The value of a service in an offer depends on three essential factors:
- Does the customer need or want this service?
- Is this service also offered by my competitors?
- What real value does it represent (cost price, customer benefit)?
Key phases and methodology :
1 - Detecting and validating the customer's interest in the service
This phase is crucial, because the value of a service is only fully realized if it truly meets a customer's expectations.
Question the customer, detect his motivations to assess his interest and then validate his support for the concrete objective targeted by the proposed service.
2 - Service proposal and presentation
A service is always characterized by a method or "process" for carrying it out (see method in chapter 3 of the book).
Breaking down the service and its process, presenting the different phases, their key characteristics and their relevance, helps to clarify how to achieve the desired objective.
Make sure you also qualify the method. Explaining the reasons why it is adapted to the target objective, and why it is reliable and objective, are elements of the presentation that help to lend credibility to the proposed service.
3 - Selection and presentation of one or more added values
Each service generally brings one or two essential added values to the customer: saving money or time, less effort, decision security, start-up security in the event of a problem, etc.
Choose the ones you want to present according to the motivations you've discovered. It's not the quantity of values presented that makes the difference, but their relevance to expectations.
4 - Concrete enhancement of this added value for the customer
Each value-added service can be developed and promoted for the customer by making them aware of the consequences of not using it.
Similarly, these consequences can be concretized, estimated or calculated. It's this approach that raises awareness of their real value.
5 - Answers to any questions and conclusion
Customers often ask questions about the conditions for implementing a service (how, with whom, within what timeframe, at what cost...). Being prepared to give precise answers is essential if you are to make the most of them.
Tip for using this method:
- The presentation of the objective of a service and the clarity of the proposed method for achieving it is a phase that needs to be carefully prepared. Customers need to know where they're going and how to get there. The success of the sale often depends on this.
- In the same way, being able to justify that the method used to implement a service is professional (experts), objective (independent of the sale) and reliable (experienced or proven) are arguments that should be taken into consideration.
- The use of visual aids to describe and present a service is a valuable contribution. Their design or use often leads to a clarification of the service to be presented. This method is often used by those whose main activity is the provision of services: consulting firms, training organizations, IT consultancies.
Source: " Faites évoluer vos méthodes de vente! - Daniel HUYOT and Philippe LAFAIX - DUNOD - 2008