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.

Restaurant business is down due to the economy; people do not go out as often. In the November 2, 2009 issue of Nation’s Restaurant News, trainer and professional speaker Jim Sullivan wrote, “Not that we’re out of the woods by any measure. Grocery prices are falling and restaurant prices rising. Technomic recently reported that in the past three years 21,425 units have closed in the United States, and 84 percent of those were full-service operations. That reflects the worst three-year contraction in foodservice history.”

What does this possibly mean to financial advisors? Coupled with consumer’s expressed desire for education and guidance as to where to go from here, consider a tried-but true marketing concept: dinner seminars.Advisors report seminars are more popular than any time since the 80’s, and clients are attending seminars in record numbers. Restaurants need the business. Contact restaurants to negotiate more favorable pricing for dinner seminars. By making a commitment for multiple events, and you might get a significan price reduction. Also ask for complementary gift certificates. Often you get these at a greatly reduced costs, because restaurant operators know when you have a gift certificate, you bring guests!

Americans love to eat out. They want and need economic news and education. Use the current situation to your advantage as you demonstrate to people in your community you continue to provide information and education that help them make intelligent decisions about money, and do so in a cost-effective manner.

“If you feed them, they will come.” Good selling!