Why You Need To ‘Sell’

If we took a poll from Skilled Services Professionals as to what is the least desirable, trusted
and esteemed job type, I would bet that one broad category response would dominate the
landscape of this enquiry: “SALES”.
‘Selling’ and the larger process of ‘Business Development’ (activities focused on winning
more clients / revenue) has traditionally been looked upon by highly educated professionals
as grubby work, beneath the more educated. Somehow ‘sales’ and particularly those
undertaking the activities of sales can be looked on (by Accountants, Engineers, Lawyers
and the like) even as ‘untrustworthy’.
Little wonder then that skilled services ‘professionals’ do not generally make for good sales
people.
It’s easy to forget however, that without ‘someone’ (or ‘something’) at the ‘pointy end’ of
any business winning new projects and clients, and expanding revenue (or at least
maintaining it), no amount of capacity to deliver is relevant.
Professional and skilled services firms are not protected from increasing competition and
like any other business must evolve the way they acquire work; simply doing what worked
in the past is not enough. Ultimately ‘Sales & Business Development’ ability determines the
predictability of revenue streams and the continued success of the Engineering firms.
The days of ‘being great at engineering’ (or ‘accountant’ or ‘ Lawyer’ …) being enough to
ensure a constant stream of ongoing work are over; Skilled and professional service
businesses need to get better at ‘winning work’.
In this post I will overview a 7 step selling process for ongoing work which takes the selling
out of sales and provides a natural, conversational path to unearthing opportunities.
7 Step Selling Process for ongoing work
1. Develop a list of ‘target’ (organisations & contacts)
Plan how to make contact ‘warm’ (common connections / projects)
Plan the phone call
2. Make phone contact
Objective is just to ‘sell the next step’ (the ‘meeting’)
3. Conduct the meeting to identify opportunity (Communication Process)
Meet / Introduce
Establish rapport (very brief: common ground, news, weather…etc)

Ask: ‘is it ok that I take notes?’
Establish their needs / problems – ask questions

What results / outcomes are they after? (re engineering
services) – their Desired Future
What is their reality (how close to outcomes they want are
they in engineering services presently?) – their Now
What have been their road blocks / obstacles / problems in
achieving the results / outcomes they seek……… keep asking ‘is
there anything else?’ until they have spilled it all.
What is the result of these problems? – how has is stopped
you achieving your goals?, effect on the business,
effectiveness, moral of staff, how they feel about it? ….etc
Confirm their needs – tell the prospect what you think their needs are and
establish you have the listened (feed back what you just discovered :…”so, if
I’m hearing you right John, you want to _____, but you have had problems
with _____……)…….. Finish with “is there anything else?” until their needs
have been fully confirmed
Offer value: show how you will solve their problem – Outline your program
that best suits their needs. Use examples of previous clients
– Finally ask:

Is this making sense to you?
Are you 100% comfortable so far?
So where do you think we should go from here?
– They will typically identify either immediate need for your help or an
upcoming project you can work on

4. Confirm the next step
Lead the way in defining and confirming how you engage and what the next
step is (and outline the process)
Ensure that there is a clear ‘next action step’ which continues to build the
relationship (at least) or starts a project (better)….. commitment ‘now’ the
best outcome
Next step may simply be helping them identify the opportunity
5. Proposal
Submit proposal
Best case ‘agreement to proceed’ is reached before documented proposal
6. Do the work
Perform service to exceed expectation
Close communications and feedback throughout project
7. Review, referral, testimonials

Do ‘Post Project Review’ for honest feedback, cement relationship, gather
referrals (for other work) and testimonials (use in marketing)

Selling and business developing does not have to be uncomfortable and ‘sleezy’; it is really
about identifying real issues and solving problems. With a process to follow it can be
enlightening and fun as you convert prospects to new clients and grow closer to existing
clients.