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A Capabilities Presentation-A Vital Piece In “Selling Your Firm.” Learn How To Create Your Story And What To Include!

A Capabilities Presentation-A Vital Piece In “Selling Your Firm.”   Learn how to create your story and what to include!

 

Your aim in this endevour is to create a personalized package that outlines your client’s experiences as well as organizes and illustrates the components of your brand and service offerings.

A business card won’t cut it …. Tell Me A Story……

When a prospect or client wants to “see” what you do, you need to be prepared.   By designing a “package” that outlines your brand or unique value proposition, you tell the story of your company and explain the service offerings that can fill the needs of your potential prospects.   It is also an excellent resource that compliments your physical building, your stationary, your email signatures, and your web site.

Your capabilities presentation is more than a selling technique.   You want to explain and show why a prospect should choose you rather than another firm.  Your presentation, whether presented to a group verbally, emailed through power-point, or created on hardcopy and made into a professional folder should:

  • Establish credibility
  • Connect emotionally
  • Reinforce your position
  • Provide solutions that clients and prospects are looking for

 

Let’s look and understand the buying process:  first people “buy” you.  Secondly they “buy” your firm, third and finally,  they “buy” your product and the investment for your product.  The best way to start your capabilities presentation is to show the following:

  • Your Process
  • Solutions
  • Investment Processes
  • How You Communicate With Your Clients
  • How You Keep Clients Informed Of Current Market Conditions
  • A Historical Overview Of Your Company
  • Types Of Products You Have Available
  • Services That You Offer
  • How You Educate Your Clients On Existing & New Services
  • Your Company Vision & Mission
  • Your Unique Value Proposition

 

And last but not least, include a Call To Action.  Include a questionnaire that clients and potential prospects can complete or give them the option to schedule a follow-up meeting with your firm. Include the following questions:

  • How do our values fit with your values?
  • Have you had other experiences with companies like ours?

 

View your capabilities presentation as a key to continue in the sales process.   You want to make your best impression, consider it a resume of your firm.

 We recommend having a professional hard copy brochure or binder available that will “tell your story” as a supplement to your verbal presentation.

Contact us for assistance in following the proper steps needed for a successful capabilities presentation.  If you are having a hard time taking these steps we can support you through the design and development of your presentation and brochure.

View the following examples of presentations that Ironstone has assisted with:

We want to hear from you!  Do You Have A Capabilities Presentation?  Let us know how you use your presentation!

 

Follow us as we explore each of Ironstone’s Fundamental 4™!

  • Strategic Planning
  • Business Development
  • Operational Effectiveness
  • The Human Element

 

You won’t want to miss our next in the series: Operational Effectiveness-Staff Meetings

 


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Stabilize Your Operating Costs: Balance The Demands Of Increased Client Service Expectations

Stabilize Your Operating Costs:  Balance The Demands Of Increased Client Service Expectations

Surprisingly many business owners have an unclear view of their operating costs, which is key to achieving sales goals.  What are the ongoing costs for operating your business?

Operating costs are the expenses that you have related to the day-to-day operations at your firm.  Your operating costs will be in one of two categories:

  • Fixed
  • Variable

A fixed cost is, as the name suggests, costs that you will incur regardless of how much business you do.

Some examples of fixed costs are:

  • Salaries
  • Office rent
  • Utility bills
  • Loan payments for any start up costs
  • Banking Services

Variable costs are those which will change according to how much business you do.  Variable costs play a role in projecting your profit and break-even points for your business. Some examples of variable costs are:

  • Sales
  • Sales Commissions
  • Marketing

You will be facing choices that begin to increase your operating costs.  For example, you add a team member to assist in keeping up with the service expectations of your clients, thus, for each salary added, the more clients you must add to cover your costs.

The time you spend with your clients is a service that you don’t want to compromise.  There are other ways that you can re-evaluate your operating costs.  Consider outsourcing items such as;

  • Web-site maintenance
  • Mailings
  • Compliance
  • Marketing Initiatives
  • Printing Services
  • Kill your power
  • Rent instead of buy
  • Stay out of the airport
  • Get rid of your printers

Sure, some of these ideas cannot be cut completely.  Compliance issues will prevent you from ridding of hard copy documents.  Streamlining business operations, while containing overhead costs, is the real secret to profitable growth.

 

Ironstone can assist you in estimating the costs associated with owning and operating your firm and will guide you through re-evaluating projections if appropriate.    We have templates available for your use.

We want to hear from you!  What steps are you taking to reduce your operating costs?  Share your ideas!

Follow us as we explore each of Ironstone’s Fundamental 4™!

  • Strategic Planning
  • Business Development
  • Operational Effectiveness
  • The Human Element

You won’t want to miss our next in the series:  Business Development- Capabilities Presentation,  How Do You Share Your Firm’s Story?  Learn How!