Many firms have a “packaged” proposal system. While proposals are all over the map in terms of structure, most contain huge amounts of information, with numerous charts and graphs, volumes of copy, and endless disclosures. Whether you present financial plans or individual product presentations, proposals generally contain enough information for a doctoral dissertation. It’s all about disclosure and dictated by the compliance department.

Some clients want the bottom line. Other clients look for detail. And after all, isn’t the presentation about the client? How do you build a presentation and presentation strategy that always provides you with the tools you need to deliver whatever information your client needs to make an intelligent buying decision?

Consider making a summary of recommendations for your presentations. Take the detailed analysis and spreadsheets, and put them in an appendix.

If your client channels Jack Webb and wants the facts – just the facts, or if the client is an actuary with graduate degrees in statistical analysis and engineering, you will be prepared to provide the information needed to fulfill your obligations to communicate in a manner best suited to your client and provide appropriate and complete information. Provide the summary, and give the clients as much detail as they need. Your closing ratio will go up because you are adapting your communication techniques to your clients needs.

Good selling!

As a professional speaker, marketing consultant, business coach, and high level-sales trainer, I meet with a wide variety of salespeople and consultative advisors. This week one of my engagements was to the mutual clients of a retirement plan distributor and a third-party retirement plan administrator, or TPA. One of the points that was discussed of the flaw of SBS© or “Selling By Spreadsheet©.

Too many so-called advisors feel they are providing value by selling cheapest as best.  Advising is really telling a client what is the best solution to their problem. Sometimes price comes into play, but if you are selling a service, usually the main selling point is the quality of service, not price. When you sell price your biggest risk is someone else can do it even cheaper, and if you look hard you can always find it cheaper!

A recent commercial by Office Depot says it well. The commercial depicts a barber shop best by a cheaper competitor, and how they address the challenge. When faced with a shop across the street offering $6 haircuts, they counter with a sign that says, “We Fix $6 Haircuts.”

So what’s your story? Build a defining statement that truly demonstrates your value as an advisor, and quit positioning yourself as the cheapest alternative. Position yourself as the best alternative.

Good selling!

To see the Office Depot Commercial, click HERE.

On I-94 near Jackson, Michigan, there stands a massive yellow billboard with the following line in huge black letters:

“Free Land for Industrial Development”

This definitely attracted my attention, but my first thought was that these people are desperate. After all, the September 2009 unemployment rate in the state is 15.3%. Michigan continues to hemorrhage jobs. You continually hear people lament about how bad the economy is statewide. However, while a large workforce is available, a question prospective businesses might ask is, “What’s the catch?”

Several years ago I was doing some work for Commercial Federal Bank in Omaha, Nebraska, which was acquired by Bank of the West in 2005. They displayed large promotional posters offering “FREE Financial Planning.” In a meeting with a (very young) marketing officer, I asked a fill-in-the-blank question.

“You get what you…”

She almost shouted the answer.

“Deserve!”

Oh well; she just didn’t get it.

Everything has a price. Consumers want and expect value for their hard-earned dollars, but when you position your services as free, you immediately place cost as the primary determining reason to buy, in addition to making the client suspicious. People understand the concept of ,“No such thing as a free lunch.” Certainly you want to justify the cost of doing business, but do so with statements of value, as opposed to being cheap. Tell clients how they benefit from your services, and how you can help them reach their goals. Paint a vivid picture of how clients achieve their financial objectives, and you will attract more clients.

You are too good to be free!

Good selling!