Feature

The Art of Selling
Your Sales Techniques Must Fit the Product and the Times

by Jo-Anne Olive

It's the oldest profession in the world. No matter how good the product or service, the success of your business rests to a large extent on the ability of you, or your sales team, to successfully promote and sell to a market that needs what you have.

Sales techniques most effective in promoting the products and services of writers and editors are not the same as those used for other types of products. For a firm that produces various documentation products — from technical instruction manuals and on-line help to business plans and promotional brochures — there are no fancy demonstrations, no smoke and mirrors, to flash into the eyes of prospective clients. While the firm's reputation, client testimonials, and samples of past work go a long way toward getting someone's attention, the uniqueness of each documentation product still requires a prospective client to take a leap of faith in what you can deliver.

Today's customers demand more than ever before. As customer expectations rise, so must our ability to meet their needs and wants. More than ever, in an environment of corporate downsizing and shrinking budgets, we must take a long-term approach to selling, and leave behind the conventional short-term approach.

The conventional approach

Several years ago I attended a professional selling course that, in my view, supported the conventional short-term approach to selling. Basically, this approach uses the following techniques:

• Persuasion and manipulation. Virtually everyone has, at one time or another, had to deal with a salesperson who has tried to use persuasion and manipulation. The objective of this technique is to create a need in the mind of a prospective customer where a need had not previously been perceived. While this approach may work for some types of products (e.g., vacuum cleaners), it likely won't get you far when selling professional services like documentation.
• Razzle-dazzle presentations. Presentations that make promises to solve every conceivable need offer little value and often will evoke feelings of mistrust from a prospective client. Such tirades are best kept to used-car lots, where they may be more fully appreciated and expected.
• The canned spiel. Because it's so well rehearsed, the canned spiel approach lacks spontaneity and will probably cause you to lose credibility in the eyes of the prospect. The prospect will conclude that you are either unknowledgeable or uncomfortable with your service and, therefore, cannot possibly satisfy his or her needs.
• Avoiding objections. It is probable that, at some point during your presentation, the prospect will show resistance or apprehension to your proposal. The traditional approach to such resistance is simply to remind the customer of the benefits already accepted and to probe for more needs; in other words, an attempt is made to avoid the client's objections. The fact is, it's not in anyone's interest to avoid dealing with a legitimate objection. Being open and honest when an objection is raised could create an opportunity to explore alternative solutions.
• Power close. The power close involves a last-ditch attempt at enticing the prospect to sign on the dotted line when in fact the two sides are still miles apart in reaching an agreement. There is really no place for such a closing technique. If the sale was handled appropriately throughout the process, the close should be the conclusion of a natural evolution toward a mutually-agreed goal that will benefit everyone.

A new approach: the long-term view

To sell the services of writers and editors, and the documents that they create, requires a new approach. I like to call this method the "long-term view" approach to selling.

While the long-term view is likely to make greater demands on your time than the traditional approach, the payback that you will achieve over the long term will make it worth your while. In fact, today's business environment makes the long-term view indispensable to anyone selling professional services to either public or private enterprises. Organizations today are looking for ways to be more efficient, to "do more with less". When marketing documentation services, your job is to bring an awareness of the financial and other benefits of outsourcing such specialized services. Even organizations that employ their own documentation resources can often benefit from documentation consultants, who may bring a fresh approach to the documentation process or who may simply provide much-needed help during busy periods.

But the long-term view to selling is more than just presenting your prospects with impressive statistics about how you can save them money, or dazzling them with your vast experience with samples of attractive, well-written manuals and brochures. It involves establishing a solid understanding of each other's needs, expectations, and capabilities. In effect, it means building a client-vendor partnership that will last as long as that relationship continues to be mutually beneficial—which could be a long time indeed.

Through subsequent sales training courses and seminars, I have developed useful techniques for selling documentation services in today's competitive market.

• Show genuine concern for the client's challenges and give honest facts about what you can do for them. Empathize with the prospective client and be an active listener. When probing for a more defined need, encourage them to respond freely. Study the situation in a pragmatic, logical manner. Ask questions; make sure you get the information you need and also demonstrate your understanding of the client's needs. The more relevant your questions are, the more likely your prospective client is to give you useful answers.
• When selling consultant services, act like a consultant. Do not rush your presentation or the decision-making process. Clearly outline the scope of your services and explain the standards and methodologies that you follow. Assure the prospect that you both desire the same results, that is, quality documentation products that are on time and within budget. If the prospect raises a concern or an objection, respond directly. If you don't know the answer to a question, simply say you will have to get back to them, and then do so as soon as possible. If you encounter a prospect who seems indifferent to what you are selling, it is important to ask more questions to uncover any unidentified needs. Sometimes what a prospective client may "want" is different from what they really "need". For example, they may want to hire a person who is an expert in the subject matter that is being documented, but it is up to you to convince them that what they really need is a documentation expert with the ability to apply a proven process to create a meaningful reference tool.
• Assist in the decision-making process. Long-term business relationships are developed using win-win negotiating principles. When the prospect is comfortable with the negotiated solution, he or she will work with you to make it succeed. If the prospect has not worked with you before, the prospect may feel somewhat vulnerable, particularly when the resulting product of your work reflects directly upon them. If you detect apprehension from the prospect, it is important to again provide assurances of your abilities to ensure the prospect is comfortable with the agreed-upon course of action.
• Follow up the initial meeting. This may seem like common sense, but you may be surprised to know the number of sales opportunities that are not followed up. It is often said that typically only 10 percent of leads will turn into an actual sale. I believe the figure to be higher, perhaps up to 30 percent. If you have taken the time to contact a prospective client to introduce your services and they have indicated some interest, then follow up your initial contact in a consistent manner. Ask them when it would be most convenient for you to call back. Even if the contact remains a "prospective" client for months, following up will help ensure that you are at the right place at the right time when a requirement does arise. Never assume the prospect will call you when a requirement for your services arises. The astute salesperson who follows up in a consistent and effective fashion sends a positive message to a prospective client by demonstrating a continued interest in the client's work.

The market for specialized professional services such as those offered by writers and editors continues to grow and evolve. While there is no substitute for substance, the marketing effort is an integral component for any writer and editor—whether working on a freelance basis or employed in a consulting firm—who wishes to earn a living by writing. And as with any discipline, the consistent application of a set of guiding principles is essential to achieve success.

(Jo-Anne Olive is a marketing representative at NIVA Inc.)