How to Sell a Complicated Service

Is your service so complicated prospects have a hard time understanding why they need it? If so, make it easy on your yourself. Sell the end result instead.

If you offer marriage counseling, sell your prospect on a happy marriage. If you offer financial planning, sell them on a comfortable retirement or rock solid estate plan. If you offer business coaching, sell them on a smooth-running business with strong cash flow and sustainable growth.

You’ll get more clients this way. You’ll also dissolve fee resistance. Most important, you’ll never have to get your message perfect again. Here’s why…

Clients Buy Experiences, Not Services

The economist Theodore Levitt said…

“People don’t buy drills, they buy holes.”

Your client doesn’t want your service. They want the experience it promises. If they could skip your service and get this experience, they would. So why tie your brain in knots trying explain your service?

In my experience, most experts do this out of fear. They’re afraid their prospect won’t understand the service and therefore won’t be interested. Others fear the prospect will assume a cheaper competitor offers “the same thing.” Either way, this is why some of the smartest experts never get paid what they’re worth. Their prospects just don’t “get it.”

If you can relate, you’re not alone. Most experts have this challenge. And they go into verbal gymnastics trying to explain their service to prospects. In most cases, the prospect STILL doesn’t “get it.” Other times, they walk away saying…

“Let me think about it.”

That prospect is REALLY saying…

“You gave me too much information.”

Sure, some prospects want details. But your FIRST job is to make them WANT to work with you. This way, their mind will be made up before they ask for more information. And your further explanation will simply assure their desire to work with you. And that’s how you sell a complex service…

  1. Build desire
  2. Answer questions.
  3. Close the deal.

Remember, your client doesn’t want your service. They want the experience it promises. Of course, you can’t deliver that experience until they use your service. So how do you overcome that chicken and egg problem?

Deliver The Experience In Their Imagination First

Picture your customer after they’ve used your service. Once you have a crystal clear picture of that scene in your mind, write it down in “you” focused language. For example, let’s assume you’re a marketing coach who specializes in helping your clients get more new customers.

Here’s what you might say in your sales pitch or your sales copy…

Imagine Opening Your Email Every Morning…

…and finding 10 to 20 new product orders. Brand new customers who you’ve NEVER heard of, but who paid PREMIUM PRICE for your product anyway. And they did it while you were sleeping. Sound too good to be true? Here’s why it’s not…

This message ^ puts a VERY specific picture in your mind: you opening your email and finding 10 to 20 new product orders. That picture is charged with LOADS of positive emotion. And from there, I’d build on your imagined experience with questions like this…

  • “How much money would those new sales put in your pocket every week?”
  • “How great would it feel to have some EXTRA MONEY at the end of the month?”
  • “How would that extra income change your life over the next 12 to 24 months?

From there, I’d list some things you might do with the extra money; things you’ve wanted to do for years, but lacked the money to do. Then, I’d transition into my sales offer with a question like this…

“How would you like to start making this happen today?”

After briefly explaining my coaching services, I’d finish with a call to action. Like this…

“Just fill in this form to get your first diagnostic session.”

Now, imagine the MINDSET your client would be in BEFORE that appointment ever happened. They’d have an intriguing picture of the END RESULT EXPERIENCE already in their mind. If they DO have further questions, those questions will come from a place of desire and expectation. And that’s how you sell a complex service…

  1. Build desire
  2. Answer questions.
  3. Close the deal.

Now, of course, smart prospects won’t buy JUST because you paint a nice picture. They’ll have questions. They might even stall or get spooked when it comes time to pay you the money. But, ask yourself which type of prospect you’d rather talk to…

  1. One who’s already excited about the end result.
  2. One who isn’t excited yet, and just “looking for information.”

The first option is MUCH better. I’m sure you’ll agree.

Here’s a Quick Tip to Get You Started…

How to write sales copyTurn off your computer. Go find a quiet place and imagine your prospect’s day from start to finish. What SPECIFIC experiences are they missing out on because they haven’t hired you yet? Get a crystal clear picture of these experiences in your mind. Then, grab a voice recorder and describe one of these experiences in detail.

Don’t describe it the way a sales person would. Pretend you’re retelling the experience to a friend. This will make your description conversational and friendly. Then, listen to your recording, make some notes on where you can improve it, and record it again.

Do this over and over until your recorded description sounds as natural and conversational as possible. Then, have someone transcribe your final recording into a written message. Use this message as your primary sales message. Rehearse it becomes just as natural as breathing.

Most important, pay attention to how your prospects respond to it in person. Revise ANYTHING that confuses them, bores them or overwhelms them with too much information. Do this and I guarantee you’ll close more deals, dissolve fee resistance, and have a LOT more fun selling your service.

-Stay Awesome,




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