Notes

How to Turn Intangible Concepts Into Tangible Services
What are you currently actually selling? Some say an idea, an idea, a benefit, or value. But a very important factor is for certain, whether it's not tangible, it can not be sold.

Imagine this scenario: You head into a car dealership and a salesperson approaches you and asks, "How do i assist you to today?"

And you answer, "Let me buy some transportation."

Well, yes, you need transportation, but the salesperson can't actually sell you that, it's only a concept. But they can sell you a tangible thing: a certain model of car, say a Chevy Volt.

I understand, this sounds stupid, nobody would make an effort to buy 'transportation.'

But every day, independent professionals are trying to sell concepts that are just as abstract as transportation. They're trying to sell intangible benefits such as for example:

- Increased productivity

- Decreased employee turnover

- Better cash flow

- Enhanced teamwork

- Reduced conflict

But these intangible benefits need to be translated into tangible services and programs, just as transportation becomes real by means of a Chevy Volt.

Something is tangible whether it's real, physical, solid. It will need to have a form and structure and perform in a particular way. It must be usable and practical.

The challenge is simple: Turn your conceptual benefits into actual services and program.

You make this happen is by "writing a service or program into existence." This pure act of creation transforms the intangible into the tangible. And now you truly have something to market.

You do this asking these nine questions:

1. What is the Name of the service or program?

2. What is the goal of the service or program?

3. What Problems does it solve?

4. What Outcomes does it produce?

5. So how exactly does it Work?

6. What's its Form and Structure?

7. How has it worked for Others?

8. That are You and how are you qualified?

9. What must i do next?

And then you turn the answers to those questions into a marketing piece, categorised as an "executive summary" that's two or three pages long.

The purpose of this executive summary would be to clearly communicate the worthiness of your service or program.

This won't convert most prospects into paying clients just by reading it, but it gives them enough to learn if it's worth engaging in a selling conversation.

This is very much how exactly we buy cars, isn't it? We execute a large amount of research online to find the right car for the needs. We look at all the reviews, the features, the add-ons, the mileage and the purchase price. And we pretty much decide on the automobile we wish before we walk through the showroom door.

When someone is "shopping" for professional services you might

get yourself a call from someone who was referred to you. They hear you're great at helping companies like theirs speed up their supply chain. And they want to talk.

What now ? next? You send them your executive summary and inform them, "Please have a look at this executive summary about my program. It will offer you a better notion of how I help my clients, so when we meet it will save us time."

What switches into a marketing piece like this?

Well, the content can vary widely, based on what you're offering, and you also want to buy to be flexible enough so that you can customize your offerings. But all executive summaries have exactly the same essential components that answer those nine questions.

They are:

1. Name of the service or program.

I.e., "The Supply Chain Speed-Up System"

2. The Primary Reason for the service or program.

The purpose of the program would be to help our client companies measurably increase their supply chains also to reduce or eliminate bottlenecks in the supply chain, which results in products going to market faster with fewer delays.

3. The Problems this service or program addresses.

Here you'd have a paragraph or two about your insights in to the problems of supply chains, what stalls them, where the breakdowns occur, what most companies miss, etc. This is not anything your client companies have no idea, it just proves you understand your clients' industry and the challenges they face. And it reminds them that they have issues that are causing them some degree of pain.

4. The actual Outcomes they would like to accomplish.

Again, How to Make Healthy Living 'd have several paragraphs outlining just what a smoothly working supply chain looks like. What systems would be set up? What automated processes will be in operation? You would like to provide a picture of what it would be like after you've come in and put your program into place. These are the actual results the client is buying from you. Paint an image of a far more favorable future - one that is believable.

5. How the service/program works.

You don't want to give away the store here, explaining all of your proprietary approaches and technology. Nevertheless, you do want to assure the reader that you do have the techniques and technology which were proven over a period. This is where you discuss how your approach is unique, effective, and proven. This instills confidence that you know your stuff.

6. The structure and format of the program.

Is this a one-day training or perhaps a six-month initiative? Who'll be involved? Will it include coaching or consulting, or a combination of both? What's the sequence where things happen? How will results be tracked? Paint an image that's as clear as day.

7. Prove your service/program delivers the products.

What results have your other clients gotten? What was their situation before your solution and the changes after it was implemented? The closer these examples are to your prospective clients, the higher. Testimonial quotes are good aswell.

8. Tell a bit about who You're

This is not an extended biography, but a short sketch of who you're, your major accomplishments and credentials.

9. Tell them how to proceed next

Invite them to get hold of you for an informal conversation to explore the possibilities of you helping them. Include contact information. Of course, never wait for a prospect to check out up. That's your job!

This can be a second of five articles concerning the 5 Pillars of Marketing, my marketing model that helps get your marketing on the right track. The original 5 Pillars article

Voila, you've done it. The intangible is now tangible.

I really believe in straightforward, concise, conversational writing that's hype-free. This format builds a strong case that your service or program addresses your clients' problems, can be an approach that is proven to work, and contains a background with satisfied clients.

Needless to say, everyone's service differs, but if you follow this basic executive summary outline, you will have transformed your conceptual benefits into services and programs which are real, tangible, and attractive to your prospective clients.

read more promise that should you use this executive summary as a marketing tool, you should have better selling conversations and ultimately close more deals with clients who are confident it is possible to help them.

Cheers, Robert

Action Plan Marketing helps self-employed people attract more clients through action-oriented marketing strategies that allow you to get before prospective clients. Get our free report on what you can attract more of your ideal clients at this link: http://actionplan.club/free-stuff.
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