Bly program I’ve had the pleasure of promoting to date, I have offered at $97. At this price it would be a HUGE bargain.
But, because it’s Chirstmas and I’m moving into a new house in a couple of months, I’m going to do something EVEN better.
Order this program before Christmas Day and get it for just $77. This is for over 3 hours of amazing information. That price includes shipping.
It’s not in downloadable form, it will be physically shipped to you.
You will get the program on MP3 and NOT on audio CD. If you can’t work with mp3 files, this program is not for you at this prepublication point.
You will also not be getting any fancy packaging and these items won’t be shipping until just after the first of the year.
Even if you don’t buy the program, go through this outline, it’s valuable ‘as is’ but even more valuable if you get the entire audio interview.
But trust me, this is an incredible program and you should buy it right now without even reading the rest of this email. BUT, if you must, it’s all here for you to go through in it’s entirety.
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Selling Your Services with Bob Bly (Outline)
1. How did you come to write your book selling your services and why?
2. The book was written in 1990 – fifteen years ago. It is out of date and obsolete?
3—What are the differences between selling products vs. selling services?
a. WHO is doing the selling—commissioned salespeople vs. service provider
b. WHEN is sales finalized – purchase vs. client must be sold before, during, after the service is provided
c. proof of satisfaction delivery
d. Qualified prospets – MAD vs. MAD + FIT
e. concern about difficult customer/client
f. pricing – standard vs variable; price list vs. estimate/quotation
g. sales presentation free vs. fee
h. voume discounts/flexible pricing
i. salesman vs. advisor
j. compensation – commission = sell as much as possible vs. fee = concern over workload/capcity
k. overcome vs. heed objections
l. off the shelf product vs. customized service
4—What is the 5 step service selling process?
A. generate and fulfill inquiry
B. follow up to secure appointment
C. sales meeting
D. quote job and close
E. after sale selling
5—TECHNIQUES for generating sales leads – what is a sales lead?
6. telemarketing – [pre qualify call]
7. tele-selling (cold calling)
COLD CALLING SCRIPT:
First line – This is NAME and I am a BLANK. Am I catching you at a bad time?”
Second line – Can I ask you just a quick question?
Third line – are you COMPANY’s TITLe and the person in charge of BLANK?
If they are not, then say:
Fourth line – Could you tell me who IS in charge?
Fifth line – May I mention your name when I call them?
If they ARE, then say:
Fourth line – Do you use/hire BLANK from time to time?
Fifth line – What would it take to be considered for a project from you?
Sixth line – Do you have any colleagues who use BLANK?
8a – what are the two keys to successful referral marketing?
12a – what is your networking tip for people who hate to networking?
13—Establishing credibility – why and how? [benefits: credibility and inquiries]
14—Become an Instant Guru program – www.becomeaninstantguru.com
15 – Write articles
16 – Public speaking
17—teaching [NYU story]
19—newsletters / e newsletters
21—PR [recession proof biz strategies]
22—Pitch letters to media
23—letters to the editor
25 – do you need a brochure?
26 – what do you also need [bait piece]
27 – how does bait piece work
28 – do you need print materials or can all this be online?
25 – follow up – is it necessary?
25a – Four goals of follow up
–prequalify the prospect
–communicate your service and value – what you offer
–probe to identify need
25a – Follow up script
–Did you receive my package?
–Did you have a chance to look it over?
–Do you use this type of service from time to time?
–Do you have a project coming up for which you might need SERVICE?
–What would it take to be considered for this project?
26 – Three types of follow up –
27 – Contact managed, client-dictated
28 – automated online
29 – sporadic prospect client communication
30 – the clipping method
31 – frequency [rule of seven]
32—How pushy should you be?
33 – What if they are already using someone else?
34 – FIVE step process for qualifying prospects:
Step one—immediate or future need
Step two – Money and budget
Step three – Authority
Step four – Fit
Step five – Benefit
–What is the EASIEST benefit to sell?
