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Selling
the Fuzzy Widget™
(Secrets
of Selling Professional Services)
Click the Play Button Below for a Message from Craig
The
"Fuzzy Widget"
(The Nature of Selling Services)
Anyone who has taken an
economics course will probably remember the generic term for a
manufactured product – the "widget." But how do
you go about selling professional services - something that doesn’t appeal to the physical senses?
Engineers, attorneys,
accountants, and consultants don’t have higher RPM’s or tensile
strength, they aren’t more absorbent, they don’t have greater
cleansing ingredients, they aren’t fortified with vitamins and
minerals, they aren’t cold-filtered, they don’t have higher
resolution or more pixels, and they don’t leave you feeling
clean and refreshed all day. They can be considered “fuzzy widgets” so to
speak.
The
Balancing Act
If you’re selling
professional services, you’ll likely be coordinating the efforts of your
staff through a complex selling process. You’ll be tasked
with rounding up new business prospects, bringing them to the table,
knowing which members of your organization are compatible with
their needs and personalities, and knowing when to present those
individuals.
You must understand what types of presentations to compile
(if any) and deliver, how to
maintain an aggressive sales posture without coming on too
strong, how to best allocate your sales and marketing dollars
and efforts, and when to get out of the way and let others in
your organization take over. It’s a balancing act of that would
make Barnum & Bailey proud!
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