The Multi-touch Approach to Selling Professional Services

There are many approaches to selling professional services. However, the nature of the business makes a first contact close nearly impossible. If selling the client on your next project requires a multi-touch process, what touches are most effective?  Some firms might not think of marketing and business development this way, but at the core it is.  I am not talking about traditional marketing where the firm promotes its unique value proposition, previous experience or specific expertise.  It is not simply being part of Twitter or LinkedIn either.  Although networking is an ingredient, it is not just participating in allied industry events that create the effective client touch.

Start with your next appointment to visit a client or prospective client.  This could be the first touch, if it is done properly.  The goal is to create demand for your services. The intent is not to sell a solution, but to have a 20-minute conversation.   Instead of focusing on an individual consider all of the buying influences—Technical, User, and Financial. This takes the same amount of time as traditional client meeting efforts, but is more productive because it generates results.  What we need to understand is that our clients are very busy and even if we craft the perfect pitch to an individual, it could be the wrong time, the wrong person, or even the wrong message. Uncovering a client's need in today’s hectic and busy world requires a different outlook and process. We need to switch from a hunting approach to a farming mentality.  When the economy was in full gear, the rifle approach worked because of all the low handing fruit.  Today, seeds need to be planted and watered in order for client growth to occur.

Time is the commodity your client is asked to give up.  Therefore, you need to separate selling the appointment from selling the solution.  Your goal is to be client-centric and provocative enough to receive a ‘yes’ for the first meeting. If the client gives up his and his leaders time, then your meeting has to be meaningful.  This is where you must switch gears from traditional marketing.  What do you know about this client? What do you know about the individuals you want at the meeting?  Preparation is key. Combine the answers to these questions with a tailored message.  Take the results of the first meeting to create a program of 6 to 9 additional touches. 

Social media and traditional marketing now come into play with tailored messages.  It can be a tweet of information to follow up the meeting, a LinkedIn message, email, letter or custom literature.  The process is intended to make the client more interested in using your firm than you are in selling them on the next project.  Cookie cutter marketing has no place in this process.  For example a press release sent to mass media can be tweaked to fit the needs of this client.  A project sheet can be altered to reflect the specific expertise your client will benefit from.  Create 3 x 5 cards with the client’s custom information to take with you to industry networking events.  After the small talk, point out that your firm has been taking action on the ideas presented at the last meeting.  Ask the client what he thinks about the information you are presenting.   Feedback has now put your client in the middle of the process.

You always want your firm to be at the top of the client’s mind.  The multi-touch process not only keeps you at the top of the client’s mind, but also positions you as the firm that understands their business needs.  This will get you to the meeting where solutions can be discussed.  Some firms might consider this a long journey for presenting a solution to a client.  However, you don’t want to present the client with just any solution.  If the solution comes before you know all of the needs, one of the decision makers will be able to shoot it down.  The journey also develops trust and allows you to learn more about the client as you move forward.  In fact, you might be surprised that as you near the 10^th touch, the client asks you for a meeting.  The journey that turns your firm into a client magnet is priceless.

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