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 10th touch, the client asks you for a meeting. The journey that turns your firm into a
client magnet is priceless.
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