35 – How to turn a no into a maybe and a maybe into a yes: 3 ideas
FIRST tell them what the next step is
SECOND, make an action commitment
THIRD, get them partially involved
36 – What is a take away close and when should I use it
37—How to get past the gate keeper to the decision maker
38—Timing of calls: bypass strategy
39 – Remind them of who called who first
40—What about voice mail blockage of sales calls
41 – Switch your focus
42 – Answer ask strategy
43 – Fern strategy
44 – Getting the appointment – define “appointment”
45 – How much time do I want to spend with prospects?
46 – How far will I travel?
47 – Do I get charge? Four factors decide whether fee or free
b—size of contract
48 – why you should NEVER make a sales call or sales presentation
49 – selling the appointment, not the service
50 – Don’t ask whether, ask when rule
51 – how can a novice beat a top pro in winning the business?
52 – Strategy for top pro – the busy doctor syndrome
53 – Find the unvoiced objection or discomfort
54 – “What do you have to hear me say” strategy
55 – Always end with a definite date, time, location, attendee list, agenda, and goals/purpose
56 – should you call to confirm before you go—pros and cons
57 – What are the five commandments of presenting your services?
58 – What are some ways to make sure you are really listening?
59 – What is the “act as if” strategy?
60 – Repeat and rephrase + seek confirmation and clarification
61 – Summarize and feed back
62 – ask probing questions/act as if
63—consultative selling myth
64 – be prepared
65 – be nimble
66 – under promise and over deliver
67 – limit range of options choices – good better best, silver gold platinum
68 – establish chemistry – common ground method [personal] – exploit commonality where it exists but do not fabricate it
69 – let your enthusiasm show
70 — four ways to sell services
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72 – Your price is too high
73 – We don’t have the budget
74 – I can get it cheaper somewhere else
75 – We don’t use outside vendors
76 – I don’t have time to discuss it right now
77—no immediate need
78—boss has to approve it
79—we already use someone else
80—you offer x but we also need Y and Z
81—you have no experience in our industry
82 – deadline too tight
83 – we’ve used your type of service before and were not satisfied
84 – what if we are not satisfied?
85—do it on spec
86—not exactly what we were looking for
87 – who are your clients
88 – how long have you been doing th is
89 – How do you know what to charge
90 – What is the middle of the top third rule of pricing?
91 – The Sweater Method of presenting your price
92 – The Are You Sitting Down method of eliminating sticker shock
93 – Overwhelming proof
94 – should you have a fee schedule?
95 – How to present fees first, orally or in writing?
96 – estimates vs quotations
97 – SCRIPT for working up estimates
–do you have a budget?
–would you mind sharing it with me?
–do you have at least a dollar figure in mind what you would like it to cost?
98 – What is the :good better best” pricing option strategy?
100 – What is the “good bad or terrible” script for judging the prospect reaction to your proposal?
101—What are your seven steps to closing the sale
102 – FIRST, get prospects to invest time and effort in the relationship.
103 – SECOND, use incremental closing.
104 – THIRD, act as if you already have the job
105 – FOURTH, avoid pressure tactics in face to face closings, but use takeaway tactics and limited resource availability over the phone
106 – FIFTH, remove the risk
107 – SIXTH: ask for the order
108 – SEVENTH act fast – strike while the iron is hot
109 – The written agreement what should be in it?
–name and description of project
–estimated size and scope
–schedule with milestones and deadlines
–cost and payment schedule, plus deposit required
–terms and conditions
–responsibilities and what happens if they are not met
–disclaimers and liability
110- types of agreements
111 – Is a written agreement always necessary?
112 – How detailed should it be?
113 – Are oral agreements binding?
114 – Post-service selling – what is it, why important?
115 – 3 basic rules of keeping clients satisfied
116 – how to create extraordinary client joy
117 – tips for client communication
118—keep detailed records including all correspondence just in case
118A – most common mistake service sellers make in billing
119 – Common client problems and how to handle them
120 – You hand in your work and client does not like it
121 – Working relationship becomes difficult and unpleasant
122 – Client is late paying your bill
123 – client refuses to or cannot pay bill
124 – unreasonable deadline
125 – won’t sign contract
126 – client is uncooperative or won’t provide requested materials
127 – client cancels the job mid way
128 – job is more work than you figured
129 – client changes scope of job
130 – client is a pest
131 – Is selling services easier or harder today than when you started 25 years ago?
132 – What is the most important advice you can give on selling your services successfully?
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