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Do You Have a Marketing Presentation?

By: Robert Middleton

Robert Middleton, of Action Plan Marketing in Palo Alto, Calif., has helped hundreds of professional service businesses attract new clients and get paid what they're worth.

His website is a resource for marketing professional services. Visit it at Action Plan Marketing.

I look at marketing and sales as a process. It takes a number of steps to get from attention and interest to the final sale. But is there any one step in this process that makes a bigger difference than any other? Yes, a Marketing Presentation.

You give a marketing presentation after you've spoken to your prospect on the phone and before you do a needs assessment. The purpose of the marketing presentation is to let your prospect know where you're coming from, what results you have accomplished and how you might help them. What happens during a marketing presentation is that the prospect buys you emotionally. They've heard your story, they've seen your passion (hopefully) and if you've done a good job, now it's yours to lose.

The lights should go on in the prospect's mind during your presentation. They start to see how they will use your service and the advantages they will gain. And it sets the stage for a needs assessment that is more open, more revealing. After they know about you it is a lot easier to tell you about their situation.

In your presentation, start with the problem or pain your prospect might be experiencing, next show them the solution or results that are possible, next explain how you work with clients to go from point A to point B. Finally, answer any questions and then ask them if they would like to explore how you might be able to help them achieve such results in their company.

And only after you've determined the prospect's needs and objectives would you prepare a proposal. If you organize your sales process this way you'll have a lot more success in winning new clients consistently.

© Copyright 2000, Robert Middleton

Other Articles by Robert Middleton

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