“I Am Not A Salesperson (And Don’t Want To Be!) But How Do I Help People Choose My Services / Products?”

Help people buy your services/products without being a salesperson

Not everyone is a natural-born salesperson, but that doesn’t mean you can’t effectively help people buy your services or products. For many organisations there is a commercial necessity to find, win and keep new business. Yet many people who are expected to contribute to that do not see themselves as salespeople. This blog seeks to give you some tips and strategies to help you guide potential clients towards making a purchase without feeling like you’re selling.

1. Understand your audience

The first step is to know who your audience is and what they need. Conduct research to understand their pain points, preferences, and behaviours. This knowledge will help you tailor your approach and offer solutions that genuinely address their needs. We recommend building on the contacts you already have – those who know you are more likely to engage. Keep it simple; you’ll be surprised what information you can gain about your clients by asking a few questions, like ‘how does this market work?’, ‘what are the key issues organisations face?’.

Buyer Journey Insight: At this stage, you are addressing the Awareness phase of the buyer journey. Potential clients are identifying their problems and seeking information. Your goal is to understand their needs and position yourself as a knowledgeable resource.

2. Build trust

Trust is the foundation of any successful transaction. Take time to become a better listener. Be transparent about what you offer, and don’t make promises you can’t keep. Share testimonials, case studies, and reviews from satisfied clients to build credibility. Authenticity goes a long way in establishing trust. Be honest if you don’t have a solution to their current problem; trust can disappear in a few seconds.

Buyer Journey Insight: This aligns with the Consideration phase, where potential clients are evaluating their options. Building trust through credibility and transparency is crucial in helping them consider your services/products.

3. Educate, don’t sell

Position yourself as an expert in your field by providing valuable information and leverage your thought leadership. Showcase your expertise and insights with your network and key stakeholders. Write blog posts, create videos, participate in industry conferences, or host webinars that educate your audience about your industry and how your services/products can solve their problems. When people see you as a knowledgeable resource, they are more likely to trust you, reach out to you for advice and consider your offerings.

Example: If you’re an engineering consultancy you could publish a detailed report on the latest advancements in sustainable construction practices, positioning yourselves as experts in the field.

Buyer Journey Insight: This also falls within the Consideration phase. By educating your audience, you help them understand the value of your offerings and how they can address their specific needs.

4. Highlight benefits, not features

Instead of focusing on what you or your product does emphasise the benefits. Explain how your offer can improve their lives or solve their problems. For example, instead of saying, “Our software has a user-friendly interface,” say “Our software makes it easy for you to manage your tasks efficiently, saving you time and reducing stress.” This is even more powerful if you can show some sort of financial return.

Example: If you’re a planning consultancy you could highlight how your strategic planning services helped a major infrastructure project reduce costs by 15% and complete ahead of schedule, rather than just listing the services you offer.

Buyer Journey Insight: This is part of the Evaluation and Decision phases, where potential clients are making their final choice. Highlighting benefits helps them see the tangible value of your offerings.

5. Make it easy to buy

Simplify the purchasing process as much as possible. Ensure your website is user-friendly and your procedures for making a purchase are client-friendly, provide clear calls to action, and offer multiple payment options. The easier it is for people to buy from you, the more likely they are to do so.

Example: If you’re a firm of accountants you could streamline your client onboarding process by offering a digital portal where clients can easily upload documents, track the progress of their services, and communicate directly with their assigned accountant. This simplifies the process and enhances the client experience.

Buyer Journey Insight: This also aligns with the Decision phase. Simplifying the buying process removes barriers and makes it easier for clients to commit.

6. Follow up

After someone shows interest in your services or products, follow up with them. Send a thank-you email, check they have all the information they need, offer a demonstration of the product/service in action, answer any further questions they may have.

Example: If you’re a software company you could follow up with a potential client who attended a demo, offering additional resources and a personalised consultation to address any remaining questions.

Buyer Journey Insight: Following up shows that you value their interest and are willing to go the extra mile to help them. Client satisfaction and opens the door for future opportunities.

7. Be patient and persistent

Not everyone will make a purchase immediately. Complex sales may take significantly longer than simpler transactions. Be patient and continue to nurture your relationship with potential clients. Position yourself as an advisor rather than just a service provider. Regularly engage with them through email newsletters, social media, or other channels to keep your brand top of mind. Be inquisitive and take time to understand them personally, their goals and challenges.

Example: A planning consultancy could host regular technical workshops and webinars for potential clients, providing in-depth insights into regulatory changes, best practices, and innovative solutions in urban planning. These sessions not only demonstrate the consultancy’s expertise but also keep potential clients engaged and informed until they are ready to move forward with a project.

Buyer Journey Insight: This spans the entire buyer journey, from Awareness to Delivery and beyond. Patience and persistence are key in building long-term relationships and ensuring client loyalty.

You don’t need to be a salesperson to help people buy your services or products. By understanding your audience, building trust, educating them, highlighting benefits, simplifying the buying process, following up, and being patient, you can effectively guide potential clients towards making a purchase. Remember, it’s all about providing value and building relationships that will endure and be mutually beneficial.

It is worth saying that in all the years we have been helping people do this the most successful are those who are curious about their clients, they put that interest before their own self-interest.

Chris Smith
Director and Sales Excellence Lead

LinkedIn: www.linkedin.com/in/chrissmithperborough