AUGUST 2007

Dear [fname] -

For the past month, I’ve been on the road delivering speeches at the Women’s Business Enterprise National Council (WBENC) Conference in Los Angeles and attending the National Speakers’ Association convention in San Diego.  Many thanks to the more than 100 women business owners I addressed on Leveraging Your Certification at the WBENC conference.  You’re always a great crowd and I hope that you’ll take me up on my offer to provide you with a complimentary 15-minute coaching session so you can test-drive the Nancy Direct Program yourself. 

My assistant Karen McGreevey will be scheduling these coaching sessions with you, so if you’re interested, please contact Karen directly at kmcgreevey@growyourbusinessnetwork.com and she’ll put you on my calendar.

If you’ve missed our past NancyDirect tele-classes on “How to Establish yourself as “The Expert” In Your Field” and “Preparing to Attend (and Follow-up on) Conferences, Trade Shows, etc.”, and a variety of other topics related to distinguishing yourself and increasing your sales, they are available.   Simply subscribe to listen to the class, or order the transcript and list of resources, by clicking here.

This Fall, I’ll be speaking at the International Association of Child Safety, Las Vegas, September 7 & 8; MA Association of Electrolysis, Boston, September 30; Make Mine a Million $$ Business, New York, October 17; California, November 24.

If your organization is interested in booking me to speak to your association in-person, or via a web-cast or tele-class, please contact my assistant, Karen for details at kmcgreevey@growyourbusinessnetwork.com.  Karen is now booking speaking engagements for the upcoming months and into 2008! 

Our Top 10 List this week focuses on Making the Most of Your Participation at a Conference – the subject of one of my latest seminars at WBENC that will help you to formulate a strategy and persist until you land your ideal client. 

Fortunately Yours,
Nancy

P.S. Check out our e-store featuring all you need to help you grow your business at www.growyourbusinessnetwork.com/estore.

View a Testimonial from Paula Harris

Making the Most of Your Participation at a Conference

1. Develop Your Unique Selling Proposition (USP) to Identify and Attract Your Top Prospects: First, visualize your ideal client.  Then, come up with your USP.  You need a statement that clearly demonstrates the unique product or service only YOU can bring to your client base. A Freelance Writer’s USP might be, “I work with non-fiction authors who want a guaranteed-to-sell book proposal.” Then fully research your prospects.  Most information can be found on the Internet, but also consider developing a comprehensive database, being a secret shopper, subscribing to essential publications, and becoming meaningfully engaged in professional organizations (earn their respect through mentoring).  From the information you gather, you will be able to determine how to best position yourself when making a pitch to your ideal client and to tell them what they want to hear, in order to sell yourself.
   
   
2. Build Your Reputation and Relationships:  See and be seen in your prospects’ networks.  Be able to clearly and succinctly describe what your company does, so people you meet can easily explain it to others.  Identify the industry leaders in your client’s field. Learn from the best and practice, practice, practice.  Look at their website, logo, new product name, speech topic, anything for inspiration.  Surround yourself with success by creating an advisory board or mastermind group.
   
   
3. The Approach—How to Connect with Decision Makers: The success of your pitch ultimately comes down to one person, the decision maker.  Start at the top—the CEO if you have a connection.  Find a referral and send a promotional kit and a cover letter by mail before the initial phone call.  CEO’s don’t answer their phone.  Get the meeting you want by making friends with the decision maker’s assistants, associates, fellow board members, etc. Understand the capabilities of everyone on the team.
   
   
4. Pre-Meeting Checklist:  Once you’ve set up a meeting, send a thank you note.  Then, review and update your marketing materials.  Call everyone you know to hear his or her comments and get helpful information.  Prepare an agenda, play 20 questions, and design a clear and concise visual presentation. Rehearse and plan your appearance (look professional and pulled together).  On the day of the meeting, arrive early and don’t forget your confidence!
    
5. Knock a Prospect’s Socks Off:  First, you need to look the part. Your personal appearance, as well as that of your presentation materials should be impeccable.  Bring copies of handouts for everyone who will be at the meeting and prepare a PowerPoint presentation that contains visual images to illustrate your points and make them more memorable, accompanied by bulleted text. Your presentation should be customized with your company’s logo.  It should include background information, your personal story, numbers, statistics, diagrams, relevant press clippings, references with contact information, and of course, a detailed description of your pitch and how it will be of benefit to the company. Be prepared with your own laptop and projector. Finally, respond to any questions and concerns.
   
   
6. Submit an Outstanding Proposal:  Show your potential client that you have heard them by implementing their suggestions and making necessary changes to your initial plan.  Flexibility is important.  Invest in your materials and have them professionally prepared.  Your proposal should include details on the program you are pitching, benefits of hiring you, the expected cost, a timeline, stories of satisfied customers, your bio, relevant media you’ve been featured in, and references. 
    
7. Don’t Peak too Soon —The Art of Gentle Persistence:  Create a focused follow-up plan.  Establish your desired reach and frequency of contact. Become a valued and trusted resource by offering your prospect something they haven’t paid for…yet.  If you are a consultant, offer some free advice on another aspect of their business. Be persistent without being obnoxious (build on your strengths).
   
   
8. Close the Deal: Be willing to negotiate.  You don’t want to give your services away, but know a reasonable offer when you hear one.  Assume the deal and have the contract ready to go when they say yes.  If they say no, try, try again.   Ask what would make your pitch more appealing to them.  Implement their suggestions and go back to bat with a fresh new proposal.
    

9. Don’t be Shy—Showcase Your Expertise and Professionalism: Write something that demystifies conventional thinking.  Getting published or featured in a publication instantly gives you expert status.  So does public speaking.  Public speaking is marketing, so get over your fears and get out there.  Finally, throw your prospects a party.  Publicity breeds publicity and polishes your reputation.

10. Turning Clients into Advocates—Take the Testimonial One Giant Step Forward:  You’ve earned their respect, now maintain it by continuing to be a resource and contributing in any way you can.  Stay in the limelight in a positive way by celebrating something that brands you.  Invite satisfied customers to tell their story, in their own words, to your prospects through an endorsement campaign.  Satisfied customers are a great source for referral business, so encourage, welcome, and appreciate it.

OUTRAGEOUS RESOURCE!

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