Notes

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

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

And you answer, "I'd like to buy some transportation."

Well, yes, you want transportation, however the salesperson can't actually sell you that, it's only a concept. But they can sell you a tangible thing: a particular style of car, say a Chevy Volt.

I know, this sounds stupid, nobody would try to buy 'transportation.'

But every day, independent professionals are trying to sell concepts which are just as abstract as transportation. They are trying to sell intangible benefits such as:

- Increased productivity

- Decreased employee turnover

- Better cash flow

- Enhanced teamwork

- Reduced conflict

But these intangible benefits have to be translated into tangible services and programs, just as transportation becomes real in the form of a Chevy Volt.

Something is tangible if it's real, physical, solid. It will need to have an application and structure and perform in a certain way. It must be usable and practical.

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

You accomplish this is by "writing a service or program into existence." This pure act of creation transforms the intangible in to the tangible. And now you really have something to sell.

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. Who are You and how are you currently qualified?

9. What should I do next?

And you turn the answers to those questions into a marketing piece, often called an "executive summary" that's several pages long.

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

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

This is much how we buy cars, isn't it? We do a lot of research online to get the right car for our needs. We look at all of the reviews, the features, the add-ons, the mileage and the price. And we just about decide on the car we want before we walk through the showroom door.

When someone is "shopping" for professional services you may

get a call from someone who was described you. They hear you're great at helping companies like theirs increase their supply chain. Plus they want to talk.

What do read more do next? You send them your executive summary and tell them, "Please have a look at this executive summary about my program. It will offer you a better idea of how I help my clients, and when we meet it'll 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 to help you 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.

get more info .e., "The Supply Chain Speed-Up System"

2. The Primary Purpose of the service or program.

The purpose of this program is to help our client companies measurably speed up their supply chains also to reduce or eliminate bottlenecks in the supply chain, which results in products likely to market faster with fewer delays.

3. THE ISSUES this service or program addresses.

Here you'd have a paragraph or two about your insights into the problems of supply chains, what stalls them, where in fact the breakdowns occur, what most companies miss, etc. This is not anything your client companies don't know, 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 want to accomplish.

Again, you'd have a few paragraphs outlining just what a smoothly working supply chain appears like. What systems will be in place? What automated processes will be in operation? You want 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 a picture of a far more favorable future - one which is believable.

5. The way the service/program works.

You don't desire to give away the store here, explaining all your proprietary approaches and technology. But you do want to assure the reader that you do have the techniques and technology which have been proven over a period. That's where you talk about how your approach is exclusive, effective, and proven. This instills confidence you know your stuff.

6. The structure and format of this program.

Is this a one-day training or a six-month initiative? Who'll be involved? Will it include coaching or consulting, or a combination of both? What is 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 Goods.

What results have your other clients gotten? That which 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 little bit about who You are

This is not a long biography, but a short sketch of who you are, your major accomplishments and credentials.

9. Tell them what to Do next

Invite them to contact you for a casual conversation to explore the options of you helping them. Include contact information. Needless to say, never await a prospect to check out up. That's your job!

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

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

I believe in straightforward, concise, conversational writing that is hype-free. This format builds a solid case your service or program addresses your clients' problems, can be an approach that is which can work, and has a track record with satisfied clients.

Of course, everyone's service is different, but in the event that you follow this basic executive summary outline, you should have transformed your conceptual benefits into services and programs that are real, tangible, and appealing to your prospective clients.

I promise that should you use this executive summary as a marketing tool, you'll have better selling conversations and ultimately close more deals with clients who are confident you can help them.

Cheers, Robert

Action Plan Marketing helps self-employed people attract more clients through action-oriented marketing strategies that allow you to get in front of prospective clients. Get our free report on what you can attract more of your ideal clients as of this link: http://actionplan.club/free-stuff.
Website: https://www.divephotoguide.com/user/cranehall08