I am a consultant to museums, zoos, etc. in strategic marketing -- long-term support in terms of attendance, revenue and image. I have 27 years experience creating turn-arounds for some of the largest non-profits in the country. I have an excellent track record, do good work; my strategies succeed. However, I find it hard-to-impossible to get new clients. I really believe I offer a unique perspective and valuable service to these institutions, but I am not communicating that at a level that has them listening, or listening and signing, anyway.We have a nice meeting, follow-up on the phone, and they decide it's not something they're ready for right now. Help!

-- Joyce Gardella (jmgardella@mediaone.net), April 25, 2001

Answers

I would suggest incorporating a cost and rate of return (ROI)into your marketing pitch. If you can not only provide a hard number for the cost of your strategy, but also an estimate (that the customer has to buy into by agreeing with) on the increased profits your straegy will create, then you have a win/win for everyone which should translate into a sale. In order to do this you really have to spend the time to get to know your client and customize your presentation to them. Hope this helps - good luck.

-- Eva Turner (evaturner@earthlink.net), June 27, 2001.

Hi Joyce:

I'm not really into giving advice, but some questions came up for me after reading your post.

1. How do you feel about what you do? Forget about the value your service adds and simply ask "do I enjoy this work?"

2. You ended by saying "it's not something they're ready for right now." It makes me wonder what they would be ready for right now. Again, put aside your past results and look at what of value to your prospective clients today, in this moment. Are you meeting them where they are now or are you trying to take them to where you've been at some point in the past?

You say they're not listening. What if you tried getting them to talk more (ask them questions), which would give you the opportunity to better hear where they are now, where they'd like to be and where you can joyfully fit into that.

Hope that helps! Michael Pollock

-- Michael D. Pollock (mp@michaeldpollock.com), July 27, 2001.

Joyce,

My first thought was to refer you to the book 'SPIN Selling' by Neil Rackham. This is an excellent study of the buying process, and how to be an assistant buyer instead of a seller, how to develop the needs of the prospect, etc.

Be sure you are letting the prospect do the talking when you meet with them. Most people love to talk about themselves, their business, etc. and they will literally tell you how they want to buy! Develop your abilty to ask open, probing questions and then just sit back and let them talk. The person asking questions is in charge of the discusssion. When you have found the needs that can be solved with your services or methods, be sure you quantify the needs first, and then compare that cost to the value of your service. Use their numbers from your discussion to quantify their costs or opportunities. Nobody will dispute their own figures, and when compared to the value of your services, it really is a collaborative decision between you and the prospect to proceed with the contract. Again, follow the SPIN model. It works!

Best Wishes,

Bruce Eberle

-- Bruce Eberle (beberle@myavista.com), September 06, 2001.