Knowing what your firm has to offer compared to your competitors, what can you say to potential clients that would compel them to choose you for their business needs? Because my team and I specialize in serving members of the financial services and insurance industries, I have concluded that my business is not all that different from yours.
In fact, the points outlined below describe how we manage and operate our conference events: Are they similar to or the same as the points you use to manage your organization? Like you, we work in highly competitive environments, we’re more service- than product-oriented, we work with sophisticated buyers, our prospects are inundated with products and services similar to those our company has to offer on a daily basis, and potential buyers are in need of professional assistance — even though they are sometimes reluctant to accept it.
Your challenge (and mine) is to prove our worth to these prospects by asking for a chance to demonstrate our strengths. Therefore, the most effective tool we both have is our ability to create and nurture relationships by seeking out the people who have both a need and the ability to pay for our products and services.
With that background, here are some fundamentals that have made us a strong player in this industry that can provide the same results for you and your practice.
Adding Value
Added value cannot merely be a cliché in your operation. It is absolutely critical for your prospects to truly understand the benefits garnered from working with you rather than with the competition. To achieve this objective, never use a cookie-cutter approach. Every client has the right to feel special, knowing they are the most important person on our minds whenever we communicate — in person, on the phone or by email. This entails offering a customized and cost-effective solution to their challenges. Just as clients ask you to oversee their insurance and financial plans, we often are asked to assume total control of the event while keeping our clients up-to-date along the way. Excellent communication not only makes customers feel comfortable with how we are progressing, but it also helps in our crucial relationship-building process.
The same is true for you. If you approach every sales opportunity as if it is the most important project you have all day, while conveying a high level of enthusiasm and energy, you will experience the joy that comes from receiving thank-you letters, phone calls and referrals when you’ve done your work in an excellent manner, which can also result in high-impact testimonials — but only if you ask clients to provide them.
Your prospects and clients are eager to have an open line of communication with you, whether the news is good or bad. They want to be assured that you have their best interests at heart and act with integrity. To achieve this, it helps to be innovative and proactive in the sales process. That said, be sure you:
1.) Let clients and prospects know in advance what they can expect from you and your firm.
2.) Keep them apprised during that interaction of how they are benefiting from your services.
3.) Keep in touch after the interaction is completed to make sure they were satisfied in every way with the experience.
If you perform all three of these steps, you will be welcomed back with open arms for future opportunities.
Service
You’ve heard the expression that the “devil is in the details.” We believe that an opportunity to shine is in the details. In the event planning industry, we first learn a prospect’s objectives, desired outcomes and scope before any activity on the site begins. We don’t pretend to be mind readers. Asking questions is the best way to understand their true wants, needs and desires. Only after taking this vital step do we begin researching locations, conducting site inspections, negotiating with vendors, evaluating contracts and executing their event plan.
The same approach applies to you. Your skill at completing a thorough fact-finder proves that the focus is on their needs — not yours. Do you concentrate on listening before talking? This technique shows respect for the client and simplifies the closing process. When you’ve taken the time to ask the right questions and show a genuine interest in your prospect’s desires, asking for their signature is simply a logical solution to their problem. You will be fairly compensated for your efforts, and they will be the ultimate winners.
Your expertise also makes a difference. People appreciate a knowledgeable and confident professional working on their behalf. Your expertise cannot be duplicated by an Internet site or transaction-based firm. You will separate yourself from the competition by being truthful and following through with your promises.
At my firm, we promise to deliver only the services our clients need for as long as they need them. Your client will appreciate that you’re supplying them only with products they need, and only for as long as they need them.
Recently the CEO of a financial marketing organization sent us a note: “EXCEPTIONAL! We have worked with other event planning companies in the past and the service you provided is top notch. Your company goes above and beyond to create a successful event.”
This is my wish for you: That you become recognized as a leader in your profession; that you consistently receive commendations and referrals from your clients; and that you perform daily the unique value and service that only you can bring to achieve outstanding sales results in 2011.
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