Selling a tangible product can be both time-consuming and expensive, with shipping costs, inventory storage, and fluctuating product sales. Service-based businesses can sidestep some of the logistical complexity product-based businesses face. They provide clients with a specific skill set as opposed to a tangible good—and many service businesses can attract customers online. In 2022, 73% of small to mid-sized business owners stated they’re shifting to digital platforms to sell their services.
Whether you’re a chef, financial adviser, or marketing expert, you can start selling a service that leverages your expertise. Here’s how to find potential customers and make sales, with simple tips that can set your service business up for success.
Table of contents
How to sell a service
- Identify your target audience
- Conduct market research
- Refine your pitch
- Promote your service
- Build credibility
- Follow up the sales process
1. Identify your target audience
The sales process is all for naught if you aren’t connecting with prospective customers who can become qualified leads. Start by finding your target audience—a specific group of consumers you identify as most likely to want your service.
To begin, create an ideal customer profile. Consider your target audience’s age, gender, location, income, interests, and other demographic information. The more specific you can get about your potential buyers’ needs and motivations, the better.
For example, if you’re a marketing guru, your clientele may primarily consist of small business owners within the ecommerce space looking for content creation like product descriptions, images for social media, or SEO-optimized blog posts. Or, if you provide financial advice, targeting leads within a certain income level, location, and occupation can help you find the right person in need of your assistance.
2. Conduct market research
Conduct extensive research into your service locally and online; take note of what competitors offer, what their clients say about them, and what you could bring to the market that sets you apart.
A discovery call, or an initial contact with sales prospects, is an effective way to learn more about them and how you can mutually benefit from your service. You might also explore forums and Facebook groups related to your services, which can yield new insights and reveal pain points that you can solve.
Based on the information gathered from your research, try to position yourself within an underserved niche to attract consumers your competitors may be overlooking.
3. Refine your pitch
Using your research findings, refine a pitch to deliver to potential clients. Your pitch should include a comprehensive list of your services, your pricing, and a clear explanation of how you stand out among competitors.
If you find your audience has varied income levels, make the decision-making process easier for your consumer by creating tiered options for your services that cater to small, medium, and large budgets. In addition, a free offering of a portion of your service can give your audience a test drive of what to expect from the paid service.
4. Promote your service
Grow your consumer base by promoting your services—building a website and using paid ad platforms can make all the difference.
First, create a landing page with a clear headline, engaging visuals, concise copy, a strong call-to-action, and trust indicators for visitors to see as soon as they arrive at your website.
To funnel more visitors to your site for free, use SEO keywords within your copy to boost your position within search results, acquire a feature on a popular blog within your industry, or frequently post to social media to gain followers who will click the link in your bio that redirects to your services.
If you want to invest in marketing, use social media and search engine ads to broaden your audience. Based on your key demographic, you can target specific ages, interests, and Google search keywords to ensure your ads are effective. If you have a makeup tutorial business, you might use Instagram, TikTok, and Snapchat ads to reach your target user base.
5. Build credibility
Build trust with your audience by featuring reviews and personal anecdotes from previous clients that enhance your perceived value. Social proof can help you show potential clients that other customers trust and value your services.
Take the time to respond to negative reviews, showing you care about public perception and are willing to learn from your mistakes and communicate with your audience. Sales is no longer about boasting; it’s about building relationships. Be readily available to answer questions and provide insights tailored to each customer’s problem or need.
If you have a dedicated sales team, ensure each team member is trained to provide clear, consistent information and adopt a communication style that puts the customer first. Crafting templated responses to common email queries and compiling key facts for your sales team can ensure consistent, high-quality communication with customers.
6. Follow up each sale
Closing deals is not the end of your sales cycle. Staying connected with each customer can lead to a longer-lasting relationship and increase the possibility of future sales. Follow-up emails and promotions can encourage repeat business and prompt customers to share your offers with others.
Example of selling a service
Nonna Live, a virtual Italian cooking class, is a successful example of a service-based business. With polished content marketing, an array of pricing options, and consumer-focused communications, Nonna Live found success within the homemade pasta tutorial niche using Old World cooking methods.
Originating from a small village northeast of Rome, founder Nonna Nerina initially offered an in-person cooking class with her granddaughter. When the pandemic hit, she recognized an opportunity: With restaurants closed and cooking enthusiasts in lockdown, she moved her business online. Through authentic communication and a willingness to connect with her audience via Google Hangouts, Nonna built a loyal following.
Nonna’s success stems from finding her audience, tailoring her service to their needs, and fostering genuine connections. Her commitment to relationship-building has opened new opportunities including a broader client base and diversified revenue streams, both online and in-person.
How to sell a service FAQ
How do you effectively sell a service?
Sell your services by creating a website, putting customers first, and building credibility in your industry. Clearly communicate your offerings, listen to your client’s problems to find solutions, and be cognizant of when a client may not be the right fit.
Why is it hard to sell a service?
Selling services can be more difficult than selling products, because services often involve creating and fostering ongoing relationships with customers, as opposed to one-time purchases. Reviews and testimonials are key to driving recommendations for your services.
What is the process of selling a service?
Service selling involves narrowing your target audience, finding a niche within your market, comparing your service against your competition, and promoting your service business online.
