Everyone can sell services if they can develop a technique that they can get comfortable with.

There is not a day that goes by that I do not hear a VAR using PSA software in the IT service world tell me they do not like to sell, how uncomfortable it makes them, and how they just can’t seem to muster the energy to do it. Most technically skilled people feel that they are just not the right person to be selling. If you own an IT service company – you are the right (and sometimes only) person to sell your services.

One break-through approach is to think of selling as helping people get something they already want. It’s much easier to help someone get what they want than it is to convince them to buy something that they do not really want. This changes the selling process into helping a person or group make a good decision for their business that they are already predisposed to make. That’s it!

Getting a contract signed that tells the client how much they will have to pay for making a good decision for their business is (should be) a formality that comes after the decision is made. The problem is when the formality of getting a signature from the client is put ahead of them making a good decision for their business – that is where the sales process can get tripped up.

Everyone can sell if they follow some simple rules of thumb to help their clients make a good (or better) decision. The following process guidelines will help you sell a new service contract, upgrade and existing service agreement or transition from an hourly fee arrangement to a monthly service contract.

1. Inform the client of your intentions – this needs to be framed as “helping them get more or better results for their IT budget“
2. Ask the client when it would be appropriate date/time to have a conversation
3. Ask the client to tell you about their immediate and short-term priorities – this is where the negotiation and decision happens: your client is telling you what they really care about and what their priorities are. Once you know what is important to them, you can inform them of what you think can be put into place to help support their priorities. Then, get an idea of the monthly budget they might be comfortable with if that level of support were in place
4. Ask if there are any time constraints for them you need to be aware of
5. Ask the client if there is any reason why what you have discussed (your services to support their decisions on priorities) with them will not work and if you can put it in a proposal
6. Create a proposed service agreement with a brief cover letter
7. Get sign off on proposed service agreement

A major key to success in the selling process is to go into it with a positive frame of mind. If you are doubtful or reluctant it will show through in your conversation. To get your mind right before you start this process, remember that it is normal to feel uneasy about being outside of your comfort zone the first few times you do something different – even the best of people feel uncomfortable outside their comfort zones. But it is important to your business and to you on a personal level to expand your comfort zone.

Remember, selling is not only about asking for money or getting a client signature – though that is part of the process. The fun and rewarding part of selling is helping your client get something they want. When done right, they will thank you for your help.