When presenting the services your company offers, don’t forget to cover the basics in describing your firm: 1) the six Ps--philosophy, process, people, products, performance, and price; 2) organization; 3) service structure; 4) business strategy; and 5) compensation plan. This usually applies when prospects meet you for the first time, but sometimes even existing clients need to be reminded of your credentials and other key facts about your firm.
Tip 2: Deliver Confidence
The physical appearance of your presentation and marketing literature conveys expertise, talent, and quality. A coherent system of communication saves time (and, by extension, money). A coherent system allows you to be prepared at every point in the sales cycle, from introduction to first meeting to client communications. Perhaps most importantly, a coherent package of information sends this critical message: “We have our act together.”
Tip 3: Know Your Competition
Clients need a reason to hire you. Any successful marketing communications program must answer the following questions, “How are you different from your competitors? What can you offer clients that they cannot find elsewhere?” Hone in and hit home the answers to these questions when presenting, selling, and strategizing. Make a clear case for the difference you possess to your client.
Tip 4: Respect The Rules Of Storytelling
Covering the basics does not mean pouring yourself straight into the philosophy-process-people mold. Keep in mind that your competitors will be presenting similar information. Capture the imagination of your audience by emulating the elements of any well-told story: a strong opening, passion, universal truth, satisfaction as the plot unfolds, and a memorable close.
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