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#507: Make it Easy for Clients to Find You

Posted By Mark Haas CMC FIMC, Tuesday, February 22, 2011
Updated: Tuesday, February 22, 2011
I am always amazed by consultants who deliver a memorable talk but sometime later, when I want to ask a follow up question or refer them to a client, I can't find their contact information. It got me to wondering how visible I am to audiences I speak to.

A cardinal rule of sales is to make it easy to buy. This means, at a minimum, making sure every prospect has your contact information. It is amazing how many presentations have no contact info on individual slides or on a page at the beginning or end. Your name, company name, email and phone number should be on every piece of literature, presentation, card, report, disk, and brochure you produce. If possible, add a very brief description of what you provide to a prospect, to trigger their memory of who you are. I regularly come across business presentations years later with no contact information or a business card with no indication of the person's expertise.

This does not mean your documents should look like a NASCAR vehicle, but it does mean anyone can find you to discuss any piece of data, speech, research or advice you produce. Make a plan to assure that each marketing piece and work product has your contact information. For example, develop a template for your presentations that has your website in the footer, and a closing page with contact and brief biographical info.

Tip: Make a list of ten ways you can get something of value into the hands of prospects (e.g., speech, white paper, article, referral, research report, business suggestion) and make sure you have a way to include your contact info on each one. Some are harder than others. For example, when you send a copy of that interesting newspaper article to a client, did you remember to (subtly) include your name on the article?

© 2011 Institute of Management Consultants USA

Tags:  communication  contact information  marketing  publicity 

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