Proposition
messages answer the question: How can you help us?
You can't answer that question until you've understood the problem
and the issues surrounding it.
Most propositions fall into two applications:
1. Sales and marketing campaigns - websites, sales brochures, sales
letters, email marketing and promotion videos
2. Project-specific campaigns - new business proposals, tenders
Here are some guidelines to help you organise
your next proposition:
Examine everything in your own experience
that is relevant to your client's biggest challenge. Look at past
projects, talk to your team members.
Look at the lessons that were leant on previous assignments, they're
rarely documented, so spend time talking to
key people. Don't rush. Don't make assumptions if there are gaps.
List your questions and look for the right answers.
Demonstrate your expertise by telling relevant success stories.
Be generous, but don't give too much away. You have to build confidence
and trust.
Be the voice of a friend. Offer advice and help whenever you can.
People bond with people, not companies. Don't be afraid to speak
naturally. We do it in the bar, coffee shop or golf course, which
is why more and more meetings are held outside the office.
|
|
|
Use
an anecdote to illustrate something outstanding about your business.
Denominate the benefit in financial or time-saving terms or productivity
or goodwill in relationships. It could be a money-saving idea that
saved your client a lot of money. Or it could be joint expertise
on collaborate projects or a patent for an invention. You are different,
so sell the difference.
Be passionate about your work. Passion communicates beyond competence
and says you're 'right' for the assignment.
Make sure design is not used as a decorative tool to make pretty
websites and brochures. Graphic elements should support headings
and copy, expressing key benefits and illustrating the value you'll
bring.
Don't exaggerate your promises and benefits. Always deliver more
than you promised. Keep doing this and you'll be remembered for
your integrity.
So, in summary, getting your sales message right is a combination
of reflection, clarity and integrity.
Avoid clichés and throwaway phrases like, 'our customers
always come first' - unless it's always true. Not just now
and again. |
|
|
