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#441: Try This Simple Marketing Exercise

Posted By Mark Haas CMC FIMC, Monday, November 22, 2010
Updated: Monday, November 22, 2010
Try the following exercise. On a piece of paper, list the most compelling reasons a prospect should hire you as a consultant over all other competitors.

If your list contains things like experience, education and training, or an inventory of the services you provide you've probably missed the most powerful answer you can give - what you can do for the prospective client in terms of performance results. Of course, these results will be based on the things you can do well, your experience, your education or training, and your previous accomplishments. These support the primary reason a prospect will hire you - the confidence they have in your ability to deliver the results you have described.

Tip: You will help establish and implement a process that is projected to reduce defects by x%, or you will help design a training program that will increase overall engineer test performance by a minimum of 15% over last year's cumulative results. Examples like these are the true reasons consultants are hired to achieve the client's desired results. Always support your projected results with a clear and confident description of how you intend to achieve them. This is where your proven skills, experience, education, and training come in - to build the client's confidence in your ability to execute your planned approach to achieve the results expected.

Remember - first focus on identifying the prospect's desired results, and then figure out what specifically you will do help them achieve these results. Finally, build your prospect's confidence in your ability to achieve the results by pointing out your previous experiences, skills, education and training, etc. in which you delivered those specific results.

© 2010 Institute of Management Consultants USA

Tags:  client development  marketing  proposals  prospect  sales 

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