Is everyone in sales in a service business?
In many organisations, the term ‘sales’ can be seen as a bit of a ‘dirty’ word. It is often associated with highly competitive pitches and pushy tactics to get the required results, and this can seem out of place in organisations and industries that focus and pride themselves on professionalism and expertise being at the forefront of what they do.
However, sales are a crucial element for any business’s growth and sustainability long-term. That’s just a fact. Organisations need to be winning repeat work from clients, gaining referrals and finding and winning new clients.
In service industries, no matter the organisation, clients are buying not just a service but the people who provide it. This means that every interaction – be it an email, meeting or phone call – reflects upon the firm.
Even in an internal functional role, how you feel about your workplace and talk about it to people you know, has an impact. – I realise it can sometimes be hard to talk positively about some situations and workplace cultures, especially to personal contacts. However, the smallest things can create a negative reputation and put prospective clients off even before they are a client.
Once a prospective client is on board, the quality of service they receive and the manner in which it is delivered are crucial in terms of the lifetime value of that client and the potential for referrals. We are always ‘selling’ and Client experience dramatically affects organisational revenue and success.
Recently, I had the opportunity to speak to professionals who help families plan for their future about Why business development is everyone’s business. The key takeaway was that, regardless of your role, you contribute to the firm's market presence.
Even in firms with specific business development people, everyone has a responsibility to represent their firm well in the market and beyond that be proactive in making sure prospective clients are aware of the business, what it does and how it can help them. Businesses can improve their revenue growth by more people representing the business well and being proactive in the market in ways that are comfortable to them – that might be networking, article writing or other types of activity. It’s important to harness people’s strengths – it’s not that everyone has to do everything when putting a business development activity plan in place.
If you or your team are not keen on the idea of selling, a way to reposition this is that if you believe you are good at your job, then there are people that need your help, and they need to know about you! For example, f you think you are an excellent financial planner then surely more people need to know about you to help them with their finances and have a comfortable retirement, if you’re a great conveyancing solicitor then surely you want to make the property buying/selling experience better for more people.
Flipping it from what you gain i.e. more business, to what a client can gain can be more helpful to encourage you to build your profile in the market and attract more of the clients you help. Pretty much all service businesses either help clients gain a benefit and/or solve a problem – who else could you help?
In summary, to effectively contribute to the development of your firm/company through strong communication and representation, consider the following advice:
Understand the impact of every interaction: Recognise that every touchpoint with prospects, other business contacts and clients, from initial contact to ongoing communication, influences their perception of your firm. Strive for professionalism but also personability in all interactions.
Foster a positive attitude: Even if discussing workplace challenges, maintain a positive outlook. Your attitude can impact how others perceive your firm, both internally and externally.
Focus on client experience: Pay attention to not just the ‘what’ but the ‘how’ of service delivery. Ensure that every client interaction is handled with care, empathy, and efficiency.
Leverage your strengths: Identify and utilise your personal strengths in business development activities. Whether it’s networking, writing articles, or speaking at industry events - find ways to contribute that align with your skills and comfort level. If you excel in your role, think about how more people could benefit from your expertise. This mindset can make business development feel more natural and fulfilling.
Communicate value effectively: When discussing your firm or services, focus on the value and benefits clients will gain. This approach can make conversations about business development feel more client-focused and less transactional.
Have you reflected on the impact each team member can have on your firm/company’s success? Consider where improvements can be made, and which skills might need further development.
Nobody is perfect at client engagement at all times – there is always room for us to improve.
If you’re interested in exploring how your team can develop or improve these crucial skills, or if you’re looking for an engaging speaker to inspire your team, feel free to contact me for a no-obligation discussion.