Mini Clase: Cómo vender servicios de consultoría en el 2026 - #VilmaNúñez

How to Sell Services in 2026

The Impact of AI on Service Selling

• Discussion on how artificial intelligence is expected to reduce costs and save time for entrepreneurs, emphasizing the need for speed in business operations.

• Introduction by Vilma Núñez, founder of Convierte Más, highlighting her experience managing over eight service-oriented companies.

Understanding Competitive Advantage

• Explanation of competitive advantage and the importance of protecting one's offer; introduction to the concept of "offer" as a method of marketing and communication.

• Clarification that customers prioritize tangible results over mere service features; confusion often arises between tangible results and intangible benefits.

Tangible vs. Intangible Benefits

• Example provided about consulting services: tangible deliverables (e.g., scripts, strategies) versus intangible benefits (e.g., increased confidence).

• Emphasis on how clients perceive value through immediate deliverables rather than just characteristics like document length.

Decision-Making Factors in Purchases

• Insight into impulsive buying behaviors influenced by emotions such as enthusiasm or urgency; highlights the necessity for clear service naming.

• Importance of naming services effectively to enhance memorability and ease of pronunciation, especially when targeting Spanish-speaking clients.

Branding and Naming Strategies

• Discussion on creating memorable names for services that align with branding; names should be easy to pronounce and fit within the overall portfolio.

• Consideration that service names can also serve as potential company names; importance placed on ensuring they resonate with personal branding values.

Final Thoughts on Selling Services

• Recap on the significance of distinguishing between intangible benefits and tangible results when selling services; reiteration that effective communication is key in decision-making processes.

Understanding Service Value and Differentiation

Key Insights on Deliverables and Methodologies

• The speaker emphasizes the importance of deliverables that would be questioned by financial stakeholders or partners, highlighting the need for clarity in decision-making.

• A reference to a productization process for an AI service indicates a shift from traditional consulting to offering comprehensive services with higher value propositions.

Focus on Functional Value

• The discussion revolves around functional value, where generating revenue is acknowledged but not prioritized; instead, simplifying business operations is emphasized.

• The speaker advocates for reducing costs, enhancing quality, saving time, and minimizing effort as key components of their service offerings.

Problem Avoidance Strategies

• A proactive approach to avoid client issues is discussed; the speaker shares experiences about ensuring data security before launching new services.

• Client testimonials reinforce the effectiveness of preventative measures taken through strategic recommendations.

Emotional and Ego Recognition in Business

• The importance of personal branding and recognition within incubators is highlighted as a way to boost clients' self-esteem and professional image.

• Engaging with cultural nuances regarding praise across different countries adds depth to understanding client relationships.

Innovative Bonus Structures

• Introducing bonus structures like graduation bonuses can incentivize clients to complete service cycles, addressing common issues like payment defaults.

• Immediate rewards upon payment are suggested as a strategy to enhance client satisfaction while ensuring ethical financial practices.

Financial Engineering for Mutual Benefit

• The concept of "pay in full" (PIF) is introduced as a method for clients to manage expenses effectively while benefiting both parties financially.

• Emphasizing shared prosperity highlights the human aspect of business transactions, advocating for generosity over greed.

Incentives and Value Propositions in Sales

Creating Effective Incentives

• The speaker emphasizes the importance of offering incentives beyond just lowering prices, suggesting that additional value can enhance customer engagement.

• An example is provided where annual training clients are offered a chance for the speaker to attend their event at a reduced cost, creating mutual benefits.

• The speaker highlights that adding value to proposals (like attending events) can strengthen relationships without necessarily reducing prices.

Quick Action Bonuses

• Discusses the concept of quick action bonuses for clients who decide promptly, encouraging faster decision-making within 24 hours.

• Acknowledges that this strategy may not apply universally, especially with larger corporations; however, it can be effective for smaller service contracts.

• Suggests incentivizing immediate reservations as a way to close deals quickly and prevent delays in sales processes.

