Years ago one of my mentors gave me this gem of sales wisdom.  As we prepared to make a joint sales call he noticed the adequate but cheap pen I was using.  Oh, it was nice enough, but it had a spring pocket clip, had the name of some other business on the plastic body. At that point my mentor uttered the words in the title above, and we stopped by an office supply store so I could buy a pen with a more professional appearance.

This all goes back to the “packaging” of yourself, which contributes to your personal brand. How you dress, personal jewelry, the type of bag you carry, your collateral marketing materials, your seminars and client communications; all should be appropriate for the market you call upon.  Your office decor and positioning of your client meeting space are important.  Atlanta-based money manager Jim Hansberger once said, “Your office should be a monument to your success.”  Granted, you don’t want to be ostentatious, but you do want to look successful.

Let’s talk about seminars.  Many advisors do dinner seminars – cheap dinner seminars. Craig Zaligson, owner of Midwest Diamond and Watch Company in Minneapolis does dinner seminars. He specializes in high grade, low production, new and pre-owned luxury timepieces. Craig hosts dinner seminars at the Oceanaire, Minneapolis’ premier seafood restaurant, for his best clients and their guests. In other words, he offers a high quality experience and attracts high-end buyers.  Advisors would do well to co-host such an event if they want to present to a more affluent clientele.

So check out your pen, and all of the “tools” you use to grow your business,  Let people know you believe in quality and that you are successful.

Good selling!

Tags: Hansberger, Midwest Diamond and Watch, Midwest Diamond and Watch Company, million dollar deals, money manager, Oceanaire, sales, sales wisdom

This entry was posted on Saturday, February 14th, 2009 at 9:10 am and is filed under Client Events & Entertainment, Marketing Ideas. You can leave a response, or trackback from your own site.