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Stop Selling and Start Serving: A Simple Marketing Secret to Attract the Right Clients Now

By Jennifer Lewy

I want to share with you a valuable secret I discovered about selling.

First, the bad news: not everyone is a natural salesperson. Many of us are reluctant to approach potential clients for fear they will say “no thanks.” Or hang up on us. Or walk away. So even though you’re committed to building your practice –and will do almost anything to keep it thriving – many holistic health care providers are just plain blocked when it comes to promoting and selling their services.

But the good news – and the secret that could unlock your “selling spirit” – is that you don’t have to be a salesperson to attract all the clients you can handle.

That’s right.

Let’s face it. Many small business owners think “selling” means pushing or convincing people to buy something they may not need. And it’s true: many salespeople are pushy and overbearing. Some sell products or services they don’t stand behind or even believe in.

But not you.

You provide services you can stand by. Your services and products truly help people. You are committed to helping clients get what they want, whether it’s whole health, becoming more deeply connected to themselves and enjoying more satisfying relationships, or improving a specific health condition.

You do not need to sell. You need to serve. But what’s the difference?

Service marketing is selling turned on its head – with dramatic results for you and your holistic business. Using service marketing, business owners stop talking and start listening to their clients. Why? Before you can “sell” prospective clients on your services, you have to understand what their problems are. What keeps them awake at night? Why do they need you? Your job becomes finding people who might benefit from your service, and listening to what they need… then clarifying how your service meets their specific need.

This is hard. If you’re like many business owners, you’re excited about what you do… and you want to talk about it. Instead, ask questions. And listen. Do this consistently, and you open a window between you and your prospective clients (or colleagues, for that matter). Through that window, you will clearly see how to be of service. 

Take Action Challenge

Depending on the context and setting, start a service marketing conversation by asking some of these questions:

• What are struggling with right now?
• What brings you here today?
• How have you tried to address this?
• What’s working? What’s not working?
• What about your situation makes you the most frustrated?
• If you could address/reduce this problem now, what would your life be like?

Listen to the answers. When you think you understand this person’s problem, and what solution she’s looking for, figure out specifically how you (and your business) can be of service. Repeat her concerns and frustrations…so she knows you understand where she’s coming from. And highlight the benefits or solutions she’s looking for. Explain how your service can bring her there.

In addition to conversations at networking events or holistic health fairs, service marketing is a powerful approach to use in your public speaking, writing, and marketing materials. (It also eliminates embarrassing “babbling business owner” syndrome. When approached by strangers, service marketing lets you ask questions and listen – then give focused information about your services – instead of aimlessly blathering about yourself.) When you focus on clients’ real problems and needs, and consistently communicate how you solve those problems or meet those needs, you will attract clients in droves.

Remember, when you guess or assume you know what your clients want, you’re simply selling. This means you are disconnected from your clients and will have a hard time filling your practice. So make the shift (and give yourself permission) to ask questions and listen. Figure out how you can be of service to individuals you interact with. While you will never stop marketing and promoting your business, service marketing takes away the burden of selling and rewards you with a full practice of happy clients.

For more marketing articles and a FREE marketing plan template, visit www.ZenMarketing.net. What’s your biggest marketing block? Email your answer to: jen@zenmarketing.net.

Jennifer Lewy helps small and solo service businesses attract more clients. For a FREE marketing plan workbook, marketing tips and articles, and information on how you can benefit from gentle, focused marketing coaching, visit www.zenmarketing.net.