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#74: Being Ready for a Conversation About Your Services With Any Prospect

Posted By Mark Haas CMC FIMC, Thursday, June 18, 2009
I don't have a brochure or hardcopy sales collateral (those are "so 1990") but instead rely on my website for prospects to get a full description of my services. Is this sufficient, especially since my services vary so much, depending on the client?

Just because a sales or marketing strategy is old does not mean it is not effective. Recognizing that a website can provide more dynamic and extensive descriptions than your sales package, consider the purpose of such hardcopy collateral. It serves more than just a source of information, which your website is probably most capable of providing. Having

To a prospect, your brochure or flyer is something tangible (a piece of paper) to represent an intangible service (management consulting). Having a one page (and only one side, at that) focuses attention on a few key benefits or features of your services. You can elaborate, as appropriate, in your discussion but the prospect needs to be clear about what it is you are providing. If you can't get this reduced to a few core principles and benefits, you may not really understand your business value as much as you think. The exercise of "writing a brochure" is not so much in the having as in the creating. Dwight Eisenhower said that “plans are useless but planning is indispensible.”

Tip: At all times, have a one page description of your services. If needed, you can have more than one, but each needs to be complete in itself. Be prepared to use this as a talking guide to review your core services and how these services would be adapted to each client's needs. Your sales presentation will be more refined as a result, with each discussion following a familiar path. After each discussion, adapt and improve your one-pager as needed.

© 2009 Institute of Management Consultants USA

Tags:  client development  marketing  planning  proposals  prospect  sales 

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Mary Adams CMC says...
Posted Thursday, June 18, 2009
If you have articles or white papers, these can be great forms of marketing. And you can just print them up when you need them.

The one investment we made in our firm was in a unique folder, although you can certainly do a good job with an off-the-shelf folder with a nicely designed stick-on label. Then you can create a unique marketing message every time.

Take your one pager to the first meeting. Then as a follow up, send a folder with the right mix of content and articles as another touch.

Of course, as more and more of our prospects find us through blogs and websites, content becomes more important. But printing up material may become less necessary.
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