Friday, 21 October 2011

Marketing Meeting Checklist

"The sole purpose of marketing is to sell more to more people,
more often and at higher prices.
There is no other reason to do it."

Do you get nervous as the time draws close to having a marketing meeting with a potential client?

Do you worry that you will forget the most relevant points that could make the difference between success and failure?

Do you wish you had a template to hand, for how to conduct the marketing meeting?

Well, if the answer to any of these questions is 'yes' then read on...

Firstly, start with the end in mind - what exactly do you want to achieve from this meeting?

Once you have pre-planned your desired outcome ensure that everything you do or say within the meeting is leading you towards that outcome.

The best way to start your marketing pitch after the usual pleasantries, is to ask a few questions:
  • What is their issue?
  • What are their requirements?
  • What are the implications for them if things don't change?
Then make a note of their answers, so you can refer back to it during the meeting. Particularly at the end when they are deciding whether to buy what you are offering or offer you the contact - eg; you mentioned earlier that the implications for you would be .......... if you don't make changes, what will those cost you on a daily basis?

One of the basic errors made, when people go into a marketing meeting is to assume they are the answer to your prayers and launch into what they are going to do for you, rather than asking what your issue is first - don't make that mistake.

I have always found the SCOTSMAN model very helpful - maybe because I am also married to one!

S = Solution
  • Do we have a good solution to their problems? Obviously you do otherwise you wouldn't be having the meeting.
C = Competition
  • What competition are we up against?
  • Do they have a preferred supplier?
  • What do they like about them x 3?
  • What we do over and above that is ....
O = Originality
  • Do we have anything unique that they need or that we can persuade them that they need?
T = Timescales
  • For the decision
  • For the implementation
S = Size
  • Is the size of the sale big enough/too big?
  • Does it demand too much effort for its size?
  • Do we have the resources?
M = Money
  • Is there a budget?
  • Is it realistic?
A = Authority
  • Are you talking to the decision makers?
  • Do the decision-makers know there is a decision to be made?
N = Need
  • Is there a real need for this project?
  • Are they serious?
  • Are they actually going to make a decision?
Then after you proved to them why you should be the one they offer the business to, don't forget to actually ask for the business. Say something like "I have really enjoyed our time together today and would really like to work with you in the future - when will you be making your decision?"

If however, you don't manage to persuade them to do business with you this time, then do ask for feedback as to why you weren't successful, because you will be able to incorporate the comments into your next pitch and each time you will be improving which is a good outcome in itself.

If you would like some coaching to help you prepare for your next marketing pitch or anything else to help you grow your business then do please get in touch with me at Nicholl Consultancy
I look forward to hearing from you!

Unti next time, I wish you success