Are you using your capabilities presentation to its full capability?
Providing solutions and differentiation to clients and prospects are vital components of your firm’s capabilities presentation and should be a fundamental element in your business development strategy for 2013.
Your capabilities proposal should target your niche markets concentrating on challenges and obstacles they are facing in today’s economy and the solutions you offer. You will also want to include the benefits of working with your firm along with a call to action.
In our blog, A Capabilities Presentation-A Vital Piece In Selling Your Firm, Learn How to Create Your Story & What To Include, we reviewed how to create your story and what to include in your presentation. Now that you have created your story, is it in alignment with your firm goals and strategically placed to educate existing clients and attract new ones? Advisors should focus on the following 6 ways to expose differentiation from competitors and to increase client acquisition.
Implement your capabilities presentation through:
• Print marketing materials
• Networking and one-on-one interaction
• Build a strategic alliance program
• Increase online and social media presence
• Develop connections through media
• Provide education to organizations and businesses
Your goal is to spawn new connections, referrals, introductions and contacts by earning trust and sharing your expertise consistently through all marketing and new business development opportunities.
Print marketing materials
Include your capabilities proposal in your core marketing pieces. This may include a marketing brochure given to prospective clients, a 1st appointment brochure or a single brochure dedicated to your firm’s capabilities proposal. Fact sheets are another resource to include in your marketing strategy. Typically a fact sheet is one piece of paper, highlighting services your firm offers or your investment strategy.
Networking and one-on-one interaction
Get out of the office and play a bit. Become involved in community events to interact with COIs, community officers and key board members. When networking and interacting one-on-one, YOU are your capabilities presentation. Before anyone becomes a client, trust needs to be earned. Make certain you don’t become impatient waiting for relationships to evolve. Trust and the relationship sell, not the service or products.
Build a strategic alliance program
Work closely with a select group of partners such as CPAs, Attorney’s and Estate Planners. Lay the foundation by identifying specific goals. Educate your alliances about your firm and provide them with resources and small displays including firm brochures, white paper studies, articles and links to your online presence making it simple to refer clients to you.
Increase online and social media presence
Most firms fall short in recognizing the potential of expanding their capabilities presentation to an online presence. Be certain to include your story on your website along with PDF files that can be downloaded of your firm brochures including links to blogs, market research or other feature articles important to your target market. Statistics provided by HubSpot, reveal that 78% of Internet users conduct product research online. That means your website stands a good chance of being a prospect’s “first impression”. That also means your new business card isn’t a business card—it’s Google.
Develop connections through media
Build a list of local media connections and identify which reporters and editors specialize in industry news. Establish yourself as a local expert by providing proactive information through articles, reports, press releases and interviews with an emphasis on solutions you provide to the needs of your market.
Provide education to organizations and businesses
Offer workshops, seminars or panel discussions to charitable organizations and businesses within your target. Groups are always looking for industry experts to provide interesting and pertinent information.
Strengthen your presence through these initiatives by providing strategic financial information as a solution to your target market needs. Providing consistency throughout each interface will reinforce your capabilities proposal and put your firm in position for growth.
Read more about Capabilities Presentations:
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How do you promote your capabilities presentation? Share your ideas!