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The Wrong Approach to Selling Professional Services

A dangerous epidemic continues to wash through the business community, especially among professionals selling services.

In fact, the problem is so prevalent that I gave it a name— “The Juswanem Syndrome.” Sounds a bit odd, doesn’t it?

I’ll explain what it means in minute. But first, let’s set the scene ... As I mentioned many times, those who don’t consistently market their services often find themselves in frustrating situations.

Time and again, the need for sales leads them to the first marketing opportunity that comes to mind.

These days that activity usually involves social media. Resources such as Twitter, Facebook and LinkedIn remain the shiny objects offering promises of almost endless prospects. And rightfully so—social media is an incredible connection tool.

The problem, though, is the approach. You see, regardless of the tool, resource, strategy or tactic, service providers often express to me a similar desired action from prospects. And it almost always begins with the same words:

I just want them ... (Or, as the quicker spoken version sounds, I “juswanem” ...) The full request might sound like:

I juswanem to call me. If I just get prospects on the phone, I know I can convince them to do business with me.

Unfortunately, this approach is one of the quickest ways to turn off potential buyers. After all, who does it benefit? YOU!

The Juswanem Syndrome leads to marketing messages that show prospects lack of respect. It causes you to protect the information prospects seek. This barrier then pushes prospects elsewhere to find the initial guidance they crave.

Instead of a phone call, why not first focus on establishing trust? A positive belief in you is critical when attracting prospects and turning them into your clients. Without trust, you have zero chance at generating a sale.

So let’s look at the three primary reasons we trust people ...

  1. Previous Behavior Past behavior is usually a strong predictor of future actions.
  2. Capability We trust people based on what we believe they can do.
  3. Alignment If we share a common goal, then there’s a strong chance we’ll work together to get there.

Of these three reasons, alignment is the most important (yet most ignored) when marketing. Today, more than ever, you must prove you’re not just someone pushing services.

Unfortunately, in most marketing situations, the alignment between buyers and sellers matches as well as oil and water. After all, as a service professional, your goal is to make sales.

Whereas a prospect simply wants to solve a problem.

So, to create an alignment, you must match your marketing to your prospects’ problems.

And remember, your marketing must develop relationships before it can drive profits.

Tom Trush

Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers” and “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” More of his educational articles, videos and expert interviews are available on his website at writewaysolutions.com.

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Filed Under: Business ManagementFeatured Stories

About the Author: Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers” and “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” More of his educational articles, videos and expert interviews are available on his website at writewaysolutions.com.

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