Once you have a clear picture of the discrete solutions you have developed for clients over the years along with the repeatable processes you used in each case, you are ready to proactively sell these solutions to similar companies experiencing the same pains. You can let the marketplace know about your services in new ways such as search and social media (which I will discuss in a future post) and good old-fashioned one-to-one selling, but in every case, you’ll need specific materials to help you. Capabilities decks won’t work. Decks are for presenting, and no one wants to click through thirty slides to find out how you can help them solve their problem. What you need is a quick, two-page solution sheet that encapsulates the problem, your unique solution, your process, your deliverables, a few facts about your agency and a client example that includes real business results. They don’t have to be on paper – the substrate doesn’t matter, and in fact videos are highly recommended – but it doesn’t hurt to have written PDFs that you can attach to email or download from your site. These sheets should be a quick read without a lot of hyperbole about your agency. You know how realtors use effusive language about properties online? Don’t do that about your agency. Spend that time painting a picture of the pain for the buyer and the implications to the business if that pain isn’t addressed. Then transition to how your agency uniquely addresses this pain in a holistic way. Your materials are not meant to sell your agency per-se, although prospects will be thrilled that you are actually talking about their problems and not how great your agency is. And developing attractive and compelling solution sheets is critical to getting out of the RFP business anyway, because now you have something to proactively sell. In my next post we’ll talk about ways you can creatively price your solutions to stimulate trial.

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