Reservation Policies

• The speaker explains the rationale behind requiring deposits or reservations from clients to secure services and manage onboarding workloads effectively.

• Emphasizes transparency regarding reservation policies, including conditions for refunds or credits if clients choose not to proceed with services.

Anticipation and Client Engagement

• Highlights the significance of preparing for client objections by establishing clear terms around reservations and service delivery timelines.

• Stresses the need for clarity in communication with potential clients about costs associated with implementing services alongside training.

Justifying Value Over Price

• The discussion shifts towards emphasizing value justification rather than price reduction when selling services.

• Encourages being transparent about costs involved in large projects while ensuring that clients understand the comprehensive nature of what they are paying for.

Targeting Your Audience

• Concludes by discussing the importance of identifying target customers effectively, noting that focusing on one type of client can simplify sales strategies but may not suit everyone’s preferences.

Understanding Diversification in Business

The Importance of Diversification

• The speaker emphasizes that diversification is a lifeline for businesses, not merely a distraction. They are trained to believe they can have it all with sufficient support.

• Marketing efforts are often multiplied by targeting different professional services, such as marketing professionals and lawyers, even if it appears to focus on a single client.

E-commerce Insights

• The speaker discusses their experience with e-commerce models, highlighting the importance of grouping clients based on shared pain points or desires rather than just demographics.

• They illustrate how broad categories like "millennials" encompass diverse subgroups with varying needs and experiences.

Targeting Specific Client Types

• The speaker identifies specific target groups, such as new entrepreneurs or those generating significant revenue, emphasizing the need for niche marketing.

• Examples include targeting newly married couples or families seeking renovations to better define client avatars.

Understanding Client Needs

• The discussion includes identifying client problems versus their desired solutions. Different business models cater to various methods of problem-solving (events, community memberships).

• It’s crucial for businesses to choose how they want to assist clients based on their strengths and competencies.

Protecting Your Offer

• To innovate effectively in business offerings, one must anticipate future needs beyond immediate sales. This involves considering pre-sale, during sale, and post-sale processes.

• The speaker suggests creating a list of desired outcomes and supporting them with evidence like testimonials or awards to strengthen service offers.

Advertising and Personal Branding Insights

The Importance of Impressions in Advertising

• The speaker emphasizes the vast number of impressions generated daily for clients, amounting to billions when combined across various platforms.

• They highlight the dual nature of advertising: both paid and organic, questioning how much has been invested in advertising efforts.

Authenticity in Selling Services

• The speaker expresses skepticism about selling advertising services without having personal experience or client results to back it up.

• They stress the importance of protecting one's offerings by showcasing personal results, methodologies, testimonials, and awards.

Building Credibility with Recommendations

• A recommendation letter from a respected figure can significantly enhance credibility when starting out in a new field.

• The speaker shares a personal anecdote about seeking a recommendation from a former boss to bolster their professional standing.

Honesty About Experience

• It is better to be honest about not having clients rather than fabricating success; transparency builds trust.

• Presenting one’s professional background effectively can compensate for lack of direct experience with potential clients.

Positioning as a Consultant Without Prior Clients

• Individuals can leverage their knowledge and insights into personal branding even if they haven't worked directly with clients yet.

• Instead of criticizing brands negatively, focus on analyzing successful cases to identify opportunities for improvement.

Conducting External Analysis for Brands

• The speaker suggests conducting external analyses on brands while acknowledging limitations due to lack of direct data access.

• Emphasizing positive attributes rather than criticism fosters a more constructive approach that potential clients may appreciate.

Establishing Expertise Through Case Studies

• Identifying key parameters that define successful personal brands allows consultants to create valuable content based on research.

• Sharing insights from traditional brand experiences can help bridge the gap between conventional marketing and personal branding strategies.

Conclusion: Pathway to Success in 2026

• The discussion concludes with an encouragement to remain attentive for upcoming live classes aimed at enhancing service offerings.