Redefining the Sale: Serve Your Clients, Don’t Sell


Most people feel weird about having “money conversations” when it comes to sales. 

Plenty of fantastic, confident people who own or work for a business suddenly get a bit awkward when it comes to directly selling their product or service. And plenty of people will happily do any job but sales.

But why? Why is the act of selling such a terrifying thing?

It all comes down to “definitions”. If you’ve ever been sold to and felt like it was a rip-off or a scam, you don’t want to feel like that when selling your own product or service. You might feel stuck with the traditional concept that sales benefits the seller, not the buyer. Everyone knows that. Right? 

Especially with medical spa treatments. You know you have amazing services, but you or your staff may still feel hesitant about having those formal sales conversations.

The truth is, you don’t need to fear creating the same negative emotions in your prospects that you’ve felt when being sold to. Redefining sales as serving your prospects by helping them find the perfect treatment for their situation (or that you don’t have what they need) can make it a whole new experience. 

You can feel great about the process because you’re looking to create a win for both you and your client.

Liston Witherill, host of the Serve Don’t Sell podcast, first coined the phrase. He teaches that if you’re not helping your client, you’re hurting them. You’re wasting their time, their money, or both. And that’s why sales so often feels uncomfortable.

But how can you serve your clients if you don’t sell them your services?

To Serve Your Clients, Begin With Understanding Them

The energy and process we bring to selling makes all the difference. Making a big show of your “expertise” by using industry jargon and unclear language won’t help you sell effectively. Clients want to know you’re an expert in your field, but also that you’re focused on them and their individual situation. They need you to understand their language and their problems.

Listen first. This is hard to do, ESPECIALLY if you feel like you’ve” heard it all before”. It’s important to remember that you may have had a similar conversation dozens of times, but they’re having it for the first time. This is their first chance to be heard. If you’re able to hear and validate their problems, you’ve gone a long way towards gaining their trust. This also helps you work with them to find out what they truly want, and if and how you can deliver it.

Demonstrate value. After you’ve listened carefully to what they want, be prepared to help prospects understand the true value of your solution. When someone is new to what you offer, they’re usually most interested in the cost of the item so they can mentally check a box: Affordable or Not Affordable. We all do it. If you can demonstrate the benefit of what you do and how your service or solution will change their life for the better, then hit them with the cost. They’ll find ways to afford you because they see the value.

The End Goal Isn’t About Making a Sale.

This is what “Serve Don’t Sell” is really all about.. Your goal isn’t to make a sale or reel in this client. It’s to serve them in whatever way they need most. You can determine what this is by:

Taking a wide view. Consider that their pain point or problem may only be a symptom. Taking the time to listen and ask questions that don’t EXACTLY come into play in your field may help paint a more clear picture and reveal multiple ways to offer your services and potentially recommend other services that you do not offer. Doing so positions you as a trusted advisor.

Checking yourself. Ask yourself, “Am I helping them?”. Sometimes helping them means you DON’T offer your services. They’re either not ready or not a good fit. YET. 

There’s a possibility they may never be. But by doing what’s best for the client, you not only create a foundation for a possible future relationship with them, but also turn them into someone happy to tell others about you. 

Med Spa Marketing Method Is Dedicated to Serving Clients

Our philosophy of serving customers stems from of our experience in hospitality. We were trained to treat visitors to our restaurant, country club, bar, or hotel as a guest, not as a customer. We bring that same philosophy here. We want our clients to feel that we go above and beyond their expectations. We practice what we preach!

Contact us at Med Spa Marketing Method today to schedule a consultation to learn more about how we can help you take your business to the next level by redefining the sales mindset!

Trish Saemann

Co-founder and CEO of GoBeyond SEO, a boutique digital marketing and branding firm. A seasoned marketing strategist in the luxury services and B2B space, she’s been cited in such publications as Forbes, Entrepreneur and Inc.

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