| Are you an organisation that is sitting on a | | | | even more important. From front of house |
| goldmine of products and services that aren't | | | | administration staff to executive partners |
| being snapped up by your clients as much as | | | | especially those employees new to the industry |
| you'd like? Do you wish you and your employees | | | | must have and continuously retrain in these skills. |
| were able to cross and up-sell your clients to | | | | Without a solid base on how to deal with people, |
| firstly offer them a complete package solution to | | | | create a great first impression and maintain the |
| their needs and secondly to boost your | | | | relationship you are fighting a losing battle. |
| conversion rate and customer retention with | | | | According to a survey carried out by Bain and |
| ease? | | | | Company, a 10% improvement in customer |
| The use of professional services refers to | | | | retention results in a 30% increase in the |
| accountants, lawyers, financial planners, business | | | | company's growth and productivity. Whether you |
| advisors, solicitors, estate planners etc. When | | | | like it or not those employed in the professional |
| thinking about these services as a client what | | | | services industry must undertake customer |
| generally springs to mind? Lots of work? High | | | | service training. |
| fees? An inconvenience? And a dry, 'straight | | | | So, you've got a great relationship with your |
| down the line' consultant who doesn't really know | | | | client? Where to from here? |
| much about you or care to ask? It's safe to say | | | | Once the relationship is built you will then have all |
| that there's nothing to get excited about here. | | | | the information needed to then cross and up-sell |
| This article will discuss is how professional service | | | | you clients so they can benefit from all you have |
| organisations can create their competitive edge | | | | to offer. The process that is used to sell these |
| and eliminate the common perception that clients | | | | products and services must be consistent |
| have. | | | | throughout the entire organisation and understood |
| The professional service industry is, without | | | | by all staff. Firstly, you must understand the |
| doubt, becoming increasingly competitive however | | | | features of the product or service. From there |
| there are only few ways to create a competitive | | | | the corresponding benefits must be established. |
| edge. Due to heavy restrictions on operation by | | | | Secondly, put yourself in your customers' shoes |
| way of legislation and compliance regulation there | | | | and think about what their needs are and make |
| is not much room to move to enable an | | | | sure you and your staff are able to provide a |
| organisation to set itself apart from the rest. This | | | | benefit, not a feature, which will fulfil those needs. |
| means that the best way to create a competitive | | | | Features tell - benefits sell. You client will be |
| edge is to add value. How is this done? | | | | grateful for the effort you have made to make |
| Adding Value is the single most effective way to | | | | their life easier. If you and your staff can do this |
| boost your client's trust and increase repeat | | | | the next time your client picks up the phone the |
| patronage. | | | | will be no "groan" because it's their accountant or |
| Giving your clients more than what they expect is | | | | lawyer instead there will be a sigh of relief. Maybe |
| the best description of adding value. As previously | | | | you have something else to help them out with. |
| mentioned, due to the restrictive nature of most | | | | A word of warning! |
| professional services it is hard to bend the rules | | | | If this is done incorrectly, without sincerity and |
| of the basic service offered. You could reduce the | | | | the intention to genuinely benefit the client, your |
| rate you charge which in the long run decreases | | | | battle is lost. This is a sure way to lose your |
| the sense of value to your clients and your | | | | client's trust. Don't fall into the common traps of |
| bottom line figure or you could simply improve | | | | selling like the rest of the industry. Conduct in |
| how the service is offered. Build a relationship with | | | | house training in sales skills that is specific to your |
| your client! Far too often clients pick up the phone | | | | organisation and the products and services you |
| and groan when they see it's their accountant or | | | | offer. |
| their lawyer. How can you expect to cross and | | | | In this new, competitive global economy which |
| up-sell your client if that is how they feel? Build a | | | | revolves around consumer discretion, if you want |
| relationship to build their trust in you. | | | | to cross and up-sell your clients, if you want |
| Build the relationship. | | | | boost your conversion rate and customer |
| You need to be able to relate to people or simply | | | | retention, if you want to tap further into the gold |
| build a relationship. And we will always relate | | | | mine of additional products and services you have |
| better to people we like. People entering into the | | | | to offer something has to change! Add value and |
| professional service industry are highly educated. | | | | build a relationship with your client based upon |
| It is common however that they have not been | | | | trust, get some serious customer service and |
| educated in how to deal with people. Some people | | | | sales skills training and then reap the rewards of |
| have these skills naturally some do not. When | | | | exposing your goldmine to your clients. |
| dealing with people's livelihoods these skills become | | | | |